PROGRAMME

Tourism distribution and the dream-plan-book journey has never been so complex, or fast-moving. Join us in 2024 as we explore the modern tourism marketer’s playbook – the tactics, tools and strategies that will keep you ahead of the curve and help you stand out from the crowd. From huge shifts in search behaviour to what’s new in socials and how to craft creative with cut-through, this year’s event is all about sharing the tried and tested tactics we’ve been honing all year at Maverick Digital so you can add them to your toolbox.   

Hands-on, practical and innovative are the themes of Destination: Digital’s 2024 format. You’ll enjoy a workshop-style delegate experience where you’ll come away with tangible, strategic actions to apply to your own brand and role. Alex Dykman, Founder of Maverick Digital will share the best ways to maximise impact from this unique and exciting delivery format.  

With zero-click searches and social media taking centre-stage, the way people find travel inspiration in the dream phase to then make decisions is shifting fast. Younger audiences are turning to TikTok and Instagram for ideas, while authentic, user-generated content is winning trust over traditional brand promotions. In this session, we’ll dive into the latest trends and show you how to stay ahead, ensuring your brand is visible, engaging, and ready for action when it’s time to book. Join Stu Lill, exploring how to reshape your search strategy and capture the attention of tomorrow’s travellers.

With the Otago Trails network expanding and the incredible success of Lake Dunstan Trail and other Great Rides in the region, this session uncovers the journey of growing Central Otago as a premier international cycling destination.

Learn how Tourism Central Otago, Trail Trusts and Operators worked to create an offering that leverages cycle-focused customer preferences and interests alongside Central Otago’s unique destination proposition. Antz will share how his team has worked to combine insights in to changing search behaviour with social media, PR and strategic partnerships to elevate destination visibility, and the key learnings they’ve had on the way.

Taking learnings from the morning’s sessions with Stu and Antz, focus on one platform in the search process and analyze the customer journey it offers. What’s good, what’s bad and what elements of the booking journey are catered to the best?  

Learn from fellow tourism marketing peers and their thoughts and ideas around understanding and leveraging the new search landscape.  

Mixing private operator (RealNZ), government DMO (Tourism New Zealand), and research agency (TRA), this panel will dive deep into the world of data-driven decision-making and the potential impact this has on tourism marketing strategy. Gain an understanding of how these experts leverage data to shape marketing strategies, identify emerging trends, and build higher-impact campaigns.

Get ahead of the curve with the latest social media trends shaping tourism marketing in 2024. Discover how TikTok’s viral potential, Instagram’s visual storytelling, and Facebook’s targeted reach are evolving—and how to make smart creative decisions to maximize engagement. We’ll dive into platform-specific strategies, ad placements, and the types of content that truly resonate with today’s audiences. Learn how to craft campaigns that not only capture attention but also drive meaningful results for your tourism brand.

In this session, Steph and Melissa from ZORB Rotorua talk about how the adventure tourism operator has worked to identify, adapt and implement shifting social media trends to drive brand awareness and interest. By embracing new organic tactics and leveraging platforms like TikTok, ZORB has achieved viral success multiple times, driving strong engagement while staying true to their brand’s fun, authentic, and distinct voice. This case study highlights the pivotal role ZORB’s organic social strategy plays in their digital presence overall and audience connection.

In this interactive workshop, you’ll go head-to-head with your competitors, building a winning social media strategy for a pre-assigned brand. Using the latest tactics and tools shared by Ryan, you’ll develop a plan to outshine your competition on TikTok, Instagram, and Facebook. Get ready to think creatively, collaborate with your team, and be impressed by your industry colleagues.

Learn from fellow tourism marketing peers and their thoughts and ideas around how they’ve applied the social media playbook.  

Challenging the status quo is built into Kristen Lunman’s DNA – and her secret sauce is doing it in a way that moves, connects with and mobilises people. As co-founder and ex-CEO of investment platform Hatch (aquired in 2021 by FNZ), Kristen built a unique brand that deeply resonated with New Zealanders, re-shaping the wealth habits of over 200,000 kiwis.

Today, Kristen has her sights set on closing the gender leadership gap through her latest venture, Powrsuit. A membership network democratising leadership development for women, the brand resonates deeply for busy women looking to accelerate their careers in meaningful ways.

A powerful brand weaves a story across every touchpoint it has with its customers. Kristen shares the wins, learnings and ‘a-ha!’ moments she’s experienced throughout her entrepreneurial career, many of which can be applied directly to tourism marketing.

 

We look forward to seeing you next year – all the best for 2025!