In this new era, digital adaptation is not an option anymore, but rather an indispensable and strategic tool for destinations to remain competitive and to respond to the ever-evolving consumer needs and demands. In the tourism sector, digital strategies are increasingly based on online presence, differentiation and reputation in order to be competitive. This session will identify ways of how a destination could adapt to the digital transformation of the sector in order to remain competitive. Speaker: Mr Julian Mountain, Commercial Director of the Travel People, Lastminute.com Group Julian is a globally minded, analytical expert with digital communication experience across a range of countries. Before following his passion and moving into the travel industry he was head of Digital for Saatchi & Saatchi, part of the Publicis groupe. When not assisting tourism boards navigate digital technology and channels, he can be found trail running or surfing and waiting excitedly for his twins to be born.
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