WebinarOnline
Destination marketing in the digital age: From academic theory to global campaign success
Friday, 4 December 2026
This webinar connects destination marketing theory with digital campaign practice, examining place identity, audience insight, ethical representation and measures that relate communication performance to meaningful outcomes for destinations and communities.
About this event
Destination marketing now operates within a crowded digital environment where places compete for attention, trust and meaningful engagement. This webinar examines how established marketing theory can inform contemporary campaigns without reducing destinations to interchangeable products. It considers the relationship between place identity, audience research, strategic positioning and the wider public interest.
The discussion will explore how digital channels have altered the production and circulation of destination images. Search platforms, social media, mobile services and creator content can extend reach, yet they also distribute influence across many actors. Participants will consider how evidence, segmentation and careful message design can support coherent communication across this complex landscape.
Particular attention will be given to the gap between campaign performance and destination outcomes. High engagement does not necessarily produce suitable visitor demand, community benefit or responsible behaviour. The webinar will therefore examine useful measures beyond clicks and impressions, including visitor fit, seasonal balance, resident sentiment, dispersal and longer term value. It will also address the ethical treatment of data and local representation.
The session brings academic concepts into dialogue with practical campaign decisions. It asks how destination teams can translate research into creative briefs, channel choices and evaluation frameworks while retaining flexibility. Attendees will gain a structured basis for assessing digital strategy, challenging superficial success claims and connecting marketing activity with the social, cultural and environmental priorities of a place. The aim is not to prescribe one model, but to clarify the questions that make destination marketing more credible, locally accountable and demonstrably effective.