Video: Innovations in destination marketing

Speaking at the Tourism Summit at World Routes in Chengdu, how destination marketing can bring in travellers from the biggest market in the world came under discussion. With a wide ranging international panel trying to lure in Chinese tourists, they shared their best practice on bringing in the emerging middle class who are willing to go the long-haul.

The shift from traditional marketing to digital and social marketing continues to gain pace. What are the key drivers in destination marketing? What is the impact of travel technology on destination marketing? How can destinations keep up and embrace these rapid changes technologies? Which destinations are leading the way?


  • Moderator: Yolanta Strikitsa, director of Strikitsa Consulting
  • Carol Dray, commercial director of VisitBritain
  • Miguel Angel Perez Alba, sales promotion director, Turismo Valencia
  • Beverly Nicholson-Doty, commissioner for the US Virgin Islands Department of Tourism
  • Kathy Smits, vice president, international tourism, Los Angeles Tourism and Convention Board

Watch the panel session

For more World Routes 2016 videos, check out our playlist. 

Share this article

Routes World Event Brochure

Routes World 2022 will unite airlines, airports and aviation stakeholders from across the globe to build air services for the economic and social good of every destination. As the...

Download Brochure