Experience

Restorative Strategy Mulanje, Malawi

Remaining true to our principles, the conception of this plan was achieved through a process of co-creation with the local population, obtaining approval from tribal chiefs, and maintaining constant communication with all stakeholders. The MLEZI plan is a qualitative growth strategy that demonstrates that regeneration in this area serves two important goals: educating visitors by providing them with information and involving tourism in community development.

Reference: Carl Bruessow, CEO MMCT and Moffat Kayembe,Programs Officer Responsible Forest Co-Management and Sustainable Livelihoods MMCT

Our team members have executed similar work in New Zealand, Belgium and Australia.

Brand Development, Auckland, New Zealand

There is no such thing as a tourism brand, an economic brand, and a citizen brand. They cannot be considered separately. A place has only one brand, one reputation. A brand is an ecosystem, and understood this well. That's why ATEED (now Auckland Unlimited), collaborated with Frank Cuypers as senior strategist of Destination Think to uncover Tāmaki Maukara's identities. The process involved extensive research and collaboration with residents and stakeholders to develop a brand that is not only co-created with, but also supported by the community. In Tāmaki Maukara's case, this co-creation involved collaborative workshops, focus groups, and engagement with Māori community members. In-depth research with Auckland stakeholders and residents, international sentiment analysis and a review of Auckland's social media and online communications, led to the final development of a self-service digital brand home, brand-aligned campaigns and a brand recovery strategy when COVID-19 struck.

Reference: Shelley Watson, Director and Clair Barker, Head of Brand

Our team members have executed similar work in  Munich, Grand Junction, Launceston, Colorado, Aruba, Ottawa, Saskatchewan, Calgary, Dublin, California. 

Marketing Strategy,  Europe

In a previous role, one of our founders held the position of Chair of Marketing at The European Travel Commission (ETC). From 2016 to 2021, Elke Dens collaborated with the executive unit and marketing directors of national tourism boards across Europe to initiate a new direction for the Europe brand. This involved implementing significant shifts, such as transitioning from a generic brand to a more specific brand that focused on distinct experiences.

Through the involvement with Place Generation, Elke, Frank and Greta had the opportunity to develop the comprehensive strategy for The European Travel Commission. Working alongside 34 leaders from national tourism boards, they formulated a strategy that would guide the future advocacy, research, and marketing efforts of European tourism. The outcome of this collaboration, known as The ETC's Strategic Framework 2030, is set to be published in summer 2023.

In the words of Luis Araújo, the President of the European Travel Commission, this framework represents an ambitious vision for the future of European tourism. It acknowledges the potential of tourism to shape a better, more sustainable, and inclusive future for all Europeans.

Reference: Eduardo Santander, executive director. and Miguel Gallego, head of marketing and communication

Tourism with Purpose, Bay Of Plenty, New Zealand

Frank Cuypers' work with the Bay of Plenty resulted in a courageous destination management plan that centered around principles of regenerative tourism. On behalf of Destination Think he has led a highly collaborative process in the Bay of Plenty, including leading workshops with residents and the Māori community, engaging residents, visitors (past and potential) and with the local government, and working closely with key industry stakeholders. 

As a next step Anna Pollock played a crucial role in the Bay of Plenty's tourism development by working together to enhance the comprehension of the new strategic direction through workshops, training sessions, and knowledge-sharing initiatives. These efforts were aimed at ensuring that all participants fully grasped the concepts and potential applications of regenerative principles. 

The collaboration with Anna provided the region with the expertise and guidance required to establish a roadmap for transforming the Bay of Plenty into a more vibrant and qualitatively progressive destination, benefiting both residents and visitors.

Reference: Kristin Dunne, former CEO Tourism Bay of Plenty

Our team members have executed similar work in  Bali, Cyprus, Meetjesland, Sri Lanka, Taos,(New Mexico), Ketchikan (Alaska), Lake Tahoe (Nevada), Maine, 

Change Strategy & Implementation, Flanders, Belgium

VisitFlanders has established a reputation as a highly progressive Destination Management Organization (DMO), demonstrating leadership in various aspects. Elke Dens, who has been part of VisitFlanders for 16 years, has been instrumental in implementing significant shifts within the organization.

Under Elke's guidance, VisitFlanders underwent transformative changes. They transitioned from a focus on marketing to destination development, shifting their teams from promotion-centric roles to a team of product/experience managers. Geographical market segmentation was replaced with a passion-based market segmentation approach. Furthermore, VisitFlanders evolved from being a tourism brand, "Visit Flanders," to a place brand, "Flanders," which was co-creatively developed and utilized by the entire government of Flanders.

However, the most significant shift occurred in the past five years, as VisitFlanders and its partners ventured into the realm of regenerative place thinking. Flanders worked together closely with Anna Pollock, recognizing that tourism is not an ultimate goal in itself, but rather a means to a greater purpose. Watch their journey: 'travel to tomorrow'.

Reference: Peter De Wilde, CEO, VisitFlanders

Our team members have executed similar work in  Ottawa,. Oregon, New Zealand, Denmark (Danish Destinations), Copenhagen, Antwerp and Oregon.

Destination Development Plan, Aspen, Colorado

When still working with Destination Think, one of our founders crafted a comprehensive destination management plan for Aspen, Colorado, spanning from 2022 to 2027. This plan established a structured framework encompassing three strategic priorities: tackling visitor pressure, enriching the Aspen experience, and safeguarding the town's small-town character. These strategic priorities provided valuable guidance to the Aspen community and the Aspen Chamber Resort Association, enabling them to effectively confront the challenges identified by the community. "

Currently, our team member Mary, is assisting ACRA with establishing the education platform which will eventually lead to the Aspen Ambassador program, which was one recommendation from the Aspen destination management plan.

Reference: Eliza Voss, VP destination management ACRA.

Our team members have executed similar work in Western Australia, Flanders, New Zealand, Denmark. 

Training and capacity building, Cambodia

In 2022 Elke delivered a training and capacity building program for the Ministry of Tourism, the provinces and private sector associations secretariat staff in the area of tourism promotion and marketing in Cambodia. 

The course was based on an international knowledge exchange from tourism marketing and promotion professionals from different countries (Australia, Malaysia, UK, Belgium, …). The training course was fully designed and delivered on  the Talent LMS virtual platform, and kicked off with a two days in person training in Phnom Penh. Trainees also learnt to see opportunities to collaborate more with other provinces, the ministry and private sector, as they realized they were all working around the same objective: to make visitors stay long(er) in Cambodia. They learnt about 'Cambodianess', as their (brand)wonder. An asset that has been expertly communicated by MMGY Global in the tourism marketing campaign they developed for Cambodia. 

References: Kamrang Khem, PMU, Ministry of Tourism, Cambodia

Our team members have executed similar work in UK, New Zealand, Melbourne, Innsbruck, Limburg, Newcastle and Indonesia.