3rd DATA event in Japan underlines the travel technology trends


Third edition of Destination Academy with TripAdvisor (DATA) event recently held in Asia Pacific brought together a diverse group of marketing managers, destination marketers and social community managers for a highly educational, informative and dynamic three-day seminar that combined practical training in digital marketing, crisis management training and best practice with case studies from successful destinations around the world.

“In today’s ever-changing travel environment, destinations need to understand the value and importance of local, real time content and how to connect and leverage user-generated content to effectively transform their organisations. Mie Prefecture was chosen as the venue of the event not only for its rich cultural history but also for the fact that it is a lesser known destination with a wealth of tourism assets. These assets were integrated into the off site training activities. This allowed us the perfect opportunity to educate the participants’ first hand with real world examples,” said Sarah Mathews, Head- Destination Marketing, APAC, TripAdvisor and Chairperson, PATA.

Over 50 tourism marketing representatives from across the Asia Pacific region came together for three days in Mie, Japan. During the three day programme, TripAdvisor held separate sessions to share new data on travel trends for travel research, planning and booking and provided guidance on how the wealth of user generated content and reviews may be better used to market destinations.

TripAdvisor, in partnership with the Pacific Asia Travel Association (PATA) and E-Tourism Frontiers, launched the initiative in 2014 in Singapore to improve the way that destinations use content created by travellers, and to help Destination Marketing Organisations (DMOs) succeed online.