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Article Substance

08 November

Leveraging digital solutions for the tourism industry


It's official: the tourism industry is experiencing a revival, and digital solutions are playing a central role in its recovery. Brands are looking to appeal to customers, promote sustainable travel, or attract talent, with the goal of improving the tourist experience. However, the industry's transformation comes with its share of challenges, particularly with adopting innovative tech. In this article, we'll address some of the concerns that marketers face in the industry.

Marketing and promoting tourist destinations

As always, digital marketing is all about data, driving the decision-making process in advertising and marketing efforts. Data is a critical element in promoting tourist destinations on digital platforms and should be used correctly to make informed decisions. This helps us:

  • Understand consumer (traveller) behaviours;

  • Identify areas where we can focus our efforts to ensure the greatest ROI.


Another key challenge for brands in the tourism industry is the lack of useful data ahead of a trip or in real time. To overcome this obstacle, partnerships can be leveraged to obtain predictive data or analyze data from past years to provide us with a better idea of how to build campaigns.

Ethical challenges in the age of technology

These days, ChatGPT has become a household name. In the wake of the pandemic, AI (artificial intelligence) has proliferated, with Internet users passionately embracing it.

The introduction of Law 25, the act to modernize Canada's privacy landscape, has brought up ethical considerations, which makes using data even more complicated.

This legislation stipulates that for data to be considered ethical, it cannot be acquired without people's consent, which they can then withdraw at any time. This highlights the increased importance of adequately handling and understanding the data we gathered. First-party data is an attractive solution, and it is more accurate and qualified than data supplied by third parties.

Data usage

With the rapid growth of AI, the use of data has become increasingly complicated. The introduction of Law 25, the act to modernize Canada's privacy landscape, has brought up ethical considerations that every industry using data should consider. This legislation stipulates that for data to be deemed ethical, it must be acquired with people's consent, which they can then withdraw at any time. This highlights the importance of handling and understanding the data we collect. For example, prioritizing first-party data can be a helpful solution because it is more accurate and qualified than data supplied by third parties.

Digital sobriety

The concept of “digital sobriety” is becoming increasingly important, especially for businesses in the tourism industry. Digital sobriety means knowing how to use innovation to serve people, not replace them. In the tourism industry, human connection is the core of the travel experience. Technology should not replace experience, but rather enhance and consolidate it.

Principles that go beyond the tourism industry

Although most of the topics discussed in this article apply specifically to the tourism industry, they can also be applied to other industries. Staying up-to-date on technological advancements and how they are being applied in different industries is crucial to adapting digital and media strategies that generate the best results.


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