An event byDigital Tourism Think TankHost partnerFáilte Ireland
2026 Edition · Dublin · 02–04 December

Future
Destination
Brand.

The Digital Tourism Think Tank's global forum on destination brand and marketing leadership in the age of AI, bringing together Chief Executives and CMOs alongside their marketing, strategy, content and digital teams from the world's leading national, regional and city DMOs for three days in Dublin.

DuringIreland's EU Council Presidency · H2 2026
The 2026 edition

Future. Destination. Brand. is hosted by Fáilte Ireland during Ireland's EU Council Presidency.

Host partnerFáilte Ireland
The programme

The defining gathering for destination brand and marketing leadership, structured across three days in Dublin.

The programme comprises an invitation-only leadership meeting, the X. Awards ceremony, a full day of keynotes from globally leading destinations and a members-only workstream exploring the key trends shaping 2027. Each part has its own format and access. Together they form the most important annual gathering for destination brand and marketing leadership.

Across three days

The programme runs across three consecutive days, each with a distinct focus and audience. Chief Executives and senior leaders may attend all three days, or join solely for the Leadership Meeting on Day One. Marketing and brand teams will find the greatest value in the Keynote Day and the Trends Day on Days Two and Three, while drinks at Bewley's on the evening of Day One and the X. Awards on the evening of Day Two are open to all attendees.

Who it's for

Built for Chief Executives and CMOs setting destination strategy, and the digital, content and marketing teams delivering it across national, regional and city destinations.

C-suite destination leaders
The Chief Executives and senior leadership teams setting destination strategy.
National, regional & city DMOs
The world's leading destination management and marketing organisations.
Marketing & digital teams
The people turning strategy into brand, campaigns and content.
DTTT members
The global membership community at the heart of the trends workstream.
What sets it apart

A global forum with a 100% destination lens, focused entirely on how destinations build a compelling proposition and lead change in a rapidly evolving landscape.

A practitioner-led programme.
Sessions are selected to address the real challenges facing destination marketing and brand teams. Every speaker brings direct, first-hand experience of the work, ensuring the programme reflects what the sector actually needs.
Global best practice.
Drawing on the direct experience of Chief Executives, CMOs and brand leads from the world's leading national, regional and city destinations. The room itself represents an unmatched concentration of global knowledge.
Comprehensive multi-part programme.
A structured three-day programme covering the full spectrum of destination brand challenges, from executive leadership and strategic direction through to campaign innovation, content and the trends shaping 2027.
Strategy and deliverables.
The programme moves from inspiration to action. Sessions are structured to produce documented conclusions, including the Global Tourism Code of Practice on AI and the Future Destination Trends 2027 report.
Expert voices, peer perspectives.
The programme combines expert voices who broaden the strategic frame with keynotes from senior destination leaders at the world's leading DMOs.
Year-round value.
The Future Destination Trends 2027 report gives destination teams a structured foundation for planning the year ahead. Working groups continue quarterly through 2027, translating the conversations from Dublin into sustained actions and value well into the year.
Frequently asked questions

Future. Destination. Brand. is the Digital Tourism Think Tank's annual event for senior destination marketers and leaders. The 2026 edition takes place in Dublin and examines how AI is reshaping destination branding, marketing and leadership. It is a working event built around peer discussion and concrete outputs.

It runs from 2 to 4 December 2026 in Dublin, Ireland.

The programme is designed for chief marketing officers, marketing directors and senior brand strategists at national, regional and city destination organisations. The opening leadership day is an invitation-only convening for chief executives and senior leaders.

Day One is Leadership in the Age of AI, an invitation-only working day for senior leaders, followed by drinks and dinner at Bewley's on Grafton Street, open to every delegate. Day Two is the keynote programme, followed that evening by the X. Awards. Day Three is a working session for senior marketers.

The X. Awards recognise the best work in destination branding, transformation and digital innovation. They take place on the evening of Day Two, 3 December.

Registration is through the Register page on this site. DTTT members receive places as part of membership, and tickets are available to non-members.

Future. Destination. Brand. is organised by the Digital Tourism Think Tank and hosted in 2026 by Fáilte Ireland, Ireland's national tourism development authority.

AI is changing how destinations are discovered, chosen and marketed. The 2026 programme treats it as a strategic force reshaping the craft and the role of the marketer, rather than as a technology topic in isolation.

Future. Destination. Brand. is where destinations examine the trends, innovation and strategies shaping the year ahead.