Choosing your
category.
Most entries fit clearly. This page is for the rest — a quick reference to all ten categories, and closer guidance where two of them genuinely overlap.
One line each, for a fast scan. Full judging criteria and weightings for every category are on the methodology page.
The strongest destination brand, rebrand or brand campaign of the year. The flagship award.
The best destination strategy or strategic plan, judged on the quality of the thinking as much as the outcome.
The most effective use of AI in destination marketing, from a single project to a programme of work.
Original, boundary-pushing work that does something genuinely new, including work that does not fit a traditional category.
A complete marketing campaign, judged on the whole of it, strategy, execution, delivery and measured effect.
The creative work itself, the idea, the message, the narrative and the quality of the craft.
Work that invests in data, technology and intelligence to make better decisions possible.
An innovative, often technology-enabled, approach to sustainability in a destination.
Standout work from a smaller or newer destination, judged on what it achieved with the resources it had.
A venture building tools and services for destinations. Presented with DTTT Accelerate.
Two pairs cause most of the hesitation. Here's the actual distinction.
Destination Campaign of the Year is for the whole campaign and what it achieved — strategy, delivery, performance and creativity together. Content and Storytelling is for the craft of the creative itself — the idea, message, narrative and quality — judged regardless of reach or budget. A small team with exceptional content but limited reach belongs in Content and Storytelling. A campaign with strong end-to-end delivery and results belongs in Destination Campaign of the Year.
Data and Insight is for investment in data, intelligence and knowledge systems — the serious building of capability and solutions. Digital Innovation is for the genuinely new and experimental, including work that doesn't fit a traditional category, judged on originality and potential as much as on results.
Entries begin with one question: is this a new strategy or one that has been running. The panel judges on the right basis for each. The strategy need not have results yet to enter.
Judged on its vision, the clarity and realism of its goals and its potential impact. Evidence and impact is read as potential and likelihood rather than delivered results.
Judged primarily on its results. The entrant says which applies at the start of the entry. The screening question lives in the entry form; this page explains the basis.