Day Two · 03 December · Keynote programme
The keynote
programme.
A full day of keynotes from brand leads, CMOs and digital teams at globally leading DMOs, curated around one theme, with a transatlantic spotlight mid-morning and a report from the Day One leadership meeting at the close.
DateWednesday 03 December 2026
Audience125 to 200 senior delegates
FormatFull-day keynote programme
ThemeBrand competitiveness in the age of AI
The day
Join globally leading DMOs gathered in Dublin, showcasing work that sets the bar for competitiveness in an AI-driven marketing landscape.
A carefully curated programme of keynotes from globally significant national, regional and city DMOs, bringing their most current thinking on brand, marketing, content, data, AI and organisation to one room. The day is paced for conversation alongside the talks, and closes with reflections from the Day One leadership meeting.
2026 Theme
Brand competitiveness in the age of AI.
Six keynotes explore the theme across its core disciplines.
01Brand
AI has changed how destinations are found. When discovery moves from search results to AI-generated answers, brand visibility becomes a technical and strategic challenge. Sessions explore how leading DMOs are rethinking positioning and content architecture in response.
02Marketing
The campaign cycle is giving way to a more permanent, always-on model. How DMOs set their briefs, plan their channels and measure success is changing fast. Sessions surface the emerging practice from organisations navigating this now.
03Content
A flood of synthetic AI-generated content is raising the stakes for credibility and distinctiveness. The DMOs cutting through are building distinct editorial voice and content systems designed to hold up. Sessions explore what the best content programmes have in common.
04Data
Traditional attribution breaks down when the path to a booking is increasingly indirect. What should destinations measure, and how do they make the case to boards and governments? Sessions bring the most rigorous current thinking on performance and insight.
05AI
The organisations gaining ground are the ones treating AI as a leadership decision, not a technology choice. Real deployments from destination teams, disclosed in full and examined in depth, form the backbone of this theme.
06Organisation
The DMO team in 2027 is likely to look significantly different from the team that exists today. Capability, structure and governance are becoming competitive variables. Sessions draw on the experience of DMOs that have already begun the work.
Mid-morning · Featured
The transatlantic spotlight.
AI is developing fast on both sides of the Atlantic, but different cultural, regulatory and innovation patterns are beginning to emerge. In this mid-morning session, destinations from North America and Europe compare perspectives on a fast-moving question none of them is navigating alone.
Pace of transformation
How quickly are DMOs moving, and what does adoption look like across different markets and contexts?
Content integrity
What does it mean to maintain a credible destination voice in a world flooded with synthetic AI-generated content?
Disclosure and transparency
How are destinations approaching disclosure, and what standards are beginning to emerge on either side of the Atlantic?
The regulatory environment
How the EU AI Act and North American policy direction are creating different operating contexts for destination organisations.
The day
09:00
Doors and coffee
Arrivals. The room settles.
09:30
Opening: the state of destination brand
Nick Hall opens with an assessment of where destination brand stands heading into 2027: what has shifted in the past year, what the sector has and has not yet resolved, and how the day will move through the questions.
Brand
Nick Hall, CEO · Digital Tourism Think Tank
10:00
Keynote: brand visibility in an AI-mediated world
When discovery moves from search results to AI-generated summaries and recommendations, what does national brand strategy look like? This talk examines how leading destination organisations are adapting their positioning, brand architecture and content to stay visible and competitive in systems they do not own.
BrandMarketing
10:30
Transatlantic spotlight
Destinations from North America and Europe in conversation, exploring how AI development looks different from either side of the Atlantic, across pace of adoption, content integrity and the regulatory environment.
Featured
11:15
Break
11:30
Keynote: content as a permanent surface
Content is no longer built for a campaign. For a DMO it is a permanent surface, continuously indexed, that shapes how AI systems understand and represent a destination. This talk explores what a modern content programme looks like and how the leading DMOs are building the systems to sustain it.
Content
12:00
Keynote: measurement after the funnel
When the path to a booking decision is increasingly indirect, traditional attribution tells an incomplete story. This keynote addresses how destinations are rethinking what they measure, what they report to boards and governments, and which indicators hold up in an AI-mediated world.
Data
12:30
Networking lunch
A hosted lunch with time to continue the morning's conversations. Place settings are mixed to bring together delegates from different regions and organisation types. One of the most valued parts of the day.
14:00
Keynote: deploying AI without losing the voice
Deploying AI at scale creates a real risk: that the brand tone of voice that distinguishes a destination gets averaged out. This keynote explores how a leading DMO has approached AI adoption while protecting what makes its voice distinct, covering the governance decisions and disclosure practice that made it possible.
AI
14:30
Keynote: organising the modern destination team
The team structures, skills and decision processes built for the previous era are under pressure. This talk examines how a leading organisation has restructured to treat AI as a leadership question, covering the capability frameworks and governance arrangements that underpin their approach.
Organisation
15:00
Break
15:15
Keynote: the CMO in an AI-driven market
The role of the Chief Marketing Officer in a DMO is being reshaped by AI, from how briefs are set and channels are planned to how success is measured and reported. This keynote draws on the experience of a senior marketing leader navigating that shift, and what it means for the marketing function going forward.
Marketing
15:45
CEO reflections on AI leadership
Senior destination leaders from the Day One meeting share their perspectives with the wider room: what was discussed, where consensus formed and where the hard questions remain open. A candid close to the day that connects the private leadership session to the public programme.
LeadershipReconnects to Day One
16:30
Close
The programme ends. Day Three is for members.
Day Two is free for DTTT Members. Discounted tickets are available for non-member DMOs.