Tourism Boards: Digital Equity as a National Asset

With 58% of travelers discovering destinations through creator content, digital discoverability is no longer a campaign outcome, but a soft power and economic asset that must be cultivated. The discussion at the table highlighted that tourism authorities and city governments should treat digital presence as a part of the enabling environment that allows private operators to succeed. Separately, digital platforms amplify demand rapidly, which can intensify seasonality and congestion if left unmanaged.

However, they also provide powerful tools for rebalancing demand across the calendar. By coordinating storytelling, cultural programming, and creator engagement, tourism authorities can normalize off-peak travel, surface secondary destinations, and support a more stable, year-round visitor economy. 

DIGITAL INFRASTRUCTURE & DIGITAL EQUITY

01

Governments must view investments in digital connectivity, data platforms, and basic digital skills as tourism infrastructure. Digital equity, defined as continuous, credible visibility in digital environments, is a prerequisite for converting supply into demand. Destinations that do not appear reliably in search, social, and AI interfaces will underperform. Maintaining continuous visibility will help reduce seasonality and stabilise demand. Cultural assets and programmes support identity, recall value, and economic development.

Business implication:

Tourism boards need impactful and longterm digitization, digital integration, and digital content strategies and funding models that help maintain visibility throughout the year. Ministries and city authorities should treat cultural calendars, festivals, seasons, and creative initiatives as part of demand management. A steady programme of events helps reduce seasonality, support local creative industries, and sustain global attention. 

02

Tourism authorities should seek partnerships with credible storytellers. Moreover, with users actively seeking authenticity in this age of rising misinformation and biased narratives, the leaders agreed on the importance of authenticity standards, countering misinformation, and setting standards for labelling AI-generated content 

03

GOVERNANCE, AUTHENTICITY, & SAFETY

CITIES AS EXPERIENCE PLATFORM

The CEOs also agreed that local authorities should position cities as unique, local, contextual and non-conforming experiences that make their digital discoverability effortless by designing visually compelling and culturally meaningful spaces. This includes investing in local creators and businesses that co-produce the experiences driving tourism growth and tourist satisfaction. Local authorities should design “experience supply chains” that integrate retail, culture, hospitality, public events, heritage, and creative industries.