22 - 24 October, 2018
Meydan Hotel, Dubai, United Arab Emirates

Day Three: Masterclass Day: Wednesday, 24 October 2018

9:00 am - 1:00 pm Creating next-gen experiences: The essential ingredients of your digital strategy

Chris Michaels - Digital Director The National Gallery, London
Faced with changing consumer demographics, evolving expectations and an explosion of competing new entertainment options, cultural attractions must have a efficient digital strategy in place to offer a more engaging and immersive journey for their visitors.

This interactive class will:
Demonstrate how digitalisation is the key to driving innovation and providing opportunities of value creation. Learn how cultural tourism attractions and heritage sites can deploy the latest technology to retain customer loyalty, generate new business and streamline their processes.

Insights from a leading digital expert, this masterclass will combine educational keynote presentations with open discussions to ensure you get the answers to all your burning questions!
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Chris Michaels

Digital Director
The National Gallery, London

1:00 pm - 5:00 pm Reaching a global audience. Top marketing tactics to make your cultural attraction unmissable

Sophie Brendel - Director of Marketing and Communications Victoria and Albert Museum, London
World renowned tourism cultural hot spots are those with an exceptional marketing strategy in place driving the development, management and promotion of their destination/attraction over specific periods of time. From attracting a global audience, developing a strong brand identity to key partnerships, the marketing strategy plays a vital role in shaping the success and sustainability of the tourist destination.

This interactive class will:
Demonstrate the key components of a successful marketing strategy essential to becoming the number attraction.

Insights from a leading tourism marketer this masterclass will combine insightful keynote presentations with open discussions to ensure you get the answers to all your burning questions!

Sophie Brendel

Director of Marketing and Communications
Victoria and Albert Museum, London

The published programme is correct at time of printing. However, given the seniority of our speakers and the nature of their roles, speakers may subsequently substitute or remove themselves from the programme. This is always regrettable, and we will always try to replace the speaker with a speaker with equivalent insight.