digitalinnovationasiaSTRATEGIC OVERVIEW

DECEMBER 2013

WHAT IS…

DIGITAL INNOVATION ASIA?

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DIGITAL CAPACITY BUILDING

DIGITAL THOUGHT LEADERSHIP

DIGITAL SUCCESS STORIES

DIGITAL CAREER DEVELOPMENT

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DIGITAL SOLUTIONS ADVISORY

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DIGITAL STORY TELLING

DIGITAL SOCIAL RESPONSIBILITY

DIGITAL PARTNERSHIP COLLABORATION

DIGITAL INNOVATION ASIA (DIA) IS A PLATFORM TO DEVELOP CAPACITY AND PROMOTE INNOVATIONS IN TECHNOLOGY, DIGITAL, SOCIAL MEDIA, AND MOBILE IN ASIA TRAVEL AND TOURISM

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- Strategically aligned with the Pacific Asia Travel Association (PATA), and endorsed by the World Tourism Organization (UNWTO), the Association of South East Asian Nations (ASEAN), the Mekong Tourism Coordinating Office (MTCO), the Tourism Technology Association (TTA), Global Business Travel Assoc. (GBTA), and SKAL.

- The first DIA events were successfully launched beginning of June 2013, featuring the first Blogger Matchup, Digital Innovation Asia Summit, and Annual Digital Innovation Asia Awards in Bangkok, as well as five E-Tourism Asia Boot Camps over the past two years.

- DIA is overseen by the DIA Council (made up of senior e-commerce professionals from hotel companies, tourist boards, and airlines).

DIGITAL INNOVATION ASIA (DIA) IS BASED ON FOUR STRATEGIC PILLARS THAT ARE INTER-CONNECTED AND ALIGNED. THESE 4 PILLARS INCLUDE:

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DIGITAL INNOVATIONS

DIGITAL INNOVATION ASIA

CAPACITY BUILDING

E-TOURISM ASIA

DIGITAL INFLUENCER

BLOGGER MATCHUP

TOURISM DEVELOPMENT

DIGITAL AID ASIA

Bringing digital innovations to travel and tourism in Asia via collaboration, sharing, and networking with digital thought leaders from featuring innovative solutions to incubating new ventures, as well as showcasing innovative use of technology and digital media in Asia Pacific.

Developing digital capacity in Asia via online certification, hands-on practical boot camps, a job link, and an online Think Tank, in areas including China Digital, Social Media, CRM & Loyalty, Search Engine Marketing, Online Advertising, and Revenue Management.

Connecting digital influential self publishers from bloggers, micro-bloggers, instagramers, podcasters, hotel reviewers, and more with organizations serving visitors in Asia Pacific, via a database of travel bloggers, organizing speed dating events, and providing consulting.

Leveraging technology, social media, and mobile for responsible and sustainable tourism development as an enabler and catalyst to drive economic growth supporting the visitor economy to reduce poverty in emerging tourism destinations, from micro-financing, e-learning, crisis management, e-Visa, web presence, and distribution.

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DIA COUNCIL DIA THOUGHT LEADER SUMMIT

DIA AWARDS DIA VENTURES

E-TOURISM ASIA BOOT CAMPS E-TOURISM ASIA CERTIFICATES

E-TOURISM ASIA JOB LINK E-TOURISM ASIA SOLUTIONSasiaetourism

BLOGGER MATCHUP CONNECT

BLOGGER MATCHUP SPEED-DATING BLOGGER MATCHUP STORYTELLING

BLOGGER MATCHUP INTERACTIVE

DIGITAL AID FORUM DIGITAL AID THINK TANK

DIGITAL AID CENTER DIGITAL AID FOUNDATION

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THE DIGITAL INNOVATIONS PILLAR FOCUSES ON INTRODUCING INNOVATIVE DIGITAL SOLUTIONS, AS WELL AS SUPPORTING INNOVATIVE DIGITAL VENTURES, BACKED BY THE DIGITAL INNOVATION ASIA COUNCIL, IN 4 KEY INITATIVES:

1. Digital Innovation Asia

1. THOUGHT LEADERS – DIGITAL INNOVATION ASIA COUNCILAppointed heads of technology, e-commerce, marketing of hotels, tourist boards, aviation, cruises, attractions, shopping, media, and academia to serve on the DIA Council.

2. EVENT – DIGITAL INNOVATION ASIA THOUGHT LEADER SUMMITInvite-only think tank for DIA Council members to get inspired by leading digital authorities, learn about the latest trends, share best practices, and collaborate to bring innovation to Asia Pacific travel and tourism.

3. AWARDS – DIGITAL INNOVATION ASIA AWARDSAnnual awards featuring the most innovative digital applications in Asia Pacific, in categories including “Most Engaging Website”, “Most Viral Campaign”, “Most Creative Use of Technology”, “Most Inspiring Content”, “Most Innovative Digital Organization”, “Most Social Digital Start-Up”, and “Most Influential Blog”.

4. INCUBATION – DIGITAL INNOVATION ASIA VENTURESSupport and incubation of new ventures, and projects, including travel start-ups in Asia, especially in emerging destinations in Asia Pacific.

DIA Council MeetingBangkok, June 2013

Digital Innovation Asia AwardsBangkok/Thailand, June 2013

@ Digital Innovation Asia

CAPACITY BUILDING- DIGITAL & ASIA -

E-TOURISM ASIA

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THE CAPACITY DEVELOPMENT PILLAR FOCUSES ON EDUCATING TRAVEL AND TOURISM PROFESSIONALS IN ASIA AND ABROAD FROM JUNIOR TO SENIOR IN DIGITAL AND ASIA, IN 4 KEY INITATIVES:

2. E-Tourism Asia

1. EVENTS – E-TOURISM ASIA BOOT CAMPSCentered around the Annual E-Tourism Asia Conference in Bangkok in June, E-Tourism Asia Boot Camps offer hands-on practical content all over Asia, as well as oversees, to educate on digital in Asia travel and tourism.

2. CERTIFICATES – E-TOURISM ASIA CERTIFICATESOnline micro-certification enabling professionals to get certified in areas such as China Digital, Social Media, CRM & Loyalty, Search Engine Marketing, Online Advertising, and Revenue Management. Certificates are low cost (starting below $10) for DIA members.

3. CAREERS – E-TOURISM ASIA JOB LINKMatching DIA members with companies to seek professionals with digital knowledge via the DIA Community. Recruiters are able to target talent who have been certified with proven expertise, without having to go through irrelevant resumes.

4. CONSULTING – E-TOURISM ASIA SOLUTIONSDIA offers consulting to travel and tourism organizations in the area of China Digital (via China Travel Marketing), Social Media, CRM & Loyalty, Distribution and Revenue Management, Online Marketing, Website Development, and Influencer Marketing (Blogger Relations). DIA has sourced best of breed technology and digital solutions providers to drive capacity and innovation in Asia tourism.

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E-Tourism Asia Boot CampPakse/Lao PDR, June 2011

5 E-Tourism Asia Boot Camps (2010-2012)5 Countries in the Asia Region (Bhutan, Thailand, Cambodia, Laos, Myanmar)

Supported by:MTCO (Mekong Tourism Coordinating Office) & PATA (Pacific Asia Travel Association)

E-Tourism Asia Boot Camp Historyasia

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E-Tourism Asia Boot CampPhnom Penh/Cambodia, January 2010

Sponsored by SNV and MOT

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E-Tourism Asia Boot CampPakse/Lao PDR, June 2011

@ Mekong Tourism Forum

E-Tourism Asia Boot CampBagan/Myanmar, November 2011

@ Tourism Leaders Symposium for Sustainable Tourism

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E-Tourism Asia Boot CampParo/Bhutan, February 2012@ PATA Adventure Travel Summit

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E-Tourism Asia Boot CampLao PDR, June 2011

E-Tourism Asia Boot CampChiang Rai/Thailand, June 2012

@ Mekong Tourism Forum

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E-Tourism Asia Boot CampBangkok/Thailand, June 2013

@ Digital Innovation Asia

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China Travel Marketing Boot Camp

Bangkok/Thailand, June 2013@ Digital Innovation Asia

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BLOGGER MATCHUP

Blogger Match-Up

• Matching up top influential travel bloggers (digital influencers: microbloggers, hotel reviewers, podcasters, instagramers, etc.) from all over the world with travel and tourism organizations in Asia Pacific

• Create engaging content about travel stories from the Asia Pacific region

• Leverage the expertise of bloggers for digital capacity building in Asia Pacific

THE DIGITAL INFLUENCERS PILLAR FOCUSES ON MATCHING UP BLOGGERS WITH ORGANIZATIONS SERVING TOURISTS AND VISITORS IN ASIA WITH 4 KEY INITATIVES:

3. BLOGGER MATCHUP

1. DATABASE – BLOGGER MATCHUP CONNECTOnline database with relevant self-publishing digital influencers from all over the world, who are creating engaging content in words, photos, videos, and voice, leveraging social media channels and influencing consumers when it comes to travel and tourism purchase decisions. The service allows companies to search and connect with relevant bloggers by segment, interest, lifestyle focus, and location, as well as source market.

2. CONSULTING – BLOGGER MATCHUP INTERACTIVEBlogger Matchup offers services to help companies to source relevant bloggers, plan blogger familiarization trips, and execute blogger campaigns, as well as monitor ROI and ROE.

3. EVENTS – BLOGGER MATCHUP SPEED-DATINGBlogger Matchup events feature session to educate on how organizations and bloggers can collaborate and build valuable partnerships, as well as speed-dating sessions to match-up accredited bloggers with companies. Blogger Matchup events can be private-labeled by tourist boards, as well as as co-located with travel trade shows and conferences.

4. CONTENT – BLOGGER MATCHUP STORYTELLINGAn innovative service for organizations developing custom-created private-label travel guides with content from featured bloggers, participating in Blogger Matchup initiatives.

BloggerMatchup.com:Customized Search

• Search by location, language and nearly 40 niches

• Industry standard statistics for site evaluation

• Metrics for all social media platforms

• RSS subscribers and newsletter subscribers

• Outside evaluation included (Klout, PeerIndex, Kred)

DIA Blogger MatchupSpeed-Dating & Seminar

Bangkok/Thailand, June 2013

Chinese Key Opinion Leaders (KOLs)

DIA Blogger MatchupChinese Bloggers

Bangkok/Thailand, June 2013@ China Travel Marketing Boot Camp

Weibo name: Fantasy

Real name: Sun Yang

About him: Well-known travel writer in China, author, global traveller, head radio jockey for FM94 in Xiamen city, China. Large fan base.

Fans Posts Comments Re-tweets Exposure

241,543 4 35 271 8,000,000

Sample Chinese KOL

Blogger Storytelling TripKanchanaburi/Thailand, June 2013

@ Digital Innovation Asia

DIGITAL AID ASIA

THE TOURISM DEVELOPMENT PILLAR FOCUSES ON HOW TECHNOLOGY, DIGITAL, SOCIAL, AND MOBILE CAN BE A CATALYST AND ENABLER FOR SUSTAINABLE AND RESPONSIBLE TOURISM DEVELOPMENT, WITH 4 KEY INITATIVES:

4. DIGITAL AID ASIA

1. EVENTS – DIGITAL AID ASIA FORUMSustainable Tourism Conference 2.0 with next generation responsible tourism experts, debating how technology, digital, social, and mobile can drive tourism development in emerging destinations from fragile environments to heritage sites.

2. COLLABORATION – DIGITAL AID ASIA THINK TANKAdvisory board bringing together heads of CSR from travel companies, NGOs, tourist boards, technology companies, online travel start-ups, media, and bloggers, to create awareness how digital can be a catalyst to alleviate poverty and drive responsible tourism practices as an enabler from e-Visa access, community based online distribution, social media powered crisis management response systems, e-learning driven human resources development, mobile alerts combating child prostitution, crowd-funding and micro-financing.

3. DEVELOPMENT – DIGITAL AID ASIA CENTERSTraining schools to educate young individuals in emerging tourism destinations to build capacity in the area of digital marketing, technology development, and social media. The first Digital Aid Asia Center is planned to open in Siem Reap, Cambodia in 2014.

4. FUNDING – DIGITAL AID ASIA FOUNDATIONRaising capital for Digital Aid activities, from Digital Aid Asia Centers, incubation of online start-ups, and related Digital Aid Asia projects.

Digital Aid Asia ForumBangkok/Thailand, June 2013

@ Digital Innovation Asia

SELECT DIGITAL INNOVATION ASIA PROJECTS

CREATING AWARENESS VIA SOCIAL MEDIA FOR RESPONSIBLE TOURISM

INNOVATIVE TECHNOLOGIES TO DRIVE CAPACITY

CONTACT: JENS THRAENHART–FOUNDER, DIGITAL INNOVATION ASIAE: JENS@DIGITALINNOVATIONASIA.COM T: +66-8555.44234

FACEBOOK/LINKEDIN: THRAENHART – TWITTER: @JENSTHRAENHART

#DIAsiaTourism