The document summarizes key points from the E-Tourism Africa Summit on September 16, 2011. It discusses how e-tourism involves communicating the right content across various channels to attract valuable customers who will make purchases and return. It also addresses how destinations and travel businesses can become "future-fit" by addressing issues like complexity, interconnectedness, and local context over the next 10 years. Experts provide perspectives on how to navigate these challenges and opportunities as the industry looks toward the future.

1. KURT ACKERMANN
E-Tourism Africa Summit 16 September 2011 @kurt_a

3. Image: Tom Cunniff

4. Damian
William
Average
person’s
capacity to
absorb
information
over a 2-day
conference

5. BUSINESS
FUNDAMENTALS

6. Image: Jordi Cabane

7. SERVICE
QUALITY
INTEGRITY
VALUE

8. CASH FLOW
PEOPLE
BRAND
SALES

9. LISTEN
TO YOUR
CUSTOMERS

10. E-Tourism means
•Communicating the right
•Content across a variety of
•Channels to the best value
•Clients who will
•Convert to a sale and keep
•Coming back
Slide: Damian Cook

11. BUSINESS
FUNDAMENTALS

12. Mobile
+ Social
No
Problem
+ Local

13. The honest truth is…
Image: Adam Tuttle

14. Well…
Uhhh…

15. “Radio has no future.
Heavier-than-air
flying machines
are impossible.”
Lord Kelvin, 1899

16. “Who the hell
wants to hear
actors talk?”
H.M. Warner, Warner Brothers, 1927

17. “There is not the
slightest indication that
nuclear energy will
ever be obtainable.”
Albert Einstein, 1932

18. Flash Gordon

19. Zuma presidency

20. Now, wait
just a
minute…

24. Image: Simon Keeping

25. Complexity.
Image: The Opte Project

26. Interconnectedness.

30. 108
105
104

32. 200 M
Jul 11

33. 2001

34. GOOGLE EARTH ZOOM TO cticc
Local Context.

37. Credit: AFP/Getty Images

38. “So, how DO
we become
‘future-fit’?”

39. BUSINESS
FUNDAMENTALS

40. 10 years+
TIME
Day to day

41. “What ARE the
key issues
destinations &
travel businesses
need to address
as they look to
the future?”

42. Helena Egan
Head of Destination
Marketing, EMEAA

43. Dimitrios Buhalis
Professor, Bournemouth University
President, International Federation for
Information Technologies in Travel and
Tourism (IFITT)

44. Mariette du
Toit-Helmbold
CEO, Cape Town Tourism

45. Kurt
Ackermann
kurt@imagineer.cc
@kurt_a