The document summarizes the Digital Tourism Business Framework Project (DTBFP) in Wales, which provides funding and resources to help tourism businesses adopt new digital technologies. The goals of the DTBFP are to equip tourism businesses with ICT skills, encourage collaboration through digital means, provide visitors with more online information, and increase awareness of digital opportunities. The DTBFP offers diagnostics, training workshops, help developing digital communities and apps, and a website for sharing content. Examples provided include using augmented reality, QR trails, online booking engines, and social media to engage visitors.

1. How to use what’s new to
develop your business
Thom Hadfield, Regional Digital
Strategist, South East Wales

2. What is DTBFP?
• WEFO funded programme tasked with
assisting the convergence area tourism
businesses of Wales in offering more
through digital means.

3. DTBFP Aims
• The Digital Tourism Business Framework
Project will assist tourism businesses and
supporting organisations to adopt new
technologies.
• This will enable them to meet and exceed
visitor expectations and become more
competitive in the market place as a result.

4. The vision
• Better equipped tourism industry
• ICT being used collaboratively
• Visitors presented with more information
• Full awareness of digital opportunities across
Welsh tourism businesses

5. Why?

6. Why?

7. Why?
http://econsultancy.com/uk/blog/10240-tablet-stats-ipad-still-rules-but-the-competition-is-catching-up

8. Why?
ICT has brought changes in how;
• People search for holidays
• People book holidays
• People act on holidays
• People review holidays

9. Why?
• 30 Million UK adults access internet everyday
• 37% of British Adults conduct all holiday
research online
• 26% make their bookings online
• Only 5% don’t use internet when planning a
holiday

10. What’s on offer?
• ICT diagnostics and assessments;
• Workshops, training and seminars to assist with
technological development;
• Development of digital communities and
innovative pilots;
• Sharing of knowledge and content:
www.sharewales.com

11. Diagnostics
• First 750 fully subsidised, currently at over 500
taken
Criteria-
• Convergence area tourism businesses
• Need to be graded/listed/accredited with relevant
associations.
Can sign up online or on paper.

12. Innovative Projects
• 53/47% match funded DTBFP/applicant
• Up to £150,000 total
• Integration of new technologies
• Adoption of crossover technologies and
developments
• Capital expenditure for legacy projects
• Meet and exceed visitor expectations.

13. Digital Communities
• 53/47% match funded DTBFP/applicant
• Up to £200,000 total
• Information access
• Generation, sharing and distribution of tourism
content
• Building on physical networks
• Database builds

14. 3 E’s ShareWales Flickr
Scene setting Online booking
Entice engine
Ease of booking
Enhance Augmented Reality Build an App
QR trails Try out QR
Games Engage with
Encourage
designers
Social Media
eMail marketing

15. 3 E’s

16. Examples
‘Behind the scenes’ communication & collaboration
Members work together digitally
• Members forum
• Bulletin board
• Members directory
• Community procurement
Not externally facing marketing web site

19. Examples

24. Infrastructure

25. Summary
Plan
Plan some more
Devise strategy- consider the results!
Look at what technology best suits the strategy
Recruit/tender/collaborate
Monitor and test
Implement

26. Any questions?
Thom.hadfield@wales.gsi.gov.uk
07896 917 077
http://wales.gov.uk/topics/tourism/digital