Purposeful, experiential and digital: how public sector tourism strategies can adapt to today’s traveller

June 15, 2023
Digital & technology

Global travel demand is resilient globally. Traveller numbers across Europe, North America, Latin America and the Middle East remain robust having bounced back post-pandemic, while flight bookings in Asia Pacific, where tourists are just starting to travel again, is surging. Yet visitor preferences and needs are evolving.    

As public sector tourism authorities welcome back leisure and business travellers alike, how should they refine their tourism strategies to attract and support the purposeful, experiential and digital traveller of tomorrow? How can they ensure they tailor their offerings to meet the needs of  travellers, as well as supporting sustainability and local communities? 

This Global Government Forum webinar, held with knowledge partner Mastercard, discussed best practices from tourism authorities across the world in leveraging technology and data insights to refine their destination strategies to meet traveller needs. The session shared data insights from Mastercard’s Tourism Innovation Hub and addressed how public-private sector partnership can unlock innovation across tourism ministries, destination management offices and beyond.

Join this session to find out:

  • How governments can unlock tourism as a growth driver for their local economies
  • How tourism authorities can leverage digital technologies and data to respond to the new traveller’s needs and evolving preferences
  • How tourism authorities can develop a digital-first, purpose-oriented destination strategy


Jeremy Sampson, CEO, The Travel Foundation

Jeremy is a globally recognized leader and alliance builder, advocating for systems change aimed at improving the impact of the travel and tourism sector on communities and the climate crisis. Through a variety of roles across industry, academia, and the nonprofit sector, he has helped bring together public and private entities across the globe to adopt holistic measures of success, accelerate climate action, develop and promote more equitable visitor economies, and integrate sustainability across complex value chains.

Jeremy was instrumental in setting up the Future of Tourism Coalition in 2020, and currently serves as the Chair of this global movement representing 6 global NGOs. He also was a Co-Author of the Glasgow Declaration on Climate Action and Tourism, launched at COP26 in Scotland, an initiative which he continues to build alongside colleagues at The Travel Foundation and UNWTO. He is a regular contributor to media, events, and other publications and an in-demand keynote speaker.

In his current role as CEO of nonprofit The Travel Foundation, Jeremy oversees a global team which has transformed the agenda-setting organization into the leading independent international NGO in the tourism sector. Prior to assuming this post in September 2019, he worked at the IUCN Centre for Mediterranean Cooperation in Spain, where he helped to launch the MEET Network, a destination management association for Protected Areas in Europe and North Africa.

In addition to other industry roles, Jeremy also spent time in private sector as President of international tour operator GreenSpot Travel. He currently resides in the Pacific Northwest (Spokane, WA), though he has lived in four different countries and worked on six continents during his career.

Rose Wangen-Jones, Managing Director, Marketing, Destination & Commercial, London & Partner

Rose Wangen-Jones is the Managing Director, Marketing, Destination & Commercial at London & Partners, London’s business growth and destination agency. Working with the Mayor of London and a network of partners, she promotes London as a leading world city in which to invest, work and visit. Together with the industry, she and her team are behind the successful Let’s Do London campaign, which encouraged domestic and international visitors to return to London. Most recently, she’s launched the London 2030 Tourism Vision, aligning the tourism sector behind a common vision for London as a world class destination.

Quim Martínez Bosch, Vice President, Tourism Innovation Hub, Mastercard

Quim is a Mastercard executive focused at the intersection between Digital Technologies, Innovation and Tourism Industry. Quim is the leader of the Mastercard Global Tourism Innovation Hub located in Madrid with the purpose to develop tourism and travel at a global level, while making the industry more resilient, sustainable and inclusive.

Prior to joining Mastercard, Quim has developed his entire career in consulting firms like KPMG, EY and Accenture providing strategy and transformation advisory services to several organizations from public and private sector. In the last year he has been focused on tourism sector strategy, recovery and digitalization providing services leading companies.

Quim holds an Industrial Engineer from Universitat Politècnica de Catalunya and an Executive Certificate in Strategy and Innovation from MIT Sloan School of Management.

Webinar chair: Siobhan Benita, Facilitator, Global Government Forum

Siobhan Benita was a senior civil servant with over 15 years’ Whitehall experience. She worked in many of the major delivery departments, including Transport, Environment, Health and Local Government. She also had senior roles at the heart of Government in the Cabinet Office and HM Treasury, including supporting the then Cabinet Secretary, Lord O’Donnell to lead work on Civil Service reform and strategy. Siobhan left the Civil Service to run as an independent candidate in the Mayor of London election. She subsequently joined her alma mater, Warwick University as Chief Strategy Officer of Warwick in London and Co-Director of the Warwick Policy Lab.