The DMO’s role in promoting a destination has changed. The future “place” for a DMO in the holiday cycle will shift significantly from being focused on campaigns promoting a destination to connecting with a consumer across the full cycle of a holiday. Every destination wants a larger digital audience than their competitors.

In his presentation, Chris Chambers will discuss how Tourism and Events Queensland (‘TEQ’), sees the real value to be offered from their digital marketing efforts. He will also share Queensland’s Digital Marketing Strategy and the thinking behind TEQ’s new smart phone application to explain how TEQ is adapting to the connected visitor.

Chris has been working in tourism marketing for nearly 20 years and has held digital marketing positions at Tourism and Events Queensland since 2000. In that time, he has witnessed how the internet has transformed destination marketing and has been involved in leading the organization through an unprecedented period of innovation. Tourism and Events Queensland has embraced social media, overcome digital challenges and demonstrated how DMO’s can effectively leverage social media.

This is Chris’ second time speaking at SoMeT. See more of his presentation in Rovaniemi, Finland at SoMeT Europe in 2014. We can confidently say that Chris was the only speaker above the Arctic Circle line wearing board shorts in April! Follow him on Twitter @ckjchambers.


The Social Media Tourism Symposium, known as SoMeT, is the only conference of its kind that provides an opportunity for destinations and tourism businesses to share ideas and learn how to leverage social media within the tourism industry.

SoMeT attracts leaders in destination marketing from around the world. SoMeT conferences take place three times a year in Australia, Europe and North America. The event features the best presenters, case studies and campaigns to create world-class programs. Our attendees form a year-round, passionate community whose members continue to share ideas and insight long after a conference ends.

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