What is a Next Generation Destination?

A Next Generation Destination is defined as a destination facilitating access to culture, entertainment, leisure, lifestyle, attractions and experiences through Information and Communication Technology (ICT) based tools. It is a blending of social and cultural environments which can be found through a focus on the city's social and human capital that implements innovative, intelligent solutions and fosters the development of entrepreneurial businesses and their interconnectedness. This is achieved through the curated development and management of innovative places, destinations, brands, experiences, IP strategy, integrated entertainment, smart technology overlays, and coordinated approaches to new district-wide revenue streams that focus on both experience and accessibility.

Today’s generation is no longer a generation passive observers. Through the use of different technologies and modern day solutions visitors are seeking participation and engagement. They want to interact on an educational, emotional and social level with the place, its culture, and the people who live there. A whole new type of destination has evolved to meet the needs and desires of this new generation, and following key best practices can help ensure that these new destinations are both engaging and sustainable for all attendees for years to come.

1. Accessibility: Smart destinations need to be readily accessible both physically and digitally to all travellers or visitors regardless of age, cultural background, or physical disability. This is particularly important in today’s technical-focused age where digital accessibility and responsiveness is more important than ever before.

2. Climate Change Adaptation: With a primary focus on sustainability and environmental protection, destinations must consider the incorporation of renewable or sustainable energy sources such as solar or wind power for infrastructure management as well as sustainable products being offered. Additionally destinations must consider the potential impact climate change may have on their location, such as changes in historic weather patterns or rising sea levels, and plan accordingly to ensure the greatest satisfaction of guests at all times.

3. Preserving and Enhancing the Natural Environment: Similar to climate change adaptation, a focus on working with, not against, nature can help ensure a smart and sustainable future development of destinations that guarantees responsible consumption and care for the environment. Further, guests today are often seeking to experience nature’s power and mystery firsthand through authentic personal adventures.

4. Spreading the Flow of Visitors: Smart planning of destination visitor flow and capacity management to regulate visitor traffic is important to avoid over-crowding and not only create but maintain a concept that is attractive and sustainable for everyone.

5. Facilitating Information for Specific Target Groups: With more information available on individuals now than ever before intelligent data collection and analysis is an important method for making information accessible for visitors from other countries and cultures, particularly when targeting individuals or groups in multiple languages. Leveraging available social media networks and travel apps can allow a destination to identify their target groups more effectively and customize not only their approach to reaching them but deliver a final experience.

6. Collecting Information for Smarter Management: By integrating the latest technology into all aspects of a destination’s infrastructure developments can better not only track attendee experiences but react accordingly to any issues that may develop. A smart Customer Relationship Management (CRM) tool coupled with key data collection and distribution points or platforms (e.g. mobile apps) can help destinations provide visitors with highly relevant recommendations and advice curtailed to their exact needs. These could include itinerary suggestions to regulate visitor flow, adjusted access and venue management for weather patterns, and real-time data on things such as parking, local traffic or child locations and experiences in family-focused venues.

7. Physical and Virtual Accessibility Through Innovation: Modern technology allows for the integration of innovative solutions for developing destinations to allows visitors to see and experience a destination in a new way. Through the creative use of Augmented Reality (AR), Virtual Reality (VR) or even 3D models of cities or specific locations/events can allow travellers to experience these places from anywhere in the world. This can be particularly useful if integrated with gamification aspects to create fun ways to learn about a particular city, area, or event. Further utilizing feedback gathered from blog articles, social media posts, photos, or other information posted on digital platforms can allow for constant design and development new experiences for future travellers, providing access to not only modern developments but historic recreations of events throughout history.

8. Reviving Traditions and Cultural Heritage Sustainably: Working to bridge the gap between modern developments and local traditional and cultural aspects is not only seen as a “best practice” today for preservation purposes but has also proven to be a financial boon for developments as well. By pursuing activities such as showcasing art in public spaces, promoting traditional handicrafts and shops, and giving new life to old buildings for cultural purposes and to create a new activity for travellers can help open visitors’ hearts to other ways of life through full-immersion cultural experiences.

Our Winning Formula

Being able to achieve these Key Best Practices at all stages can be a difficult task, but is a concept that can be applied to all new developments regardless of location around the world. At EDGventures we look to achieve these development goals through:

• Incrementalism: Deconstructing large scale projects into smaller phased implementable pieces minimizing financial risk.
• Decentralization: Integrating entertainment and experiences more fully into real estate offering new urban experiences. 
• Seamlessness: From on-line to offline, developing a compelling narrative, story, experience and strategy minimizing contextual risk and maximizing value.
• Curation: Brand/experience management coupled with the right technology to pair the right brand with the right project and the right investor.
• Management: Partnering oversight that brings together investors, developers, experiences, and IP brands and operators, resulting in varied, innovative, and immersive smart destinations ensuring success.

By taking these core concepts and applying them to all of our projects we can ensure that each new undertaking is not only a success but a solid investment for developers and partners alike.

For further information, Please visit: www.edgventures.com

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Praveen Rao, Opportunities Director at EDGventures

(Regional Marketing Director, EDGcompany)

Tel: +86 (21) 61036718 Email: praveen.rao@edgasiapacific.com

Website: www.edgventures.com