DIGITAL INNOVATION ASIA (DIA) IS A PLATFORM TO DEVELOP CAPACITY AND PROMOTE INNOVATIONS IN TECHNOLOGY, DIGITAL, SOCIAL MEDIA, AND MOBILE IN ASIA TRAVEL AND TOURISM, EXECUTING INITIATIVES AND OFFERING SERVICES FROM ADVISORY SERVICES TO EVENTS.

1. DECEMBER 2013
digitalinnovationasia
STRATEGIC OVERVIEW

2. WHAT IS…
DIGITAL INNOVATION ASIA?

3. DIGITAL CAPACITY BUILDING

4. DIGITAL THOUGHT LEADERSHIP

5. DIGITAL SUCCESS STORIES

6. DIGITAL CAREER DEVELOPMENT

7. DIGITAL CHINA MARKETING

8. DIGITAL SOLUTIONS ADVISORY

9. DIGITAL STORY TELLING

10. DIGITAL SOCIAL RESPONSIBILITY

11. DIGITAL PARTNERSHIP COLLABORATION

12. digitalinnovationasia
DIGITAL INNOVATION ASIA (DIA) IS A PLATFORM TO
DEVELOP CAPACITY AND PROMOTE INNOVATIONS
IN TECHNOLOGY, DIGITAL, SOCIAL MEDIA, AND
MOBILE IN ASIA TRAVEL AND TOURISM
- Strategically aligned with the Pacific Asia Travel Association (PATA),
and endorsed by the World Tourism Organization (UNWTO), the
Association of South East Asian Nations (ASEAN), the Mekong
Tourism Coordinating Office (MTCO), the Tourism Technology
Association (TTA), Global Business Travel Assoc. (GBTA), and SKAL.
- The first DIA events were successfully launched beginning of June
2013, featuring the first Blogger Matchup, Digital Innovation Asia
Summit, and Annual Digital Innovation Asia Awards in Bangkok, as
well as five E-Tourism Asia Boot Camps over the past two years.
- DIA is overseen by the DIA Council (made up of senior e-commerce
professionals from hotel companies, tourist boards, and airlines).

13. digitalinnovationasia
DIGITAL INNOVATION ASIA (DIA) IS BASED ON FIVE
STRATEGIC PILLARS THAT ARE INTER-CONNECTED
AND ALIGNED. THESE 5 PILLARS INCLUDE:
E-TOURISM ASIA
E-TOURISM CHINA
DIGITAL AID ASIA
DIGITAL INNOVATION ASIA
BLOGGER MATCHUP
DIGITAL INNOVATIONS
DIGITAL INFLUENCER
DIGITAL CAPACITY
DIGITAL CHINA MARKETING
DIGITAL SOCIAL RESP.
Connecting
digital
influential
self
publishers
from
bloggers,
microbloggers, instagramers,
podcasters,
hotel
reviewers, and more
with
organizations
serving visitors in Asia
Pacific, via a database
of travel bloggers,
organizing speed dating
events, and providing
consulting.
Developing
digital
capacity in Asia via
online
certification,
hands-on
practical
boot camps, a job link,
and an online Think
Tank,
in
areas
including China Digital,
Social Media, CRM &
Loyalty, Search Engine
Marketing,
Online
Advertising,
and
Revenue
Management.
Over 600 million internet users
in China are influencing local
purchasing trends, both onand offline. They represent the
country's best educated and
most affluent consumers. This
brings new opportunities to
international
brands
who
understand how to harness the
persuasive powers of China's
netizens, recognizing that
Chinese social media platforms
dominating
the
online
landscape.
Leveraging technology,
social
media,
and
mobile for responsible
tourism development as
an enabler to drive
economic
growth
supporting the visitor
economy to reduce
poverty in emerging
tourism
destinations,
from micro-financing, elearning,
crisis
management,
e-Visa,
and web presence.
Bringing
digital
innovations to travel
and tourism in Asia via
collaboration, sharing,
and networking with
digital thought leaders
from
featuring
innovative solutions to
incubating
new
ventures, as well as
showcasing innovative
use of technology and
digital media in Asia
Pacific.

14. DIA MATCH UP
DIA BOOT CAMP
DIA EVENTS
DIA POW WOW
DIA THINK TANK

16. DIA COUNCIL
DIA THINK TANK
DIA AWARDS
DIA VENTURES

17. BLOGGER MATCHUP CONNECT
BLOGGER MATCHUP SPEED-DATING
BLOGGER MATCHUP INTERACTIVE
BLOGGER MATCHUP STORYTELLING

18. E-TOURISM ASIA BOOT CAMPS
E-TOURISM ASIA CERTIFICATES
E-TOURISM ASIA JOB LINK
E-TOURISM ASIA SOLUTIONS

19. E-TOURISM CHINA ONLINE MAGAZINE
E-TOURISM CHINA BOOT CAMPS
E-TOURISM CHINA SOLUTIONS
E-TOURISM CHINA STRATEGY ADVISORY

20. DIGITAL AID SUMMIT
DIGITAL AID FORUM
DIGITAL AID CENTER
DIGITAL AID FOUNDATION

21. digitalinnovationasia

22. 1. Digital Innovation Asia
THE DIGITAL INNOVATIONS PILLAR FOCUSES ON
INTRODUCING INNOVATIVE DIGITAL SOLUTIONS, AS WELL AS
SUPPORTING INNOVATIVE DIGITAL VENTURES, BACKED BY THE
DIGITAL INNOVATION ASIA COUNCIL, IN 4 KEY INITATIVES:
1.
THOUGHT LEADERS – DIGITAL INNOVATION ASIA COUNCIL
Appointed heads of technology, e-commerce, marketing of hotels, tourist boards, aviation,
cruises, attractions, shopping, media, and academia to serve on the DIA Council.
2.
EVENT – DIGITAL INNOVATION ASIA THOUGHT LEADER THINK TANK
Invite-only think tank for DIA Council members to get inspired by leading digital authorities,
learn about the latest trends, share best practices, and collaborate to bring innovation to Asia
Pacific travel and tourism.
3.
AWARDS – DIGITAL INNOVATION ASIA AWARDS
Annual awards featuring the most innovative digital work in Asia Pacific travel and tourism,
in categories across the five DIA pillars, including “Most Impactful Digital Innovation”, “Most
Engaging Digital Presence”, “Most Relevant Chinese Digital Presence”, “Most Socially
Responsible Digital Initiative”, and “Most Captivating Digital Storytelling”.
4.
INCUBATION – DIGITAL INNOVATION ASIA VENTURES
Support and incubation of new ventures, and projects, including travel start-ups in Asia,
especially in emerging destinations in Asia Pacific.

23. DIA Council Meeting
Bangkok, June 2013

24. Digital Innovation Asia Awards
Bangkok/Thailand, June 2013
@ Digital Innovation Asia

25. E-TOURISM ASIA
CAPACITY BUILDING
- DIGITAL & ASIA -

26. 2. E-Tourism Asia
THE DIGITAL CAPACITY DEVELOPMENT PILLAR FOCUSES ON
EDUCATING TRAVEL AND TOURISM PROFESSIONALS IN ASIA
AND ABROAD FROM JUNIOR TO SENIOR IN DIGITAL AND ASIA,
IN 4 KEY INITATIVES:
1.
EVENTS – E-TOURISM ASIA BOOT CAMPS
Centered around the Annual E-Tourism Asia Conference in Bangkok in June, E-Tourism Asia
Boot Camps offer hands-on practical content all over Asia, as well as oversees, to educate
on digital in Asia travel and tourism.
2.
CERTIFICATES – E-TOURISM ASIA CERTIFICATES
Online micro-certification enabling professionals to get certified in areas such as China
Digital, Social Media, CRM & Loyalty, Search Engine Marketing, Online Advertising, and
Revenue Management. Certificates are low cost for DIA members.
3.
CAREERS – E-TOURISM ASIA JOB LINK
Matching DIA members with companies to seek professionals with digital knowledge via the
DIA Community. Recruiters are able to target talent who have been certified with proven
expertise, without having to go through irrelevant resumes.
4.
CONSULTING – E-TOURISM ASIA SOLUTIONS
DIA offers consulting to travel and tourism organizations in the area of China Digital (via
E-Tourism China), Social Media, CRM & Loyalty, Distribution and Revenue Management,
Online Marketing, Website Development, and Influencer Marketing (Blogger Relations). DIA
has sourced best of breed technology and digital solutions providers to drive capacity and
innovation in Asia tourism.

27. E-Tourism Asia Boot Camp
Pakse/Lao PDR, June 2011
@ Mekong Tourism Forum

28. E-Tourism Asia Boot Camp History
5 E-Tourism Asia Boot Camps (2010-2012)
5 Countries in the Asia Region
(Bhutan, Thailand, Cambodia, Laos, Myanmar)
Supported by:
MTCO (Mekong Tourism Coordinating Office) &
PATA (Pacific Asia Travel Association)

29. E-Tourism Asia Boot Camp
Phnom Penh/Cambodia, January 2010
Sponsored by SNV and MOT

30. E-Tourism Asia Boot Camp
Pakse/Lao PDR, June 2011
@ Mekong Tourism Forum

31. E-Tourism Asia Boot Camp
Bagan/Myanmar, November 2011
@ Tourism Leaders Symposium for Sustainable Tourism

32. E-Tourism Asia Boot Camp
Paro/Bhutan, February 2012
@ PATA Adventure Travel Summit

33. E-Tourism Asia Boot Camp
Chiang Rai/Thailand, June 2012
E-Tourism TourismBoot Camp
Asia Forum
@ Mekong
Lao PDR, June 2011

34. E-Tourism Asia Boot Camp
Bangkok/Thailand, June 2013
@ Digital Innovation Asia

35. 3. E-Tourism China
THE DIGITAL CHINA PILLAR FOCUSES ON EDUCATING TRAVEL
AND TOURISM PROFESSIONALS IN ASIA AND ABROAD HOW TO
MARKET TO CHINESE CONSUMERS LEVERAGING DIGITAL AND
SOCIAL MEDIA, IN 4 KEY INITATIVES:
1.
CONTENT – E-TOURISMCHINA.COM
Subscription-based online resource website to educate individuals and companies how to
market to affluent and sophisticated Chinese consumers, leveraging digital, social, and
mobile. E-Tourism China will publish the publications related to Digital and China.
2.
EVENTS – E-TOURISM CHINA BOOT CAMPS
E-Tourism China Boot Camps offer hands-on practical content how to market to affluent
Chinese consumers leveraging digital, social media, and mobile. The content prepares to
pass the Online Certificates related to the Digital China topics.
3.
SOLUTIONS – E-TOURISM CHINA SOLUTIONS
DIA has sourced best of breed technology and digital solutions providers to help market to
the fastest growing and most important travel source market in the world.
1.
CONSULTING – E-TOURISM CHINA ADVISORY
DIA offers consulting to organizations in the area of China Digital Marketing, to prepare for a
successful market entry into the Chinese market. E-Tourism China also offers speaking
engagements, workshops, company seminars, and strategy sessions.

36. E-Tourism China Boot Camp
Bangkok/Thailand, April & June 2013
@ Digital Innovation Asia

37. BLOGGER MATCHUP

39. Blogger Match-Up
• Matching up top influential travel bloggers
(digital influencers: microbloggers, hotel
reviewers, podcasters, instagramers, etc.)
from all over the world with travel and
tourism organizations in Asia Pacific
• Create engaging content about travel
stories from the Asia Pacific region
• Leverage the expertise of bloggers for
digital capacity building in Asia Pacific

40. 4. BLOGGER MATCHUP
THE DIGITAL INFLUENCERS PILLAR FOCUSES ON MATCHING UP
BLOGGERS WITH ORGANIZATIONS SERVING TOURISTS AND
VISITORS IN ASIA WITH 4 KEY INITATIVES:
1.
DATABASE – BLOGGER MATCHUP CONNECT
Online database with relevant self-publishing digital influencers from all over the world, who
are creating engaging content in words, photos, videos, and voice, leveraging social media
channels and influencing consumers when it comes to travel and tourism purchase
decisions. The service allows companies to search and connect with relevant bloggers by
segment, interest, lifestyle focus, and location, as well as source market.
2.
CONSULTING – BLOGGER MATCHUP INTERACTIVE
Blogger Matchup offers services to help companies to source relevant bloggers, plan blogger
familiarization trips, and execute blogger campaigns, as well as monitor ROI and ROE.
3.
EVENTS – BLOGGER MATCHUP SPEED-DATING
Blogger Matchup events feature session to educate on how organizations and bloggers can
collaborate and build valuable partnerships, as well as speed-dating sessions to match-up
accredited bloggers with companies. Blogger Matchup events can be private-labeled by
tourist boards, as well as as co-located with travel trade shows and conferences.
4.
CONTENT – BLOGGER MATCHUP STORYTELLING
An innovative service for organizations developing custom-created private-label travel guides
with content from featured bloggers, participating in Blogger Matchup initiatives.

41. BloggerMatchup.com:
Customized Search
• Search by location, language and nearly
40 niches
• Industry standard statistics for site
evaluation
• Metrics for all social media platforms
• RSS subscribers and newsletter
subscribers
• Outside evaluation included
(Klout, PeerIndex, Kred)

45. DIA Blogger Matchup
Speed-Dating & Seminar
Bangkok/Thailand, June 2013

46. Chinese Key Opinion Leaders (KOLs)

47. DIA Blogger Matchup
Chinese Bloggers
Bangkok/Thailand, June 2013
@ China Travel Marketing Boot Camp

48. Sample Chinese KOL
Weibo name: Fantasy
Real name: Sun Yang
About him: Well-known travel writer in
China, author, global traveller, head radio
jockey for FM94 in Xiamen city, China.
Large fan base.
Fans
Posts
Comments
Re-tweets
Exposure
241,543
4
35
271
8,000,000

49. Blogger Storytelling Trip
Kanchanaburi/Thailand, June 2013
@ Digital Innovation Asia

50. DIGITAL AID ASIA

51. 5. DIGITAL AID ASIA
THE TOURISM DEVELOPMENT PILLAR FOCUSES ON HOW
TECHNOLOGY, DIGITAL, SOCIAL, AND MOBILE CAN BE A
CATALYST AND ENABLER FOR SUSTAINABLE AND RESPONSIBLE
TOURISM DEVELOPMENT, WITH 4 KEY INITATIVES:
1.
EVENTS – DIGITAL AID ASIA POW WOW
Sustainable Tourism Conference 2.0 with next generation responsible tourism experts,
debating how technology, digital, social, and mobile can drive tourism development in
emerging destinations from fragile environments to heritage sites.
2.
COLLABORATION – DIGITAL AID ASIA PANEL
Advisory board bringing together heads of CSR from travel companies, NGOs, tourist
boards, technology companies, online travel start-ups, media, and bloggers, to create
awareness how digital can be a catalyst to alleviate poverty and drive responsible tourism
practices as an enabler from e-Visa access, community based online distribution, social
media powered crisis management response systems, e-learning driven human resources
development, mobile alerts combating child prostitution, crowd-funding and micro-financing.
1.
DEVELOPMENT – DIGITAL AID ASIA CENTERS
Training schools to educate young individuals in emerging tourism destinations to build
capacity in the area of digital marketing, technology development, and social media.
The first Digital Aid Asia Center is planned to open in Siem Reap, Cambodia in 2014.
2.
FUNDING – DIGITAL AID ASIA FOUNDATION
Raising capital for Digital Aid activities, from Digital Aid Asia Centers, incubation of online
start-ups, and related Digital Aid Asia projects.

52. Digital Aid Asia Pow Wow
Bangkok/Thailand, June 2013
@ Digital Innovation Asia

53. SELECT DIGITAL INNOVATION ASIA PROJECTS

54. CREATING AWARENESS VIA SOCIAL
MEDIA FOR RESPONSIBLE TOURISM

55. INNOVATIVE TECHNOLOGIES
TO DRIVE TOURISM DEVELOPMENT

56. purposeful hotels
Promoting socially responsible hotels to socially
conscious travellers by curating a selection of properties
which we call “Purposeful Hotels”. These quality hotels
are giving back to the community in an active way,
and enable guests to get engaged, learn, and share.
PurposefulHotels.com will be a website aimed at people
who want to make a difference and give back while
traveling, and chose hotels they can trust.
Whether this is when they book their next trip away or
experiencing first hand the life changing work that is
being done at a grass root level in the local community.

57. DIA EVENTS & ADVISORY SERVICES

58. DIA MATCH UP
DIA BOOT CAMP
DIA EVENTS
DIA POW WOW
DIA THINK TANK

59. DIA Events
DIGITAL INNOVATION ASIA, BASED ON ITS FIVE-PILLAR FOCUS,
HOSTS EVENTS IN DIFFERENT FORMATS TO STIMULATE
LEARNING, COLLABORATION, INNOVATION, AND DEBATE:
1.
MATCH UPS
Match Ups are all about total engagement, bringing together two parties in a unique speeddating format to drive business and collaboration.
> An example would be our Blogger Match Ups.
2.
BOOT CAMPS
Boot Camps are all about transferring knowledge, in a “rolling up your sleeves mindset”,
participants gain hands-on practical training to apply directly to day to day business.
> An example would be our E-Tourism Asia and E-Tourism China Boot Camps.
3.
POW WOWS
Pow Wows are gatherings of like minded people that need a platform to debate specific
topics to raise awareness.
> An example would be our Digital Aid Pow Wows.
4.
THINK TANKS
Think Tanks are (un)conferences, and are by invite-only to DIA Council members and invited
guests, where none of the usual rules apply. There are no keynote speeches or PowerPoint
presentations; instead everyone who is invited is expected to take part.
5.
Awards
Annual awards featuring the most innovative and successful digital work in Asia Pacific travel
and tourism, across the five DIA pillars.

60. DIGITAL INOVATION ASIA AWARDS 2014
ANNUAL AWARDS FEATURING THE MOST INNOVATIVE
AND SUCCESSFUL DIGITAL WORK IN ASIA PACIFIC TRAVEL
AND TOURISM, ACROSS THE FIVE DIA PILLARS.
DIGITAL INNOVATION AWARD BLOGGER MATCHUP AWARD
MOST IMPACTFUL
DIGITAL INNOVATION
This award recognizes
online travel ventures
that have leveraged
technology
in
innovative ways in
order to develop
tourism, enhance the
travel
experience,
improve
guest
services, and drive
consumer
engagement.
MOST CAPTIVATING
DIGITAL STORY TELLING
This
award
recognizes the most
riveting
digitally
published
storytelling piece,
from blog post,
video,
photo,
review, and audio,
discovering
new
and
exciting
destinations in Asia
Pacific.
E-TOURISM ASIA AWARD
MOST ENGAGING
DIGITAL PRESENCE
This
award
recognizes the most
viral
campaign,
most
engaging
website,
most
innovative mobile
application, or most
creative use of
social
media,
promoting
Asia
Pacific as a tourism
destination.
E-TOURISM CHINA AWARD
MOST RELEVANT CHINESE
DIGITAL PRESENCE
This
award
recognizes the most
relevant mandarinlanguage website,
most creative use of
Mainland
China
social media, or
most
impactful
campaign,
marketing
to
Chinese consumers.
DIGITAL AID ASIA AWARD
MOST SOCIALLY RESPONSIBLE
DIGITAL INITIATIVE
This award recognizes
the most impactful and
creative
campaign,
venture, or initiative in
promoting
and
stimulating responsible
and sustainable tourism
development, as well as
social and communitybased
tourism
practices, and engaging
consumers in being
more
conscious
travelers.

61. DIGITAL STRATEGY
CHINA DIGITAL STRATEGY
DIA ADVISORY
DIGITAL INFLUENCER
WEB APPLICATION DEVELOPMENT

62. DIA Consulting Services
DIGITAL INNOVATION ASIA, BASED ON ITS FIVE-PILLAR FOCUS,
PROVIDES CONSULTING AND ADVSIORY SERVICES, AS WELL AS
SPEAKING ENGAGEMENTS AND SEMINAR FACILITATION, IN 4
KEY AREAS:
1.
DIGITAL STRATEGY AND SOCIAL MEDIA
Assisting organizations in digital marketing, social media, online distribution, revenue
management, search engine marketing, online advertising, mobile, and CRM, as well as
Bitcoin payment system. Having sourced and partnered with best-of-breed technology and
digital marketing vendors ensures execution from strategy to project management.
2.
CHINA DIGITAL AND MARKETING STRATEGY
Assisting organizations with China market entry strategy, and digital marketing strategy,
including figuring out the best distribution strategy in China and Chinese social media, from
an internal seminar on the latest trends on China outbound travel to strategy formulation.
Having partnered with leading firms including Dragon Trail Interactive and COTRI ensures
execution from strategy to project management.
3.
DIGITAL INFLUENCERS AND BLOGGER MARKETING
Creating blogger campaigns and blogger familiarization trips from identifying the most
relevant digital influencers, concept creation, and execution, to monitoring success,
leveraging the innovative Blogger Match-Up platform.
4.
WEBSITE AND APPLICATION DEVELOPMENT
Developing low-cost responsive and engaging web presence from website, blogs, mobile,
social media pages (ie Facebook), and custom application development.

64. #DIAsiaTourism
CONTACT:
JENS THRAENHART–FOUNDER, DIGITAL INNOVATION ASIA
E: JENS@DIGITALINNOVATIONASIA.COM T: +66-8555.44234
FACEBOOK/LINKEDIN: THRAENHART – TWITTER: @JENSTHRAENHART