VisitBritain is the national tourism agency for England, Scotland, Wales and Northern Ireland; VisitEngland is the national tourism agency for England. Collectively, they are responsible for promoting Great Britain and Northern Ireland as a tourist destination worldwide and growing visitor numbers, stimulating domestic tourism, and contributing to Great Britain and Northern Ireland's economic growth.

CTI Digital is the lead digital agency responsible for VisitBritain’s Digital Customer Experience Programme (DCXP), were engaged to deliver a new, integrated digital ecosystem with a single global content management system and digital asset management system.

The Drupal based platform is playing a central role in a wider £multi-million digital transformation and new organisation-wide digital strategy to enable the organisation to better serve key industry and consumer audiences.

Deep structural improvements were required to the customer experience and governance practices across 11 websites. Given the scale of the project, this work is being delivered over four years, with the first new public website for travel consumers going live in late 2022.

This session is intended for any organisation or agency embarking upon an ambitious digital transformation looking to learn about:

- How to audit and review large digital estates efficiently
- The importance of strategic decision making at the start and how these affect later decisions
- Creating a global design system to meet the needs of diverse unrelated audiences
- Designing a DXP to accelerate innovation in a cost effective manner
- Drupal’s role in achieving enhanced digital governance - VisitBritain's framework to measure success
- Challenges we faced and how these were combatted

Visit Britain are the national tourism agency, a non-departmental public body funded by the Department for Culture, Media & Sport (DCMS) https://www.visitbritain.org/about-us

Sites currently live on the new DCXP powered by Drupal

- Visit Britain https://www.visitbritain.com/en
- Visit Britain Shop https://www.visitbritainshop.com/world/en Drupal and Magento hybrid solution where Magento is headless (Drupal head)
Session (45 minutes)

Experience level of the audience

Beginner