--- title: "Celebrating the X. Awards 2023: Recognising creativity & innovation in tourism" description: We hosted over 40 DMOs and digital leaders at our London office for Future. Destination. Brand. to discuss the future of destination marketing. image: https://www.partners.skyscanner.net/hubfs/XAwards-CaseStudy-Post-848x904.jpg --- Insights # Celebrating the X. Awards 2023: Recognising creativity & innovation in tourism ### Celebrating the X. Awards 2023: Recognising creativity & innovation in tourism December 7, 2023 [Events](https://www.partners.skyscanner.net/news-case-studies/topic/events) [Advertising](https://www.partners.skyscanner.net/news-case-studies/topic/advertising) [Partnerships](https://www.partners.skyscanner.net/news-case-studies/topic/partnerships) [Destination Marketing](https://www.partners.skyscanner.net/news-case-studies/topic/destination-marketing) We were thrilled to welcome over 40 DMOs from across the world to our London office a couple of weeks ago for two Future. Destination. Brand. events – the Digital Leaders Roundtable and the first ever in-person X. Awards. Marketing and digital leaders plus industry experts enjoyed an evening of networking and celebration while toasting the winners, as well as exchanging ideas in the tourism sector.  ![Optimised-IMG_2169](https://www.partners.skyscanner.net/hs-fs/hubfs/Optimised-IMG_2169.jpg?width=855&height=641&name=Optimised-IMG_2169.jpg) *We welcomed friends from across the travel industry to our London office for a Digital Leaders Roundtable.* In partnership with [Digital Tourism Think Tank](https://www.thinkdigital.travel/), Google, YouGov and TXGB, Future. Destination. Brand. explores and celebrates digital shifts in the future of destination branding, with achievements celebrated in its annual X. Awards. Future. Destination. Brand. proved a great opportunity to share the latest DMO achievements, as well as key industry insights with some of the most innovative, leading destination and travel brands globally.   We shared our latest [Horizons report](https://horizons.skyscanner.net/) too, which included two powerful stats on travellers worldwide:  - 81% are planning to take more or the same number of trips in 2024 compared to 2023.  - 76% are planning to spend more on travel in 2024 compared to 2023.  ### And the X. Awards go to...  The X. Awards recognise the best talent and destination branding across the global tourism industry, celebrating the industry’s drive towards digitalisation, sustainability and collaboration. ![Optimised-IMG_4592](https://www.partners.skyscanner.net/hs-fs/hubfs/Optimised-IMG_4592.jpg?width=855&height=641&name=Optimised-IMG_4592.jpg)*Hosting the X. Awards for the first time in-person at our London office. * The Transformation Award – In partnership with Skyscanner  This award celebrates how change can enable brands to emerge stronger. It was won by Visit Norway, whose mobile optimisation of its website through a thorough redesign included an innovative ‘scrollytelling’ format and cutting-edge CMS. Below are the other awards won during the evening. You can see all the winners [here](https://www.thinkdigital.travel/opinion/leading-destinations-gather-in-london-to-discuss-the-future-of-travel-marketing). - The Partnership Award - won by Fáilte Ireland  - The Purposeful Brand Award - won by the Catalan Tourist Board  - The Digital Impact Award – won by the German National Tourist Board  - The Leadership Award – won by Chieko Tanaka, the Representative Director of Touristship, an initiative of Kyoto City Tourism Association  - The People’s Choice Award – won by Tourisme Îles de la Madeleine    If you’re a DMO or tourist board and want to find out more about partnering with Skyscanner, check out our advertising page [right here](https://www.partners.skyscanner.net/advertising). [ View all articles ](https://www.partners.skyscanner.net/news-case-studies/all) ##### Related insights Share [mailto:?subject=Check%20out%20Celebrating%20the%20X.%20Awards%202023:%20Recognising%20creativity%20&%20innovation%20in%20tourism%20&body=Check%20out%20Celebrating%20the%20X.%20Awards%202023:%20Recognising%20creativity%20&%20innovation%20in%20tourism%20https://www.partners.skyscanner.net/news-case-studies/x-awards-23?utm_medium=social&utm_source=email](mailto:?subject=Check%20out%20Celebrating%20the%20X.%20Awards%202023:%20Recognising%20creativity%20&%20innovation%20in%20tourism%20&body=Check%20out%20Celebrating%20the%20X.%20Awards%202023:%20Recognising%20creativity%20&%20innovation%20in%20tourism%20https://www.partners.skyscanner.net/news-case-studies/x-awards-23?utm_medium=social&utm_source=email) [ View all articles ](https://www.partners.skyscanner.net/news-case-studies/all) ### Sign up for latest Skyscanner Partner content & insights, straight to your inbox. ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "caption" : { "@type" : "MediaObject", "contentUrl" : "https://www.partners.skyscanner.net/media-transcripts/148624864793/en.vtt", "inLanguage" : "en", "name" : "en Captions" }, "contentUrl" : "https://3051472.fs1.hubspotusercontent-na1.net/hubfs/3051472/Visit%20Norway_4.mp4", "dateModified" : "2025-10-01T17:16:54.932Z", "duration" : "PT1M21.899S", "height" : 960, "name" : "Visit Norway_4", "thumbnailUrl" : "https://3051472.fs1.hubspotusercontent-na1.net/hubfs/3051472/Visit%20Norway_4.mp4/medium.jpg?t=1759339014932", "uploadDate" : "2023-12-05T16:29:37.985Z", "width" : 1920 } ```