Insights Report: How to Target Digital Nomads?

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By definition, digital nomads are people whose way of working is characterized by location independence and working with digital means and technologies. A new report helps to understand them in terms of destination marketing. Photo: pexels

The European network of official urban tourism organizations, European Cities Marketing (ECM), has published “Understanding the World of the Digital Nomad”, a guide to the digital nomad ecosystem. Developed in cooperation with destination marketing agency Toposophy and European DMMOs, the goal was providing help and presenting best practice examples in order to make cities more attractive in relation to the needs and expectations of digital nomads.

To create favourable conditions for that focus group, the guide first looks at who the digital nomads are and what information they are looking for in the cities they chose, taking advantage of telework opportunities and participating in a new everyday life in terms of personal development, socialization and leisure.

Both workers and employers are looking for unprecedented levels of flexibility – with the pandemic being just one of the catalysts that’s pushing professionals worldwide to make changes to their lifestyle and career. The report explores the opportunities and challenges that the digital nomad market could bring to cities that want to become more attractive to the ‘long stay’ market.

Toposophy CEO Manolis Psarros comments, they “are delighted to support the ECM community with insights that can help them to think differently about who their cities are attractive to, and why. [...] With the right approach, cities can turn this to their advantage and dip into new sources of travelling global talent.

About the report, Petra Stušek, ECM President said, “I am proud that ECM tackles this current trend, highlighting concrete tips for destinations, what cities can gain from attracting digital nomads and what they can lose. The report also showcases different strategic perspectives with a number of inspiring case studies from around the globe.”

Find the insights report in full here. Additionally, this webinar on the findings is available via Youtube.

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