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William Bakker

Chief Strategist & Partner, Destination Think!

William has been a recognised leader of the global tourism industry for twenty years and is considered an innovator in the field of digital destination marketing.

William Bakker, Chief Strategist & Partner at DestinationThink!

He has eleven years client-side experience at Tourism British Columbia (now Destination British Columbia), where he advanced through multiple digital roles to become the Director of e-Marketing. William has been a guest lecturer at MCI university in Innsbruck, Austria for the past ten years, where he has been teaching the eBusiness Models module to the Tourism Master’s degree programme.

William is a digital pioneer, having led the digital transformation of Tourism British Columbia from 1999 until 2010. He was responsible for creating one of the first online marketing strategies in our industry, including the development of a Destination Management System comprised of Digital Asset Management, Tourism Product Management, Content Management and a booking platform. Using the systems he built and acquired, he lead his team in producing promotions and content for all digital channels in ten languages.

In 2010, William joined Destination Think! in order to support Destination Marketing Organisations transition into the digital economy. Over the last nine years, William has built on his experience at Tourism British Columbia, to guide destinations towards modern strategies that enable a transition to digital-first marketing organisations. 

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