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Penfield's Point of View on City Tourism Urban Magic: Transforming City Tourism with Salesforce's Innovations

City Tourism Potential

We are proud to have the privilege of working with amsterdam&partners, a not-for-profit organization dedicated to making Amsterdam an even better place to live, work, and visit. As a customer on Salesforce, amsterdam&partners leveraged Penfield Digital’s expertise to successfully implement Salesforce Marketing Cloud, enhancing their marketing efforts and engaging with tourists on a whole new level.

In this article, we will take a more generic view and explore inspiring strategies that city tourism organizations, like amsterdam&partners, can adopt using the Salesforce technology stack. By looking at examples of other cities that have successfully implemented these strategies, we hope to inspire marketers who work in travel to take tourism promotion to new heights.

It’s crucial to get local communities and business owners behind our tourism projects and fundamentally support the local area – not only because it’s in their interest to boost the local economy, but they are the gatekeepers of the best possible content and inspiration which are often central to destination marketing campaigns.

Fiona Mulliner, Director of Commercial Ventures & Domestic Tourism, London & Partners

1. Personalized Destination Guides:

City tourism organizations can create personalized destination guides using Salesforce Marketing Cloud. These guides can be tailored to individual tourists' interests and preferences, providing them with relevant information about attractions, events, dining options, and accommodations. A great example is of course amsterdam&partners which offers the I amsterdam city card. With this city card, you get access to all major highlights and more than 70 museums, city-wide public transport, a canal cruise, and bicycle rent.

Another example of this is London & Partners, which uses personalized destination guides to offer tourists a seamless and immersive experience, making them feel more connected to the city. 

2. Augmented Reality (AR) Experiences:

Integrating Salesforce with AR technologies can offer tourists interactive and engaging experiences. Cities like Paris have used AR-powered apps to allow tourists to explore historical landmarks with virtual guides, bringing the city's rich history to life in an innovative way. With Salesforce as the backbone, city tourism organizations can manage these AR experiences, track user interactions, and refine their offerings based on user feedback.

3. Sustainable Tourism Initiatives:

City tourism organizations can leverage Salesforce to promote sustainable tourism practices. By collaborating with local businesses, providing information about eco-friendly attractions, and encouraging responsible travel, cities like Copenhagen have successfully positioned themselves as sustainable destinations. Salesforce's Experience Cloud can be used to create a platform for businesses and tourists to share ideas and initiatives, fostering a sense of community around sustainable tourism. And with the help of Salesforce Net Zero Cloud cities can embed Net Zero goals into their tourism strategies and operating models.

4. Gamification and Challenges:

Inspired by the success of Pokémon GO, some cities have implemented gamification strategies to engage tourists. By creating location-based challenges, scavenger hunts, and rewards for visiting landmarks, city tourism organizations can boost tourist engagement and footfall. Salesforce's platform can be used to manage gamification elements, track progress, and reward participants. Combining gamification with Salesforce Marketing Cloud's Mobile Studio can create exciting and engaging experiences for mobile users, enhancing customer interactions and boosting tourism throughout the city.

5. City Ambassador Programs:

Cities like New York have implemented city ambassador programs, where locals act as volunteer guides to show tourists around. Salesforce's Loyalty Management solution can be used to recruit and manage these ambassadors, track their contributions, and recognize their efforts. This not only enhances the tourist experience but also fosters a sense of community pride among locals and a challenge to earn more credits.


City tourism organizations, armed with the Salesforce technology stack, have a plethora of innovative strategies at their disposal to promote their cities and deliver unforgettable experiences to tourists. From personalized marketing campaigns to sustainable tourism initiatives and gamification, cities worldwide are embracing these strategies to make their destinations more attractive and enjoyable. By drawing inspiration from successful examples and leveraging the power of Salesforce, city tourism organizations can elevate their marketing efforts and ultimately create even better places to live, work, and visit.

Let's collaborate and pave the way for a vibrant, thriving, and memorable destination that leaves a lasting impression on visitors from around the world.

Ready to Transform Your City's Tourism? Let Penfield Digital Be Your Guide!

Rommert Crépin

Commercial Director

Contact Rommert