OPENING DSTNCMP²⁶.

May 05, 2026 by Wolfgang Weiler

TRANSFORMATION BEGINS WITH OURSELVES.

Successful transformation rarely starts with technology. It demands an intrinsic mindset, a readiness for self-change, and the courage to alter direction. One must identify 'moments of disruption,' even if it's initially just an intuition; assess whether a change of course is sensible, and then boldly embrace those changes.

With these words, Chaichana Sinthuaree, in his keynote at DSTNCMP²⁶ in Brixen, urged the approximately 220 participants to embrace a continuous readiness for change. His core message was: Technology is purchasable, but culture must be cultivated. Past successes should not be an excuse to defer essential changes: "What helped yesterday and might still be good today, probably won't be effective tomorrow."

Chaichana "Chai" Sinthuaree wove his personal story into his address: arriving in Germany as a toddler with his mother from Thailand, experiencing school and university dropouts, working as a multimedia producer, and ultimately building a career as a renowned expert in CRM and integrated digital marketing strategies. He served as CEO in Digital Business, Head of Ogilvy Germany, Chief Digital & Media Officer at Eckes-Granini, and spearheaded the transformation of ASS Athletic Sport Sponsoring.

His experience from numerous personal and professional transformation processes indicates that success models cannot simply be transferred one-to-one; instead, the values and culture of a system must be defined and adapted.

DSTNCMP²⁶ OPENS IN BRIXEN

The 16th DestinationCamp is being held for the first time in South Tyrol. From May 05 to 07, approximately 220 experts from tourism, academia, accommodation, agencies, technology, and platforms will convene in Brixen. A key theme is transformation within accommodation, architecture, and urban, regional, and industrial development.

Following accreditation at the iconic-modern Tourist Information building, a welcome drink, and regional Tirteln in the nostalgically historic Herrengarten, participants strolled through the old town streets to the opening evening.

The opening venue was a graffiti-adorned barracks of the Schenoni Urban Lab, located on the grounds of the former Schenoni barracks. Brixen's Mayor Andreas Jungmann explained that the nearly 20,000-square-meter area is slated for development into a new residential and cultural district in Milland, through a cooperative planning process, a first for Italy.

Organizer Benjamin Buhl stressed that the chosen location particularly underscored the necessity of transformation, and tourism director Werner Zanotti promised:

We aim to present exciting content, surprise, and be bold and unique.

SPACE FOR THOUGHT, EXPERIENCE SPACE AND CAPTIVATING PITCHES

The DSTNCMP²⁶ positions itself as a space for thought in the mornings and an experience space for innovation transfer in the afternoons, explained talkmaster Bernhard "Börnie" Lingg. The moderation teams captivated participants with impressive pitches:

Yvonne and Isabell utilized a "number boy" to engage male participants in their topic of Female Leadership.

Bernd and Regina used a candle to illustrate that good intentions without action do not bring about change.

Lukas, echoing the New Year's Eve classic "Dinner for One," offered Urs a candid perspective on digital data.

Gesa and Simona eloquently advocated for communication and personalization.

Marco and Luke rapped.

Ilka and Nicole advocated for co-creation as cabin crew.

Anna and Emily aim to develop concrete adaptation strategies with their workshop participants.

Over the next two days, participants can choose from 28 workshop sessions and four lectures at the netzvitamineAKADEMIE.

BRIXEN WATER LIGHT FESTIVAL

To conclude the evening, the light and sound installation "+3° Hot Machines" by Liminal State highlighted a pressing issue: the relationship between humans and machines, energy consumption, and heat emission. Transmedia artists Saverio Villirillo and Gregorio Comandini demonstrated that AI generates heat and data centers require cooling, in places where thousands of households could otherwise be heated. Ground-level fog and rising warm radiation from lamps and screens revealed thermal currents, making visible the unseen energy that impacts our environment.

The installation is one of 23 contributions to the Brixen Water Light Festival, which, running concurrently with DestinationCamp, transforms the city center into an open-air gallery. Under the motto "Water is Life – Light is Art," an atmospheric journey unfolded, blending poetry, wonder, and fresh perspectives on the city.

OLDEST INN WITH THE MOST MODERN WINE BAR

The contrast between the rustic opening venue and dinner at the city's oldest inn highlighted Brixen's interplay of opposites: In the narrow old town alley, participants entered a modern black steel vestibule, ascended centuries-old stairs into the historic rooms of Finsterwirt, and on the ground floor, discovered the minimalist Vinothek Vitis with over 400 wines.

Both in the 500-year-old Finsterwirt, the ultra-modern Vitis, and the green inner courtyard, various menu stations featuring regional specialties awaited the evening guests: fresh mozzarella, Alpine char with Sylvaner foam, braised pork cheeks with polenta, wild garlic dumplings with Alpine cheese spuma, as well as sweet desserts and ice cream — accompanied by eight winemakers who personally poured and explained their perfectly paired wines.

The three passionate musicians, "Die Schmeichler," captivated audiences in all rooms with Dixieland, jazz, and German and Italian hits from the 1920s to the 1960s, providing a lively backdrop for the joyful evening.

IMPRESSIONS from the day
CC-BY netzvitamine GmbH/ Johannes Leistner