OPENING DSTNCMP²⁶.

May 5, 2026, by Wolfgang Weiler

TRANSFORMATION STARTS WITH US.

Successful transformation rarely begins with technology. It requires the right mindset, a willingness to change oneself, and the courage to change course. You have to recognize the “moments of disruption,” even if it’s just a gut feeling at first; assess whether a change of course makes sense; and then boldly embrace change.

With these words, Chaichana Sinthuaree appealed to the audience in his keynote address at the DSTNCMP²⁶ in Brixen, Chaichana Sinthuaree called on the approximately 220 participants to maintain a constant willingness to embrace change. His central message: Technology can be purchased, but culture must be developed. Past successes should not serve as an excuse to postpone necessary changes: “What helped yesterday and may still be good today will likely no longer be helpful tomorrow.”

Chaichana "Chai" Sinthuaree wove his personal story into his speech: arriving in Germany from Thailand with his mother as a toddler, dropping out of school and college, working as a multimedia producer, and ultimately pursuing a career as a renowned expert in CRM and integrated digital marketing strategies. He served as CEO of Digital Business, head of Ogilvy’s German operations, Chief Digital & Media Officer at Eckes-Granini, and led the transformation of ASS Athletic Sport Sponsoring.

Based on his experience with many personal and professional transformation processes: Models of success cannot simply be applied on a one-to-one basis; a system’s values and culture must be defined and changed.

DSTNCMP²⁶ OPENS IN BRIXEN

The 16th DestinationCampwill take place in South Tyrol for the first time. From May 5 to 7, approximately 220 experts from the fields of tourism, academia, the hospitality industry, travel agencies, technology, and online platforms will gather in Brixen. A central theme will be the transformation of the hospitality industry, architecture, and urban, regional, and industrial development.

After checking in at the iconic, modern Tourist Information building, enjoying a welcome drink, and sampling the region’s traditional Tirtel pastries in the nostalgic, historic Herrengarten, the participants strolled through the old town’s narrow streets to the opening night event.

The opening took place in a graffiti-adorned barracks at the Schenoni Urban Lab on the grounds of the former Schenoni barracks. Brixen Mayor Andreas Jungmann explained that the nearly 20,000-square-meter site is to be developed into a new residential and cultural district in the Milland neighborhood as part of a collaborative planning process—the first of its kind in Italy.

Organizer Benjamin Buhl emphasized that the choice of location particularly underscores the need for transformation, and tourism director Werner Zanotti promised:

We want to present exciting content, surprise our audience, and be bold and unique.

A SPACE FOR THOUGHT, A SPACE FOR EXPERIENCE, AND CAPTIVATING PITCHES

The DSTNCMP²⁶ serves as a space for reflection in the morning and a space for hands-on experience in innovation transfer in the afternoon, explained host Bernhard “Börnie” Lingg. The moderation teams used impressive pitches to attract participants:

Yvonne and Isabell relied on a "number boy" to attract male participants to their topic of female leadership.

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

Following the example of the New Year's Eve hit "Dinner for One," Lukas laid it all out on the table—or, in this case, in digital data— for Urs.

Gesa and Simona made an eloquent case for communication and personalization.

Marco and Luke were rapping.

Ilka and Nicole volunteered as cabin crew for the co-creation project.

Anna and Emily want to develop specific adaptation strategies with their workshop participants.

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

BRIXEN WATER LIGHT FESTIVAL

To conclude the evening, the light and sound installation “+3° Hot Machines” by Liminal State shed light on a pressing issue: the relationship between humans and machines, energy consumption, and heat emissions. Transmedia artists Saverio Villirillo and Gregorio Comandini demonstrated that AI generates heat and that data centers must be cooled—space that could otherwise be used to heat thousands of households. Fog on the floor and rising warm radiation from lamps and screens revealed thermal currents and made visible the invisible energy that burdens our environment.

The installation is one of 23 works featured at the Brixen Water Light Festival, which—running concurrently with DestinationCamp—transforms the city center into an open-air gallery. Under the theme “Water Is Life—Light Is Art,” an atmospheric journey has been created that blends poetry, wonder, and new perspectives on the city.

THE OLDEST TAVERN WITH A STATE-OF-THE-ART WINE SHOP

The contrast between the rustic opening venue and dinner at the city’s oldest tavern highlighted Brixen’s play on opposites: Participants entered a modern black-steel vestibule off a narrow alley in the old town, climbed centuries-old stairs to the historic dining rooms of the Finsterwirt, and found the minimalist Vitis wine bar on the ground floor, featuring over 400 wines.

At the 500-year-old Finsterwirt, the ultra-modern Vitis, and the green-filled Lichthof, various food 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— all accompanied by eight winemakers who personally poured and explained the matching wines.

The three passionate musicians "Die Schmeichler" wowed the crowds in every room with Dixieland, jazz, and German and Italian pop hits from the 1920s through the 1960s, providing a lively musical backdrop to the cheerful evening.

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