Marketing for tourism businesses and destinations can benefit enormously from new digital tools but it is imperative that they be used wisely to avoid expensive mistakes. The best digital practices maintain a careful equilibrium between new and legacy tools and, above all, maintain intact the essence of true marketing that is often lost amidst the thrill of new digital options. Our experience in more than 50 DMOs and tourist businesses in 15 countries has shown us that in the digitization process marketers typically commit 7 serious errors that drastically reduce the cost-benefit ratio of their activities. In this session we’ll review these 7 mistakes and present the best available strategies to overcome them effectively. We’ll see how in market research, in segmentation, in positioning, in communication tactics and distribution, and in the style of organizing marketing teams there are enormous opportunities for improvement if the myths and truths of digital marketing are well-understood.