On the last day of ENTER2012, William Bakker, chief strategist at Think! Social Media presented his case on the importance of 'search' in the destination marketing process. He underlines his strategy with examples of Tourism British Columbia, where he set up the digital marketing activities. He also states his case for investing more in SEO and SEM instead of traditional marketing tools.
William's presentation starts at the 40:25 minute mark in the video below.