This research aims to explore the elements of next-generation digital collaborative platforms for Destination Management Organisations (DMO) from the perspective of both businesses and visitors, allowing a more comprehensive understanding of digital platforms. The research is conducted in partnership with Visit Surrey (regional DMO) and Minted Box (bespoke platform developer). Preliminary results from interviews and focus groups indicate the need for DMOs to play an active role in facilitating business collaboration and knowledge sharing on the supply side of the digital platform. This process will aspire to then provide a more personalised experience on the visitors’ end.

Key words: Destination Management Organisation; digital collaboration; B2B2C; digital platforms; experience design