European Go-To-Market Strategy:

Expanding Credibility Before Expanding Reach

Positioning a Tourism Technology Company for Its Next Chapter

Tiki is a travel technology company operating at the intersection of media, AI, and destination marketing. With a strong foundation in North America and deep experience supporting Destination Marketing Organizations, Tiki saw an opportunity to expand its DMO-focused offering into Europe.

This expansion was not about testing demand, it was about earning legitimacy in a market defined by long-standing relationships, nuanced governance structures, and a strong emphasis on public value, sustainability, and quality of life. Europe did not need another vendor. It demanded a partner who understood its ecosystem.

The moment mattered. Tiki was launching a new DMO-facing division and needed to establish credibility quickly, without rushing or misstepping in a tightly connected tourism community.

The Real Challenge

Initially, the ask appeared straightforward:
Help us expand into Europe and get in front of decision-makers.

But the underlying challenge was far more complex.

What Tiki actually needed was:

  • Institutional credibility, not visibility

  • Strategic alignment, not lead generation

  • Trust with public-sector leaders, not product awareness

European tourism operates within civic, governmental, and cultural systems where relationships are earned over time. A misaligned message—or an overly commercial posture—could stall progress for years.

The stakes were real:

  • Without credibility, partnerships would not materialize

  • Without the right positioning, product adoption would stall

  • Without trust, scale would be impossible

This was not a marketing problem. It was a market-entry and systems problem.

The Kingfisher Approach

Kingfisher entered as a strategic partner, not to “launch Europe,” but to frame how Europe should experience Tiki.

The work began with alignment:

  • Clarifying what Tiki stood for—and what it would not try to be in Europe

  • Translating Tiki’s North American success into a European public-sector context

  • Ensuring narrative, leadership presence, and partnerships moved in sequence

Rather than leading with product, Kingfisher helped Tiki lead with purpose, understanding, and respect for the ecosystem. This included identifying where credibility truly lives in European tourism, and designing a path to earn it.

Kingfisher drew on prior experience expanding tourism organizations internationally, applying a proven approach: credibility first, growth second.

Key Strategic Decisions

  1. Prioritize institutional relationships over transactional wins
    Kingfisher guided Tiki toward partnerships that signal trust, before pursuing scale.

  2. Lead with narrative, not technology
    The story focused on how Tiki supports destinations, communities, and travelers, not features or performance claims.

  3. Enter through respected industry platforms
    Strategic alignment with organizations such as the European Travel Commission (ETC), City Nation Place, CityDNA, and the Digital Tourism Think Tank established legitimacy quickly.

  4. Be present where trust is built
    Rather than broad outreach, Kingfisher structured engagement around key industry events, forums, and conversations where leaders gather.

  5. Avoid rushing visibility
    What Kingfisher deliberately avoided was just as important: no mass marketing, no aggressive sales posture, no shortcuts that could erode trust.

The Result

In a short period of time, Tiki moved from new entrant to trusted participant in the European tourism ecosystem.

Key outcomes included:

  • Official partnership with the European Travel Commission for 2026

  • Strategic relationships established with City Nation Place, CityDNA, and the Digital Tourism Think Tank

  • Direct engagement with senior tourism leaders across Europe

  • Clear alignment between Tiki’s product, ethos, and European priorities

  • Momentum heading into 2026 with a strong foundation for sustainable growth

Most importantly, Tiki earned permission to grow, a critical but often overlooked milestone in public-sector tourism markets.

The Takeaway

In tourism, credibility is not a marketing output, it’s a strategic asset.

Successful market entry isn’t about speed or noise. It’s about understanding the system you’re entering, earning trust at the right level, and sequencing growth thoughtfully.

For Tiki, Europe wasn’t unlocked by selling harder, but by showing up smarter.

“Kingfisher helped us enter Europe the right way. Their understanding of the tourism ecosystem, combined with a clear strategic approach, allowed us to engage the right leaders, earn trust quickly, and position Tiki for meaningful growth. They didn’t just open doors, they helped us walk through them with clarity and confidence.”

Mark Mamber

CEO, Tiki