FN ISI Export Format VR 1.0 PT J TI Reducing a Destination’s Flood of Information by Optimising Offline Communication Touchpoints AF Götz, Simona AU Götz, S AB Destination organisations face the challenge to provide service information in a positive picture that convinces potential guests. At the same time their job is to deliver accurate information that fulfil the information needs of decided guests, booked guests and the guests at the destination. Tourists consult divers information sources during their customer journey. In this paper the customer journey regarding a destinations› content is studied. The goal is to reduce the flood of information by optimising offline communication touchpoints in the destination Engadin Scuol Samnaun. The elimination of redundant print advertising products and the development of a more efficient offline-communication concept in unison with online communication channels is aimed. The results of this thesis are based on mostly qualitative research and provide concrete recommendations for Engadin Scuol Samnaun on how to improve their offline-communication concept. ER