THR's opinion
TikTok and Twitch for Destination Marketing
Introduction Demand for video content in the tourism space is on the rise. To date, 6 out of every 10 individuals prefer streaming platforms over traditional television, with the average user spending 50 minutes daily on the former. New technologies are redefining how marketing is done, with more interactive networks becoming the most common vehicles for content creation and diffusion. Benidorm, a Spanish beach destination, is …
Can We Buy Our Way Out of the Carbon Footprint of Tourism?
Tourism, like many other economic activities, has an environmental impact which according to a recent study already accounts for 8% of global greenhouse gas emissions. This substantial figure considers inputs from transport and infrastructure maintenance to food purchases and souvenirs for tourists. Out of that amount, air travel accounts for more than 12% of the pollution generated by the industry. While responsible tourism that …
The Euroimserso Tourism Program – Can It Work?
The popular IMSERSO program is a Spanish travel service aimed at pensioners and people over 65 years of age, aiding their ability to travel. Implemented during the off-season for destinations, the program is able to offer very competitive prices for travelers while supporting the tourism sector during lower-income months. In addition to its clear economic benefits, the program serves an important social function, delivering thousands …
Destination Branding – What Role Will Streaming Platforms Have in Tourism Promotion?
Destinations are always on the hunt for innovative ways to promote their brands. Recently, countries such as the United Arab Emirates have created digital campaigns in the form of short teaser videos that publicize their attractions and offerings. These initiatives mirror the increasing international demand for audiovisual content, opening new promotional opportunities for the tourism sector. In line with that demand, as communication …
2022 Tourism Trends: What can destinations do to get back on track this year?
The effects of COVID19 will continue to be present throughout 2022, though new opportunities for destinations to overcome the pandemic’s challenges will continue to appear. Here we detail 5 trends for the tourism industry in 2022, and the respective takeaways for how destinations can take advantage of them. Some are continuations of Covid-induced behavior change, though with a slight iteration for 2022 as we enter the third year of the …
Destination Unknown – An Analysis of the Surprise Travel Market
Destination marketing is a key strategic activity when it comes to the positioning of a tourist destination, reinforcing not just awareness among potential visitors, but also augmenting destination brand love or ‘likeability’ in order to increase visitor numbers and destination value. But what happens when visitor demand is less focused on a particular destination than on the act of traveling itself? What if the final location of the …