Cheap labour is good, but free labour is even better. With the emergence of ever evolving social media platforms, many of the world’s industries are formulating creatively inexpensive strategies for optimal gain. However, when it comes to the tourism industry, the utilisation of platforms like Instagram and Pinterest are either non existent or tepidly innovative.
While Nottingham’s tourism industry is no twin to London or New York, it does boast a healthy industry. However, there is room for improvement. At the present, Nottingham’s Tourism Department, Nottinghamshire Experience, currently utilises traditional methods of tourism marketing, such as print advertising. Today, the tourism industry’s current method of marketing is overshadowed by the influence of social media as FaceBook, Twitter, and Tumblr lead the charge.
By The Numbers:
- 68% of non-American travelers blog about their experiences while on vacation;
- 85% of leisure travelers use their smartphones while abroad;
- 92% of consumers trust word-of-mouth recommendations from friends and family;
- 47% of consumers trust paid marketing TV print ads;
- 52% of Facebook users said their friends photos inspired their holiday choice.
What exactly do these numbers mean? Simply, travelers’ destinations are greatly influenced by social media content (i.e. pictures and video). Humans are visual, which is why they interact with image based content more than any other social media content.
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The Philippines’ department of tourism, in 2012, launched a campaign to boost tourism by embracing social media. The department encouraged residents and tourists to post pictures, on FaceBook, attached with personal ads. The implementation of this campaign realised a 16% increase in tourism, which consquently highlighted dire infastructure issues needing to be addressed.
Highlights of Nottingham on Instagram:
- Genre lifestyle (Hipster, Skateboard, Outdoor community)
By replicating this online marketing strategy, Nottingham and cities like it, can encourage visitors, residents, and students to capture and globalize the city’s greatest urban designs and customs. In turn, this can shift perceptions of Nottingham as a top destination, not only in the United Kingdom, but in the world.
Credits: Images by Michael Jenkins. Data linked to sources.