Increasing Focus on the Final Stop
African travel agencies and tourism boards can reach new customers through social media. Social media sites like Facebook, Instagram, and Twitter reach people worldwide.
Hashtag initiatives on social media, such as #DiscoverSouthAfrica, can bring attention to Africa’s lesser-known attractions and hidden jewels.
South Africa Tourism’s collaboration with BBC is one example of how tourism boards use media sponsorships to promote their destinations and draw in more visitors. It is estimated there are over 30 million travel blogs, another great source of promotion.
The instantaneous nature of social media makes it ideal for tourism businesses to interact with prospective guests regarding questions, feedback, and suggestions.
Combining user-generated material and social influencers provides a genuine taste of potential vacation experiences.
For example, South African Tourism ran a Facebook campaign that reached 350,000 active users thanks to the power of social media’s ability to tailor messages to each individual.
Boosting User-Created Content
By posting their own images, videos, and reviews online, tourists promote their destinations.
Content created by users, as opposed to professional marketers, is more likely to elicit interest and trust.
The use of campaigns like South Africa Tourism’s #ShareSouthAfrica can help increase user-generated content.
Featuring Real-Life Events
Tourists can share their genuine impressions of hotels, restaurants, and other points of interest on social media.
This highlights off-the-beaten-path activities, such as township tours and safari guides.
Tourist spots can employ user-generated material to promote genuine encounters.
Having an Impact on Vacation Plans
In 2021, 87% of vacationers used social media to plan their trips. TripAdvisor found that 82% of African travellers trust travel reviews on social media. A study by Skift found that 91% of African travellers have booked a trip after seeing it on social media. The average African traveller spends 1 hour daily on social media for travel inspiration, according to Google.
Everything about a vacation, from the places to stay to the things to do, is influenced by social media.
People are more likely to travel to a location after hearing positive feedback about it on social media.
Collaborate with Influencers and Content Creators
Partnering with influencers and content creators with a significant following can help boost a destination’s visibility and credibility. These collaborations can involve sponsored trips, social media takeovers, or content creation partnerships, often organised by digital marketing agencies.
Encourage visitors to share their experiences using destination-specific hashtags or by tagging the destination’s social media accounts. This can help create a sense of community and provide potential visitors with authentic, firsthand insights into the destination.
Develop Engaging and Shareable Content
Create visually appealing and informative content showcasing the destination’s unique aspects. This can include videos, blog posts, and social media posts that highlight local culture, cuisine, and attractions.
Actively monitor and respond to reviews and feedback on social media platforms and travel review websites. This can help address any concerns or issues and demonstrate a commitment to customer satisfaction.
Utilize Social Media Advertising
Take advantage of social media advertising options to target specific demographics and interests. This can help reach potential visitors who may not be aware of the destination or its offerings.
In conclusion, African destinations can no longer afford to ignore the power of social media to promote themselves, interact with visitors, inspire user-generated content, highlight genuine experiences, and ultimately sway tourists’ decisions to visit. Social media sites like Facebook, Instagram, and Twitter can greatly increase a website’s global visibility and, by extension, the number of visits it receives as well as the global travel blog sector.
