Imagine thousands of years of wine-making tradition, picturesque mountains and a tight-knit culture where family comes first, and you’ll start to get the flavour of Cypriot wineries.
25.08.2023 - 14:15 / skift.com / Dawit Habtemariam
Twitter continues to decline in relevancy in destination marketing. The platform has been reduced to a press release distribution platform because of its ineffectiveness at audience reach and engagement, politicization and competitors offering better storytelling capabilities.
Twitter has been the must-have platform among tourism agencies for the last decade. Nearly every tourism agency, especially in the U.S., has a Twitter account, but their investment in the platform is on a downward slope.
Tourism agency Twitter accounts tweet infrequently. For example, Visit Montana, which has over 70,000 followers, last retweeted on September 1 last year about a weather warning.
Twitter has fallen from third to fifth place in importance for Destination Toronto in the last five years, according to vice president of marketing Paula Port. This year more energy will be spent on TikTok and Instagram to further the tourism agency’s storytelling strategy, she said. Destination Toronto has nearly 140,000 followers on Twitter.
Tourism agency client-paid social media and campaign budget allocation toward Twitter, which never exceeded 25 percent, has continued to shrink, according to Mackenzie Bromley, vice president of social media and content strategy for MMGY Global, a travel and hospitality marketing agency. A big part of that has been due to the staff reductions and change in department priorities at Twitter after Elon Musk’s acquisition as well as competitors like TikTok.
When state governors banned their tourism agencies from using TikTok, Twitter wasn’t mentioned as an alternative investment. “When we have a budget for social media across the board, we will allocate what had been planned for TikTok into Facebook, Instagram and Pinterest,” said Utah Office of Tourism Director of Marketing and Communication Ben Cook.
Twitter serves primarily as information and news distribution now. Tourism agencies typically use it to share blog posts, announcements and partner content. “It’s more of an informational tool. It’s definitely as marketing goes, minimal impact,” said Utah Office of Tourism Public Relations Manager Anna Loughridge.
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The news-centering makes the platform very focused on what’s happening now. The timeline changes so fast that tourism agencies would have to commit their already stretched resources to stay on top of it like airlines, which are obligated to be on it, especially for customer service, according to Dave Serino, founder and chief strategist for TwoSix Digital, a
Imagine thousands of years of wine-making tradition, picturesque mountains and a tight-knit culture where family comes first, and you’ll start to get the flavour of Cypriot wineries.
Arriving inNorth Islandfeels like a secluded island fantasy come to life; you’ll fly in by helicopter, landing on a verdant fleck of Seychelles land surrounded by turquoise water. Here there are only 11 villas and the entire island is devoted to the one-of-a-kind resort and its guests. Your sense of wonder doesn’t end upon landing, while driving to your villa you’ll stumble upon giant tortoises which inhabit the region. And we’re not talking just one or two, but dozens dotting the landscape, a haven for this species. Offering unparalleled seclusion and the ability to connect with nature, North Island is ideal for any romantic vacation from an early-stage lovers’ jaunt to a double-digit wedding anniversary. It’s no surprise that North Island has welcomed high-profile guests such as the Beckhams, the Clooneys, and the Duke and Duchess of Wales as this property offers the pinnacle of privacy and service.
Summers in my hometown of Geneva, Switzerland used to bring sunny spells, but also long, rainy periods during which one wondered whether July had suddenly morphed into November. No longer. Climate change and its resulting heat waves have transformed the aquatic landscape, and more importantly the relationship between people and Lake Geneva (also known as Lake Léman). Along the quays, outdoor bars and cafes have sprung up, and on the water, sail boats, yachts, but also kayaks, canoes, paddleboards, and even floating mattresses lend a new Mediterranean feel to this Alpine scenery.
The ‘Arctic Circle Crossing’ inspired by 10th Century explorers includes four maiden calls in Greenland, a trip to the North Cape and extensive scenic cruising
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