UNWTO looks to build a new ‘narrative’ around tourism as a driver of growth

May 29, 2023

A move to more effectively portray tourism as a crucial driver of growth, both in traditional media and on content platforms, in addition to evaluating the evolution of tourism communications has been advanced by the United Nations World Tourism Organization (UNWTO).

Bringing together global branding experts, journalists and content creators to rethink narratives around tourism communications as part of a special ‘thematic session’ at the 118th meeting of its Executive Council in Punta Cana in the Dominican Republic last week, the UNWTO is looking to lead a shift in tourism communications, with a greater focus on the sector's unique power as a driver of development and opportunity.

Advising that, under the ‘New Narratives in Tourism’ banner, the session offered a platform to connect content creators with editors and new media platforms, UNWTO Secretary-General, Zurab Pololikashvili stated “we have made huge progress over the past few years in making tourism’s relevance more visible and more appreciated, by governments and by tourists themselves.

“But we need to make it even clearer (so) for this reason, UNWTO is working to build a new narrative around tourism as a force for development and transformation.”

Branding and media experts lead the change
The session saw experts in branding and media explore the dynamic evolution of communication strategies and their profound impact on the tourism sector.

Pedro Zarzalejos, Associate Director of Strategy at Interbrand and Borja Borrero, Executive Director of Iberia, EMEA & Latam, presented an illuminating analysis of branding’s evolution and relevance to the tourism industry.

Shedding light on the changing landscape of destination management organisations (DMOs), Michael Collins, Founder and Managing Director of Travel Media, offered valuable insights into the evolving dynamics between DMOs, editors, journalists, and content creators.

Recognising the pivotal role of digital storytelling, UNWTO’s partnership with Instagram has spearheaded tourism recovery post-pandemic.

Here, Ernest Voyard, Director of Public Policy at Instagram, revealed that creators are now venturing beyond aspirational travel content, gravitating towards sustainability and immersive destination experiences.

Similarly, the Director of External Affairs at Meta, Sharon Yang, highlighted the platform’s transition toward informative and educational tourism content, shifting away from purely aspirational imagery and films.

Case Study of the Dominican Republic
During the session, the Dominican Republic took centre stage as a compelling case study, as leading journalists and editors examined strategies for elevating tourism on the editorial agenda. Inés Aizpún, Director of Diario Libre, José Monegro, Director of El Día, and Aníbal de Castro, Ambassador of the Permanent Mission of the Dominican Republic to UNWTO, spearheaded the discussion. Diversifying the messaging emerged as a critical priority, emphasising various aspects, including film and television tourism and gastronomy tourism.

Wrapping up the session, UNWTO welcomed prominent content creators who shared their invaluable insights into evolving trends in tourism-related content.

Chloé Léger and Marion Payr, acclaimed Instagram creators, provided firsthand experiences from the Dominican Republic, shedding light on the intersection of tourism, travel, and sustainable development. Their observations highlighted a growing interest in the content that links tourism to pressing issues such as women’s empowerment, community development, and wildlife conservation. Moreover, they underscored the influential role of creators in shaping travel choices and behaviours, particularly among younger consumers, encouraging responsible and ethical tourism practices.

Content Creators: Raising Awareness
To round out the session, UNWTO welcomed leading content creators to give their expert insights into changing trends in tourism-related content: Instagram Creators Chloé Léger and Marion Payr, provided their experiences from the Dominican Republic from the point-of-view of tourism and travel-creators.

They noted:

A growing interest in content linking tourism with issues including women's empowerment, community development and wildlife conservation.
An opportunity for creators to influence the travel choices and behaviours of tourists, in particular in influencing younger consumers to travel more responsibly and ethically

Images courtesy of UNWTO.

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