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We’ve seen it all before – the same stock photos exoticizing places (usually developing countries), the lazy representations of “the locals” in traditional garb, the clichéd aspirational/inspirational quotes. It’s tired, it’s boring, and even worse, some of this stuff is straight up problematic. As marketers and as influencers, we can do better and it’s time that we do.
From the images we use to promote destinations to how we write about people and places so seemingly different from where we call “home”, we have an opportunity (and a responsibility!) to represent our host communities with dignity and respect, to bridge cultures, and create the potential for empathy.