We’re delighted to introduce you to VENDS’ first Travel and
Tourism Social Index for Africa – the most in-depth study to date of the use of social media across the tourist boards, national
airlines and leading hotels of Africa.
The World Bank Group has recently published Part One of a ‘Tourism Concessioning Toolkit in Protected Areas’, authored by Anna Spenceley, Hermione Nevill, Carla Faustiano Coelho and Michelle Souto.
The work was led by the World Bank Group's Tourism and Competitiveness Global Practice, and the International Finance Corporation's Public-Private Partnership Transaction Advisory Department (C3P), drawing from experience in Mozambique, South Africa, and other parts of the world. This document sets out the stage and core principles to be taken into consideration when designing concessioning programs.
Overview:
Governments and Protected Areas Authorities are under increasing pressure to preserve the beauty and biodiversity of their beaches, parks, and pristine natural sites, while also growing tourism activity.
Tourism concessioning is one solution. Delivering successful tourism concessioning programs, however, is challenging and depends on the right mix of characteristics, technical expertise, and institutional experience.
The World Bank Group presents 14 key characteristics displayed in most successful tourism concessioning programs.
This book by Anna Spenceley and Andrew Rylance is designed to help you understand how to travel responsibly. It provides a step-by-step guide on how to find and book holidays and trips that benefit the local environment and the people who live there.
The Future of European Tourism to 2025, Riga Tourism Partners Forum, October ...Peter Jordan
Presented at Riga's annual tourism partners forum, this presentation looks at the characteristics of five key outbound markets of interest to Riga (Ger, UK, Fr, NL-Be, Nordics).
The presentation also goes deep into the trends in consumer culture and city management that will shape European city tourism over the next decade.
Toposophy associates are ready to assist your tourism forum with their insights and recommendations.
Millennials and Tourism Seasonality - European Commission Workshop on Reducin...Peter Jordan
Packed in the summer, abandoned in the winter. How can Europe's seasonal destinations tackle the highs and lows of tourism demand by attracting Millennials or senior travellers? What does it take to attract the powerful Millennials market? Here, Peter Jordan, Toposophy's Senior Tourism Analyst and Millennial specialist is at the European Commission in Brussels, presenting to a consortium of DMOs and tourism associations on how to reach new markets in order to boost Europe's tourism economy.
World Tourism Trends and the Way Ahead - WYSETC Convention 2011 BarcelonaPlatma Tourism
An overview of the major trends in world tourism and the social movements behind these trends from UNWTO. Also contains key guidelines for public private partnerships in youth travel.
The Rise of the Asian Millennial Traveller, Micecon Manila 2015Peter Jordan
For an industry that’s as fast-moving and competitive as the global travel and tourism industry, it’s logical to look ahead; to seek opportunities to launch new products that appeal to new groups of consumers.
Given that these young people will increasingly be travelling to and from the Philippines as well as other countries in the Asia-Pacific region, it’s even more important to understand what motivates them, what makes them happy and how they plan their journeys. Crucially, Millennials have grown up in very different times to their parents, and this makes them a fast-moving, fast-thinking and unpredictable generation of travellers!
At MICECON Manila 2015, the Philippines' national tourism conference, Peter Jordan, Senior Tourism Analyst with Toposophy discussed recent consumer trends among the Millennial generation that will affect the travel industry of tomorrow, and explained how all tourism players across the Philippines can start to orientate their product towards this exciting, powerful group of young consumers.
Mekong tourism industry engagement presentation feb 2016 jens thraenhartDr Jens Thraenhart
Mekong Tourism launches programs to engage and collaborate with the tourism industry in order to work together to promote the Greater Mekong Subregion as a single tourism destination.
The World Bank Group has recently published Part One of a ‘Tourism Concessioning Toolkit in Protected Areas’, authored by Anna Spenceley, Hermione Nevill, Carla Faustiano Coelho and Michelle Souto.
The work was led by the World Bank Group's Tourism and Competitiveness Global Practice, and the International Finance Corporation's Public-Private Partnership Transaction Advisory Department (C3P), drawing from experience in Mozambique, South Africa, and other parts of the world. This document sets out the stage and core principles to be taken into consideration when designing concessioning programs.
Overview:
Governments and Protected Areas Authorities are under increasing pressure to preserve the beauty and biodiversity of their beaches, parks, and pristine natural sites, while also growing tourism activity.
Tourism concessioning is one solution. Delivering successful tourism concessioning programs, however, is challenging and depends on the right mix of characteristics, technical expertise, and institutional experience.
The World Bank Group presents 14 key characteristics displayed in most successful tourism concessioning programs.
This book by Anna Spenceley and Andrew Rylance is designed to help you understand how to travel responsibly. It provides a step-by-step guide on how to find and book holidays and trips that benefit the local environment and the people who live there.
The Future of European Tourism to 2025, Riga Tourism Partners Forum, October ...Peter Jordan
Presented at Riga's annual tourism partners forum, this presentation looks at the characteristics of five key outbound markets of interest to Riga (Ger, UK, Fr, NL-Be, Nordics).
The presentation also goes deep into the trends in consumer culture and city management that will shape European city tourism over the next decade.
Toposophy associates are ready to assist your tourism forum with their insights and recommendations.
Millennials and Tourism Seasonality - European Commission Workshop on Reducin...Peter Jordan
Packed in the summer, abandoned in the winter. How can Europe's seasonal destinations tackle the highs and lows of tourism demand by attracting Millennials or senior travellers? What does it take to attract the powerful Millennials market? Here, Peter Jordan, Toposophy's Senior Tourism Analyst and Millennial specialist is at the European Commission in Brussels, presenting to a consortium of DMOs and tourism associations on how to reach new markets in order to boost Europe's tourism economy.
World Tourism Trends and the Way Ahead - WYSETC Convention 2011 BarcelonaPlatma Tourism
An overview of the major trends in world tourism and the social movements behind these trends from UNWTO. Also contains key guidelines for public private partnerships in youth travel.
The Rise of the Asian Millennial Traveller, Micecon Manila 2015Peter Jordan
For an industry that’s as fast-moving and competitive as the global travel and tourism industry, it’s logical to look ahead; to seek opportunities to launch new products that appeal to new groups of consumers.
Given that these young people will increasingly be travelling to and from the Philippines as well as other countries in the Asia-Pacific region, it’s even more important to understand what motivates them, what makes them happy and how they plan their journeys. Crucially, Millennials have grown up in very different times to their parents, and this makes them a fast-moving, fast-thinking and unpredictable generation of travellers!
At MICECON Manila 2015, the Philippines' national tourism conference, Peter Jordan, Senior Tourism Analyst with Toposophy discussed recent consumer trends among the Millennial generation that will affect the travel industry of tomorrow, and explained how all tourism players across the Philippines can start to orientate their product towards this exciting, powerful group of young consumers.
Mekong tourism industry engagement presentation feb 2016 jens thraenhartDr Jens Thraenhart
Mekong Tourism launches programs to engage and collaborate with the tourism industry in order to work together to promote the Greater Mekong Subregion as a single tourism destination.
2016 : LIFESTYLE TRENDS & TOURISM HOW CHANGING CONSUMER BEHAVIOUR IMPACTS TRA...Lausanne Montreux Congress
The End of Adventure? is the first of five Consumer Lifestyle Trends which together form the core of the Lifestyle
Trends & Tourism Report – a comprehensive research project that provides a future-facing summary of the most
important consumer changes impacting travel to Europe, particularly from the key markets of China, Brazil, the
USA and Canada.
Whilst the report is intended to form one cohesive body of work – including an opening chapter on contextual drivers –
each individual Trend Chapter offers its own data analysis, qualitative research, case studies of how changes are being
leveraged within the travel industry, and recommendations for how NTOs and destination marketers should respond.
Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”
RESONANCE CONSULTANCY IS AN INTERNATIONAL LEADER IN DESTINATION DEVELOPMENT, BRANDING AND MARKETING. OUR TEAM HAS ADVISED PRIVATE AND PUBLIC SECTOR ORGANIZATIONS IN MORE THAN 70 COUNTRIES AROUND THE WORLD. OUR INTEGRATED
APPROACH TO RESEARCH, STRATEGY AND BRANDING HELPS COMMUNITIES, CITIES AND COUNTRIES IDENTIFY NEW MARKET OPPORTUNITIES, CREATE PLANS FOR THE FUTURE, AND COMMUNICATE THEIR STORIES TO REALIZE THE FULL POTENTIAL OF THEIR DESTINATIONS.
IN ADDITION TO CONDUCTING RESEARCH FOR OUR CLIENTS IN NORTH AMERICA AND EUROPE, RESONANCE CONSULTANCY CONDUCTED A SURVEY OF MORE THAN 3,300 U.S. TRAVELERS IN NOVEMBER 2014 TO UNDERSTAND THE PREFERENCES, ASPIRATIONS AND INTENTIONS OF THE WORLD’S LARGEST TOURISM ECONOMY.
THIS PRESENTATION UPDATES AND SUMMARIZES OUR RESEARCH AND PERSPECTIVE ON THE KEY MEGATRENDS SHAPING THE FUTURE OF THE TRAVEL AND TOURISM INDUSTRY.
Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011David Brown
Defining sustainable tourism and how its capacity as a brand amplifier and marketing platform are relevant to all tourism businesses and destinations - specifically Iceland. Examples from San Francisco, TUI, Fairmont Hotels, National Geographic, and the Global Sustainable Tourism Criteria
The report, which is the latest edition in a benchmark study first conducted in 2002 and then 2007, looks at why, how and where young people travel to, as well as the growing requirements of the ever expanding industry.
Tugas Geografi Pariwisata
UNWTO 2015
By Amelia Suhandri / 14045015
Prodi Pendidikan Geografi 2014
Fakultas Ilmu sosial ( FIS )
Universitas Negeri Padang ( UNP )
Tourism for Development "20 reasons Sustainable tourism counts for developmentLausanne Montreux Congress
This report aims to raise awareness of sustainable tourism as a powerful and effective tool for development, leveraging the momentum generated by the United Nations designating 2017 as the International Year of “Sustainable Tourism for Development”.
A presentation made at the Southern African Sustainable Tourism Alliance meeting, in Durban, South Africa in May 2014. The presentation summarised findings of a study undertaken for the Global Partnership on Sustainable Tourism, through UNEP and supported by GiZ
The lecture on the topic "Destinations" from the Student Learning Guide of the subject Principles of Tourism II for the students of the College of International Tourism and Hospitality Management of Lyceum of the Philippines Cavite Campus.
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the first of this ‘uncovered’ series of reports, experts at TOPOSOPHY share their views on the tourism resurgence in Greece and the top priorities for government and business in Greece today.
Cruise lines are queuing up to bring visitors to Greek shores, airlines of all colours and origins are returning to Greek airports and hotels are yet again filling with guests eager to enjoy Greek hospitality. But after some difficult years, is the picture really this rosy? A closer look reveals a range of concerns as big and small players across Greece struggle to keep up with their European competitors and understand how to capitalise on growth from the emerging markets. discover TOPOSOPHY’s take on the current state of Greek Tourism in this candid report that aims to provide much food for thought to tourism industry professionals in Greece and beyond.
TripBarometer : les tendances du tourisme en 2016Ipsos France
TripBarometer est la plus importante enquête sur les voyageurs et l'hébergement à l'échelle mondiale. Elle analyse plus de 44 000 réponses de voyageurs et d'hôteliers des quatre coins du globe. Pourquoi les personnes voyageront-elles en 2016 ? Comment ces voyageurs décideront-ils quoi faire et où séjourner ? Dépenseront-ils plus ou moins qu'en 2015 ? Quel est l'impact de leurs choix sur le secteur du tourisme dans son ensemble ? Notre dernière enquête TripBarometer répond à toutes ces questions et à bien d'autres encore.
Vends Middle East Travel and Tourism Social Media Index - April 2016.Vends Media
Welcome to VENDS’ first Middle East Travel and Tourism Social Index – the most comprehensive study undertaken of each tourist board, national airline and leading hotel in the Middle East.
Role of social networking in Travel IndustryAdeebaNihal
This ppt emphasize over the role of social media and other social networking sites on travel industry. Also, it reflects the various aspects in which social networking sites can be use to promote the business of travel agency. Further it explains the importance and reach of social media in the marketing of various business.
2016 : LIFESTYLE TRENDS & TOURISM HOW CHANGING CONSUMER BEHAVIOUR IMPACTS TRA...Lausanne Montreux Congress
The End of Adventure? is the first of five Consumer Lifestyle Trends which together form the core of the Lifestyle
Trends & Tourism Report – a comprehensive research project that provides a future-facing summary of the most
important consumer changes impacting travel to Europe, particularly from the key markets of China, Brazil, the
USA and Canada.
Whilst the report is intended to form one cohesive body of work – including an opening chapter on contextual drivers –
each individual Trend Chapter offers its own data analysis, qualitative research, case studies of how changes are being
leveraged within the travel industry, and recommendations for how NTOs and destination marketers should respond.
Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”
RESONANCE CONSULTANCY IS AN INTERNATIONAL LEADER IN DESTINATION DEVELOPMENT, BRANDING AND MARKETING. OUR TEAM HAS ADVISED PRIVATE AND PUBLIC SECTOR ORGANIZATIONS IN MORE THAN 70 COUNTRIES AROUND THE WORLD. OUR INTEGRATED
APPROACH TO RESEARCH, STRATEGY AND BRANDING HELPS COMMUNITIES, CITIES AND COUNTRIES IDENTIFY NEW MARKET OPPORTUNITIES, CREATE PLANS FOR THE FUTURE, AND COMMUNICATE THEIR STORIES TO REALIZE THE FULL POTENTIAL OF THEIR DESTINATIONS.
IN ADDITION TO CONDUCTING RESEARCH FOR OUR CLIENTS IN NORTH AMERICA AND EUROPE, RESONANCE CONSULTANCY CONDUCTED A SURVEY OF MORE THAN 3,300 U.S. TRAVELERS IN NOVEMBER 2014 TO UNDERSTAND THE PREFERENCES, ASPIRATIONS AND INTENTIONS OF THE WORLD’S LARGEST TOURISM ECONOMY.
THIS PRESENTATION UPDATES AND SUMMARIZES OUR RESEARCH AND PERSPECTIVE ON THE KEY MEGATRENDS SHAPING THE FUTURE OF THE TRAVEL AND TOURISM INDUSTRY.
Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011David Brown
Defining sustainable tourism and how its capacity as a brand amplifier and marketing platform are relevant to all tourism businesses and destinations - specifically Iceland. Examples from San Francisco, TUI, Fairmont Hotels, National Geographic, and the Global Sustainable Tourism Criteria
The report, which is the latest edition in a benchmark study first conducted in 2002 and then 2007, looks at why, how and where young people travel to, as well as the growing requirements of the ever expanding industry.
Tugas Geografi Pariwisata
UNWTO 2015
By Amelia Suhandri / 14045015
Prodi Pendidikan Geografi 2014
Fakultas Ilmu sosial ( FIS )
Universitas Negeri Padang ( UNP )
Tourism for Development "20 reasons Sustainable tourism counts for developmentLausanne Montreux Congress
This report aims to raise awareness of sustainable tourism as a powerful and effective tool for development, leveraging the momentum generated by the United Nations designating 2017 as the International Year of “Sustainable Tourism for Development”.
A presentation made at the Southern African Sustainable Tourism Alliance meeting, in Durban, South Africa in May 2014. The presentation summarised findings of a study undertaken for the Global Partnership on Sustainable Tourism, through UNEP and supported by GiZ
The lecture on the topic "Destinations" from the Student Learning Guide of the subject Principles of Tourism II for the students of the College of International Tourism and Hospitality Management of Lyceum of the Philippines Cavite Campus.
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the first of this ‘uncovered’ series of reports, experts at TOPOSOPHY share their views on the tourism resurgence in Greece and the top priorities for government and business in Greece today.
Cruise lines are queuing up to bring visitors to Greek shores, airlines of all colours and origins are returning to Greek airports and hotels are yet again filling with guests eager to enjoy Greek hospitality. But after some difficult years, is the picture really this rosy? A closer look reveals a range of concerns as big and small players across Greece struggle to keep up with their European competitors and understand how to capitalise on growth from the emerging markets. discover TOPOSOPHY’s take on the current state of Greek Tourism in this candid report that aims to provide much food for thought to tourism industry professionals in Greece and beyond.
TripBarometer : les tendances du tourisme en 2016Ipsos France
TripBarometer est la plus importante enquête sur les voyageurs et l'hébergement à l'échelle mondiale. Elle analyse plus de 44 000 réponses de voyageurs et d'hôteliers des quatre coins du globe. Pourquoi les personnes voyageront-elles en 2016 ? Comment ces voyageurs décideront-ils quoi faire et où séjourner ? Dépenseront-ils plus ou moins qu'en 2015 ? Quel est l'impact de leurs choix sur le secteur du tourisme dans son ensemble ? Notre dernière enquête TripBarometer répond à toutes ces questions et à bien d'autres encore.
Vends Middle East Travel and Tourism Social Media Index - April 2016.Vends Media
Welcome to VENDS’ first Middle East Travel and Tourism Social Index – the most comprehensive study undertaken of each tourist board, national airline and leading hotel in the Middle East.
Role of social networking in Travel IndustryAdeebaNihal
This ppt emphasize over the role of social media and other social networking sites on travel industry. Also, it reflects the various aspects in which social networking sites can be use to promote the business of travel agency. Further it explains the importance and reach of social media in the marketing of various business.
What we can learn about Africa from the Digital 2019 reporteNitiate
The Digital 2019 report by We Are Social, in partnership with Hootsuite, GlobalWebIndex, GSMA, Statista, Locowise, Similarweb and App Annie, has rich data that can be used for attaining a deeper understanding of digital and social media trends in Africa. This is due to the inclusion of the African countries therein.
You can check the blog out here: https://enitiate.solutions/what-we-can-learn-about-africa-from-the-digital-2019-report/
Social Media in the Middle East: The Story of 2017Damian Radcliffe
This is the sixth annual report on the state of social media in the Middle East and North Africa (MENA) written by Damian Radcliffe, and the first co-written with Amanda Lam.
The paper distills key research findings, industry data and announcements from the past year, providing an essential overview of social media developments in the MENA region.
This report is the eighth in an annual series of publications, dating back to 2012, designed to share the latest stories, trends and research in social media usage from across the Middle East and North Africa (MENA). Using a wide variety of academic, industry and media sources, this White Paper identifies important insights from social media’s development over the previous year.
Of particular note in 2019 is the continued, growing, importance of social media in the lives of Arab Youth, outside of Saudi Arabia and Turkey the declining usage of Twitter (once the poster child social network for the Arab Spring,) as well as greater scrutiny of social media usage by platform owners and governments alike.
Last year’s report highlighted the increasing weaponization of social networks, a trend which continued in 2019. Facebook, Twitter and Telegram each closed hundreds of accounts due to inappropriate use by state sponsored actors and terrorist groups. Social networks were also the target of governments across MENA, in the midst of protests in many countries throughout the region.
Meanwhile, the importance of social video and visually-led social networks, continued to grow from strength to strength. Snapchat introduced new advertising formats to the region and other exclusive functionality, Google highlighted the importance of YouTube in supporting parents and parenting, and in major markets such as Egypt, Saudi Arabia and the UAE, Twitter has emerged as a leading platform for online video consumption.
The year ahead is likely to result in a continuation of many of the trends outlined in this report, as social media becomes increasingly engrained across the lives of businesses, governments and residents across the MENA region.
It is authored by Professor Damian Radcliffe, and PhD student Hadil Abuhmaid, at the University of Oregon.
Social Media in the Middle East 2022: A Year in ReviewDamian Radcliffe
Welcome to the latest annual study on Middle East Social Media Trends. This report, the eleventh in a series dating back to 2012, provides an in-depth analysis of the current state of social media in the Middle East. As the most comprehensive and up-to-date study of its kind, it is an invaluable resource for anyone interested in the region's digital landscape.
In this report, we examine the most popular social media platforms and the ways in which people are using them. We explore the impact of social media on politics, business and culture in the region. Our findings will be of interest to anyone interested in how social media shapes the way we connect with one another, as well as the ways in which we consume and find information. These trends are relevant to marketers, journalists, brands and businesses, as well as government agencies and public bodies.
Over the past decade, the Middle East has seen a significant increase in social media adoption. Today, it boasts some of the highest penetration rates of social media in the world, making it a key market for platforms and businesses looking to engage with Arab audiences.
From staying in touch with friends and family to consuming news and entertainment, social media - as it is around the world - is an integral part of daily life in the region. Social media is also playing an increasingly important role in politics, with many politicians and activists using the platforms to connect with the public and mobilize support for their policies.
Press release: Social Media in the Middle East, 2019 in reviewDamian Radcliffe
Press release for my latest annual report (the 8th) on social media trends in MENA, which can be found at: http://bit.ly/SM-MENA19
The report contains the latest figures on key social networks in the region, identifies changing usage patterns and media habits, as well as issues related to the wider social media landscape.
Feel free to contact me: damianr@uoregon.edu if you want to discuss further, or reach out via Twitter @damianradcliffe
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
A study on role of social media in promoting Tourism Industry in Rajasthan. RShrm1
Different social media platforms have over several hundred billion active users. It has helped travelers in gaining insight
into the location and planning their trips by reading the reviews, blogs and the experience shared,etc. And all this is directly or indirectly influenced by function of marketing strategies. Among the industries that are quickly turning to social media, tourism sector has wide spectrum untouched. Despite its contribution, there is little research and studies that have been
conducted in the past to establish how marketing strategies and social media impacts this industry.
Talking about this perspective, following presentation is a research plan proposal on marketing strategies with specific reference to the role of social media in the tourism industry in Rajasthan.
The report, which is the latest edition in a benchmark study first conducted in 2002 and then 2007, looks at why, how and where young people travel to, as well as the growing requirements of the ever expanding industry.
Having surveyed over 34,000 young travellers from 137 countries, New Horizons III reveals the industry’s most detailed insight into how the youth travel industry has become increasingly complex, appealing to a larger and more diverse demographic than ever before.
Digital Destinations - How the web is shaping today's holiday experience for ...Webloyalty UK
Digital confidence in the UK is at an all-time high with over 80% of all consumers using the internet. What does this mean for people booking holidays? Webloyalty along with TNS investigate the holiday travel life cycle, exposing interesting opportunities for digitally savvy businesses.
This report is the ninth in an annual series of publications, dating back to 2012, showcasing the latest developments in social media across the Middle East and North Africa (MENA) region.
This year’s study is produced in partnership with the New Media Academy. The New Media Academy was inaugurated in June 2020, by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and ruler of Dubai, to work within the space of development, with a focus on harnessing opportunities in the digital space.
Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship with social media during the past year. Not surprisingly, this study is heavily influenced by the impact of
COVID-19. The novel coronavirus impacted on everyone’s lives around the world, including the Middle East. One by-product of the pandemic could be seen in our changing media habits. Social media usage - across all platforms - increased during the early stages of the outbreak.
More widely, given the importance of social media in our media diets, platforms, industry and governments alike sought to use these networks to promote public health messages, as well as counter misinformation related to the COVID crisis.
Alongside these developments, we have also seen continued investment in content on social media platforms - especially during Ramadan - and growing partnerships between traditional media players and social media channels and influencers. These developments reflect the popularity of high quality digital content consumed on social media, and a desire to reach audiences on these platforms, or bring existing social
audiences onto other networks.
We expect that this synergy will only rise, not least because many media habits developed during the pandemic may well continue post-COVID. As a result, social networks will become an increasingly important source for talent spotting, as well as a
key avenue for content and information consumption.
This trend, as we outline at the end of this report, matters for brands, creators and influencers, as well as governments and other public entities. Social media is already an important part of digital media habits and digital marketing strategies. In 2021,
that importance looks set to continue and grow even further.
The Impact of Social Media on Hospitality & Tourism by MindShift Metrics.
Read this report to understand how Airlines & Online Travel Agencies are leveraging Social Media.
MindShift Metrics is the Research division of MindShift Interactive which helps brands understand consumers, competition & forecast trends across Social Media.
Understand, reach and engage mobile travelersLeadmill
During travels a significant number of people turn to their mobile devices to communicate with their relatives, seek for entertainment and resolve holiday – or business specific challenges.
This makes mobile an unique medium to reach and engage holiday travelers and achieve marketing specific goals.
But who are the mobile travelers and what are the best tactics to reach and engage them?
With insights to the mobile travel audience and best marketing tactics, this report is developed to help marketers such as airlines, hotels and other tourism-relevant companies to design their mobile marketing strategies.
2013 Travel&Tourism Trends from World Travel MarketDavid Mora
Informe elaborado por EuroMonitor que recoge las principales tendencias y previsiones para el sector turístico, presentado en la World Travel Market 2013.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
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2. 2
Executive Summary Page 3
Criteria Behind The Index Page 4
Explanation of the Index Page 5
VENDS Insight
#1: Social Media and Tourism Growth Page 6
#2: Social Media and Gross Domestic Product (GDP) Page 7
#3: Popular Social Media Platforms Page 8
#4: The Prevalence of Rich Content Page 9
#5: The Role of Mobile Technology Page 10
#6: Innovation, Monetisation and Global Focus Page 11
#7: Success Stories and Shining Stars Page 12
#8: Global Benchmarks Page 13
#9: The Index
African Tourist Boards Social Media Index Page 14
African Airline Social Media Index Page 15
African Hotels Social Media Index Page 16
Cumulative Social Media Figures Page 17
African GDP, Population & Tourism Growth Page 18
VENDS Africa Tourism Growth vs. Ranking Index Page 19
#10: Lessons to be Learned – VENDS’ Commentary Page 20
Contents
3. We’re delighted to introduce you
to VENDS’ first Travel and
Tourism Social Index for Africa –
the most in-depth study to date
of the use of social media across
the tourist boards, national
airlines and leading hotels of
Africa.
Why Africa?Within this developing yet
dynamic continent, we’re confronted by
characteristics and statistics that are
both unusual and fascinating.
To begin with, against the backdrop of a
population of 1.1 billion people, Africa’s
total continental GDP is $2.39 trillion –
significantly less than the United
Kingdom’s $3 trillion, despite the laer’s
63 million people.
In Africa, too, we must consider a current
mobile penetration of 67% and internet
penetration of 26.5%, of which social
media penetration sits at only 24%.
These figures are significantly lower than
elsewhere in the world.
And why the focus on social media?Well,
no-one can deny that social media has
matured enormously, to the extent that it
impacts directly on a country or brand's
position, perception, relevance and even
economic performance.
It also plays a growing role in many
aspects of worldwide tourism.
Consumers engage with social media
when researching trips, sharing personal
experiences, and making decisions on
when, where and with whom to travel.
Plus, user-generated content is widely
perceived as the most credible and
authentic – for obvious reasons, it is the
source travellers trust most.
For suppliers of tourism services, too,
there is great value to be gleaned from
examining social media best practices
when interacting with consumers, and
social media marketing of tourism
products is an excellent strategy.
In the context of Africa’s developing
hospitality sector, this report explores
whether a correlation exists between
brands’ or organisations’ social media
performance on the one hand, and
increases in tourism numbers and
financial performance on the other –
using a mix of quantitative and
qualitative metrics.
We also compare Africa to global
benchmarks Dubai, Britain and the USA.
The Africa Index is the second in a series
of geographically focused reports.We
hope you find it useful. Please share your
thoughts via #VENDSIndex.
Sincerely,
Chris O’Toole
Editor
Why Africa? Within
this developing yet
dynamic continent,
we’re confronted by
characteristics and
statistics that are
both unusual and
fascinating.
Executive Summary
3
4. 4
This VENDS study uses a blend
of quantitative and qualitative
data to examine the role of social
media in Africa’s hospitality
industry – with particular
aention to the national tourist
board, national airline and a
leading hotel from every country
on the continent.
Our figures take into account a wide
range of specific indications, including:
Reach: To what extent is the
organisation or entity
comprehensively and consistently
represented on the top six social
media platforms: Facebook,Twier,
Instagram, Google+, Pinterest and
Youtube? How many fans, likes or
followers does it have?What is its
aggregate reach?
Frequency: How regularly are these
social media channels updated and
what is the quality of the content that
is employed by these channels?
Engagement: How many interactions
does the brand achieve across the top
six social media platforms in terms of
shares, likes, comments, etc.?
Responsiveness:What are the
number, usefulness and speed of
replies posted by an organisation or
entity across its varied social media
portfolio?
Travel consumers
engage with social
media when
researching trips,
sharing personal
experiences, and
making decisions
on when, where and
with whom to travel.
Criteria Behind The Index
5. 5
Below is a series of tables. Each outlines
which national tourist boards, national
airlines and leading hotels have
capitalised on the opportunities offered
by the social media platforms available to
African tourism.
We examine which have the widest reach;
which produce ‘rich content’; which are
the most active, innovative, and
responsive; and which should be regarded
as benchmarks that others in Africa
should seek to emulate.
INDEx OF DATA
Overall top performing brands
and organisations
Top performing national tourist
boards
Top performing national airlines on
the continent
Top performing hotels on the
continent
Explanation of the Index
Which national
tourist boards,
national airlines
and leading hotels
are leveraging
the opportunities
offered by the
social media
platforms available
to African tourism?
6. 6
Is there a correlation between a
destination’s social media
ranking and its tourism growth?
In Africa, the most honest answer to this
question appears to be ‘no’.
Lesotho, the small landlocked country
that is completely surrounded by South
Africa, saw its tourist visitors surge from
433,000 to 1,079,000 between 2013 and
2014.This 59.87% climb may be a result
of its geographic and economic
interconnectedness with ‘neighbour’
South Africa, but it cannot be aributed
to the country’s middling social media
ranking of 26 (of a possible 51).
What’s interesting is that mountainous
Lesotho has been presented by several
global travel media platforms to be
beautiful, culturally rich, safe, affordable
and easily accessible from both Durban
and Johannesburg – making it a vastly
underrated travel destination in Southern
Africa.
SaoTome e Principe, the second biggest
climber in tourism growth from 2013 to
2014, at 33.33%, barely registers on the
social media ranking scale at number 49
of 51. Interestingly, while this island
nation has neither a national tourist
board nor a national airline, and no
associated social media profiles, its
leading hotel group recently initiated
both Facebook andTwier strategies,
yielding 7,155 and 124 fans/followers
respectively to date.
Tanzania and Rwanda fare slightly beer
in terms of social media, in 6th and 9th
places respectively, and have achieved
29.13% and 26.15% increases in tourism
growth from 2013 to 2014. Swaziland, in
25th place, has also done well, with a rise
of 23.17% in tourism growth between
2013 and 2014.
However, the lack of correlation between
social media ranking and tourism growth
is convincingly borne out when we
examine the region’s ‘Social MediaTop 5’:
South Africa, the Seychelles, Egypt,
Mauritius and South Africa.
Specifically, while the Seychelles and
South Africa present tourism growth of
less than 1% year-on-year, and Egypt and
Mauritius achieve slightly beer results
of approximately 4%, Kenya’s situation
should give pause.
Although Kenya ranks at number 5 on the
social media scale (with 83,200 followers
for its national tourist board and a
massive 351,000 followers for Kenya
Airways), it shows a 13.70% decline in
tourism from 2013 to 2014.
Both Papua New Guinea (ranked 22nd)
and Sierra Leone (ranked 10th) also
appear to be in trouble, with drops of
69% and 62.96% in visitor numbers.
Once again, it is unrealistic to suggest
that social media has played a marked
role in these declines, in view of Papua
New Guinea’s continued and widespread
presentation as potentially the worst
place in the world for non-partner gender
violence and Sierra Leone’s crippling 2014
Ebola outbreak.
Africa’s geopolitics
are too complex,
at present, for us
to examine social
media, tourism
and travel-related
variables in a
vacuum.
VENDS Insight
#1: Social Media and Tourism Growth
Interestingly,VENDS’ research suggests
that, when examining Africa, there is not
currently a correlation between social
media strength and tourism growth.
Boom line?The continent’s geopolitics
are too complex, at present, for any
researcher to examine social media,
tourism and related variables in anything
resembling a vacuum. In Africa, the truth
is simply that social media offers
nowhere to hide from the realities of
social, economic and political factors.
7. 7
Is there a correlation between a
destination’s social media
ranking and its GDP?
Here we examine whether larger
economies are beer able than their
smaller peers to exploit the benefits of
social media. In Africa, the simplest
answer is ‘not always’, because we must
distinguish between potential and reality.
Oen referred to as the "Giant of Africa",
Nigeria overtook South Africa to become
the continent’s largest economy in 2014.
It remains the biggest economy by GDP,
based on a 2015 estimate of $657 billion.
However, Nigeria sits in a middling 27th
place in terms of its social media ranking.
While this richly resourced country
enjoys the potential to develop a
significant social media presence, Nigeria
has not actualised this potential.
In contrast, South Africa and Egypt, the
second and third biggest economies on
the continent, with $350 billion and $324
billion GDP respectively, have realised
their potential when it comes to social
media, dominating Africa in terms of both
social media strength and actual tourist
numbers.
South Africa welcomed just over 9.5
million visitors in 2013 and 2014. Its
national tourist board claims 1st place
across the key social media platforms
(with 59,842 Facebook likes; 326,326
Google+ followers, 122,000Twier
followers; and 5,600 Pinterest fans,
24,000 Instagram followers), while its
national airline sits in 7th place and its
leading hotel, in 2nd (commanding a
combined 260,000 and 10,000 Facebook
andTwier friends respectively). In this
instance, however, social media strength
has not translated measurably into
significant tourism growth for the
country.
Egypt, despite lagging behind South
Africa in terms of tourist visitors, was –
until recently – the destination to
emulate in African tourism from a
numbers point of view. Aracting 9.6
million visitors in 2014, the country
registered a 4.72% increase in tourism
growth on the previous year. Its national
tourist board and national airline also led
the top five performers in social media,
with 1.4 million followers on Facebook,
Twier, Instagram, Google+ andYoutube.
Digging down, Egypt Air is undeniably the
continent’s most popular and most
diversely represented national airline
when it comes to social media, with
500,968 Facebook likes; 44,400Twier
followers; a whopping 873,054 Google+
followers; 14,600 Instagram fans; and
5,430Youtube fans.
But does this yield social media
engagements that are always positive?
We don’t know.We must remember, also,
that Egyptians themselves remain some
of the most active social media
consumers on the continent on a per
capita basis, so it’s possible that quantity
in social media doesn’t always translate
into quality tourism – at least, in terms of
visitors to the country.
Egypt, despite
lagging slightly
behind South Africa
in terms of actual
tourist numbers,
was until recently
the African country
to emulate.
The Seychelles is an interesting case
study in this area. Its 2015 GDP was
estimated at a mere $2 billion, yet it
remains a top five front-runner in
continental social media strength. Its
national tourist board has 305,000
Facebook likes; 7,083Twier followers;
and 3,029 Instagram fans, while its
leading hotel has the 4th highest
Facebook likes on the continent at 13,164.
VENDS’ research suggests that, the
larger an economy, the greater its social
media potential. However, the
actualisation of this potential is not
uniform across Africa, with smaller
destinations able to build larger profiles
with appropriate strategies in place and
stronger economies lagging behind.
#2: Social Media and Gross Domestic Product (GDP)
8. 8
Which social media platforms are
most important to African
tourism?
Facebookisasocialmediagiant.Atthe
timeofwriting,Facebookhasmore
monthlyactiveusers(1.49billion)than
WhatsApp(500million),Twier(284
million)andInstagram(200million)
combined.Morethan1billionpeoplelog
ontoFacebookdaily,whichrepresentsa
16%increaseyear-on-year.
Facebookhasalsoevolvedtofacilitate
connectionswithconsumers.
ThroughFacebookPages,Facebook
Advertising,andFacebookApplications
brandscanbuildlong-termdialoguesand
relationshipswithconsumers,while
tellingtheworldtheiruniquestories.
Travelbrandscanidentifyprospective
travellers,communicatedirectlywith
users,engagewithadvocatesandcreate
brandedexperiencesthroughadsand
custom-developedapps.
Furthermore,Facebookusersare
passionateaboutsharingtheirtravel
experiences,andthisisborneoutbythe
figurescollatedherebyVENDS.
AsofJune2014,thereare100million
peoplevisitingFacebookeverymonth
acrosstheAfricancontinent,withover
80%onmobile.
Everydestinationinoursurveyhadmore
likesonFacebookthananyothersocial
mediaplatform,ledbyMauritiuswith
893,802;Egyptwith749,155;andthe
Seychelleswith349,560.Egyptalsoleads
thepackasthecountrywiththemost
Facebookusers(13million),makingitthe
world’s20thlargestuserofFacebook.
SouthAfricaissecondwith5.5million
FacebookusersandNigeriaisthirdwith
5.35million.Inshort,theimpactof
Facebookisunrivalled.
However,othersocialmediaplatformsdo
playnicherolesinAfrica’stourism
industry.NextinlineisTwier.Strongest
intermsofspeed,Twierallows
organisationsandentitiestoshare
currentinformationinstantlyandenables
real-timetwo-waydialoguebetween
brandsandconsumers.
Importantly,Twiercanalsoplayakey
roleinchanging(orimproving)
perceptionsofadestination.Richard
Samson,ITPartneratKPMG,says,
“Twiercreatestheabilityforpeople
acrossAfricatoshareinformationand
readthediverseviews–embracingallof
thefreedomthatthisbrings.”
OnTwiertheregionisdominatedby
Kenya,withamassive351,000followers
forKenyaAirwaysand83,200followers
forKenya’snationaltouristboard.These
numbersgiveKenyaAfrica’sfirstand
secondlargestTwierfollowings,with
EgyptAirnextinline(and300,000
behind)at44,400.
Google+mustalsobementionedinthe
contextofAfrica,specificallywith
referencetonationalairlines.Withover
300millionmonthlyusersworldwide,it
remainsoneofthemostimportantsocial
mediaplatformsavailable.
EgyptAirexhibitsthelargestcontinental
usageofGoogle+,withits873,054
Google+followersanabsoluteanomaly.
Theairlinealsohas5,430Youtube
subscribers;asignificantnumber,even
Facebook is the
social media giant in
Africa, followed by
Twitter and then by
Google+ and
Youtube.
dwarfedasitisbyEgyptTravel’s23,592
subscribers–constitutingthecontinent’s
largestrepresentationbyfar.
EgyptisAfrica'sbiggestcountryfor
Google+,withhalfamillionEgyptians
listed.SouthAfricafollowswith466,828
andZimbabwewith30,237.
Todate,visual-bookmarkingtool
Pinterestandimage-sharingapplication
Instagramhavenottakenoffsignificantly
amongtourismorganisationsandentities
inAfrica,despiteardentglobaluse.Thisis
surprising,becauseInstagram–with300
millionmonthlyactiveusers–issaidtobe
mostpopularintheMiddleEastand
Africa(34%ofusers)andPinterest–with
70millionusers–isshownbyresearchto
beaccessedmostlyinNorthAmerica
(33%ofinternetusers),theMiddleEast
andAfrica(25%ofinternetusers).
Therefore,whileVENDS’researchpoints
toFacebookandTwierasthesocial
mediafront-runnersinAfrica,Google+
andYoutubearealsorelevant–
particularlyinthecontextofnational
airlinesandtouristboards.
#3: Popular Social Media Platforms
9. 9
What is rich content?
Importantly, who in Africa is
effectively using it?
The experts tell us that the key to a
successful social media presence is rich
content that targets an audience, delivers
the right message to them and persuades
them to take action. By definition, rich
content is any form of content that
engages the user by deviating from
normal text or static images.
Rich content on social media can extend
to podcasts, audio, videos, music, eBooks,
webinars and flash animation, all of which
offer more dynamic elements and a more
nuanced user experience than the
alternative.
These can also increase conversion rates,
appeal to viewers who prefer video to
text, and make consumers more
confident about online purchase
decisions.
Just as representation means lile
without performance when it comes to
social media, richness in the context of
content is also about responsiveness.
Says Lee-Ann DuToit of Momentum
Digital, “Being more connected means
being more transparent, visible and open.
Trust plays a critical part in this
connected world, as the consumer is now
the one with the strongest voice...”
In our Index, theVENDS team allocated
points for recency and frequency;
interactions and engagement (shares,
likes, comments); and responsiveness
(number and speed of replies), yielding
the following ‘Top 5 in Rich Social Media
Content’: Egypt, Mauritius, Ethiopia,
Morocco and South Africa.
The continent’s airlines are by far the
most proactive in rich content.
Air Mauritius (with 712,656 Facebook
likes and 14,300Twier followers) and
Egypt Air (with 500,968 Facebook likes
and 44,400Twier followers) appear to
consistently engage large and growing
audiences on social media.
Next in line is Kenya Airways (with
264,142 Facebook likes and 351,000
Twier followers), followed by Ethiopian
Airlines (with 255,757 Facebook likes;
27,200Twier followers; and a
remarkable 13,573 Google+ followers).
Other notable destinations not in theTop
5 include the Seychelles and Sudan.
The Seychelles, a top five front-runner in
social media strength, has a national
tourist board with a magnificent 305,000
Facebook likes, while its top hotel, le
Chateau de Feuilles, has the 4th largest
Facebook community of the hotels
indexed, at 13,164.
Sudan is all the more interesting. Ranked
only 38 out of a possible 51 countries for
social media performance, Sudan’s
national tourist board and airline fare
comparatively poorly. However, on the
commercial front, the country’s Al Salam
Rotana Hotel commands 71,100 Facebook
likes and 6,224Twier followers –
carving out a unique niche in Sudan’s
hospitality sector.
In social media
success, it is neither
size nor resources
that matters, but the
effort to create rich
content that makes
all the difference.
DeannaTing, of NewYork-based brand
consultancy firm L2, points out that
“Being a digital-savvy hotel brand goes
beyond just having a social media
account. Brands that truly understand
digital brand strategy in all its forms,
from mobile and SEO to social and e-
commerce, have the upper hand as more
and more consumers demand these
platforms and services.”
In short,VENDS’ research shows that the
continent’s airlines – in particular Air
Mauritius, Egypt Air, Kenya Airways and
Ethiopian Airlines – produce the richest
content. But these countries’ disparities
in population (Mauritius at 1.3 million
compared to Ethiopia at 96.6 million) and
GDP (Mauritius at $12 billion compared to
South Africa at $350 billion) suggest that
it’s neither size nor resources but effort
(and maybe strategy) that makes all the
difference.
#4: The Prevalence of Rich Content
10. 10
Gone are the days when global
travel was a leap into the
unknown.
Rapid advancements in mobile
technology have made it possible for us
to know as much as we want to about the
world around us.The smartphone has
empowered tourists with more flexibility,
choice and freedom than ever before.
As such, any discussion of social media
and tourism must acknowledge the
growing role of mobile technology –
especially in the developing world, where
mobile technology oen represents the
first modern infrastructure of any kind.
Mobile technology also poses new
challenges for tourism service providers
who are looking to successfully engage
with consumers.
In contrast to the situation in which many
developed countries find themselves,
access to technology in sub-Saharan
Africa over the last 10 years has been
mobile-led, with unique opportunities and
challenges.
Currently, Africa is the world’s least
mobile-penetrated continent. But low-
cost smartphones and affordable mobile
broadband packages are bringing more
and more people online, opening up new
markets for m-commerce, mobile
marketing and apps. It’s possible that
Africa will begin to resemble India, a
tourist hot spot, where mobile traffic
accounts for 75% of web use.
Since 2002, cell phone ownership has
exploded in the countries where trends
are available. In 2002, only 8% of
Ghanaians said they owned a mobile
phone, while that figure stands at 83%
today; a more than tenfold increase.
Similar growth in mobile penetration is
seen in all African countries where survey
data is available. For instance, roughly a
third of South Africans (34%) and about a
quarter of Nigerians (27%) say that their
device is a smartphone.
Until recently, East Africa was one of the
world’s least connected places, with
mobile and internet services that were
sluggish, pricey or inaccessible. But three
sub-sea fibre-optic cables were
constructed in 2010, and East Africa is no
longer the only major region without
super-fast broadband.What’s more,
Kenya and Rwanda are actually
technological success stories – with
Kenya showing the way in ‘m-commerce’
andTanzania and Uganda close behind.
In real numbers, it is estimated that 67%
of Africa’s population, approximately 1.13
billion people, currently owns a mobile
phone. About 26.5% of the continent’s
population is online, with 50.3 million
people using Facebook.
Grant Brewer, Ernst &Young’s Africa
Strategy & Digital Leader, points out
that, “The entry point to a digital future
for many people in Africa is through their
access to social media on their mobile
phone. It is important to realise that
social media are oen used differently in
emerging markets – for example,
Facebook may be used more to connect
to do business or to read the news than
would be the case in a developed market.”
In Africa and the
developing world,
mobile technology
often represents
the first modern
infrastructure of
any kind.
By 2019, feature phones will account for
only 27% of Africa’s mobile handset
market, as the market for smartphones
continues to grow. A recent report by
global technology consulting firm,
International Data Corporation (IDC),
showed that smartphone shipments to
Africa topped 155 million units by the end
of 2015, aer increasing by 66% during
the first quarter of 2015.
What this will mean for African tourism
remains to be seen. Although mobile
phone internet user penetration is still
dominated by North America with 64.4%
in 2014 – and the Middle East and Africa
combined sit at 54.4% – it is helpful for
tourism marketers to know that more
than half of all internet users are
accessing content online through their
mobile phones.
#5: The Role of Mobile Technology
11. 11
What are the new or emerging
media formats on the continent,
how are African destinations
capitalising on their social
media presence, and how
internationally focused are
African tourism brands?
TherealityisthatAfricaisstillplaying
catch-up.Thereinliestheopportunity..
With only a handful of destinations
meaningfully leveraging social media –
and a thimble-full doing so across the
range of platforms available – there isn’t
any data currently on which African
countries may be using new or emerging
media formats and indeed, what these
alternative formats may be.
There is also a negligible link, at least,
outside of Egypt and Mauritius, between
social media presence and tangible
monetisation.
But according to Bellinda Carreira,
Executive Head: Interactive Marketing at
Standard Bank, the potential is there. She
points out that, “One of the most
overlooked opportunities created by
digital technology and social media is not
directly linked to those platforms but is in
the surrounding services that go with
booming online trade. For example, there
are opportunities for entrepreneurs to
look at solving gaps in markets with
limited infrastructure to deliver goods
ordered online; resolving trustworthiness
issues in making payments online; or
offering solutions to the high cost of data.
For many organisations aiming to solve
one of these problems in Africa, the
opportunities are endless.”
Very few countries leverage foreign
language. South Africa, for example, is
one of the few that have international
web sites which also operate their own
domestic language social media.
1. None of the national tourist boards
communicate in multiple languages.
2. Aside from Air Mauritius and Egypt
Air, which are discussed in a later
section, only three national airlines
(16% of those on the continent)
communicate via social media in more
than one language: Ethiopian Airlines,
TACVCaboVerde Airlines and Air
Burundi.
3. Only three hotels in Africa (16% of the
continent’s hotels) do the same;
namely, Sudan’s Al Salam Rotana, Sao
Tome e Principe’s Bom Bom Principe
Island and CapeVerde’s Hotel Riu
Touareg.
Travel is an inherently global market, yet
language remains one of the greatest
untapped opportunities when it comes to
social media.
Africa is still
playing catch-up.
Therein lies the
opportunity.
#6: Innovation, Monetisation
and Global Focus
12. 12
Where do we look for inspirational
social media in Africa?
In this section, we examine the market
leaders and reveal what they do in their
social media efforts to distinguish
themselves from the competition.
HOTELS
South Africa’s Oyster Box Hotel tops the
leading hotels in Africa for social media
engagement, with 23,116 Facebook likes,
7,278Twier followers, and solid
representation on Instagram, Pinterest,
Youtube and Google+.
Scoring well for recency, frequency,
engagement and responsiveness, the
hotel regularly shares event information,
menu updates, behind-the-scenes
stories, social project details, and even
news about Africa’s #GrumpyCat, the
feline who has his own Facebook profile
and resides at the hotel.
Sudan’s Al Salam Rotana Hotel is second
in line, with 71,100 Facebook likes and
6,224Twier followers (this, despite the
country’s position in 38th place).
AIRLINES
Two airlines are shining social media
stars: Air Mauritius and Egypt Air. Air
Mauritius has 712,656 Facebook likes and
14,300Twier followers and Egypt Air
has 500,968 Facebook likes and 44,400
Twier followers. Egypt Air also dwarfs
the rest of the continent on Google+, with
873,054 followers.
Both carriers are successful in educating
audiences about their products, while
sharing route updates, secret albums,
curated media content, competitions, and
historical information, and doing so in
multiple languages.They also score well
for recency, frequency, and
responsiveness.
TOuRISM BOARDS
Four national tourism boards have
proved themselves to be able performers
in the social media space. On Facebook,
The Seychelles Islands and EgyptTravel
seem to dominate;Twier is led by South
Africa and Magical Kenya.
However, only two of the four, Egypt and
Mauritius, achieved more than
unexceptional tourism growth from 2013
to 2014. Egypt was clearly the destination
to beat until recently, creating initiatives
like the 2015 “Myeverywhere” campaign.
Designed to stimulate Egypt’s tourist
economy by leveraging social media,
Myeverywhere was a unique video
competition that allowed fans to use
their videos as entries into weekly prizes
and paid trips.
Successful airlines in
Africa are educating
audiences about
their products,
while sharing route
updates, secret
albums, curated
media content,
competitions,
and historical
information, and
doing so in multiple
languages.
#7: Success Stories
and Shining Stars
13. 13
Where do social media brands
from Africa stand on the global
stage, relative to heavyweights
like Dubai, Britain and the uSA?
Thus far, at least, there is no competition.
Africa appears to have a lot of catching
up to do and several important lessons to
learn.
The tourism sector in the Middle East in
general, and Dubai in particular, has
grown exponentially in recent years –
mirrored by the rise of social media to
inspire, inform and connect with
consumers. In Britain and the USA, too,
tourism is firmly established, making the
effective leveraging of social media for
tourist purposes almost mainstream in
those destinations.
BRITAIN AND THE uSA
More specifically, British Airways
currently has 2.3 million Facebook likes
and 867,000Twier followers, while
American Airlines has earned 2 million
Facebook likes and 1.2 millionTwier
followers.Then there are the hotels.The
MGM Grand in LasVegas has 1.1 million
Facebook likes and 340,000Twier
followers. Among the global chains,
Marrio International has over 2 million
likes on Facebook and HiltonWorldwide
has 1.4 million.
Airlines and hotels in Africa have a
significant way to go, if they are to reach
even 10% of the social media
benchmarks set in Britain and the USA.
The only ‘player’ is Egypt, which comes
closest to those numbers.
In terms of tourism boards,VisitBritain
set an industry record with its GREAT
Britain campaign, yielding 35.8 million
visits in 2015 (a 4% increase since 2014
and the country’s fih consecutive year
of tourism growth).
DuBAI
Dubai appears to be the front-runner,
however, thanks to its national airline,
Emirates. Emirates enjoys a large
following of its own, with nearly 6 million
Facebook likes, a further million on
Instagram and 750,000 onTwier.
Similarly, the Burj Al Arab – among the
most luxurious hotels in the world – has
400,000 likes on Facebook and 80,000
followers onTwier, making it the envy of
the Middle East hospitality industry. Such
strong support is likely to have boosted
visitor numbers to Dubai more generally.
In short, Dubai – closer to its African
counterparts in gross domestic product,
location and richness in natural resources
– should be the destination to inspire
African organisations and brands, rather
than the USA or Britain.
Dubai should be
the destination to
inspire emulation
by tourism
organisations
and travel brands
in Africa.
#8: Global Benchmarks
20. 20
There are several key principles
to keep in mind when seeking to
build a tourism-focused social
media presence in Africa.
1. SIZE DOESN’T COuNT
While it is true that, the larger an
economy, the greater its social media
potential, the actualisation of this
potential is not uniform across Africa.
Smaller destinations have been able to
build larger and more engaging profiles,
leaving several stronger economies
lagging behind. In social media success, it
is neither a destination’s size nor its
resources but its tourist entities’
strategies, effort and commitment that
make all the difference.
2. ExCEPTIONS ARE THE RuLE
There are no simple answers in Africa.
Social media performance does not
translate consistently into increased
tourism growth – at least, not in any
definitive way.The outcome depends on
the destination itself and the geopolitical
and other contexts within which that
destination finds itself.
Africa’s countries are so diverse and its
circumstances so dynamic that we can’t
examine social media, tourism and travel-
related variables in a vacuum.
For instance, concerns about security and
economic stability are causing some
African countries to see a reduction in
international arrivals. Other common
difficulties include low international
openness and low environmental
sustainability – dimensions on which
almost all African countries appear to
perform well below the international
average.
3. BASICS BEFORE BRILLIANCE
Reach, frequency, engagement,
responsiveness and richness in social
media are all very well without the basics,
which include infrastructure, connectivity,
digital literacy, training, and strategy. As
social media is a relatively new item on
the agenda for most African tourist
destinations, the only way to sustainably
draw on its potential is to get the building
blocks in place first.
4. FACEBOOK IS A BEHEMOTH
In Africa it’s not about the sexy new
technology; the emerging media formats;
the disruptive platforms. It’s about tried-
and-tested Facebook, which exerts
unrivalled influence over social media in
Africa.
Bellinda Carreira, Executive Head:
Interactive Marketing at Standard Bank,
says that, “The speed of growth of
Facebook in some African markets has
been unprecedented. Facebook has also
invested in improving its feature phone
version and made this available to
advertisers, which is changing the way
many organisations reach people… and
access markets.”
Granted, social media platforms like
Twier do have niche roles to play, but
Facebook is the winner. (And we shouldn’t
under-estimate Google+.)
5. MOBILE IS ON THE RISE
Because travel itself is mobile by nature,
it is lile wonder that mobile
technologies can prompt huge changes in
tourists and tourism businesses.What’s
more, given that travel encompasses
highly personal and subjective
experiences, it lends itself perfectly to
the use of mobile social media.
#10: Lessons to be Learned – VENDS’ Commentary
Although Africa is the world’s least
mobile-penetrated continent, this is
changing. Mobile penetration in 2013
stood at 17%.The experts predict 386
million unique mobile subscribers in sub-
Saharan Africa by the end of 2016, and
penetration of 37% in the same region by
2020. Moreover, those in the know
suggest that the mobile revolution will
have as profound an effect on the African
continent as the industrial revolutions
that changed history.
6. LANGuAGE IS POWER
Only 8% of the world’s 7.2 billion
inhabitants speak English as a first
language.Yet travel statistics tell us, for
example, that Chinese visits to South
Africa year-on-year are five-fold higher
than those of any other nationality.
Elsewhere in Africa this is all the more
true and must begin to change, so that
destinations can compellingly market
themselves to billions of users who may
not be active in English, but have huge
spending power.
7. THE POTENTIAL IS ENORMOuS
If one word emerges clearly from this
research, it’s ‘potential’. Enhanced
presence on social media can only help to
spread the awareness of the wonders of
Africa, rather than focusing on the
region’s maladies.What’s more, the great
benefits of social media tend to extend
to the surrounding services that
accompany booming online trade in
tourism. In short, the opportunities are
enormous, but so too is the headway to
be made.