Travel blogging and digital marketing
WHETHER YOU ARE A - BECOMING - TRAVEL BLOGGER , A DESTINATION, A BRAND, A PR , HERE IS WHAT EVERY TOURISM PROFESSIONAL SHOULD BE AWARE OF
With his editorial independence, multidisciplinary skills and presence on social networks, the travel blogger has revolutionized the traditional media universe; he has also become, in a few years, a key player in the economic development of the regions and the communication strategy of tourist destinations, an influencer.
But economics, strategy and influence also mean money, competition, jealousy and deception. Not everything is rosy in the jungle of this dream job, nor in the world of traditional media for that matter. To ensure its sustainability, the sector must necessarily clean up and reinvent itself.
In addition, transparent, healthy, efficient and responsible tourism promotion can only be achieved through genuine partnerships with destinations. This requires not only a real awareness on the part of all the actors concerned but also, for some, significant changes in their policies.
In addition, our society faces major challenges. Whether it is economics, development, artificial intelligence or climate, bloggers/travel journalists have their role to play and their responsibilities to take on.
This dossier, composed of 4 sections, will probably not please everyone: it takes a critical look at influential marketing linked to tourism and its various actors. But beyond shaking up a certain number of preconceived ideas and recalling or revealing an economic reality that is still largely unknown to the general public, it also offers many solutions and avenues for reflection.