Denmark Mermaid


DMO Stories

When trying to attract travellers, destinations go to great lengths and use a multitude of different methods. While many of these can be extremely effective, at the same time it is slightly depressing for marketers to know that recommendations and opinions from family and friends remain one of the most important pull factors!

Social media significance

Nevertheless, there is still a lot that a destination can do to influence opinion and successfully market itself to holidaymakers. As well as recommendations from trusted peers being important to travellers, reviews on social media are also considered to be an extremely reliable source of information. More than 70 percent of travellers trust one of these two sources above all others.

The importance of social media is magnified when one understands its demographic significance. Currently, no less than 97% of millennial travellers post on social networks during the travelling experience. This naturally provides a fertile opportunity for destination marketing.

With this in mind, VisitDenmark has attempted to tap into the knowledge that travellers love to share pictures from trips to iconic places of interest on social media. Thus, VisitDenmark has taken a novel approach in an attempt to generate interest in the subject. The tourist board has identified fifty particular point of interest scattered across its nation, and subsequently identified each of these places with a physical signpost which specifies hashtags that travellers can utilise to share photographs.

This is an innovative way of tying real world locations to social media, and one that could be extremely useful when one considers that social media is so valued in terms of forming an impression of a particular place. The VisitDenmark campaign has also created a YouTube video to showcase the campaign and give a further favourable impression of its tourist attractions.

Shareable locations

VisitDenmark has also encouraged travellers to upload pictures taken at these fifty notable landmarks on its destination website. Visitors to the VisitDenmark website can also easily upload pictures to either Twitter, Facebook or Instagram. It is notable that the campaign describes these attractive tourist locations as “shareable locations”, helping to create the feeling that travellers are participating in a communal activity. This is of course one of the primary elements that attracts people to social media in the first place.

However, VisitDenmark is by no means the first destination to encourage travellers to share social media content via specific hashtags. Several other destinations have also engaged in this approach in an attempt to create a communal feeling around integrated website and social media content.

Thus, destinations such as VisitCanada (#ExploreCanada), VisitPhilly, Discover NorthernIreland (#northernireland), VisitScotland (#beautifulmoment) have all asked followers and fans of the nations to share their own photographs and videos of the destinations via a specific hashtag.

Elsewhere, other destinations have organised competitions and contests in an attempt to incite travellers to share spectacular and appealing visual content. Destinations such as VisitIceland (#Icelandsecret) and VisitCroatia (#LoveCroatia and #ShareCroatia) entice travellers to share pictures and videos with them by offering trips to the destination as an incentive for the best content.

It is clear given the vast numbers of people that utilise social media sites today, coupled with the research information that indicates such content carries weight and cachet among travellers, that these campaigns are well founded in terms of attracting holidaymakers. But what is the best approach for destinations in terms of utilising such video content?

Understanding demographics

Individual destinations would do well to understand and research the specific market and demographic that they are targeting. A destination which is targeting young people will need to offer something particularly outstanding and exciting, as merely having social media content is unlikely to impress these tech-savvy individuals. While branding a destination which is perhaps aimed at families and more mature travellers, will require a completely different tone and type of content.

While attracting and consolidating a social media community and then encouraging them to contribute content is a very viable promotional avenue, it is essential to ensure that they create the right content, or at the very least that the best content receives the most attention. In order to do this, destinations might wish to think about how they brand and present themselves to potential travellers.

There are obvious ties between social media and mobile devices, and overwhelming evidence that travellers are utilising mobile devices more regularly for a variety of reasons while on holiday. Research from TripAdvisor indicated that 60 percent of US respondents to a recent survey had downloaded a mobile travel application. As this mobile marketplace grows, it is likely that social media will become even more significant, so taking steps to create a social media buzz and community around a destination is an extremely sensible move for any location.

More from #DTTT

  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank