UNWTO brings Instagram into tourism recovery picture

UNWTO and Instagram have joined forces to produce a tourism recovery playbook to help destinations and businesses harness the power of digital and visual storytelling to reach new audiences and return to growth.

This first-ever partnership with Instagram forms part of UNWTO’s wider shift towards harnessing the power of digital innovation to drive the restart of tourism, especially local and sustainable tourism.

UNWTO and Instagram partner to help destinations recover and rediscover

The recovery playbook provides insights into making the most of the platform, from producing reels to showcase destinations to using guides and other tools to illustrate how the sector is ready to welcome tourists back safely and responsibly. It also explores the best ways to encourage renewed local travel, while raising environmental awareness.

Alongside best practice and tips on effective tourism storytelling, the publication also features case studies of small businesses and destinations that have successfully used Instagram to connect with key audiences during the pandemic.

In his foreword to the tourism recovery playbook, UNWTO secretary-general Zurab Pololikashvili said: “As parts of the world begin cautiously opening up again, now is the time to be creative in showing why tourism matters – for individuals, for our communities and for our planet. UNWTO’s partnership with Instagram will show that safe, responsible travel is possible, and to illustrate how just one tourist can make a big difference.”

This collaboration with Instagram builds on UNWTO’s ongoing turn towards greater use of digital tools and visual storytelling to make clear the relevance and importance of tourism to economies, societies, and planet. The organisation has accelerated this shift in its efforts to scale up member support and enable them to better seize the advantages of digital communications platforms.

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