UNWTO and Instagram Partner Help Targets “Recover and Rediscover”

This first partnership with Instagram is part of UNWTO’s wider shift towards harnessing the power of digital innovation to relaunch tourism, especially local and sustainable tourism. It also represents the recognition of Instagram as a leading provider of livelihoods and global opportunities for tourism. It welcomes UNWTO as a partner in the first structured effort to use the platform as a tool to kick-start the sector’s recovery. The partnership was launched against the backdrop of the World Travel Market in London, a leading tourism trade fair where UNWTO brings together political and business leaders, and after UNWTO reaffirms the integrated response to tourism at the UN Climate Change Conference in Glasgow at COP26.

Expert views on tourism storytelling

Recovery Playbook provides insights into making the most of the platform, from producing reels to showcasing destinations to using guides and other tools to illustrate how the industry is prepared to take tourists back safely and responsibly. It will also explore the best ways to encourage new local tourism while raising environmental awareness. The publication also features case studies of best practices and tips for effective tourism storytelling on small businesses and destinations that have successfully used Instagram to connect with key audiences during a pandemic.

In his preface to Tourism Recovery Playbook, Secretary-General of the UNWTO Zurab Pololikashvili says, “As cautious opening begins again in parts of the world, now is the time to show creatively why tourism matters – to our individuals, our communities, and our planet. The collaboration between UNWTO and Instagram shows that safe and responsible travel is possible and illustrates how one tourist can make a big difference.

“We know that countless small businesses and destinations are ready to welcome the world back to their doorstep,” said Asya Kislyuk, Instagram Policy Program Manager. “Instagram is proud to provide people with a playbook that helps it happen at the right time – safely and sustainably.”

Promotes the UNWTO digital transition

This first collaboration with Instagram is based on UNWTO’s ongoing shift toward the wider use of digital tools and visual storytelling to make clear the importance and significance of tourism to economies, societies and the planet. The organization has accelerated this change in its efforts to expand member support and enable them to take better advantage of digital communication platforms.

Source: World Tourism Organization

Source: The Nordic Page


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