Writing Tourism Promotions

As OFFENSIVE as it might sound, but: Virality rarely adds value. Going viral is not always worth the trade-off. The reason? Social media rewards noise, not depth. A recent reel I posted hit 1 million views in just 2 days. It wasn’t about content creation, habit building, or self-development.  Instead, it was based on my theory of ‘men who watch Korean dramas.’ I am confessing honestly today – For 4+ years, I’ve poured my heart & soul into creating value driven content.  Rarely did it go THIS viral. But this reel? It blew up because:  📍 It wasn’t educational or deeply insightful.  📍 It was entertaining. 📍 It sparked controversy. 📍 It divided opinions. This made me pause and think – Is chasing views truly worth sacrificing value? Here’s my take: Social media isn’t designed for education (at its core.) It’s built for entertainment. Value can help you grow from 0 to say 100k. But if you’re looking to scale from 100K to 1M followers,  You can’t solely rely on what got you here.  You have to adapt. But adaptation doesn’t mean abandoning your values. It means: 📍 Understanding what works. 📍 Applying it in a way that aligns with your purpose. Here’s how: —> Mix value with entertainment. People scroll to escape, not to be lectured. Even educational content needs a hook that grabs their attention and keeps them watching. —> Leverage controversy wisely. Spark debates that provoke thought, not division.  Discussions build engagement without compromising integrity. —> Understand your platform. Instagram isn’t YouTube. YouTube isn’t LinkedIn. LinkedIn isn’t X. And so on. Each platform has a different audience and intent. Play by the rules while staying true to your message. The question isn’t whether you should adapt – it’s how you adapt. Don’t be afraid to do more of what works for you. You can entertain AND educate. Growth often requires new strategies, but your core mission should always remain intact. As my audience, answer honestly: What attracts you the most?  Virality OR Value? #drishtiispeaks #contentcreation #socialmedia #instagram #linkedin #viral

Here's what a 21 year-old content creator can teach the advertising and marketing industry... After a whole month, ishowspeed's Africa tour comes to an end. A tour that has delivered millions of live viewers (record breaking numbers), a multitude of experiences, with countless moments that celebrated often uncelebrated cultures, cities, languages and subcultures. A big shout out to Speed and his team for delivering a constant stream of moments that have made so many smile, laugh and feel emotional in good measure. And the learnings of it shouldn't be solely a content creators playbook, so much needs to be applied to adland. 🤣 Edutainment is a key to unlocking new consumers. 54% of consumers discover new brands within entertainment content. 82% engage more effectively with brands who create emotional connection. Edutainment is our formula at Word on the Curb to ensure audiences feel something when engaging with content. Speed's tour did this in abundance. Brands need to stop treating entertainment and storytelling as optional and start building it into the core of their comms. ⏳ The idea that content needs to be short to gain attention amongst modern audiences on social media is nonsense. Recent studies have shown that videos between 30 and 60 minutes have the highest conversion rates (17%) vs clips under a minute (2%). If your brand is looking to create human connection, vanity metrics shouldn't be the sole focus. Audiences reward content that takes them on a journey, allows them to feel engaged and leans into formats. For a month, audiences were engaged through both the long form and the short form. It shouldn't just be during Christmas that advertising focuses on long form. ✈️ The travel industry needs to level up its communications efforts. Travel is literally about crossing borders, expanding perspective and experiencing difference. Yet most tourism comms only sell landscapes and price points. What Speed’s tour did has seemingly reframed perceptions of Africa and directly led to purchase intent. I’ve seen emotional videos of young Americans (mostly) saying how this tour changed how they see the continent, upset that education did them a disservice. Imagine if travel brands actually invested in cultural storytelling? So for all the industry veterans in senior positions, I hope you take note of the cheatcodes that this content creator has provided you with over the past month.

How has ‘Edutainment’ become the new hook for B2B marketing? B2B content is undergoing a shift, and at the heart of it is edutainment. Blending information with storytelling, this approach is helping brands simplify complexity, deepen recall, and build real engagement with enterprise buyers. Edutainment works because it mirrors how people consume content today: through formats that are clear, relatable, and worth their time. -Short-form explainers that simplify a complex process. -Interactive tools that teach through use. -Podcasts and panels that combine insight with real-world stories. For enterprise marketers, this format unlocks a powerful opportunity: nurturing trust before the sales conversation even begins. The goal isn’t just to inform, but to invite someone into a way of thinking. And when content delivers both clarity and curiosity, it opens doors faster. Brands that embed this mindset into their marketing see stronger inbound interest, higher engagement across the funnel, and more educated conversations with prospects. That’s the real ROI of edutainment, it builds relevance at scale, without ever feeling like a pitch. #b2bmarketing #edutainment #contentstrategy #leadnurturing #enterprisegrowth #marketingtrends #modernmarketing #brandnarratives

Why ‘edutainment’ is key for winning on social and what that means for brands... In 2025, the algorithm’s favourite format is neither pure education or pure entertainment. It’s both. Research from Tracksuit shows entertaining ads are almost 2x more likely to drive high attention and 3x more likely to be remembered... and when you layer education into that, you get the perfect storm: value + memorability. Creators obvioulsy were first to understand this : Alex Hormozi – business principles in meme-driven, high-pace edits Dr Julie Smith – psychology insights in relatable, quick-hit highly visual videos Ali Abdaal – productivity and entrepreneurship tips wrapped in personal storytelling TOPJAW -  food and travel guides shot in a signature style and structure Brands are catching up: B&Q DIY TikToks – helpful and personality-led. Headspace mindfulness tips – bite-sized wellness advice in their instantly recognisable style. Grammarly productivity hacks – snackable, relevant, and repeatable. How to do it? Hook people first. Use storytelling tactics like curiosity, humour, or surprise to win attention. Then give the audience a clear takeaway they can use right now. Package it in a way that feels native to the platform and make sure it uses distinctive assets or formats so people remember it’s you. Oh, and always speak to an audience of one. Simples ;)

𝗬𝗼𝘂 𝗛𝗮𝘃𝗲 𝟭.𝟯 𝗦𝗲𝗰𝗼𝗻𝗱𝘀 𝗼𝗳 𝗔𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻. 𝗪𝗵𝗮𝘁 𝗪𝗶𝗹𝗹 𝗬𝗼𝘂 𝗗𝗼 𝘄𝗶𝘁𝗵 𝗜𝘁?   We are living in what some call the "𝗮𝗴𝗲 𝗼𝗳 𝗶𝗻𝗳𝗶𝗻𝗶𝘁𝗲 𝗰𝗼𝗻𝘁𝗲𝗻𝘁".  Everything is competing for your attention, your feed, your inbox, your lock screen, and even your smart fridge and TV.   While these things do contribute to making life a bit easier, the average digital attention span is now under 5 seconds. And for brands, this isn’t just a creative challenge. It’s a question of “𝘩𝘰𝘸 𝘧𝘢𝘴𝘵 𝘤𝘢𝘯 𝘐 𝘨𝘳𝘢𝘣 𝘮𝘺 𝘶𝘴𝘦𝘳’𝘴 𝘢𝘵𝘵𝘦𝘯𝘵𝘪𝘰𝘯?”   Because if attention is the new currency, earning it requires more than budget or hashtags. It requires cultural awareness, creative discipline, emotional precision and a tad bit of agility. This is where the moment marketing comes into play.   What is moment marketing? It’s the ability to read the cultural room, to understand what people are seeing, feeling, reacting to, and connect with that moment authentically, not opportunistically. Done poorly, it feels like a brand trying too hard to be “relatable.” Done well, it earns relevance without shouting for it.   And in India, one of the best examples of this isn’t a global brand or a consumer app. It’s Kerala Tourism’s social media strategy. A few months ago, when a UK F-35 fighter jet got stranded in Thiruvananthapuram, most brands ignored it. Some joked, some retweeted the news headlines.   But Kerala Tourism’s social team turned it into a hospitality headline. And this isn’t a one-off social post that they’ve done. Over the years, Kerala Tourism has: ●    Referenced Netflix hits to promote offbeat destinations ●    Tapped into Onam nostalgia with visuals that feel like poetry ●    Created pop-culture references that feel rooted in their voice, not borrowed from Twitter Their moment marketing strategy is not simply about taking advantage of the trends, but truly connecting with the audience.   Moment marketing isn’t just about how fast you adapt to the trends in your social campaigns. It’s about readiness combined with creative, cultural, and emotional resonance. When was the last time a brand’s post made you pause and check them out in detail? #brand #marketing #innovation

If you’re also getting #DMs like this, read this before replying! “Couple Travel before 15 Feb Dubai / Bali / Thailand / Vietnam Please share prices With or without flights Only group tours” If you’re in travel, you’ve received this DM. On the surface, it appears to be a good enquiry. Dates mentioned. Destinations shortlisted. Group tour preference. But most agents lose this lead within the first reply. #What this query really mean? This is not a destination-led enquiry. It is a price + availability-led enquiry. The traveller is saying: “I have time off. Show me what fits.” Not: “Design something special for me.” If you reply with: • 4 destination prices • Long PDFs • Too many options You’ve already lost control. #Why these queries rarely convert Because most agents: • Start quoting immediately • Treat it like a normal package request • Compete on price unknowingly The traveller then: • Compares silently • Gets confused • Delays the decision • Or books with whoever replied last or cheapest Busy inbox. No booking. #How to handle such queries better? The goal is not to answer everything. The goal is to reduce choice and increase clarity. Here’s what actually works: 1️⃣ Acknowledge, don’t overwhelm Do not send prices immediately. First, respond with: • Confirmation of dates • One clarifying question • A promise of 1–2 best-fit options This shows control, not desperation. 2️⃣ Narrow destinations fast Four destinations means zero clarity. Based on: • Travel window • Group departures • Visa timelines Shortlist a maximum of two. Choice converts. Options confuse. 3️⃣ Anchor the conversation around fit, not price Instead of: “Here are the prices for Dubai, Bali, Thailand, Vietnam…” Lead with: “For your dates, these two group departures make the most sense. Everything else will either be rushed or poorly timed.” You’re selling judgment, not inventory. 4️⃣ Quote with context When you do share pricing: • Explain why this option fits • Mention inclusions that reduce stress • Set expectations on pace and experience Price without context invites negotiation. Price with logic builds trust. 5️⃣ Ask one decision-driving question Not: “Let me know what you think.” Ask: “Do you want a relaxed group trip or a packed sightseeing one?” This moves the conversation forward. #TheRealTruth These DMs are not bad leads. They’re unguided leads. If you treat them like catalogue requests, you compete on price. If you treat them like planning conversations, you compete on expertise. Busy agents reply fast. Smart agents reply with direction. #Question for fellow travel professionals: What’s your biggest challenge with such Instagram DMs conversion, time waste, or price pressure? This pattern is unlikely to change anytime soon.

The travel industry is leaving serious money and impact on the table. Hotels, airlines, and tourism boards still lean heavily on traditional editorial coverage when it comes to media or FAM trips. Journalism will always matter (I’m a freelance journalist myself), but the data is undeniable: most travelers are booking trips because of what they see on social media. I have worked in this space from every angle: ✈️ as a journalist telling destination stories 📸 as a content creator with a loyal, engaged audience 🌏 and as the founder of a travel community that physically brings travelers to destinations, directly impacting tourism dollars From where I stand, one thing is clear. Creators and community founders are not just a “nice-to-have” in your marketing mix. They are one of the most powerful, conversion-driving tools a destination can have. Yet somehow, we are still being asked to work for free. The same brands who will spend tens of thousands on a glossy print ad will hesitate to invest in the people actually driving bookings. Here is why that mindset needs to change: Recently, I worked with a tourism board as an influencer on a media trip and at the same time, I hosted a private trip there. While on the FAM, I brought 5 paying travelers booked in 24 hours, two weeks before departure. Those travelers posted content too, even though they are not influencers. The tourism board was shocked at both the speed of sales and the ripple effect of organic content created by everyday people. Next month, I am hosting a trip to Bali. Seventy Americans are flying across the world for this experience. That is over $300,000 in tourism dollars generated from one trip. That is 70 travelers capturing moments, telling their own stories, and inspiring their own networks. That is 70 sources of user-generated content, plus my own, plus the long-tail impact when their friends and followers start planning their own Bali trips. This is not hypothetical ROI….It’s real and measurable right now. Travel brands, this is your sign. Stop asking creators to work for free. Start seeing the value of influencer and community-led travel, and pay accordingly. The future is not just about one campaign or article posted once. It is about the social ripple effect that drives bookings, loyalty, and lasting brand love. If you want travelers to choose you, you need to meet them where they are already planning and booking. Right now, that is on social media and in communities they trust. #travel #tourism #hospitality #communitybuilding #creatoreconomy #hotels #airlines #tourismboards #journalism

Travel businesses that want to stand out must realise that travellers now value stories over destinations. The emotional resonance of a journey, how it feels, what is discovered, the connections made, has become the true currency of modern travel. Experiences need to be presented in a way that is not only visually striking, but also personal and genuine. The old marketing playbook of listing attractions and amenities no longer works; travellers are asking how a trip will change them, what memories they’ll gain, and how they’ll connect with others. For companies in both leisure and business travel, this shift is an opportunity: By crafting authentic narratives that showcase transformation, challenge, and adventure, brands build lasting loyalty. The business impact is clear, those who evoke emotion and foster connection attract repeat guests and generate organic growth through word-of-mouth. The most successful strategy is to invest in content that highlights real experiences and customer stories, not just polished brochures. How can your brand make every journey a memorable chapter in your client’s personal story? #Authenticity #Connection #Growth

When you’re caught up in working to make tourism better each and every day, it’s easy to get lost in 𝗺𝗮𝗶𝗻 𝗰𝗵𝗮𝗿𝗮𝗰𝘁𝗲𝗿 𝗲𝗻𝗲𝗿𝗴𝘆 👑 “We’re certified by X.” “We’ve reforested Y km2” “We’ve won the Z award for 5 years running.” That’s great, but if you were at a party and introduced yourself like that, I’d probably think that you’re 𝗮 𝗯𝗶𝘁 𝗼𝗳 𝗮𝗻 𝗮𝗿𝘀𝗲 🤷♂️ Now, think about someone who shares stories that resonate, who listens, and who makes you feel 𝘀𝗲𝗲𝗻. That's the kind of connection travellers seek. The role of your business, especially in responsible tourism, is not to be the hero of the story. It's to help your guests become the best version of themselves through a meaningful, fulfilling, or transformative travel experience 💡 When it comes to your messaging, it’s a shift from “𝗟𝗼𝗼𝗸 𝗮𝘁 𝘂𝘀!” to “𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝘄𝗲 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽 𝘆𝗼𝘂 𝗱𝗼 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗺𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹.” You’re not the hero. You’re the guide. The Gandalf to your guest’s Frodo. The Dumbledore to their Harry Potter. The Obi-Wan to Luke Skywalker 🪄 Think about your marketing. Does it speak to your customers’ emotional wants and needs? Does it offer clarity, guidance, reassurance? Or are you just listing credentials? More importantly than understanding what you do and what you offer, travellers want to know if this trip will light them up, challenge their perspective, or give them a story they'll tell for years 📖 I made the same mistake, albeit in a B2B context. On my website a year ago, you would’ve been greeted by the boring heading, “Responsible Tourism Marketing.” But now, it reads, “𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗲 𝗧𝗿𝗮𝘃𝗲𝗹 𝘄𝗶𝘁𝗵 𝗣𝘂𝗿𝗽𝗼𝘀𝗲.” See the difference? It’s about 𝘆𝗼𝘂, not me. So, instead of positioning your business as the hero of the story, be the guide who helps them become 𝘁𝗵𝗲 𝗸𝗶𝗻𝗱 𝗼𝗳 𝘁𝗿𝗮𝘃𝗲𝗹𝗹𝗲𝗿 𝘁𝗵𝗲𝘆 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲❤️ Lead them towards connection, nature, culture, impact. Because in the end, it's their story; 𝘄𝗲'𝗿𝗲 𝗷𝘂𝘀𝘁 𝗵𝗲𝗿𝗲 𝘁𝗼 𝗵𝗲𝗹𝗽 𝘁𝗵𝗲𝗺 𝘁𝗲𝗹𝗹 𝗶𝘁. For more tips, 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱 𝗧𝗵𝗲 𝗚𝘂𝗶𝗱𝗲 𝘁𝗼 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗹𝗲 𝗧𝗼𝘂𝗿𝗶𝘀𝗺 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗵𝗲𝗿𝗲: https://lnkd.in/eWJSXmu2

Hotels, tour companies, and travel agencies: if you feel like the writing in your marketing sounds like everyone else's, here's a tip. Trade your adjectives for proof. Instead of saying 'unparalleled luxury,' name the one thing nobody else can offer. Example: "The Vatican opens to our guests forty minutes before the doors do." Instead of saying 'tailor-made experiences,' show us how you tailor. Example: "We moved your Kyoto dinner to the counter because you said you like watching chefs work." One detail beats the word bespoke every time. Instead of saying 'hidden gems,' name the place and person who introduced it to you. Example: "The little bakery in Porto that our guide Sebastian has gone to since he was nine." Instead of saying 'curated,' remember that curation is a person who has good taste making a call. Example: "Our Japan specialist spent eleven years in Kyoto and still books the same ryokan for her family." Give us the detail, the specifics, and your writing will start to feel more personal to your brand. Share this with someone who wants their writing to stand out more.