In tourism, it is easy to stay busy. Trade fairs, press trips, social posts, newsletters, and campaigns all create activity. But activity alone does not prove success. What matters is impact — the ability to show how each effort contributes to sales, visibility, or stronger partnerships.
In tourism, content and social media are often seen as tools for inspiration. They showcase destinations, hotels, and experiences through photos, videos, and stories. But while inspiration is important, content and social also play a much deeper role.
Public relations has always been an essential part of tourism promotion. Yet, in an era where digital ads and social media seem to dominate, some brands underestimate the value of PR.