The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The rise of food tourism

The rise of food tourism | The Insight Files | Scoop.it

Driven by today's intense social media activity around unique culinary experiences, destinations are developing local food-themed travel products and promotions to evolve their brand story. In this free report on the rise of food tourism, Skift examines how destinations have developed food tourism to help define their brands, in addition to detailing the best practices and strategies for cultivating food tourism. While cuisine has always been an important part of most travel experiences, the concept of travelling to a destination specifically for its food and wine product is a relatively recent mainstream consumer trend. The 2013 'American Culinary Traveller Report' by Mandala Research showed that the percentage of U.S. leisure travellers who travel to learn about and enjoy unique dining experiences grew from 40% to 51% between 2006 and 2013. In response, DMOs - including Tourism Australia - are creating major promotional campaigns and events revolving their food and beverage experiences, designed with multiple storylines targeting different market segments.

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Rise of destination marketing through movies and television

Rise of destination marketing through movies and television | The Insight Files | Scoop.it

Film shoots have the power to elevate even completely banal places to unique experiences worthy of a visit. Starring in a film has become a sure-fire way to boost tourism for a destination. Tourism in New Zealand boomed following the Lord of the Rings trilogy. VisitBritain similarly integrated tourism marketing efforts with the Bond film Skyfall, Virginia touted itself as the site of Lincoln's filming, and North Carolina turned Hunger Games into an advertisement for its outdoors. Now destination marketing organisations are realising the trend and looking to convert the international attention a destination can draw from a movie or TV series into travel bookings. Click here to learn how destinations and locations where movies and television shows are filmed have the potential to attract film tourists with smart, timely marketing.

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What the sharing economy means to the future of travel

What the sharing economy means to the future of travel | The Insight Files | Scoop.it

This Skift reports looks into what the sharing economy means to the future of travel. This trends report provides an overview of the economic, social and technological changes driving customers towards the sharing economy, especially for accommodation and ground transport. Through an examination of the advantages of new sharing businesses, Skift has developed recommendations for incumbent players in the travel industry to avoid disintermediation. Click here to find out how the travel industry is the sector most affected by the meteoric growth of sharing and collaborative consumption.

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Maria Rekrut's curator insight, February 14, 2015 9:14 AM

If we think we've seen  changes up until now....just wait and see what's on the horizon!!

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Social media trends for tourism boards

Social media trends for tourism boards | The Insight Files | Scoop.it

This presentation, which was given by Skift data analyst Joyce Manalo at the 2014 Social Media Tourism Symposium in Nashville, TN, benchmarks 2014 social media activity among DMOs, highlights which metrics matter on social media, and examines several practical case studies from Tourism Boards across the world. Tourism Australia's social integration of its Restaurant Australia campaign has been included as a case study of the social media competitive landscape. Click here to download the full presentation.

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