digital marketing Archives - Solimar International

Sustainable Tourism in Liberia: Digital Marketing and Development

Written by Thomas Hinkel on February 22, 2023. Posted in Blog, Uncategorized.

Liberia is a country that suffered from political turmoil between 1989 and 2003. Tragically, this political turmoil also destroyed Liberia’s tourism sector. While this is the case, the country of Liberia is beautiful and has much to offer to tourists from all around the globe. In the last two decades since the war, the Liberian state has stabilized, and the country has dedicated itself to rebuilding the sector. The government also aims to do this through digital marketing and sustainable development of their tourism sector.

Liberia is home to over 140 species of mammals, 600 species of birds, and 75 different amphibian and reptile species. The country also boasts one of the most diverse ecosystems on earth and has roughly 4.2 million hectares of forested land: 43.4% of the total land area. This presents an immense opportunity for tourism development and conservation efforts to ensure that these species and ecosystems are properly protected.

One example of these conservation efforts includes the USAID Conservation Works Activity (CWA), which engages communities in management of protected areas, and gives them a stake in long-term protection of these areas. Another objective of the project is to develop sustainable tourism infrastructure and capacity. This is an important part of the Destination Management Plan, as Liberia has stunning destinations already open for guests and simply need more promotion.

With more tourists, the Liberian tourism sector will be able to develop further. Additionally, it is important to involve local communities when nurturing sustainable development. the CWA project believes that this is crucial to developing Liberia’s tourism sector. By 2025, Liberia wants to be an up-and-coming destination that is increasingly sought out by tourists. Currently, one of the best places to get information online about visiting Liberia is on Solimar’s Enjoy Liberia website.

Promoting Sustainable Development in Liberia via Digital Marketing

One important aspect of marketing is understanding what type of tourists will be attracted to a destination. The marketing strategy for the CWA aims to attract tourists who are nature and adventure enthusiasts, both locally and internationally. Liberia touts numerous attractions for tourists of this demographic. Exploring the history and immersing yourself in the culture of Monrovia, surfing on the beaches of Robertsport, and exploring the forests of East Nimba Nature Reserve and Sapo National Park. These are but a few of the opportunities for sustainable tourism development and are important destinations in the CWA digital marketing strategy.

Due to the rapid development of certain tourist sites in Liberia, it is crucial for marketing campaigns to be aware of the changes coming to these sites. These exciting changes not only intrigue tourists, but they also have the ability to showcase how the Liberian government, specifically the Ministry of Information, Culture & Tourism (MICAT), is developing the industry sustainably. This is a mutually beneficial relationship, as sustainable development brings social approval and further attention to these destinations. This also enforces the belief that sustainable development is crucial to the tourism sector.

One example of this is the Sapo Eco-Lodge, located in Sapo National Park. This lodge was built by the Wild Chimpanzee Foundation and the Forestry Development Authority and has been built in the buffer zone of the park. The eco-lodge involves local communities and allows tourists to appreciate nature and encourage conservation by showcasing existing conservation efforts. The eco-lodge has power and also generates some of its electricity from solar panels.

Solar panels for sustainable development at the Sapo Eco-Lodge — Solar panels at the Sapo Eco-Lodge

There are many exciting things happening in the tourism sector of Liberia, and the eco-lodge in Sapo National Park is a great example. While this is a rapidly developing sector, it is still difficult for companies based abroad to receive all the relevant information needed to advertise these changes. Specifically, digital marketing requires numerous pictures and descriptive language, as well as details of the changes being brought to various destinations in Liberia. The information network, especially because of the limited internet presence in developing countries, is weak. Due to this, many destinations do not have a strong digital presence.

Expanding Information Networks & Engaging the Private-Sector

While the government provides updates based upon government projects, it is still crucial to engage with the private sector to understand the current destination landscape. We have to understand how best to promote these new or upgraded destinations and work with their owners. To do this, Solimar engages with locals that live in Liberia, as well as establishing relationships with various private-sector actors who are focused on providing attractions that promote sustainable development and conservation.

Solimar relies on its on-the ground employees who are locals of Liberia. These locals provide unique insight on local news and information on destinations, attractions, and events not featured online. They also provide critical cultural insight. Additionally, working directly with local citizens builds an information network that can lead to increased collaboration with the private sector. It is crucial to work with the local community and community actors to ensure that they receive benefits from the sustainable tourism industry.

With more information and enthusiastic businesses that want to get involved in the tourism industry, it is significantly easier to utilize digital marketing to encourage tourists to visit Liberia. One example of these enthusiastic businesses is Philip’s Guesthouse, owned by Philip Banini. Banini’s guesthouse is a perfect opportunity for tourists to experience the passionate and growing surfing community of Robertsport on the coast of Liberia.

Philip's Guesthouse in Robertsports — Philip’s Guesthouse in Robertsports

Because of the relationship that Solimar has developed with Banini’s Guesthouse, it has been easy to get information about the guesthouse and promote it on various websites, as well as Solimar’s own. Due to this relationship we had the opportunity to interview Philip about his guesthouse, as well as about his life journey that brought him to open it. Building relationships and having the opportunity to interview business owners makes it easier to gain information and market destinations or amenities. It also allows the Destination Management Organization (DMO) to understand the local communities they are working with, as well as their goals and beliefs. These interviews allow for digital marketing to be more personable, as they convey the real stories and emotions behind the people who want to engage in sustainable tourism development in Liberia.

Encourage Entrepreneurship and Engagement in the Tourism Industry via Digital Marketing

As the Liberian tourism sector continues to develop and grow, it will become evident that there is success in following a Destination Development Plan and operating with sustainable business practices. As the tourism sector grows, business networks will also grow as the DMO aims to create a unified and coordinated experience amongst the tourism industry. This allows Solimar to encourage entrepreneurship and involvement in the tourism industry by demonstrating the successful businesses that are benefitting from the industry.

Libassa Ecolodge, a family-owned business, is a great example of a successful business that has benefited from the tourism industry. The eco-lodge appeals to any mood when traveling. It can act as a resort, offering a pool and beach as well as a lazy river, while also having a restaurant that serves great local cuisine. The eco-lodge also offers adventure, as it is on the Libassa Wildlife Sanctuary, which is home to animals such as elephants, chimpanzees, and deer.

Chimpanzee at the Limbassa Wildlife Sanctuary

Not only is Libassa Ecolodge a perfect example of a private sector business that has been incredibly successful, but it is one that embodies the spirit of sustainable tourism. The eco-lodge encourages tourists to visit the Libassa Wildlife Sanctuary, and this provides significant benefit to the non-profit conservation organization.

Even further, increasing awareness of this business not only encourages tourists to visit and increase attention to these conservation efforts, but it also underscores the relationship that can exist between private businesses and NGOs that benefits everyone involved. The wildlife sanctuary also aims to educate. Its mission statement includes the importance of educating both the local community and tourists about the importance of conservation.

Utilizing digital marketing to promote these attractions not only benefits conservation efforts, but it encourages participation in the local economy. It is clear that digital marketing plays a crucial role in promoting sustainable tourism. Even further, it directly provides a boost to the sector by increasing the attention the destination receives. Digital marketing not only encourages people to get involved in the sector, but it can also be used as a tool to teach people about sustainable development. A great example of this is the Solimar Institute for Sustainable Destination, which offers courses to show people how to operate businesses that adhere to conservation and sustainability requirements.

Solimar’s institute focuses on four key pillars of education, which include learning, engaging, actioning and developing. The learning pillar is key, as it educates on the best practices on how to sustainably develop a destination, directly from industry experts. Even further, Solimar offers the service of consulting directly with these businesses to help them grow and expand. By encouraging sustainable development in the tourism industry in Liberia via the digital marketing tools available, Solimar International promotes sustainable conservation efforts and can bring economic benefits to local communities.

Solimar Institute for Sustainable Destination's plan for Digital Marketing and Sustainable Development — Solimar International’s Plan for Digital Marketing and Sustainable Development

Liberia is an up-and-coming tourist destination that has a lot to offer. For people who wish to relax, they can spend their time on the beaches of Robertsport, at Lake Piso, or at the Libassa Ecolodge. If that doesn’t suit you, you can rest amongst nature in the forests of East Nimba Nature Reserve or Sapo Park. These are also great places for adventure, as there are phenomenal hiking trails throughout these conservation areas. Digital marketing is the perfect tool to encourage people to visit these destinations and teach people about the importance of sustainable tourism while nurturing a mutually beneficial local network of private-sector and government or NGO actors to create a flourishing tourism sector.

Keep up with Solimar – don’t forget to like us on Facebook and LinkedIn!

digital marketing displayed in times square

What is the Value of Digital Destination Marketing?

Written by Lisa Elmes-Bosshard on May 24, 2022. Posted in Blog, Tourism Marketing.

The digital era is synonymous with a time of constant change. Innovations are transforming industries at incredible speed. The travel and tourism industry is no exception. Technology is driving the way in which travellers are searching, accessing and consuming travel content. But how much has the industry changed? Find out below!

According to Wex’s US Travel Trends Report 2019, technology influences the imagination and preparedness of travellers today – this cannot be overstated. More recently, Google Trends insights highlighted that the pandemic has resulted in consumers having even higher digital expectations. They have adopted new digital habits, and changed their online behavior as a result. Destination Management Organisations (DMOs) therefore need to understand the value of digital destination marketing as an essential part of the marketing strategy. Digital is now the norm and a tool to reach consumers around the globe.

Digital marketing refers to all marketing that uses an electronic device or the internet.

But, what is digital destination marketing?

According to HubSpot, digital marketing refers to all marketing that uses an electronic device or the internet. Today, 65% of global travel and tourism sales are made online (Statista 2021), leading digital marketing to be even more important than traditional marketing. DMOs can creatively engage with potential visitors to raise awareness for its products and services, increase visitation, and maximize benefits for all its stakeholders.

Now more than ever, digital destination marketing matters. Destination Management Organisations are facing high competition for tourism dollars. They must not only find the right customers, but they also must standout, inspire, and engage them in the most effective and efficient way. Digital marketing facilitates these goals.

What is the value of digital destination marketing?

1. From local to global

As DMOs look to grow visitation, targeting new geographical markets are a logical step. Digital marketing brings a destination’s products and services to an audience anywhere in the world. Whether prospecting for new visitors using social media campaigns, or launching a paid search campaign, a destination can expand its presence beyond its immediate geographical vicinity.

2. Focused targeting

Using detailed customer data, perhaps from its website, DMOs can position its offering directly in front of its ideal consumer, that is, the audience which is highly likely to be interested. Messages can be personalized to increase the level of engagement with different segments. This reduces the wastage experienced in traditional marketing where one broad message is used to target everyone. Solimar’s work with destinations like Namibia integrates digital platforms in the marketing strategy to enhance the country’s awareness to its targeted audience.

3. Improved measurability

Tracking the results of traditional marketing activity is near impossible. With digital marketing, DMOs can see detailed performance throughout the life of the campaign. They can see precisely which activity is achieving their goals, and use this data to drive revenues and increase profitability.

4. Campaign agility

Due to its very nature, digital campaigns allow companies to make improvements at any point. Close monitoring provides data in real time and adjustments can be made rapidly. As a result, funds are spent smarter with less wastage.

Virtual reality transports travellers to the destination through a multi-sensory experience

What are the top digital marketing trends to inspire a DMO’s strategy in 2022?

1. Everything must be mobile, mobile, mobile

According to 2018 Google research, 45% of US and 48% of UK smartphone users are comfortable using a mobile device to research and book their entire trip to a new travel destination. Therefore, a ‘mobile first’ strategy is essential. DMOs will want to ensure that any action which they inspire consumers to take online, is easy to achieve on a mobile device.

2. Content is King

Content is at the heart of digital marketing. It refers to everything from text and images to video and audio, and more. It has the potential to increase search rankings, drive visibility to the right audience, enhance brand image and build brand authority. As travellers do more streaming and posting of content online, DMOs can reap big rewards with storytelling which showcases the authenticity of its products and services.

3. Go virtual

Accelerated during the pandemic, virtual tours are used to transport travellers through a multi-sensory experience. Viewers get an immersive pre-travel experience without leaving their home. DMOs can really create standout brand experiences with intriguing storytelling and short engaging videos. Even individuals who are unable to travel, can get a flavour of the destination. Virtual reality experiences can support a destination’s sustainable tourism goals, as they reduce the impact of physical footprints in vulnerable locations.

4. The power of video in destination marketing

Videos are powerful. They fully immerse the viewer in a different world more impactfully than images can. Google research cites that 65% of travellers search for travel videos online by destination. DMOs have an opportunity to create content in the format most appealing and likely to be found by potential consumers. Solimar International’s expertise in creating impactful videos was a key part of Jamaica’s successful community tourism programme. Four promotional videos, each showcasing a core theme of the community tourism experience, were launched on social media and other digital channels to raise awareness for the incredible sustainable initiative.

Social media platforms such as Facebook, Instagram and, more recently, TikTok, are ideal for this. TikTok is now mainstream – with over 1 billion active users, the average user spends 52 minutes per day on the platform. It gets the highest engagement of any social platform and is seeing the 25 – 39 age group as its fastest growing segment. The quality of the content and the collaboration with influencers are the keys to success on this platform. By offering fairly low-cost opportunities for influencers to experience the destination, museum or festival entrance, for example, the content can reach large audiences.

So, why should I care about digital destination marketing?

The value of digital destination marketing is significant. It enables DMOs to promote its products and services to a more targeted audience, it affords the use of cost-effective channels to reach wider geographic markets, and it helps to enrich content. All of these combined drives success for the destination.

Solimar International creates strategic online marketing strategies and social media marketing plans for destinations worldwide, including Rwanda and Tanzania. Interested in how we can help you with destination digital marketing? Contact us to learn more.

Building a Successful Social Media Tourism Marketing Campaign

Written by Lena Eckert on July 14, 2021. Posted in Uncategorized.

Social media plays a massive role in traveler decision. Learn what makes a successful social media marketing campaign

Emerging approximately 15 years ago, social media platforms have dramatically changed communication and marketing – including the way we both plan and share our travel experiences. Instead of sending a postcard, travelers now share pictures and photos on Instagram, Twitter, Pinterest, TikTok, and Facebook. Instead of visiting a travel agency or browsing print travel catalogs, travelers now use social media to gather inspiration of stunning destinations. Influencers have grown in popularity as users that have a widespread digital following and capitalize on the opportunity that the platforms offer. They are now able to share their content and opinions to their audience, while often being compensated for their reach. The world of marketing has shifted, leaving a great opportunity for Destination Management Organizations (DMOs) to inspire travelers with inspiring content and a successful social media marketing campaign.

The potential of social media in tourism is enormous. A survey of American tourists revealed that 36.5% use social media for travel inspiration. The most popular platform is Facebook (80%), followed by Instagram (60%), Pinterest (43%), and Twitter (26%). Even more surprising numbers from Great Britain show that 55% of travelers aged 18-65 book trips only based on photographs they have seen on Instagram. Consequently, using social media marketing for promoting the destination is essential for DMOs to inspire potential visitors and to build up a long-lasting and engaged online community.

Social media platforms allow us to create and share our own content that attracts attention. They give us the possibility to connect with people and to get inspired by others. Facebook, Instagram, and other platforms are used in tourism for researching a destination, for connecting with staff to ask questions, and for sharing memories and pictures during and after the visit. DMOs need to build their channels and show presence on the different platforms by creating inspiring and engaging content and by providing customer service. However, no professional social media activity should be done without a strategy as the platforms can become quite overwhelming and confusing. A strategy is the foundation of successful social media marketing and next to regular content about the destination that should be posted constantly, specific campaigns can be used to boost social media activity.

Building a Social Media Marketing Campaign

A Social Media Marketing Campaign must be coordinated to increase attention and influence the audience for a specific period of time. The following components should be the base of a successful campaign on social media:

Strategic plan
Goals
Channels
Partners

Without having a plan, your campaign will likely not be successful, as it is important to determine how the campaign should be set up, when you want to post and what you need for doing so. Moreover, it is essential to set up goals that should be reached with the campaign – do you want to increase the bookings, create more brand awareness or build a more loyal visitor community? Decide what you want to achieve and align the campaign accordingly. Using different social media platforms for the campaign is an efficient way to boost visibility and why not ask partners for help to increase the traffic to your page or to offer a price that can be won?

Great examples for successful social media campaigns in tourism can be found worldwide from New York with the engaging #NYlovesFall campaign that focused on fall foliage and encouraged users to post their own pictures of the changing leaves, to Switzerland Tourism, whose “Holidays without internet” campaign gained international attention as they offered a one-week holiday in a remote area, especially targeted at the high-internet-users and the winners chosen based on their spend time on Facebook. Those campaigns lead the destinations to create a lot of buzz on the platforms, a huge increase in followers and interest in the destinations- being talked about is what counts on social media and the destinations achieved that with their engaging campaigns.

The COVID-19 pandemic has forced destinations to rethink their marketing activities with many DMOs choosing to focus on inspiring tourists to visit once the situation is more stable and safe. An example of a social media campaign focused on keeping dreaming about the destination was created by Visit Maldives with stunning pictures and a very important message that was supported by the hashtag #visitmaldiveslater.

Examples from a social media campaign in the Maldives

At Solimar, we are aware of the importance of social media marketing in tourism, which is why we dedicated a whole session of our DMO development course to the topic. We also work strategically to develop social media marketing plans and campaigns for destinations worldwide and are happy to have worked with, among others, the country of Namibia to foster its online presence by launching successful and inspiring marketing campaigns that led to a more engaged community and increased interest in the destination from the North American market.

Social media has become an indispensable part of modern life and DMOs need to use the potential that the platforms offer to build up a loyal community by providing engaging and high-quality content. Specific campaigns are beneficial to boost the community and engagement and reach certain goals over a certain period of time. However, they need to be created strategically and thoughtfully, to not get lost in the vastness of the platforms. Creating engagement and interaction with followers can be challenging in the overload of information existing nowadays. However, it can lead to an increase in loyalty to the destination, thus making a potential visit or revisit more likely. Reaching that is the ultimate goal that DMOs strive for through their presence and content on the buzzing social media platforms.

A 2015 Dry Tortugas National Park social media campaign

If you need help with planning a travel related social media marketing campaign, contact us to find out more about how Solimar’s marketing team can help!

Source: https://coralglass.media/news/visit-maldives-later-campaign-by-mmprc

Travel Photography: National Camera Day

Written by Kuanlin Lu on June 29, 2021. Posted in Blog.

With the development of technology and digital devices, it has now become so easy for us to take photos with our smartphones or digital cameras in our daily lives, especially when we want to capture wonderful moments on a trip with family and friends. But have you ever thought about how cameras got invented and the stories behind travel photography? On June 29th this year, Solimar International celebrates National Camera Day with the world. Let us take you on a journey to get an insight into the invention that sparked the world of travel photography.

A short history of cameras and photography

The history of the camera dates back even further before the development of photography. Before the modern form of the camera was invented, camera obscura – or the Latin word for “dark room” – referring to a natural optical phenomenon of an image projected through a small hole in the screen and showing on the other side of the screen, was described earliest by the Han Chinese philosopher Mozi in his principle.

Source: Camera Obscura and World of Illusions Edinburgh 2021

In 1825, the first photograph was captured by the French inventor Nicéphore Niépce with a fixed image that didn’t fade away, and it had set the foundation of photography. Later, the first photographic camera for commercial manufacture was developed by a Parisian art restorer Alphonse Giroux in 1839, which was a type of daguerreotype camera – a forerunner of the modern film. In the 1970-90s, numerous manufacturers began to work on cameras that store images electronically, thus the first point-and-shoot camera came into the world. It was also the Digital Age of cameras. On the other hand, photography only remained among the rich until George Eastman, the founder of the company Kodak, made photography accessible to the public after the 1880s with the invention of photographic roll film. As the technology evolved over time, digital cameras were developed, gradually becoming the camera function we use nowadays on our smartphones.

Modern Cameras and Travel Photography

Nowadays almost everyone has a camera on their smartphone, and it is so easy to click a button to capture any moment. Digital cameras have also become the main type of camera that professional photographers use, as they can adjust the exposure, aperture, shutter speed, ISO, shooting modes…and many more features that would create different effects on photography. As technology improves, even better cameras are able to be incorporated into smartphones, which makes travel photography more accessible for the remote destinations Solimar works in. On Atauro Island in Timor-Leste, for example, our team helped to create the tourism website for the island using mostly photos from staff member smartphones and local partners on the ground.

Among all types of photography, travel photography is a genre that involves the documentation of an area’s landscape, people, cultures, customs and history. The Photographic Society of America (PSA) defines travel photography as “an image that expresses the characteristic features or culture of a land as they are found naturally” with no geographic limitations. Whether it’s the breathtaking panoramic views on top of mountains, the glittering reflection of the ocean under the sun, or the vitality of greenery in the tropical rainforest or the wilderness of the boundless desert, the moments are as if frozen in time when we press the shutter on the camera. Aside from natural landscapes, travel photography can capture the uniqueness of different cultures from around the world, inspiring people to travel like this photography series documenting the life of Inuit people across the world.

Source: Own, in Venice 2021 Source: Jackson Simmer on Unsplash

Celebrating National Camera Day

As the saying goes: a picture is worth a thousand words. On June 29th, Solimar International celebrates National Camera Day with the world, recognizing the thousands of words, languages, cultures, and landscapes contained within a camera shutter. Despite the challenging COVID-19 situation that put the travel and tourism activities to a halt, we can learn to observe our surroundings and appreciate every little detail in our lives, and to capture the precious memories on the photographs that we can hold on to when we look back in time. So pick up your camera and create your own moments and tell your stories through photography!

WE DEVELOP, MANAGE, AND MARKET SUSTAINABLE TOURISM DESTINATIONS

Tag: digital marketing