Goa Tourism readies influencer army to increase visibility, tackle negativity

Influencers will be divided into five categories based on number of followers

Panaji: The Tourism Department is in the process of developing a comprehensive digital marketing strategy that leverages social media and influencer marketing to reach out to its target audience. 

It has initiated steps to hire an influencer marketing agency which will take social media influencers on board to mainly help Goa Tourism to increase the visibility and reach of its tourism destinations and monuments to a wider audience through strategic influencer partnerships and campaigns and drive the tourist inflow in the State, in addition to tackling adverse publicity created against brand Goa. Once the influencers are selected, they will be divided into five categories based on the number of followers – mega (having more than 1 million followers), macro (5 lakh to 1 million followers), mid-tier (1 lakh to 5 lakh followers), micro (10,000 to 1 lakh followers) and nano (upto 10,000 followers). The agency will have to provide a minimum of five influencers in each category.

Pointing out that social and digital media campaigns along with social media influencer campaigns are becoming increasingly important in today’s digital world, the Tourism Department said that with the rise of social media platforms, tourism boards and hospitality sector have a unique opportunity to reach and engage with their target audience in real-time.

“By creating compelling and relevant content, tourism departments can build brand awareness through establishing their tourism products and tourism destinations, and drive website traffic,” it said, adding that Goa has always been using social media and digital marketing to reach and engage with their target audience in new and innovative ways.

The Department said that it is creating digital content such as videos, blogs and social media posts, to increase brand awareness and drive website traffic. Additionally, it has been using social media advertising and influencer marketing campaigns to reach a wider audience and build credibility with potential audience.

Additionally, Goa Tourism has also been partnering with multiple trusted digital publishers to co-create and co-promote digital content and campaigns, which has helped it to amplify the reach and impact.