Panaji: The Tourism Department will soon appoint an agency to prepare a comprehensive annual key influencer programme for Goa Tourism.
The move is aimed at building a strong audience community and to aggressively promote and market ‘Brand Goa’ in both the international and national markets. Accordingly, the department has proposed to enhance its visibility and presence as a part of the promotional activity.
The agency will have to conduct a diagnostic review of Goa Tourism’s current digital presence, existing influencer collaborations, and tourism trends and also undertake competitive benchmarking with successful influencer programmes by other state tourism boards, Incredible India, and global destinations. It will also have to identify content gaps, audience engagement patterns, and perception.
“Tourism is a major economic driver for the state. Newly emerging tourism products, stakeholders, and states emphasisingtourism have also increased the pressure to stand out in the market. The establishment of newer markets and new tourism products like hinterland tourism, ecotourism, adventure tourism, theme parks and amusement facilities, MICE tourism, and leisure tourism segments have become equally important, as they are seen to show increasing trends in the industry. It is therefore important that this unique identity of Goa as a go-to tourist destination needs to be promoted and marketed in the right earnest,” states the tender.
The agency will have to define target audience personas across demographic, psychographic, and interest-based dimensions, and also recommend priority source markets for cities and selected international regions and map audience preferences to thematic experiences.
With regard to the annual campaign blueprint, the agency will have to develop a comprehensive annual influencer marketing plan segmented across thematic verticals such as travel and lifestyle influencers, culinary influencers, cultural and heritage influencers, wellness influencers, adventure influencers, music, arts, etc.
