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An increasingly “social” tourism

The new web marketing frontiers at “TTG Meetings” in Rimini. Open debate about the power of social media and local marketing in modern communication strategies of the tourism sector.

Alessandro Masi

An increasingly “social” tourism

On October 8th, 9th and 10th "TTG Meetings” took place in Rimini, annual trade show reserved to the world of B2B tourism and major Italian event of this industry.

Three days that offered to tourism businesses the opportunity to establish new trade agreements, to network, talking about present and future horizons. Among the many and various issues addressed in the various meetings, the use of social media as a web marketing tool and the importance of territorial marketing defining integrated communication strategies.

The first meeting, "Social Media Marketing: new paid social platforms. Opportunities and strategies for the travel sector retail", pointed out how the end of the mass tourism - and the simultaneous emergence of a new type of tourism made of passions, sports, gastronomy and culture - implies, for business operators, the need to achieve differentiated consumers.

Ivan Gambaccini, speaker of the meeting, underlined that the tools provided by the Social Media Marketing can help operators to define a targeted and quality offer, constant and dynamic at the same time, according to the essence of "here and now", a typically social communication. The chance to interact directly and individually with every single user animates every digital communication, starting from what happens on the "generalists" Facebook, YouTube, Instagram, Pinterest and Google+.

A constant presence on these platforms allows to check and plan our presence since the frequent changes, especially with regard to Facebook, of the algorithms that generate the news feed. Since the visibility of the news today is directly proportional to the quantity and quality of the relationship between users, the simple increase of fans in your page can not be the only goal for a brand anymore. The growth of fan does not automatically imply, in fact, a greater commercial success. And if on one hand the sponsored ad will make the post visible to all, on the other hand an intelligent use of the page - through targeted Call to Action that increase conversions on the site - will help to define an effective strategy without costly investments.


An active part in the definition of an integrated strategy, discriminating in determining the success or failure on the web, it’s a good storytelling. Fulcrum of a quality communication that mustn’t be self-referential, but be functional activating ideas and immediate actions talking to the users.

Around these principles has been developed the debate titled "Local Marketing: welcoming is like telling a story. Contents that transform the trip into an experience" that featured speeches by Andrea Pollarini, professor at Iulm, and Eugenio Angelino, CEO of Adria Congrex.

Telling a story and put it in a context - the territory - means to create a communication suitable for these days and today’s tourism. A tourism that moves not just to learn, but to better learn about ourselves. And in this sense, in addition to the storytelling, the key to get good results is represented by a high level of narrative, the consistency between the content (thus the offer) and the language used in proposing it. A virtuous relationship between storytelling and narrative becomes carrier of credibility and it helps to increase brand’s reputation.

Identification, recognition, conversation and being viral are the main features of the new digital marketing strategies. Related to the principle of welcoming, real incentive in the definition of an effective territorial marketing plan that holds together and values the differences arising from the marketing of the product. And to which you must combine experience, relationships and memory: travelers always look for a surplus of emotions, knowledge and memories.

For a tourist industry that looks more and more like entertainment’s, these new tools can help to positively connect business needs and customers’ dreams. Detouring the gaze, turning it to the tourist, it is the starting point.