Dwelling on the overwhelming number of influencers inundating the virtual space Shalini Mehta says, there is a lot of potential to channelise and utilise their reach and promote inclusive tourism. Social media and mobile phones have virtually revolutionised every industry and the way it reaches out to its customers. It has also effectively changed the travel algorithm.
The role of social media influencers and celebrities is an important variable in understanding the dynamics of the tourism sector in India today. With an overwhelming number of influencers inundating the virtual space, there is a lot of potential to channelise and utilise their reach and promote inclusive tourism.
While influencers and celebrities play a pivotal role in promoting India’s tourism, it is equally crucial to recognise the significance of empowering local communities. Their active participation and engagement in the tourism sector not only enriches the travel experience but also drives inclusive economic growth.
Social media and mobile phones have virtually revolutionised every industry and how it reaches out to its customers. It has also changed how people travel, where they go, the duration of travel and what activities they undertake at a travel destination. Influencers, at the click of a button on their phones, decide and influence thousands even millions what places are a ‘hit’ and what don’t ‘click’.
Alternatively, it has become very easy for the eager tourist to find out the best places to eat, stay and shop in a zone. Reviews, opinions, etc., have never been so easily available for those looking for feedback, scoop, photos and videos and for that little nudge to travel to their dream destination.
The Indian landscape
Tourism is a booming industry in India that is expanding at a positive rate and so are the influencers who are treading along leaving digital footprints everywhere. Travel and tourism are two of the largest industries in India, with a total contribution of about USD 178 billion to the country’s GDP, as per IBEF’s report on Growth of Tourism and Hospitality Industry.
The industry is projected to reach the mark of USD 125 billion by 2027 and the footfall of international tourists in India is set to touch 30.5 million people by the year 2028. Needless to say, technology especially digital and the social media marketing segment are some of the biggest growth enablers of the travel and tourism industry in India.
There has been significant innovation in this economic sector owing to technological advancements and inclusion. Global distribution system (GDS), online travel portals and agencies and the extent of outreach through social media and internet has changed the landscape of the travel industry in India.
The adoption of cloud solutions and the development of Software as a Service (SaaS) technologies have been a significant driver of tech-oriented growth for travel and hospitality companies in India.
India is the most populous and the youngest country in the world with more than 50 per cent of its population below the age of 25 years and more than 65 per cent people below the age of 35 years. The numbers are astronomical as they signify the number of people who have access to mobile phones, internet, and social media and are tech-savvy and use social media as the primary source of information and are more likely to be ‘influenced’ by an ‘influencer’.
India is a huge market with a very diverse tourism and travel portfolio that includes medical tourism, adventure tourism, cruises, sports tourism, wellness and spiritual tourism, eco-tourism, religious tourism, film tourism, etc. In a report published by the World Economic Forum, India ranked 34th in the Travel and Tourism Competitiveness in 2019.
Discovering trends
With the booming tourism industry, more influencers are getting an opportunity to create content for themselves that, in turn, helps those looking for information. Influencers are playing an important role in discovering new travel destinations, even creating trends of the kind of travel one should do and how to do it.
Social media as a whole and the influencer community particularly have become very important for the tourism sector. They’re ruling the game and have become major driving force in the travel and hospitality segments. More and more companies and brands on ground are now roping in the services of influencers and partnering with them to increase their sales and visibility and to capitalise a niche market.
The stakeholder is benefited with this association because influencers offer a direct connection, a wider and targeted reach to the potential customer. Brands are partnering with influencers to showcase their products, services, venues, etc., and to develop a trusted connect with the audience.
The challenges
The synergy between influencers, celebrities, the tourism sector, and people forms the cornerstone of India’s dynamic and inclusive tourism industry. Through strategic collaborations, community interaction and involvement, and a shared commitment to preserving cultural and natural heritage, India’s tourism sector is poised for sustained growth and global recognition.
There are however intrinsic challenges that come into play while dealing with influencers to promote tourism and travel activities and events. The most important being mismatch between the value offered by a brand or a company and those hailed by the influencer or celebrity in question. It can be very difficult to pick the right person to represent your brand or service and to endorse it in the right manner.
It can be quite challenging to find just the right person or influencer to represent or promote a brand. There is also a risk of the influencer not understanding completely what the brand represents and the entire exercise may then be futile.
The other big problem is the sheer number of influencers that are creating content and vlogging on travel. In the sea of such content creators, the viewer may get confused, overwhelmed and even lose interest in a particular travel destination or experience. Trust issues, financial discrepancies and unprofessional behaviour are also some of the issues that deter brands from reaching out to influencers.
Using technology
In the ever-evolving landscape of tourism, technological advancements continue to shape the way travellers engage with destinations and influencers are using this to their advantage as well.
Virtual reality (VR) and augmented reality (AR) technologies have revolutionised the way travellers wish to experience a place. Many influencers are using these to grab the attention of their followers and promote travel and tourism brands in a more effective manner.
VR headsets or AR-enabled devices and other enhanced experience gadgets are being used widely to encourage visitors to embark on virtual tours, allowing them to experience iconic landmarks and cultural sites in an unforgettable manner.
For example, a virtual tour of the ancient temples of Hampi can transport travellers back in time, providing a sense of awe and wonder that transcends the physical constraints of the present.
Artificial intelligence (AI) too has enabled the customisation of travel experiences, tailoring recommendations and suggestions based on individual preferences. From personalised itinerary planning to intelligent chatbots that offer real-time assistance, AI enhances the efficiency and personalisation of the travel process and the influencers are using is to their advantage.
Instagram has been the game-changer when it comes to ‘influencing’ and it has affected many industries across spectrum including the tourism industry. Instagram has more than one billion active users and being a very visual platform, it has managed to reach people of all ages even the unlettered. It is being used widely by influencers to create content and engage effectively with travel lovers and wanderers.