Visa Discovers Digital Content For New Travel Campaign

Visa’s latest campaign, aimed at driving international tourism, will use the power of crowdsourcing to provide relevant travel information to cardholders, the company announced last week (June 12).

Travelers who access the campaign through its dedicated website and download the Visa Explore mobile app will be able to stay informed with offers and promotions. The crowdsourced digital content will be supplemented with essential travel information and offerings across destinations, the company said in a release.

“The Visa Global Travel Intentions Study 2015 shows that travelers are more digital-savvy than ever before, with 78 percent of global travelers using digital information while planning their trips, and 66 percent resorting to digital sources for travel tips at the destination,” said Karim Beg, head of Visa’s marketing in the Middle East and North and West, Central Africa. “This is a phenomenal representation of the impact of digital engagement on the travel sector, and one of the main drivers for our efforts with NotATourist.”

The NotATourist initiative, which is being run in Africa and the Middle East, will provide information to help users explore destinations as locals, as well as allowing them to share their own personal images, videos, posts and comments, Finextra reported.

“Travelers often desire a taste of local culture and attractions that are hard to find in travel books or with a guided tour. The #NotATourist campaign tries to build on this desire, by connecting people and their experiences through unleashing the imagination of the traveler to interact with the beauty of the destination,” Beg explained. “The most important highlight of this campaign is that we are able to communicate with the hearts and minds of African travelers and help them appreciate the hidden treasures of the places they visit.”

As part of the global payment company’s ongoing efforts to promote tourism in Africa, the NotATourist campaign will partner government authorities, financial institutions and merchants.

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