Transforming Destination Marketing through user-generated content: From MyHelsinki to Crowdriff, increasingly creative and visual proposals

Personalisation and peer-to-peer approach: travellers today are increasingly influenced by user-generated content, considered more authoritative and empathetic than official sources.

57% of travellers, especially Millennials, make travel plans based on the content posted by others. What strategies should be used, at the destination level, to rework the UGC and create visual and digital content of value for the new traveller?

Let’s analyse this scenario starting with visual content marketing platforms such as Crowdriff, with examples ranging from successful international destinations such as MyHelsinki, which have been able to effectively rework the UGCs in order to direct tourist flows in their territories, to speculating on new paradigms for the mixed production of multimedia UGCs.