International tourism is a key and vital economic driver in building a country’s economy. In 2018, over 82 million international travellers visited Spain spending not less than 98 million euros, an increase of 3,1% since 2017. And these numbers are only expected to increase.
According to Spain’s Sustainable Tourism Strategy for 2030 drafted by the Spanish National Government, a key objective regarding the Spanish tourism is the attraction of international travellers who appreciate Spain’s authentic cultural, artistic, historical, natural and social heritage of the places they visit and who manage to spend an above average amount at the destination.
How can you ensure that you as a destination marketer are aligned to the national tourism strategy? How can you attract more international travellers? Here are some digital marketing strategies you can implement right away:
1. Customize your website and apps to suit foreign visitors
Your website and apps can work as a good reflection of your brand’s identity. You can give your website and apps a global reach by translating the content of your pages in the native languages of your target markets. Do not forget to include emerging markets such as Asia and Africa. For example, did you know that Chinese tourists almost doubled their travels to Europe in the first half of 2018, compared with the same period in 2017?
At minimum, you’ll want to translate your content into English.
Tips: Prioritize which languages to translate into by analyzing the traffic to your website using Google Analytics. Use a native speaker to translate your content.
2. Content marketing and SEO
To drive qualitative traffic to your website, your content marketing strategy and SEO strategy should include customized and translated content for each market you are targeting. Articles, tips and tricks as well as tours and guides available on your website and apps should be available in more than your native language.
Understand which keywords to go after in each region. Make sure you include them in the content you create. Moreover, try and build a community around each region you are targeting, by creating social media content in different languages and responding to comments in user’s preferred language.
3. Promote unique experiences for each type of traveller
According to the Good Life Study, 85% of people are looking for authentic experiences to gain perspective on holiday. 70% of people think that trips where they get new experiences are more important than those where they see all the sights. Ensure you create and promote different types of events, itineraries, tours, guides, maps and offers to cater for the unique needs of your international travellers.
4. Encourage user generated content and reviews
Content is king. Especially content created by third party sources.
Start by enabling travellers to share their experience at your destination by creating a personalized hashtag they can use while talking about your destination. You can also use services such as crowdriff.com to discover photos published during visits at your destination.
While recommendations from friends and family are important, third-party sources are also relevant when making travel plans. Nowadays travellers research a destination online before they book their holiday. They are looking at online reviews, accommodation websites and information provided by online travel agents. Ensure you provide travellers a platform they can use to review point of interests within your destination.
See how Harghita County Council managed to attract visitors from five different countries by implementing the above recommendations.