Phoebe Smith, Wanderlust editor; Travel, Adventure and Outdoor
Journalist/Author/Speaker
How can the ever-changing media help Nepal’s Tourism Industry?
Major Challenges
– Overcoming earthquake images/memories
•– Stiff competition from other destinations (with no earthquakes)
•– Fallen off the radar for many
– Convincing first time travellers it is ‘safe’
•– Getting the message across without earthquake reminder
How do we overcome them?
– Investment – you need to spend to get travellers back
•This means trying to secure:
•* Editorial
* Advertising
•* Content Campaigns
Working with Bloggers / Vloggers effectively
– Find the right blogger for your product or destination
•– Do ask for numbers but…
•– …don’t be blindsided by numbers
– Ask for engagement and conversion levels
•– Ask for a media pack
•– Make post-trip reporting a requirement
Remembering ‘traditional’ press
–
Results from: TrueImpact neuromarketing, Canada
Creating relevancy
Combined campaigns are best
What about millennials?
The value of ‘brands’
The proof?
The results?
Key growth areasFinal word…
– HTM2017 is a great first step
– Investment must follow – ‘drip feed’ the message
– Follow up with Journalists and Bloggers to monitor coverage and impact
– Remember it takes time – 5 positive messages = 1 negative message
– Don’t give up – Nepal is open for Business. Tell them.