Better Storytelling
 Key to Reach Millennial and Savvy Travelers

A light breeze blowing through a set of palm trees, the sun hangs on a backdrop of crystal clear cerulean blue, waves gently ebb from the shore, a wash of relaxation pours over you. Exhale. Sounds amazing, right? This is the type of experience that is instantly conveyed when looking at nearly 36 million photos with #vacation on Instagram.

This is also the type of compelling content travel brands are desperate to create. Modern travel marketers are realizing the power of visual user-generated content (UGC), or “earned content,” and putting it to work across all marketing efforts.

How New Smyrna Beach, Florida Is Capitalizing on UGC

User-Generating Content = Visitor Engagement


Visit New Smyrna Beach, Florida. Help create a sense of realism about the destination, that only user-generated content can do.

User-generated content is about striking the right balance with the stories a destination wants to tell and too much user-generated content can muddle those stories.

There’s also been a shift in the last two years from static billboard tourism websites — promoting tourism and hospitality partners with lots of banner ads and generic descriptions — to more story-driven portals that feature original content that the tourism boards produced.



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Brunswick, Georgia



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