TRIPADVISOR and PATA announced yesterday a partnership for an educational initiative that will improve the way destinations use digital tools and content created by travellers.
Known as Destination Academy with TripAdvisor (DATA), the programme will gather invited destinations to discuss the growing importance of digital platforms, tools and user-generated content in travel planning.
Run in conjunction with E-Tourism Frontiers, an online tourism training and education company, DATA events will include training sessions, guided discussions, best digital practices, as well as analysis and trends from TripAdvisor.
Destinations will be offered the opportunity to hold the events to educate and empower their travel trade.
The inaugural DATA event will be held in Singapore on November 27 and 28, and will host 20 regional destination managers.
Sarah Mathews, destination marketing senior manager, APAC, TripAdvisor, said: “We see that engagement with destinations is key, so that they can leverage the positive power of travellers reviews, opinions and content in their marketing strategies.
“Travellers today want to hear from other travellers and see genuine, experience-driven content, and we can help destinations achieve this.”
PATA CEO Mario Hardy said: “We know that travel to Asia has increased significantly in the last few years…we want to equip destinations in the region with the most up-to-date knowledge, trends and research so they can incorporate the best use of social media into not only their marketing campaigns but in how they connect with travellers on a daily basis.”
