UNWTO and Instagram Partner to Help Destinations ‘Recover and Rediscover’

Photo source: @UNWTO

The World Tourism Organization (UNWTO) and Instagram have joined forces to produce a Tourism Recovery Playbook that will help destinations and businesses harness the power of digital and visual storytelling to reach new audiences and return to growth.

This first ever partnership with Instagram forms part of UNWTO’s wider shift towards harnessing the power of digital innovation to drive the restart of tourism, especially local and sustainable tourism. It also represents Instagram’s recognition of tourism as a leading provider of livelihoods and global opportunity, welcoming UNWTO as partners in a first structured effort to use the platform as a tool to help kickstart the sector’s recovery.

The partnership was announced earlier in November, against the backdrop of the World Travel Market fair in London.

“As parts of the world begin cautiously opening up again, now is the time to be creative in showing why tourism matters – for individuals, for our communities and for our planet. UNWTO’s partnership with Instagram will show that safe, responsible travel is possible,” UNWTO Secretary General Zurab Pololikashvili says in his foreword to the Tourism Recovery Playbook.

Expert insights into storytelling for tourism

The Recovery Playbook provides insights into making the most of the platform, from producing Reels to showcase destinations to using Guides and other tools to illustrate how the sector is ready to welcome tourists back safely and responsibly.

It also explores the best ways to encourage renewed local travel, while raising environmental awareness.

Alongside best practice and tips on effective tourism storytelling, the publication also features case studies of small businesses and destinations that have successfully used Instagram to connect with key audiences during the pandemic.