Social media the preferred marketing platform for destinations during Covid

PR company davies tanner has launched its Global Destinations Marketing Report in partnership with IBTM Events on the IBTM Connect platform.

The global report looks at both what channels destinations have been using to remain engaged with audiences over the last 12 months and what is being planned for the future.

“The global business events community has been severely impacted by the pandemic,” said Claude Blanc, portfolio director at WTM & IBTM Events.

“This is why we partnered with davies tanner on this important piece of research and to produce this report. As we all look to the future, marketing and communications will be so crucial in building global demand, but also to underline confidence and highlight the value and importance of business events of all kinds.”

Among the key findings from the report, 89 per cent of destinations said they had remained actively engaged with their target audiences during the pandemic. Social media represented the highest engagement channel at 92 per cent.

Looking forward to the recovery period, social media remains the primary channel for engagement, increasing slightly to 93 per cent, with PR and media relations increasing to 68 per cent.

Half (51 per cent) of destinations say they are planning to either launch or enhance their Ambassador programmes, while 34 per cent say they expect to receive a short-term increase in funding to stimulate demand.