Kerala Tourism and ATTOI host conference on use of social and digital media in hospitality

The 4th edition of the ICTT focused on the potential of technology, social media, and smartphone apps in the growth of the travel industry.


Published Feb 25, 2023 | 5:12 PMUpdatedFeb 25, 2023 | 5:12 PM

The event was organised by the Association of Tourism Trade Organisations, India (ATTOI) with support from Kerala Tourism. (Wikimedia Commons)

Emotional connect plays a vital role in videos focused on travel destinations, as inner feelings give a major fillip in the promotion of any activity on social media, speakers said at a recent International Conference on Tourism Technology (ICTT) held in Kochi.

Instagram and YouTube videos must carry all the essential points on a chosen subject, but their marketing success depends on the impact it makes on the mind of the viewers, the experts noted at the event organised by the Association of Tourism Trade Organisations, India (ATTOI) with support from Kerala Tourism, a statement said.

Connect emotionally for better recall value

Entrepreneur-trainer Sourav Jain, while highlighting the emotional connect, said that anyone preparing a travel-related video should first understand whether it is distinct from the others.

Audio-visual presentations on tourism gain wide social acceptance when they carry elements such as social justice, women’s representation, and gender equality, he pointed out.

As for Instagram Reels, one can go for short videos on each venture under the business. “That will highlight your variety,” the media marketing consultant noted in his hour-long presentation on “Tips for Creating Viral Instagram Reels”.

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Tips for YouTubers

Professional storyteller and YouTuber Ivana Perkovic, addressing the 250-plus delegates at the fourth edition of the ICTT, said that quick money should never be the idea behind social media videos.

A still from the event. (Association of Tourism Trade Organisations, India/Facebook)

A still from the event. (Association of Tourism Trade Organisations, India/Facebook)

“Only very few people make good income from YouTube. Since brand advertisements can bring in decent money, it is necessary to generate credible information that can be of public interest,” she said in her talk on “How to Grow Your YouTube Channel”.

She advised aspiring YouTubers to not make videos that are “too short” and added that they should be between 10 minutes to 15 minutes if the topic is “particularly interesting”.

Highlighting how important it is to be patient in such ventures, Perkovic suggested the creation of one video per week.

“Don’t insist on total technical perfection right from the start. That you will slowly gain. What matters always is that the narrative should appeal to those interested in the subject,” she added.

YouTubers should not pass judgements or opinions based on mere personal experience, the speaker said. Further, videos being visually appealing is not just enough as the audio component is equally important, she added.

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About the event

The fourth ICTT was spread across five sessions, with a focus on the potential and role of technology, social media, and smartphone apps in catalysing the growth of the travel and hospitality industry, providing a platform for industry professionals and experts to come together to network as well as share knowledge.

The delegates discussed the latest trends and developments in tourism, particularly about digital marketing.

Earlier, ATTOI President Vinod CS and ICTT convener Anishkumar PK addressed the delegates, including representatives of tourism associations.

The inaugural ICTT was held in 2013, followed by a second edition in 2017 and the third in 2019, all with the idea of meeting the demand and supply of changing business situations, the statement added.

(Disclaimer: The headline, subheads, and intro of this report along with the photos may have been reworked by South First. The rest of the content is from a syndicated feed, and has been edited for style.)