Instagram partners with UNWTO to create Tourism Recovery Playbook

Organisation’s first digital partnership will focus on local and sustainable projects

The UN World Tourism Organisation and Instagram have jointly created a ‘Tourism Recovery Playbook’, offering destinations and businesses tips about marketing via the online social media platform.

The UNWTO’s first partnership with Instagram is part of the organisation’s shift towards digital platforms to help the restart of tourism, with a focus on local and sustainable projects.

The Tourism Recovery Playbook provides insights into making the most of Instagram and explores ways to encourage local travel while raising environmental awareness.

It features case studies of small businesses and destinations that have successfully used Instagram to connect with key audiences during the pandemic.

Zurab Pololikashvili, UNWTO secretary-general, said: “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, and to illustrate how just one tourist can make a big difference.”

Asya Kislyuk, policy programmes manager at Instagram, added: “Instagram is proud to provide a playbook for people to help make it happen when the time is right – safely and sustainably.”