Editorial | Tourism is changing in the age of social media

Tourism is one of the industries most affected by the rise of social media. Instead of following the recommendations in conventional guide books, more travellers have turned to popular websites and bloggers for alternative sightseeing ideas. Those who do not follow the well-worn paths are often rewarded with unique experiences. And when they seek to impress others by sharing online what they have seen and tasted, they in turn influence the choice of others. Travelling in the age of social media is not just about experiencing the unusual, but also being seen to be doing so.

How social media is shaping choices and trends is also an issue of concern to tourism authorities and operators. Those who fail to keep up with changing tastes and preferences risk losing out in the competitive global market.

The Tourism Board is also aware of the trend. Showcasing the characteristics of individual neighbourhoods on its official website, the authority assures browsers that they can “discover the Hong Kong missed by most guidebooks”. Having rolled out arts and culture, historical architecture, gourmet and entertainment elements with authentic stories of locals in Sham Shui Po and Central last year, the board is to focus on promoting living culture in more of the city’s non-touristy districts.

Obviously, every traveller has his own bucket list. Observing nannies eking a living by collecting cardboard does not stand out as a must-do experience for most visitors. Many still come for our skyline, shopping, theme parks and food.

That said, diversification is essential in the age of social media. Increasingly, travellers’ pursuit of authenticity and connectivity with local culture is a trend to be reckoned with. It would do well for officials to be mindful of changing tastes and preferences and tap into this market.