That is the conclusion of the latest World Travel Market (WTM) Meridian Club Think Tank, which brought together a group of senior African tour operators, agents and other businesses in London this week.
Contributors suggested that, while social media could diminish the sense of mystery associated with the continent by giving travellers access to an unprecedented amount of information, specialists will thrive from the growth of sites such as Twitter and Facebook.
The full impact of social media is expected to become evident in the next two to three years.
One upmarket operator at the meeting revealed that the majority of its new business referrals were sourced online.
Another trend that emerged from the event related to the importance of Middle Eastern carriers such as Emirates and Etihad Airways for providing flights to Africa.
Fiona Jeffery, WTM chairman for Reed Travel Exhibitions, said: 'The specifics of Africa as an inbound destination are many and we will ensure that WTM 2012's Africa programme reflects global and local trends.'
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Source: http://news.opodo.co.uk/NewsDetails/2012-07-18/Social_media__to_become_more_important_for_Africa_
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