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The Age of Yourism

7 February 2018 The Heavenly Team

Heavenly Brand Agency -

Visit Britain has been busy identifying the key trends that are shaping the future of tourism. Amongst interesting insights on changing demographics and the pursuit of authenticity, I came across the curiously titled “Performative Perfection”. It turns out that this is all about the way we like to present ourselves on social media. And many of us wish we were more like the person we show through social media.

Well, no surprise there then. Where we visit and what we do when we get there says a lot about us. We all use social media to literally “show off”, and some places have more “bragability” than others. A friend of mine recently posted on some photos of her holiday in Guatemala, and I was impressed – it sure beats Great Yarmouth. This is a form of social capital and successful destinations need it.

This “selfie tourism” is just one of the many ways that technology, digital and social media has changed the tourism landscape. These changes have affected the supply and demand sides of tourism. Tourist board advertising no longer shapes our opinions, we shun official sources of information. Our social networks shape our decisions. And digital media brings the world closer to us. So, we have the tools and the knowledge to decide where and when to go, how to get there, how long to go for, where to stay, what we will do when we get there and who we will do it with.

You are now in the driving seat. You don’t have to choose between package A or package B. You can decide exactly what is right for you. So, say farewell to tourism as we know it and welcome to the age of Yourism

Heavenly Brand Agency -
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