In an era dominated by idealized images of paradisiacal landscapes and destinations, a significant cultural shift is taking place in tourism. Do you know which one? Currently, according to a survey by Booking.com, 2 in 5 Brazilian travelers are inspired by social media to plan their trips. The growing influence of Instagram and TikTok on tourism is strongly aligned with consumers’ visual preferences.
According to our research VisualGPStwo-thirds of Brazilians prefer more realistic visual representations of their travels, looking for images that resemble the photographs they would take with their smartphones, rather than overly aspirational visuals. This discovery highlights a new perspective that puts the traveler’s point of view front and center, offering a more intimate point of view, allowing people to identify with tourist experiences.
Despite the awareness of Brazilian tourism brands about this change, we still observe a lag in the consistent representation of this trend in their visuals. In 2023, only 18% of the most popular travel images feature travelers engaged in travel experiences. Given the transformation in travel preferences in Brazil, combined with increased accessibility and the growing desire for immersive local experiences, these clues are crucial clues to understanding the future of the sector.
Based on insights from iStock experts, I highlight two points that highlight the importance of authenticity in the representation of tourism:
1. Travel is now more accessible and experiential than ever
The pandemic significantly reconfigured the way we, Brazilians, view tourism. In addition to democratization in the social composition of travelers, with 4 out of 5 new explorers being from classes C, D and Ewe noticed a substantial change in expectations regarding travel experiences.
Currently, travel is seen as a unique opportunity to deeply explore the culture of the destination, using contemporary visual codes. That’s why travelers are increasingly inclined to connect with authentic images, those that are easily identifiable and shareable. Our consumer research highlights that twice as many Brazilian consumers prefer destination images that include locals (50%) compared to those that highlight tourists and visitors (24%).
Furthermore, 7 in 10 consumers express a preference for images that convey a casual and approachable impression, over those that emphasize luxury and sophistication.
2. Travelers seek a broader immersion in local life
Brazil’s cultural diversity is revealed not only in its spectacular natural landscapes, but also in the warm welcome of its people, enriched by a variety of regional textures.
However, the previously mentioned less conventional and more authentic travel experiences sought after by Brazilians are notably absent from popular tourism brands’ visuals. Less than 1% of these depictions depict tourists enjoying meals, exploring local markets or interacting with small businesses.
Other aspects of the consumer journey, such as tourists packing, check-in in hotels or engaging in entertainment plans, are also missing from the imagination and can represent an important opportunity for tourism brands to reconnect with travel experiences that resonate with consumers.
To meet this demand for economical and informal travel, it is crucial to portray it as less “paradisacal” and bridge the gap with the perspective of the contemporary traveler. Capture a variety of angles and aspects of the travel journey from a genuine and creative perspective to create a cohesive narrative that prioritizes experiences over just photos of places.
To learn more about the authentic visual representation of Brazilian tourism, access the iStock image gallery.
* This text does not necessarily reflect the opinion of the vehicle
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