Instagram, the social network for photographs, is a powerful and inexpensive promotional tool for tourism boards and communication agencies, with the help of influencers, celebrities and journalists. A photo is worth a thousand words, it could be the slogan of hundreds of campaigns in recent years. Many of those images show poses millions of times repeated. Have you reached a limit in photo imitation?, of traveling to have an image, almost without understanding or enjoying the place? Tourism New Zealand thinks so. They say they are fed up.
The Crown agency, responsible for promoting tourism in that country, has been urging local tourists to “Do something new”.