JOURNEY TO AUTHENTICITY
On December 19, 2023, a compelling discussion took place with three leading experts in travel communication examining the dynamic interplay between influencers and travel journalists in promoting and disseminating tourist destinations and businesses.
Luca Bocci from Visit Norway, Federico Cardelús, journalist at TVE, and María Florencia Álvarez, a Tourism Graduate from the National University of Comahue, led an engaging debate titled “Influencers vs Travel Journalists: Credibility, Reach, and Authenticity.”
Hosted by the School of Travel Journalism, the event aimed to clarify the convergence and competition between these two influential forces in the tourism industry. The discussion focused on three pivotal themes shaping the travel communication landscape: credibility and reach, authenticity and content creation, and their impact on travel decisions.
Credibility and Reach
The panelists discussed the increasing dichotomy between the credibility of influencers and the objective authority of communication professionals such as travel journalists. They highlighted how influencers, with their extensive reach and direct engagement with specific audiences, often exert more immediate influence on travel decision-making. Conversely, the significance of truthfulness and journalistic rigor was emphasized. Noting that traditional communication professionals bring these qualities to the creation of more grounded and balanced travel narratives.
Authenticity and Content Generation
The discussion examined various viewpoints on authenticity in content created by influencers versus that produced by communications professionals and travel journalists.
Influencers often present experiences in a personal and direct manner, offering a more intimate connection. However, it was emphasized that communications professionals provide depth and context that may be lacking in influencer content, highlighting the need to balance engaging storytelling with rigorous, well-rounded information.
Impact on Travel Decisions
The core of the debate centered on how the actions and influence of both influencers and communications professionals shape travel decisions and perceptions of tourist destinations. Influencers often drive spontaneous and emotional choices, while communications professionals provide more nuanced and informed analyses. The challenge is to strike a balance that meets the audience’s desire for authenticity while also delivering valuable information for well-informed travel decisions.
The debate featured 10-minute presentations from each panelist, followed by an engaging Q&A session with attendees, including students and industry professionals.
Edgardo Baigorria Napoli, the event organizer and a prominent member of the School of Travel Journalism, expressed his satisfaction with the diverse of ideas and perspectives discussed. “Exploring the dynamics between influencers and communications professionals is crucial for understanding the evolution of our industry,” he remarked.
The debate not only underscored the differences between influencers and communications professionals but also highlighted potential areas for collaboration. It envisioned a future where these two forces merge to create a robust and authentic tourism narrative, enhancing audience education and guiding more informed and meaningful travel experiences. Ultimately, the pursuit of authenticity remains the shared goal for both influencers and communication professionals in their quest to engage with a global audience.