Boosting Tourism with Social Listening: A Case Study in Tobago

Carnival is an integral part of Trinidad and Tobago’s history and culture. As our long-standing major tourism offering, it’s evolved from a simple street parade into a months-long calendar of culturally enriching events. Culminating on Carnival Monday and Tuesday.

Even Tobago now has its stand-alone Carnival celebration, with this year’s iteration of tobago carnival running from October 25th to 27th.

With the event on the sister isle still in its early stages and seeking to attract more visitors. It can undoubtedly benefit significantly from media monitoring.

Here’s how the Tobago Tourism Board can leverage Media InSite’s Social Listening tools to take Tobago Carnival’s promotional content to the next level.

Identify Audience Preferences and Monitor Sentiments

With our Social Listening tools, the Tobago Tourism Board can keep abreast of the Tobago Carnival conversation ahead of the event. Social listening tools provide insights into audience sentiments—whether positive, negative, or neutral. The topics addressed could include favourite events, mas bands, accommodations, artist performances, fetes and the overall weekend experience.

This data on visitors’ positives and pain points can be used by the Tobago Tourism Board to craft more appealing marketing content. This can focus on promoting the most discussed events or highlighting aspects of Tobago Carnival that are most appreciated by the audience.

These insights can also help address concerns, like crowd control or safety ahead of the event’s staging before they become major issues.

Real-Time Event Engagement and Audience Interaction

During the weekend event, our Social Listening tools will allow the Tourism Board to track conversations and trends about Tobago Carnival as they unfold. This real-time data can be used to engage directly with attendees, respond to inquiries, address any incidents or promote specific events based on what people are talking about the most online.

If a particular fete or performance is generating excitement, the organization can capitalize on that momentum by promoting it across official channels.

Additionally, the Tourism Board can use this data for crisis management. They can quickly resolve any negative sentiments or complaints by directly engaging with users, demonstrating responsiveness and boosting the image of Tobago Carnival as a whole.

Analyse Competitor and Industry Trends

Finally, by using our Social Listening tools, the Tobago Tourism Board can also monitor how other destinations, including neighbouring Caribbean islands. We can monitor their promotions of similar Carnival festivities, like Cropover or Spice Mas. The competitive key metrics provided will help in identifying successful campaigns and strategies that can be applied to Tobago’s Carnival. Analysing competitor data can also help the event to stay competitive by adopting or improving upon successful trends.

Social Listening can also provide insight into broader travel and tourism trends related to Carnival, festivals or cultural events. Thus, enabling the Tobago Tourism Board to position Tobago Carnival as a premier, unique experience.

Ready to see how our Social Listening tools can make a difference for your major event? Contact us today for a COMPLIMENTARY 14 Demo!

Boosting Tourism with Social Listening: A Case Study in Tobago

Identify Audience Preferences and Monitor Sentiments

Real-Time Event Engagement and Audience Interaction

Analyse Competitor and Industry Trends

Written by: Suzette Bonas, Account Executive

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