Consumers in the region already enjoy the highest levels of engagement
with social networks anywhere in the world, according to recent
research. Market researchers comScore found that Latin America is home
to five of the most engaged social networking markets worldwide:
internet users in Argentina averaged 10.7 hours on social networking
sites in December 2011, followed by Chile (9.5 hours per visitor), Peru
(8.7 hours), Colombia (7.6 hours) and Mexico (7.1 hours). The region’s
online population also grew faster than any other global region in 2011,
up by 16% to 129.3 million visitors.
The main session on the WTM Latin America programme looks at how
events such as the 2010 Winter Olympics in Vancouver, the UEFA European
Championships 2012 in Poland and Ukraine and the London 2012 Olympics
have given boosts to the local tourism sectors.
In another social media session on the WTM Latin America programme,
delegates will learn how travel businesses can use the latest
brand-focused features of Facebook to promote their businesses, now that
the network has overtaken Orkut as the prime social network in Brazil.
WTM Latin America Exhibition Director Lawrence Reinisch says, “The
world’s eyes will be on Latin America over the next four years. It is
imperative that tourism bodies and travel companies take this
opportunity to use social media to further increase qualified visitor
numbers in a region which is already becoming one of the fastest-growing
destinations around the world, and sees responsible travel &
tourism as a key instrument for sustainable economic development.”
The social media programme is curated by Mark Frary, one of the
organisers of the successful WTM Social Travel Market conference at WTM
London, which returns in November for its second outing.
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