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During the Budapest Influencer Trip, organized as part of the Hungarian Tourism Agency‘s spring campaign, 50 foreign influencers will promote Budapest on Instagram and TikTok, the agency’s CEO told Index. He stressed that the new type of marketing activity is important because media consumption habits have changed completely.
“We have never seen an influencer trip on such a scale in Europe,” László Könnyid stressed, adding that the Hungarian Tourism Agency (MTÜ) is expecting around 50 influencers from 14 countries and over 100 other domestic content creators between May 22-24. There have been similar initiatives across Europe in the past, “but we have never seen such a concentrated media trip concept,” the CEO summarized.
The event, designed to boost peak season bookings, will attract travelers who may be difficult to reach through traditional channels.
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Könnyid highlighted that this new type of marketing activity is important because the media consumption habits of the age groups have changed dramatically. Targeting the 25-40 age group is particularly important for tourism operators, as they typically have stable careers, more free time, and greater financial resources, and are therefore more open to travel.
Fisherman’s Bastion. Photo: Pixabay
The CEO also pointed out that the process of making a travel decision can take several months, and is increasingly decided on impulse or triggered by well-crafted content. This is one of the reasons why the Budapest Influencer Trip’s large-scale social media campaign to reach Instagram and TikTok users is so important.
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Based on data from the National Tourism Data Supply Center, it seems that the young generation can make a quick decision to travel if they are presented with the right content. Moreover, they are willing to travel and spend more.
Therefore, we approached influencers with a very high number of followers in the target markets and invited them to Budapest to promote the capital and thus Hungary among their followers,”
Könnyid noted. It was also important that they have a large following in the sending markets of countries that are specifically important for Hungarian tourism.
The U.S. in itself stands out: there, it can take up to six months to plan a trip, hence the campaign is already helping with bookings for the upcoming winter season. The 50 foreign influencers have a total of more than 155 million followers on Instagram and 176 million on TikTok. However, in addition to followers, the country image content can reach a much wider audience, so the total reach of the campaign could be several times higher.
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In line with international trends, the campaign is effectively a film shoot, which is not open to the public. Operators from the capital were invited to participate in the final design of the production’s venues and attractions, following an open call for tenders. Content on social media at roughly the same time will result in high visibility. Posts about the capital’s services, hotels, culinary experiences, and unique venues or programs can reach multiple users.
Additionally, the videos shot now can be used by MTÜ later in the year to promote the capital and Hungary.
“Of course, we want to raise awareness not only among international influencers of Budapest’s exciting and renewed tourism offer, but also among young Hungarians,” the CEO emphasized.
Budapest’s attractiveness needs to be further strengthened to increase the number of domestic visitors. The aim is to present the capital as an exciting destination for young people. “We expect the Budapest Influencer Trip to not only boost the summer results, but also to have an impact in the autumn. In the short term it will stimulate traffic, and in the long term it will build an image,” he concluded.
Via Index; Featured image via Facebook/Csodás Magyarország