This round table will analyse what we are doing right when it comes to attracting the public’s attention, and how we can extrapolate this to tourist destinations and businesses. To that end, it will provide specific examples about how to work on generating content and how to boost the conversions of tourist businesses by means of different social media tools.

It has always been said that “content is king” and this is especially so in the increasingly important field of social media. Platforms such as YouTube, Tik Tok, and Instagram have given rise to creations that catch the public’s attention with their fresh, pertinent, and interesting content for their respective communities. This round table will analyse what we are doing right when it comes to attracting the public’s attention, and how we can extrapolate this to tourist destinations and businesses. To that end, it will provide specific examples about how to work on generating content and how to boost the conversions of tourist businesses by means of different social media tools.