One of the most repeated photos on networks in recent months is located in Anaga. A perfectly polished wall covered with moss that invites tourists and islanders to capture such a spectacle of nature with their cameras. If that photo is uploaded to your profile by one of those known as influencers or prescribers of content in social networks, its reach multiplies almost infinitely, and the question that its followers immediately ask is “and where is that?”.
The Santa Cruz City Council, through the Development Society, has wanted to resort to this type of promotional impact of the city, focusing on much closer profiles that attract a tourism more interested in spending time in the city and enjoying its attractions. Precisely the shares with a dozen micro influencers They have been focused on some pillars of the city’s tourism strategy, both in improving consumption and in increasing reservations for its accommodation facility. Thus, they have consisted of different promotional actions with these prescribers through moments in which the city has been the protagonist. Thanks to these campaigns, Santa Cruz has managed to reach more than 300,000 potential tourists.
“Tourism is a major source of employment due to its labor-intensive nature. It is estimated that a job in the main tourism sector creates around one and a half additional or indirect jobs in the tourism-related economy, so that, in total, tourism is responsible for one in ten jobs in everyone ”, explains the CEO of the Development Society, Alfonso Cabello.
According to data from the Development Society, in the first semester of 2021 346,991 tourists were registered in the city, with an estimated expenditure of just over 15 million euros and an average hotel occupancy rate of 35.8%, “due to What to implement and launch concrete actions in order to reactivate the sector is essential, since this is one of the job generators in Santa Cruz, and it employed some 15,000 people ”.
Some of these actions have sought to encourage consumption in commerce, such as the recent Black Week Santa Cruz, in which almost half a thousand small and medium-sized companies joined this initiative. “Influential people in different niches promoted responsible purchasing in the city’s open shopping areas, which had an impact of 72,000 impressions,” he explains.
On the other hand, “the promotion of Santa Cruz as a city that is committed to entrepreneurship and the establishment of technology-based companies with attractive elements, such as the Santa Cruz Technology event, were also protagonists.
In this way, in the preceding weeks and also during the days of celebration, awareness of innovation was promoted, favoring the networking and the promotion of digital transformation by the productive fabric. Thus, 197,000 impressions were obtained ”, indicates the councilor.
