Palm Beach tourism officials leverage Instagram to lure food-loving tourists

Published on : Thursday, June 29, 2017

Palm-Beach-instagramPalm Beach County tourism officials have invited a group of Miami-based women at Salt Seven, one of its busiest and famous restaurants situated in downtown Delray Beach.


On a Friday evening in June, these ladies arrived at the chosen venue. As soon as the food arrived at the table, they got busy with their digital camera with specialty lens, and iPhones, clicking away furiously. They shared the same goal of capturing the perfect shot and sharing it with several followers they possess on the different social media platforms.


They were also armed with a flash light to facilitate the process.


They were all invited by the tourism officials of Palm Beach County who are optimistic that their posts would persuade other food-lovers from south Florida to take a trip to this destination.


This is a part of the efforts of the tourism officials to highlight the potential of this part of the world as a fascinating vacation destination that lures foodies from distant corners of the world. This three-day trip resulted in several social media postings.


The posts included one blog post and ‘Instagram stories’ exhibiting photographs from various eateries in the southern part of the country.


The group had resided in Delray Sands Resort, and one of their pictures boast of their stay here. They posted a picture of the cinnamon roll French toast they relished in the resort, as well as images of the Sushi sliders at Salt Seven.


In addition, they also uploaded a photo of the guava cheesecake from Bamboo Fire Café in Delray Beach.


All the group food photos have over 4,000 ‘likes’ on Instagram.


Although officials state that it is not possible to know how many travellers outside Palm Beach County had come across the images or how these photos might influence their future travel decisions, they do agree that the photos might reach a fresh audience who might not have had knowledge of Delray’s Beach restaurants before.


The marketing director of Salt Seven, Kyle Gonzalez said that they were making attempts to reach a target demographic that represents a foodie movement.


The group invited to this region comprised three social media experts, more popularly known as ‘digital influencers’. Stacy Moya has about 75,000 followers while Jessica Daez possesses 32,300 followers. Dana Rozansky has over 79,000 followers. This Miami-based group has enough potential to touch over 186,000 Instagram users, a large number of whom reside in close proximity of Palm Beach County.


The county’s official tourism marketing group, Discover The Palm Beaches directs its efforts on attracting tourists from different cities including Washington, D.C., Baltimore, New York and Boston.


The ‘fly markets’ are among the nation’s most crucial tourism generators due to the large number of flights to Palm Beach International Airport. The director of public relations and communications for Discover, Ashley Svarney said that their primary market is Miami. This is because they are aware that the residents of Fort Lauderdale and Miami are fond of dining.


As per the 2016 Food Travel Monitor released by World Food Travel Association, approximately 93% of American travellers are thrilled by the idea of special food and beverage experiences.


And, 64% of leisure travellers opted to share their food experience on social media as per this study.


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