[Central Africa] Visa launches #NotATourist campaign

 The initiative aims to drive international tourism during holidays, and reward cardholders during the summer holidays.

Visa Middle East and North and West, Central Africa head of marketing Karim Beg said: “Travellers often desire a taste of local culture and attractions that are hard to find in travel books or with a guided tour. The #NotATourist campaign tries to build on this desire, by connecting people and their experiences through unleashing the imagination of the traveller to interact with the beauty of the destination.

“The most important highlight of this campaign is that we are able to communicate with the hearts and minds of travellers and help them appreciate the hidden treasures of the places they visit.”

The NotATourist campaign is designed to inspire travel beyond the popular tourist sites to take in local experiences. It aims to help travellers explore destinations as local inhabitants – not as tourists - by providing local knowledge using crowdsourced digital content that is showcased on Visa’s #NotATourist website and the Visa Explore mobile app.

Beg added: “The Visa Global Travel Intentions Study 2015 shows that travellers are more digital-savvy than ever before, with 78% of global travellers using digital information while planning their trips, and 66% resorting to digital sources for travel tips at the destination.

 “This is a phenomenal representation of the impact of digital engagement on the travel sector, and one of the main drivers for our efforts with #NotATourist. Besides driving home the message of safe and convenient payments with Visa at target markets, we also want #NotATourist to start a conversation with people on easy, unique and fulfilling cross-border travel.”

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