Skift Take
Tourism boards are aggressively trying to expand their online reach beyond their brand.com websites, so TripAdvisor is providing a larger and more intelligent platform for them to ramp up their paid content marketing programs.
TripAdvisor is now providing tourism boards the opportunity to publish more types of content in more sections of the review site to better engage consumers during the all-important travel research phase.
As of last week, destination marketing organizations (DMOs) can buy into a "Premium Destination Partnership" with TripAdvisor to add a tab marked "Official Resources provided by XYZ Tourism."
That links to the bottom of the Tourism Bureau page with a section of brand-supplied editorial content under the categories of Articles, Collections and Events. Users can also access the same categories at the Destination landing page, or individually under the Things To Do, Attractions and Dining pages.
The Articles section hosts traditional travel stories covering a specific topic such as "Wine Tasting Itinerary Sonoma." Collections are t
