Stunning vacation photos and engaging videos — User Generated Content (UGC) is marketing gold. It’s authentic, shareable, and helps creates a vibrant community of passionate advocates who inspire others to travel. Moreover, it’s exactly what today’s traveller craves. Here’s how it can help your business.

Why UGC matters

• Authenticity: Travelers trust real experiences over polished ads.
• Community: UGC sparks excitement and fosters shared adventures.
• Credibility: Real people, real fun, real reasons to visit the Caribbean.

Fuel a UGC Boom

• Run contests: Host photo and video contests with irresistible prizes. Use a catchy, region-wide hashtag.
• Spotlight UGC: Feature top submissions on your website and social media channels.
• Make It simple: Provide clear instructions, a dedicated hashtag, and even a toolkit with sample captions.

Legal musts

• Get permission: Always ask before sharing someone’s content.
• Give credit: Tag and celebrate the creator.

(Digital/Business Digest is a continuing series provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. www.marketplaceexcellence.com)