Should medical travel make better use of Instagram?

While a few medical travel agents use Instagram, very few medical tourism destinations use it.  The exception is Malaysia. UNWTO and Instagram have now joined forces and produced a Tourism Recovery Playbook to help destinations – is now the time to embrace this more visual social media outlet?

The Tourism Recovery Playbook aims to help business harness the power of digital and visual storytelling to reach new audiences and return to growth.

The UNWTO partnership with Instagram is part of tourism’s wider shift towards harnessing the power of digital innovation to drive the restart of tourism, especially local and niche tourism.  It is a structured effort to use the platform as a tool to help the sector’s recovery.

The Recovery Playbook provides insights into making the most of the platform, from producing reels to showcase destinations to using guides and other tools to illustrate how the sector is ready to welcome tourists back safely and responsibly.

With best practice and tips on effective tourism storytelling, the guide also features case studies of small businesses and destinations that have successfully used Instagram to connect with key audiences.

None of the destinations are yet ones that promote medical tourism. While other social media are better for words, this newer media is however excellent for video and images.