UCSF holds Master Class on becoming tourism influencer

14 November 2024

KOTA KINABALU: The University College Sabah Foundation (UCSF) recently hosted an insightful session on becoming a tourism influencer.

Held at the Sembulan campus, the event brought together students, UCSF content creators, and academics to explore the power and impact of digital influencers on travel trends.

Attendees gained valuable insights into how influencers are transforming the way travelers discover, engage with, and experience destinations.

Distinguished speaker Dr. Ekaterina Rashidin, Chief Executive Officer (CEO) of Go Malaysia and a renowned digital marketing expert and tourism influencer from Moscow, Russia, shared her expertise on how influencers have become a primary source of travel inspiration for millions.

She observed that companies and tourism boards are increasingly collaborating with influencers to enhance awareness and attract new visitors in various locations.

The relationship between influencers and the tourism industry extends beyond mere product promotion; it focuses on creating authentic, immersive experiences that resonate with audiences.

Influencers are the new storytellers, and their ability to reach niche markets can significantly impact a destination’s tourism economy.

The session also covered essential topics such as how to become a tourism influencer, strategies for successful collaborations with influencers, tracking campaign performance, and maximizing return on investment.

Influencers shared their personal experiences navigating the tourism industry, including case studies of successful campaigns that have led to increased tourism and engagement.

According to UCSF Vice Chancellor Datuk Dr. Rafiq Idris, the event provided valuable opportunities for networking and collaboration between influencers and industry professionals, as well as exposure for students.

Tourism is a vital subsector within the services industry, making a significant contribution to Sabah's economy.

As the tourism landscape evolves in the digital age, UCSF Sabah's masterclass illuminated the future of travel marketing and emphasized the crucial role influencers will continue to play in shaping our experiences of the world.

Ekaterina remarked, “I was highly impressed by the level of preparation and engagement demonstrated by the students at UCSF. They approached the session as an open-minded, motivated audience, well-prepared for the challenges that lie ahead. This is a testament to the commitment of the academic staff and management in creating exceptional learning opportunities.”

She concluded, “I extend my heartfelt thanks to all the participants and look forward to seeing them step into the role of influencers in the near future.”