Mobile Commerce Insider Featured Article

June 15, 2015

Visa's NotATourist Campaign Helps Travelers Go Off the Beaten Path

Every vacationer wants their experience to be unique. The greatest joys in traveling are often found in the small, off-the-beaten-path restaurants and shops, the ones that you won’t find droves of tourists in. Previously, finding one of these locales was dependent on dumb luck and word-of-mouth. But Visa’s 2015 Global Travel Intentions Survey showed that tourists are using technology in their travel planning. With this in mind, Visa is launching its new NotATourist campaign with the goal of helping its cardholders find “local culture and attractions that are hard to find in a travel book,” according to a report by MillwardBrown.

The campaign is aimed at promoting summer tourism in Africa and the Middle East, operating in areas like the Ivory Coast, Cameroon, the Democratic Republic of the Congo, and Senegal. Looking to capitalize on the 2/3 of travelers who use digital sources for travel tips, Visa plans to use crowd-sourced data in conjunction with Visa-specific merchant offers to give its cardholders a wealth of information about their surroundings.

From now until August 31, Visa will provide its cardholders with valuable information to plan their vacations through the Visa Explore app. After downloading the app, users will receive information about ATM locations and local special offers around them. Karim Beg, Visa’s Head of Marketing at for the Middle East, and North and West, Central Africa, said that the campaign’s goal is to use “the power and reach of mobile applications to tap into the large population of smart phone users,” to help Visa users “appreciate the hidden treasures of the places they visit.”

The NotATourist program will provide Visa cardholders access to an enormous database of exclusive offers and local attractions that may have flown under the radar. Using information about where other travelers spent time and money, Visa can provide patrons with more possibilities than they know what to do with. Visa customers can take advantage of this campaign to make every vacation a truly unique and unforgettable experience. 




Edited by Dominick Sorrentino




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