Visa's #notatourist campaign is just the ticket for cash strapped travellers

VISA’s latest campaign sees travellers interact with the card giant’s online accounts, by sharing photos and local knowledge on far out destinations.

Running in hit summertime regions, including Asia Pacific, Central Europe, the Middle East and Africa, Visa’s tapped into two key markets: tourism and millennials.

The crowdsourced content is then shared on Visa’s social media platforms, the Visa Explore App and website.

It channels an “off the beaten track” vibe, as well as providing helpful information to the app’s users, including the nearest ATM and most secluded visitor attractions.

#NotaTourist runs until 31 August, and every week there is a competition to win $500 on a Visa prepaid card.

It is quite the incentive for students and young professionals, as a $500 giveaway is potentially worth more than the cost of a trip abroad.

Yet in August, Visa will name two lucky content contributors as winners of the overall #NotaTourist grand prize: a $5, 000 travel package per person.

It illustrates the crux of Visa’s strategy, as cheap airfares, freedom of movement for short to medium stays, and the global travelling community are easily accessed by travellers via the internet.

Figures released from Visa Global Travel Intentions Study 2015 show 78% of travellers use digital information to coordinate their travel, while 66% scout for tips using similar online methods.

Gone are the days of booking holidays from a travel agent. The 18-30 age group can use their laptop on whim, search “cheap flights” – to any destination in the entire world – and one week later a traveller is lying on beach in St Tropez or making fire from scorched wood in the Saharan Desert.

#NotaTourist leads on from Visa’s previous initiative #MyEverywhere and makes use of the brand’s Facebook, Twitter, and Instagram accounts. It is a genuinely innovative concept that plays on interconnectivity and visual appeal.

Yet for people travelling to locations with unstable wifi connections, and who don’t fancy a huge data roaming bill, pocket wifi routers could prove helpful.

 The hardware costs from approximately £6.50 per day and is perfect for travellers who work remotely or contribute to online communities, such as or

Mobile routers can be paid for online, collected at the airport or have delivered to your hostel door, which makes the process of hashtagging your #notatourist post for accessible and simple.

Software that enhances user experience is fundamental to digital innovation in the payment sector, and once again Visa is paving the way for timely and contemporary fun.

In its promotional statement, Visa encourages user engagement for optimal summer fun: “Share your experiences with the rest of the world and earn travel badges.”

 Karim Beg, head of marketing at Visa Middle East said:

“As a global payments technology company, we believe in the power and reach of mobile applications, to tap in to the large population of smart phone users, mostly millennials who can effectively influence other aspirational travellers in the same age group.”