We all know the internet is transforming the media landscape and the way that people find information. In the past the media giants held the power to influence and controlled the message through newspapers, magazines, television and publishing. But blogging and social media has changed the balance of power. Word-of-mouth recommendations are becoming more and more important as a new breed of influencers is born.
Recently Land of Valencia, the regional tourist board, held a number of ground-breaking blog trips – you can read our posts from the trips here.
During the last one to Benicassim we met with deputy tourism minister Victoria Palau. Here in our interview with her she offers her view of the revolution taking place in tourism marketing and the increasingly central role that social media is playing.