Big 7 Travel, the travel arm of Big 7 Media, has released its list of most "Instagram-able" places in the world in 2020. According to the travel publication, the list of destinations was decided using a "comprehensive scoring system" that analysed the amount of hashtags per destination, survey results from its audience, and votes cast by its global editorial team.
Among the 50 countries listed, Southeast Asia countries Singapore and Indonesia (Bali) made it to top 10, ranking 5th and 8th respectively. Malaysia (Kuala Lumpur) was also listed as the 14th most "Instagram-able "place in the list. Taking the number one spot in the list is Australia (Sydney), with Hong Kong and Dubai following closely behind.
Singapore was listed for its colourful buildings, "futuristic bridges", hotels, and its Cloud Forest installation at the Gardens by the Bay. Bali was listed for its natural landscape with its "white sandy beaches" and waterfalls, while Kuala Lumpur found its way into the list with its iconic Petronas Twin Towers, its pink-domed Putra Mosque, and the Jalan Alor market for food shots.
In recent years, the rise of user-generated content is a large component of marketing in the tourism industry. In a previous article, branding industry player Graham Hitchmough, regional chief operations officer at Bonsey Design said that social sharing networks such as Instagram have “unquestionably” impacted sectors such as tourism and dining today, by introducing a new image-driven focus to profile and reputation raising. Citing George Town in particular, Hitchmough said that while its “Insta-fame” was one of the motivations of the entrepreneurs in that city, “it is their insight, conviction, creativity and social consciousness” that drove the transformation of the site.
Meanwhile in Singapore, more and more marketers in the retail and F&B industry are also pushing "insta-worthy" features to drive footfall to their stores and venues. Just this month, Singapore's real estate firm CapitaLand announced plans to turn its Bugis Village and Bugis Street into a Instagram-able experiential retail hub.