HINA editor-in-chief: Media must separate information from PR
The media not only cover tourism but also shape perceptions of destinations, but must clearly distinguish between information and public relations, Serđo Obratov, editor-in-chief of HINA, said in Ljubuški, Bosnia and Herzegovina.
Obratov was speaking at the “Media and Tourism” conference dedicated to the role of media in promoting tourist routes, organised by the Federal News Agency (FENA), CE Report quotes HINA.
He took part in a panel titled “Media in the function of creating and developing tourism projects”. Speaking to reporters, he said Croatia, as an internationally recognised tourist destination, shows how media, digital platforms and social media can influence the image of a destination.
He added that tourism reporting has changed significantly over the past decade. While information was once the key element, he said, the priority today is to provide potential tourists with an experience and emotion, a trend being promoted in Croatia through the National Tourist Board.
Speaking about HINA’s work, Obratov said the agency covers tourism investments, major events and local tourism projects. He noted that in recent years HINA has developed public-facing online platforms, including “Green Croatia”, which provides commercial space for tourism stakeholders, while continuing to cover developments in the tourism market.
He said HINA aims to strengthen cooperation with local authorities to obtain timely information on the development of tourism routes, products and local projects, adding that the role of the national news agency in this area could be significantly larger than it is currently.
FENA deputy director Ilija Musa said such gatherings were intended not only to inform the public but also to encourage debate on areas important for the development of BiH.
Musa said media can significantly contribute to the promotion and branding of tourist destinations, particularly through linking cities, municipalities and regions into recognisable tourism routes.
Jaša Jovićević, director of Montenegro’s news agency, said tourism is a key economic sector in Montenegro, accounting for almost a quarter of national revenue, which is why the media cover it daily. He stressed that the role of the media is not to act as a promotional channel for the tourism industry, but to inform the public, raise questions and highlight issues that need to be addressed.
Representatives of news agencies from Croatia, Montenegro and Slovenia, as well as tourism sector officials from BiH and Croatia, are attending the conference.
Photo: Facebook/sergio.obratov
