Visa has launched its NotATourist, a regional campaign aimed at driving international tourism during holidays and making the summer holidays of cardholders rewarding.
Running in key Middle East and African markets including Ivory Coast, Cameroon, Democratic Republic of Congo (DRC) and Senegal until 31 August 2015, the campaign provides cardholders with real and rich destination related information to help plan their travel as well as access to Visa’s global merchant offers and exclusive promotions.

The NotATourist campaign is designed to inspire travel beyond the regular tourist sites to savour truly local experiences that are the essence of making a destination unique.

The campaign is aimed at helping travellers explore destinations as local inhabitants – not as tourists – by providing local knowledge using crowdsourced digital content that is showcased on Visa’s NotATourist website and the Visa Explore mobile app.

Downloading the Visa Explore Application from Apple Store or Google Play will ensure that travellers will stay informed with the most updated Visa offers and opportunities, ATM locations, and valuable information for cardholders.

NotATourist also offers travellers a platform to describe the many facets of a destination by sharing their own images, videos, posts and comments, making them ambassadors or tour guides of their favourite travel spots. Visa will supplement the crowdsourced content with essential travel information and its global merchant offers across destinations.

“Travellers often desire a taste of local culture and attractions that are hard to find in travel books or with a guided tour. The #NotATourist campaign tries to build on this desire, by connecting people and their experiences through unleashing the imagination of the traveller to interact with the beauty of the destination,” says Karim Beg, head of marketing at Visa Middle East and North and West, Central Africa.

“The most important highlight of this campaign is that we are able to communicate with the hearts and minds of African travellers and help them appreciate the hidden treasures of the places they visit.

“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.”