Google Kinda
Client: Google
Brief
Help Google promote sustainable travel and support local economies.
Problem
Tourist hotspots attract international businesses that make money off of the tourists. This is bad for the local businesses who have a hard time competing with the well-known international establishments. In Thailand for example, only 30% of the money spent by tourists goes back to the local economy. The rest finds its way to the international company’s headquarters abroad.
Insight
Travelers are overwhelmingly open to visit new places but often choose the already well visited ones due to not knowing any alternatives. Thus, presenting travelers with alternative destinations is enough to inspire them to travel there instead.
Solution
Google Kinda counteracts overtourism by using the familiar “Did you mean“-function in the Google search engine to help travellers find alternative destinations and local businesses which they will enjoy just as much as any other while also supporting the local economy.
