Argentine tourism buys a lot of content and buys it badly. Most hotels and operators order beautiful landscape images when what decides a booking is concrete information.

What travellers really want to see

The real room, without a wide angle lens

The number one doubt is size. A video walking from the door to the window answers more than twenty photos.

The journey

How long it takes from the airport or the bus terminal, what the road is like, whether a car is needed. In mountain and Patagonian destinations this objection cancels more bookings than price.

  • Breakfast. Concrete, not catalogue.

The real seasonal weather

Showing Bariloche in August with actual snow, or Mendoza in January with the heat it really has, prevents disappointed guests.

  • The testimonial from the guest who hesitated. "I thought it was too far away." Starting from the objection converts better than starting from the view.

Which creators to hire

The one who resembles your guest, not the one with the best camera.

A family with children, an older couple, a group of friends, a solo traveller: each sells to a completely different audience. A family hotel that only posts young couple content is communicating the opposite of what it wants.

And if you receive foreign tourists, hire at least one creator who films in English or Portuguese. Brazilian tourism is an enormous market for Argentina and almost nobody produces content specifically for it.

How to buy content that lasts

The expensive mistake is buying material that expires. A video with a promotion or a specific price is useless the following year, and prices in Argentina move fast.

Always ask for two versions: one with the promotion and one clean, with no dates or figures. The second serves you for three years.

The brief that produces good material

Include: which room is filmed, which journey must be shown, what is included and what is not, three suggested hooks and a list of what cannot be promised.

That last point prevents bad reviews.

The Argentine calendar

Seasons are inverted relative to the northern hemisphere. Beach summer is communicated between September and November; snow, between April and June. Long weekends concentrate an enormous share of bookings and are planned six weeks ahead.

Where to go next

In travel, honest information books more than the landscape. Our complete UGC guide for brands explains the rest of the process.