Tourism authorities start local KOL training camp

The Macao Government Tourism Office (MGTO) has launched a ‘training camp’ for Macau KOLs, with a focus on tourism promotion.

A key opinion leader (KOL), sometimes called an influencer, is a member of a community whose expert advice – usually provided via social media platforms – is respected by others in their field or by followers.

The plan will include a talent sharing session, content creation training camp and camp trainee video competition, with applications open from 12:00 pm today (Thursday) with limited quotas available on a first-come, first-served basis.

The content creation training camp will be opened to Macau residents aged 18 and above, with tourism industry professionals – especially tour guides – preferred.

The ‘workshop’ will be coordinated by the Macau Live Streaming Association, headed by known local MC, José Rodrigues Chan.

The initiative will have a kick-off ceremony during the 9th Macao International Travel (Industry) Expo on July 11, with the training camp conducted at the Macao Young Entrepreneur Incubation Centre on August 7, 8, 21 and 22.

Professionals from the Mainland network company named Miracle·Top and the Macau Live Streaming Association will be instructors at the camp, providing basic knowledge to advanced skills, the instructors will share with trainees an introduction to Douyin and know-how of gaining fans, to enhance their skills of short video production and promotion.

Trainees who achieve 75 per cent of attendance are eligible for joining the video competition. Contestants can produce and release two short videos on Douyin between 15 August and 6 September.

‘The judging criteria include the following two categories — platform data and assessment of the judging panel. Judged on their entries’ level of popularity, relevance to the theme, creativity, filming skills and other aspects, ten outstanding creators will be designated as ‘Macao Travel KOL’ and awarded an honorary certificate of “Outstanding Content Creators on Tourism,’ the MGTO added.

The list of awardees will then be unveiled on September 27, World Tourism Day.

The activities will be conducted in Chinese.