Jumping on the social-media bandwagon, Visa has launched the #NotATourist campaign, designed to provide local knowledge to travelers, as well as narratives and other content from fellow visitors, in selected regions around the world.

The campaign will run until August 31 in countries in the Asia Pacific, Central Europe, Middle East and Africa regions.

The idea is to help travellers explore destinations as local inhabitants—not as tourists—and lure them to new destinations beyond the regular tourist sites, said Karim Beg, Visa regional head of marketing for Middle East and North and West, Central Africa, via email.

In Africa, the campaign is targeting the Ivory Coast, Cameroon, Democratic Republic of Congo (DRC) and Senegal, using what Visa says is crowdsourced content from travelers.

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