Using local knowledge to promote tourism is a smart and cost-friendly strategy in a viral-video-centered world, said Ellison Thompson, Deputy Director-General of the Bahamas Ministry of Tourism at the International Tourism Expo in San Juan, Puerto Rico on Thursday. “Kids are drivers of this, school kids. We ask them what they are doing, what they like in their area.”

Thompson said the strategy is, “Find the people, corral them, get them involved.” The most obvious example are the now famous swimming pigs. “I was in China and they know about the pigs in China!”

Using social media to expose these authentic town-by-town experiences can help drive tourism interest, especially amongst those who think they know a port or destination well. The Bahamas now have social media representatives on each populated island.