"Going on my first solo trip backpacking through Thailand for three weeks was the most empowering thing I’ve ever done!"
Q. What inspired you to start creating content around travel, and how has your journey been so far?
I’ve worked in fashion and marketing for 18 years at several major Dutch retailers and brands in various positions, but traveling was always my biggest passion. At that time I used to travel a lot already, to big cities for work, but also privately, all around the world. I often thought about starting my own company or brand, but also wanted to keep my independence and flexibility to travel, so was doubting about the right business model.
When I turned 35 I decided to share my passion for traveling with the world and after an online marketing course I set up my own travel inspiration website and social media accounts 9,5 years ago as a hobby.
Soon these started to grow fast which enabled me to work as a content creator, video-/photographer, blogger and storyteller for several hotels, tour operators and destinations.
After 1,5 years this turned out to be in such high demand that I was able to start my own company and found the ultimate location-independent business model as a freelance online marketeer, social media manager, consultant and coach in my favorite industry. This has been 8 years ago already.
Q. How do you decide on your next travel destination, and what factors influence your choices?
So far I have traveled to more than 50 destinations all around the world, but find it increasingly hard to choose, as I also love revisiting. For example France, Germany, Portugal, Spain and Greece I have been to many times already, as they’re very diverse, extensive and among my favorites in Europe.
I used to have a bucket list, but quit this after Covid and base my choices now mainly on safety, versatility, facilities and local cuisine.
I often get invited by tourism boards to discover their (lesser-known) destinations for work. Through this I’ve experienced that many destinations will surprise you, while you wouldn’t have considered them before.
I, however, do find it also important that the gastronomic offering and facilities on location are good and value beautiful nature, heritage and interesting cultural activities, preferably more off-the-beaten path.
Q. Your content often showcases hidden gems and local favorites. Can you share your process for discovering these unique spots?
That’s correct and what I love most about traveling, to truly experience the culture, authenticity and heritage of each destination and explore it in my own way.
I do use social media and blogs as an inspiration for this and make custom Google maps before each trip with pins of spots I want to visit. I however also love to wander and book local guides to find the lesser-known spots and form my own opinion based on more unique experiences.
Furthermore, I also try to avoid mass-tourism spots and the most popular sites, as these usually are too crowded for my taste. In my opinion, they are also less fun to promote and off-the-beaten path travel is better for the local community and the spread of tourism in general!
Q. How important is sustainability in your travel choices, and how do you incorporate eco-friendly practices into your content?
It’s of medium importance to me, as traveling and flying as much as I do for work, is in general not sustainable. But I compensate in other ways, for example: we consciously chose not to have children and I try to travel more by car or train in Europe, if possible.
I also find it important to book local tours and give back to the community on location. And when available, choose hotels with sustainable practices and an eco-label. And of course, I try to make my followers and readers aware of that too.
I absolutely love Italian and Mediterranean food and really enjoy tasting different local dishes to experience each country through its gastronomy.
When the food is not good and the restaurant offering is poor, I will hardly ever come back.
I find it very important that a country’s cuisine is interesting and of high-quality, which also plays an important role in my choice of destination.
That's also the reason why I’ve been to Aruba 5 times already. Even though the island is quite small, the food quality and restaurant offering is top-notch!
Q. What's the most spontaneous decision you've ever made while traveling, and did it lead to an unforgettable experience?
When I was 26 (before mobile phones with the internet) I went on my first solo trip, backpacking through Thailand for 3 weeks. The most empowering thing I ever did in my life!
Something I can recommend to anyone, especially women, as long as it’s a relatively safe country with good infrastructure.
This experience really shaped my personality, helped me mature and made me realize that I don’t need anyone and can do almost anything I want on my own. All while having fun, creating unique connections and exploring the world without a plan or schedule, just based on local and Lonely Planet recommendations.
Q. Are there any cultural or social issues related to travel and tourism that you're passionate about addressing through your content?
For sure, I think it’s becoming increasingly important to think about the impact tourism has on a country and community. I try to do this in my trip planning, as well as on location by being respectful, honoring a country’s customs and traditions and trying to support locals as much as possible.
I always share honest and helpful tips and tricks about my own experiences in each destination through my Instagram stories, posts and in the blog posts on the website to prepare my followers. It’s crucial that people become more aware of this in the choices they make while planning and during their trips.
Also, traveling in low-or shoulder season and choosing less popular spots and destinations to visit can really help to relieve and prevent mass tourism, which is becoming a big problem for locals in many locations around the world.
BIO
I'm Naomi Louwerens and turned my passion into my profession by inspiring people to travel the world and explore all the beauty, heritage, gastronomy and culture it has to offer, while also helping professionals in the travel and lifestyle industry with online marketing.
With my own brand @AuthenticChica, I’ve gained more than 230,000 followers combined on social media in the past 9,5 years. And I’m happy to share my knowledge and best practices with unique brands, ambitious entrepreneurs, destinations and companies through my own company: Authentic Chic Travel and Lifestyle PR & Marketing.
In the past 8 years I’ve helped 200 entrepreneurs, about 190 destinations, companies and brands and managed more than 25 social media accounts, to make their online marketing and social media strategy effective as well.
Interviewed By Irene Elina Eldhose
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