The Cambassy team found difficulty in finding great content for travel destinations around the world. When the search for Italy as a tourist destination was initiated, the content available before launching the Cambassy app was tourism advertising photos, hotel ratings and general information about the country. There was no content from students studying in the country, expats working there, or content from tourists in Italy at the time of search. The dilemma facing the Cambassy team was that the content was not a capture of the moment. Cambassy took the initiative to solve this problem by creating an app that highlights the experiences of expatriates, international students and travelers within a particular destination, to show a new kind of content that adds to the current content of tourism and travel. The idea was that there would be ambassadors from your country around the world, conveying a modern image with their eyes to the eyes of their people, and sharing it with the world.