A Growing Influencer Class Attracts a Larger Piece of Destination Marketing
Skift Take
As the social media influencer industry evolves and matures, destination marketing organizations are, in turn, taking them seriously as agents in their efforts to grow visitation.
Tourism agencies are developing more sophisticated and granular destination influencer marketing strategies as content creators hone their skills, reach, and transparency about niche audiences.
“When it comes to inspiring people and getting people excited about a destination, showing them something they didn't know about the destination, influencers can be very powerful,” said Discover Puerto Rico Chief Marketing Officer Leah Chandler.
Influencer reach was one reason the Sedona City Council in Arizona has refused to restart destination marketing spending since 2021. City Councilman Peter Furman said overcrowding had been concentrated on five to six attractions due to influencer selfies and photos.
“Media never had that kind of spread before,” Furman said. “Some council members are asking ‘Why are we doing paid advertising when it seems everything you do there’s some hike blog or some crystal spiritual growth people talking abo