Travel’s Creator Economy Resets for Next Boom
Photo Credit: iambassador ran a "Spain on my mind" travel blogger campaign for the tourism board, amid a travel downturn. iambassador / Keith Jenkins
Skift Take
Post pandemic, brand and destination marketing dollars will favor those who get hyper-creative, hyper-local and hyper-talented in video and storytelling content. There's a boom coming — for those playing the long game.
When Covid hit, travel's broad cross-section of content creators — bloggers on free or paid press trips, social media influencers, and multimedia storytellers — saw their revenues plummet overnight.
Some scrambled to redefine their business models with a focus on local travel, while others shifted into lifestyle, fashion, food, self-help and home decor, or exited travel content creation altogether.
As tourism gradually reopens after over a year of stops and starts, is the future as bright or will it remain laced with uncertainty on the other side of this pandemic? Content creation overall, outside of pure news, is at an all-time high particularly in the U.S., and booming in other sectors — but what about in travel?
Janicke Hansen and Lola Akerstrom, co-founders of NordicTB Collective — a group of digital storytellers based in Scandinavia — believe in the future of opportunities for local and regional travel content work, but are hesitant on how soon a boom might happen.
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