Leveraging Influencer Marketing to Boost Your US Destination’s Visibility and Appeal | by Flytant | Jul, 2023

In the highly competitive world of travel and tourism, it can be a challenge to stand out from the crowd and attract visitors to your destination. One powerful tool that is increasingly being used to achieve this goal is influencer marketing. By partnering with influential content creators on social media, you can tap into their engaged audiences and promote your destination in a way that feels authentic and inspiring.

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Here are some tips and examples of how you can leverage Influencer marketing to boost your US destination’s visibility and appeal:

1. Define Your Goals and Target Audience:

Before you start searching for influencers to partner with, it’s important to clearly define what you hope to achieve with your influencer marketing campaign. Are you looking to increase awareness of your destination among a certain demographic? Drive more bookings and revenue? Once you know your goals, you can identify the types of influencers who are most likely to help you achieve them.

For example, the state of Montana partnered with travel influencer Jessica Nabongo, who has a large following on Instagram and a focus on sustainable travel, to showcase the state’s natural beauty and outdoor activities. By targeting eco-conscious travelers, Montana was able to reach a new audience and increase its appeal as a destination.

2. Find the Right Influencers:

When selecting influencers to work with, it’s important to consider factors like their audience demographics, engagement rates, and content quality. You want to partner with influencers who have a genuine connection to your destination and can create content that resonates with their followers.

For instance, the city of Austin, Texas worked with several local food bloggers and influencers to showcase the city’s vibrant food scene. These influencers had a passion for food and a loyal following of foodies, which helped to generate buzz around Austin’s culinary offerings and attract more visitors to the city.

3. Create Compelling Content:

Once you’ve identified your target influencers, it’s time to collaborate on creating content that showcases your destination in an engaging and authentic way. This could include sponsored posts on social media, blog articles, or even videos or podcasts.

The state of Arizona partnered with travel influencer Alex in Wanderland to create a series of Instagram Stories and blog posts that highlighted the state’s stunning landscapes and unique attractions. By giving Alex creative control and allowing her to share her personal experiences and insights, Arizona was able to create content that felt genuine and inspired her followers to plan a trip to the state.

4. Measure Your Results:

To ensure that your influencer marketing campaign is delivering a strong ROI, it’s important to track and analyze your results. This could include metrics like engagement rates, website traffic, bookings, and revenue generated.

For example, Visit Philadelphia partnered with several travel influencers to showcase the city’s art scene and cultural offerings. By tracking the results of their influencer campaigns, they were able to demonstrate a 46% increase in hotel bookings and a 12% increase in overall visitation to the city.

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Conclusion

In conclusion, influencer marketing can be a powerful tool for promoting your US destination and attracting more visitors. By defining your goals, finding the right influencers, creating compelling content, and measuring your results, you can leverage this strategy to increase your visibility and appeal in a crowded marketplace.