How DMOs Can Work with Travel Influencers and Content Creators to Drive Real Impact
March 28, 2025
how to work with travel influencers & content creators for dmos and destinations
Once upon a time (okay, ten years or so ago), travelers planned their adventures with more traditional forms of media and content. But today? Not so much. Attention spans have packed their bags, and the new travel inspiration MVPs are bite-sized videos, scroll-stopping Reels, and authentic storytelling from people you’d actually want to split a plate of fries with.
The shift from polished, traditional media to raw, real, snackable content has completely rewired how communities stay top of mind—and top of feed. The goal isn’t to broadcast your brand anymore—it’s to slip into the traveler’s story before their itinerary even exists. Content creators—whether travel influencers, bloggers, YouTubers, or TikTok personalities—offer destinations an opportunity to build authentic connections with travelers by showcasing experiences through a trusted voice. But how do DMOs and tourism organizations make the most of these partnerships? Here’s a roadmap to success.
Why Work with Content Creators?
Gone are the days when impressions alone signaled success on social channels. To quote our Director of Creative Services, Josh Johnson, “Impressions alone don’t make an impression.”
Instead, real engagement and connection drive travel decisions. Content creators bring:
- Authenticity: their followers trust them, making recommendations feel more organic than ads.
- Niche Access: creators cater to specific audiences (e.g. adventure travelers, food lovers, luxury seekers, or families).
- Engagement & Conversion: unlike traditional media, creators drive measurable engagement through comments, shares, and saves.
- Longevity: unlike a single ad campaign, content creators’ posts live on, continuing to inspire travelers long after the first post.
Finding the Creators for Your Destination
The key to a successful travel influencer partnership is aligning with creators whose audience matches your destination’s target traveler. When vetting potential partners, consider:
- Content Style: do they produce high-quality, engaging content that fits your brand?
- Audience Demographics: does their audience align with what your destination has to offer?
- Engagement Rate: are their followers actively engaging with their content?
- Previous Partnerships: Have they worked with destinations or brands similar to yours?
Setting Clear Goals and Expectations
Once you’ve identified the travel content creators you’ve identified to collaborate with, the next crucial step is setting clear goals and expectations. A solid content partnership should include:
- Clear Objectives: are you looking to increase brand awareness, drive visitation, or promote a specific landmark or experience?
- Content Deliverables: specify the type and number of posts, as well as channels to prioritize (Instagram, TikTok, etc.).
- Messaging Guidelines: provide key themes, must-mention attractions, and brand hashtags, but allow creative freedom.
- Usage Rights: define how the content can be repurposed (i.e. on your destination’s website, social media, or for paid ads).
Building Strong Relationships with Travel Content Creators
Collaboration isn’t a checkbox. Travel influencers aren’t hired hands, they’re creative partners (and low-key brand whisperers) who help shape how people feel about your community. Here’s how to build a partnership that doesn’t feel like a one-and-done deal:
- Respect Their Creative Process: Give them the freedom to tell your story in a way that resonates with their audience.
- Communicate Clearly: Set expectations but remain flexible to allow organic storytelling.
- Provide an Authentic Experience: Let them explore your destination as a traveler, not just as an advertiser.
- Engage With Their Content: Share, comment on, and amplify their posts to show appreciation.
| Lifestyle + Motherhood (@kait_touch_this)Measuring Success Beyond Impressions
As highlighted in the Surprisingly Savannah Summer Road Tour, the real value of content partnerships isn’t just in the number of views but in real engagement and impact. Consider these success metrics for your next influencer campaign:
- Engagement Rate: Likes, comments, shares, and saves indicate interest.
- Referral Traffic: Track website visits from creator-generated content.
- User-Generated Content: Did their audience start posting about your destination?
- Bookings & Conversions: Are people taking action based on the campaign?
- Longevity of Content: Blog posts, YouTube videos, and saved Instagram content keep generating value over time.
Final Thoughts: The Power of Collaboration
When DMOs and tourism pros team up intentionally with travel influencers, it’s a match made in heaven. The right creator doesn’t just show up and snap photos; they translate your community’s personality into stories that stick. It’s about setting shared goals, knowing your audience better than they know themselves, and keeping it real. Done right, these partnerships lead to more than likes—they lead to booked trips, return visits, and that sweet, sweet word-of-mouth magic.
Thinking about bringing creators into the mix? Madden’s got the map, compass, and a few unexpected detours to help you build an influencer strategy that actually works. Let’s make something worth remembering.
