According to a study by Expedia reported by Marketing Dive, 84% of Gen Z travellers say social media influences where they go. That’s not just a trend; it’s a global shift in the way tourism operates.
Tourism boards aren’t just sticking to brochures and billboards anymore. Now, they’re teaming up with creators who speak the language of likes, reels, and real-time travelling. Travel influencers are the new tour guides, and the partnerships behind the scenes are revolutionising the industry.
Let’s take a closer look at how these partnerships work, why Gen Z is at the centre of it all, and what makes a campaign go viral or flop.
7 Real Ways Tourism Boards Partner with Travel Influencers
Below are simple ways to understand how tourism boards partner with travel influencers and why these collaborations matter.
1. Sponsored Trips that Turn into Stories
While the idea sounds simple, sponsored trips are a strong start. This is one significant way that tourism boards partner with travel influencers.
They cover travel costs, accommodation, and activities, and then the influencer shares photos, short videos, and honest stories online.
These trips are a key part of travel influencer marketing, making places feel real to people watching from afar.
2. Social Media Campaigns with a Strategy
Meanwhile, some boards go deeper than a one-time post. They collaborate with influencers to create planned content, including reels, photo sets, and polls. This method demonstrates how tourism boards collaborate with travel influencers by setting clear goals and utilising compelling storytelling.
Additionally, it also aids in tourism influencer marketing because the content strikes a balance between being fun and valuable to the viewer.
3. Group Press Trips for a Bigger Push
Tourism boards don’t always work with just one creator. Sometimes, they invite 3 to 10 influencers on a joint trip. These group visits are a smart form of travel board influencer collaboration.
In the middle of all the fun, it’s still part of how tourism boards partner with travel influencers, with each creator bringing a new voice and a new audience. This type of influencer travel partnership creates a broader reach with just one event.
4. Blog Posts and Travel Guides with a Personal Touch
Moreover, some tourism boards request that influencers contribute content to their official websites or blogs. These posts often include travel tips, must-visit spots, and personal experiences.
It’s one more way that tourism boards partner with travel influencers, especially those who are skilled writers.
Additionally, these articles help boost SEO and drive traffic, making them a valuable component of travel influencer marketing.
Unlike ads, these stories feel personal and helpful, perfect for readers planning a real trip.
5. Long-Term Influencer Relationships
Instead of short trips, some tourism boards choose to build long-term connections. These influencer travel partnerships can last for months or even years.
That’s another way tourism boards partner with travel influencers: by letting the same face represent their city, island, or country over time.
As a result, the content feels more genuine. Fans start to trust the creator’s word, and that trust becomes powerful for tourism influencer marketing and future bookings.
6. Behind-the-Scenes Content Ideas
Tourism boards don’t always do all the planning. In many cases, they invite influencers to share their creative ideas. This type of travel board influencer collaboration gives creators the freedom to shape what they post.
It also demonstrates how tourism boards collaborate with travel influencers by trusting their voice and expertise.
Plus, it keeps the content fresh. When influencers help plan the project, it often leads to better engagement because it’s content that their followers want to see.
7. Boosted Ads Using Influencer Content
Additionally, many tourism boards now turn influencer posts into sponsored ads. This approach demonstrates another clear way in which tourism boards partner with travel influencers by reusing real content for broader promotion.
Instead of polished studio shots, they boost authentic videos or photos taken by creators. This smart move ties directly into travel influencer marketing, helping the content reach people who may not follow the influencer yet but are likely to stop scrolling and click.
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Why Local Influencers Matter in Domestic Tourism
They Build Trust: People are more likely to trust someone who lives in the same area as they do. A local influencer showcasing a street food spot or a weekend hike makes it feel more authentic. That’s where the importance of local influencers in domestic tourism shines because they bring people closer to places they’ve ignored for years.
They Help People See the Beauty of Their Own Country: Instead of dreaming of faraway lands, local influencers remind people of what’s right around the corner. This also ties into how tourism boards partner with travel influencers. Some boards now include local voices to make content more relatable.
They Keep Tourism Money at Home: By showcasing local hotels, markets, and experiences, they help small businesses thrive. The importance of local influencers in domestic tourism is evident when we see more locals taking trips, rather than just tourists from abroad.
They Shape Travel Habits Sustainably: From cultural festivals to cooking lessons, local influencers bring depth to the travel story. That’s why how tourism boards partner with travel influencers now often includes home-based creators, not just international ones.
Top Mistakes Tourism Brands Make When Collaborating with Influencers
Let’s look at some of the top mistakes tourism boards and brands often make when teaming up with creators.
1. Choosing the Wrong Influencer Just for Follower Count
Many tourism brands target influencers with the largest followings. But numbers aren’t everything. It’s not just about followers; it’s about who those followers are.
If an influencer’s audience doesn’t care about travel or doesn’t live near the destination, the content won’t hit the mark. A smaller creator with a loyal, travel-loving audience may do way better.
2. Ignoring Clear Communication and Expectations
One of the biggest mistakes is not being clear from the start. If the brand doesn’t say what they want or the influencer doesn’t ask, it leads to confusion.
Some brands simply say, “Do your thing,” without providing key details such as posting dates, hashtags, or content themes. This can leave both parties frustrated and unsure of what success entails.
3. Not Giving Creative Freedom
While brands should give guidance, being too strict can ruin the content. Influencers know their audience best. If the brand forces a script or makes the content sound like an advertisement, people tend to scroll past it.
A good influencer partnership means letting the creator share the story in their voice while still showcasing the destination.
4. Forgetting to Track Results
Some tourism boards run campaigns and never check what worked. That’s a big miss. They should track likes, saves, shares, link clicks, and even bookings.
It’s not about going viral; it’s about knowing what content makes people want to visit. Tracking helps improve future partnerships.
5. Skipping Local Influencers
Many brands rush to collaborate with prominent international names, often overlooking local voices. That’s a mistake. Local creators know the culture, the language, and the true gems that travellers want to see.
This links back to the importance of local influencers in domestic tourism. Their content often feels more real and speaks directly to people nearby.
Conclusion
Working with creators can be a game-changer for tourism brands, but only if done right. By avoiding common mistakes and understanding how tourism boards partner with travel influencers, brands can build authentic connections, grow local travel, and inspire more people to visit.
Ready to make your next influencer campaign count? Focus on the right partnerships, stay clear about your goals, and let your story shine through to people who genuinely connect with your audience.
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Explore more on how influencer culture is shaping life in Nigeria.
Frequently Asked Questions
1. How Do Tourism Boards Choose Influencers To Work With?
They often look at audience type, content style, engagement rates, and location. Some also check if the influencer has promoted similar destinations in the past.
2. What Makes A Good Influencer Collaboration For A Travel Campaign?
A good partnership occurs when the influencer’s audience aligns with the destination, and the brand provides them with space to create authentic, honest content.
3. Can Small Influencers Be Effective For Tourism Brands?
Yes. Small or micro-influencers often have stronger trust with their audience, especially in niche travel spaces or local communities.
4. Why Do Some Influencer Campaigns Fail In Tourism?
They fail when there’s poor communication, unclear goals, forced content, or when the wrong influencer is chosen solely for their follower count.
5. How Important Are Local Influencers In Domestic Travel Promotion?
Very important. Local influencers know the area better and can create content that feels more authentic, relatable, and trustworthy to nearby travellers.