Influencer marketing is no longer just about showing off the prettiest beaches and the most scenic views. In the booming world of Adventure & Experience Tourism, it’s all about capturing the heart-pounding moments, the real experiences, and—let’s face it—the kind of content that makes you throw your backpack in the car and book a one-way ticket.
The adventure tourism market is on a wild ride, expected to nearly double to $1,682.28 billion by 2032, and influencer marketing is driving this growth by shifting from the polished, picture-perfect shots to the gritty, adrenaline-fueled authenticity that adventure travelers crave.
With AI and machine learning making it easier to find the perfect influencers, brands are not just selling a destination; they’re selling a real, relatable experience. And one campaign that’s leading the charge? Pigeon Forge’s “Extreme Adventure,” where influencers took on everything from zorbing to heart-stopping rides at the Mountain Monster.
So, buckle up and read on to see how this campaign, along with others, is reshaping the future of adventure tourism marketing!
- 1. Revving Up Adventure: How Pigeon Forge’s Extreme Campaign Drove Sky-High Engagement
- 2. Scaling Peaks: How Patagonia's Influencer Campaign Conquered the Lake District
- 3. Ibiza Rocks the TikTok World: How Micro-Influencers Turned Ibiza Into a Digital Hotspot
- 4. "Thai-ing" Up Wanderlust: How the Tourism Authority of Thailand Reached Peak Relaxation with Influencers
- 5. Gold Coast Goals: How House of Travel Turned Instagram into a Sunshine Playground
- Unlocking Future Trends: Innovating Adventure and Experience Tourism with Influencers
- Frequently Asked Questions
1. Revving Up Adventure: How Pigeon Forge’s Extreme Campaign Drove Sky-High Engagement
When you think of Pigeon Forge, you probably picture Dolly Parton’s Dollywood, right? But here’s the plot twist: there’s a whole other side of Pigeon Forge that packs an extreme punch. And Orange 142 knew exactly how to unleash it.
Enter the “Extreme Adventure” influencer campaign, where adrenaline meets social media savvy, turning the sleepy Tennessee town into the ultimate adventure hotspot.
Orange 142 wasn’t about to just throw a bunch of influencers with big followings at the campaign and hope for the best. They carefully curated a list of influencers who weren’t just about the numbers but also about passion.
Bryan Geraads and Lars Janssen, aka The Theme Park Explorers, were the perfect match. With over 3.7 million followers across TikTok, Instagram, and YouTube, these Dutch adventurers were ready to explore the untapped thrills of Pigeon Forge—and trust us, they weren’t disappointed.
@themepark_explorers Dropping down with only a belt around the waist 😳 When going up it functions like a normal lift. But when going down you choose to go ‘fast’ - which we did. The floor slides away and then you make an unexpected drop. The Mountain Monster is located in Pigeon Forge, United States 🇺🇸 #pigeonforge #adrenaline #mountainmonster #scary #drop #fall ♬ Katchi - Ofenbach,Nick Waterhouse
Orange 142 knew the secret: long-term relationships. With local businesses providing everything from accommodations to VIP experiences, Pigeon Forge’s community was fully invested in making this campaign a success. When you’ve got a town that’s this welcoming, it’s easy for influencers to create authentic, engaging content that resonates with audiences.
Campaign Impact: Data That Speaks for Itself
Here’s the magic number: $2.79M in earned media value. That’s right. This campaign didn’t just generate buzz—it created bang for the buck. With 20.1 million completed views and an average engagement rate of 14.9%, the results were enough to make any marketer do a double-take.
Whether it was through TikTok videos, Instagram Stories, or the infectious enthusiasm of the influencers themselves, the campaign delivered over 1.2 million total engagements—all while showcasing the diverse thrills Pigeon Forge has to offer.
The Campaign's Secret Sauce: Curated Itineraries & Seamless Coordination
Orange 142’s approach was more than just finding influencers. It was about creating an experience. Itineraries were tailored to meet the interests of Bryan and Lars’ adventure-seeking followers, making every day of their visit a unique, Instagram-worthy moment.
From zorbing down hills at Outdoor Gravity Park to high-speed thrills at the Mountain Monster, every activity was designed to pack a punch—figuratively, and sometimes literally.
2. Scaling Peaks: How Patagonia's Influencer Campaign Conquered the Lake District
When Patagonia, the outdoor brand synonymous with environmental activism and adventure, decided to take on the Lake District, they knew they needed more than just a scenic backdrop. They needed influencers who could amplify their message while authentically showcasing the brand’s values.
Enter George Fisher, a local retailer trusted by outdoor enthusiasts and known for its customer-centric approach. This dynamic duo proved that the perfect influencer strategy can turn outdoor adventures into viral content—and leave a lasting impression on both brand and community.
Strategic Execution: A Carefully Curated Influencer Lineup
Patagonia’s campaign wasn’t a random throw of the dice. It was a precision strike. By focusing on influencers already passionate about Patagonia’s mission, they ensured the content was as authentic as a sunrise in the Lake District.
The influencer roster was a blend of outdoor disciplines: from fell runners to landscape photographers, to family adventurers, and even Patagonia’s own climbing ambassadors, Robbie Phillips and Pete Whittaker. Each influencer brought a unique perspective to the campaign, showcasing Patagonia gear across various outdoor activities with high-quality content that engaged their respective communities.
The key? These influencers weren’t just doing it for the ‘gram. They were creating valuable, engaging content that resonated deeply with both existing fans and potential new customers. Think of it like a well-curated playlist—every influencer was a different track that contributed to the overall vibe, which in this case, was pure outdoor authenticity.
The real kicker was the precision in the campaign’s reach. Thanks to advanced targeting, Patagonia wasn’t just hoping for eyeballs; they were securing the right eyeballs. Through social advertising and re-marketing tactics, the campaign reached 134,358 individuals, all of whom were into outdoor activities.
Patagonia’s partnership with George Fisher ensured this wasn’t just a one-time splash; it was about creating an ongoing dialogue with an engaged community. This audience wasn’t just a random group of outdoor lovers—they were primed and ready for Patagonia’s next message.
Results: Growth, Engagement, and Sales
By leveraging social media advert types and website tracking pixels, Patagonia now boasts a custom audience of over 500,000 people—individuals who are highly predisposed to engage with the brand. It's like a VIP club, but for outdoor enthusiasts, and once you're in, you're not leaving anytime soon.
3. Ibiza Rocks the TikTok World: How Micro-Influencers Turned Ibiza Into a Digital Hotspot
Ibiza—where the beats drop as fast as the temperatures in a dance club and where the party never really ends. But in the age of TikTok, even the most iconic places need a digital facelift.
Enter Ibiza Rocks, a brand already known for its electrifying live music and vibrant scenes. Their challenge? Make waves on TikTok and make their hotel THE destination for young, fun-loving travelers.
Cue House of Marketers, the agency that brought the #ThisIsIbiza campaign to life, turning the Ibiza Rocks TikTok profile into a must-follow for party seekers worldwide.
Strategic Execution: Influencers, Vibes, and the Perfect Location
The game plan was simple: harness the power of micro-influencers to bring Ibiza Rocks' essence to TikTok. Rather than throwing in the towel with big names and massive budgets, House of Marketers wisely opted for influencers who embodied the youthful energy, authenticity, and fun that Ibiza is all about.
These handpicked creators, drawn from the lifestyle and student niches, were sent straight to the heart of the action—the Ibiza Rocks Hotel. The task? To capture the essence of Ibiza, from vibrant nightlife to the laid-back beach vibes, and create TikTok content that would resonate with Gen-Z and Millennials.
This was more than just showcasing a hotel—it was about positioning Ibiza Rocks as the go-to place for unforgettable experiences. Think of it like trying to make your TikTok the ultimate party playlist—it needs to include just the right mix of energy, fun, and experiences that speak to your audience. #ThisIsIbiza nailed it.
The Results: Viral Growth with a Side of FOMO
The results? Well, let’s just say they don’t call it Ibiza Rocks for nothing. The TikTok account saw an explosive 40,000 new followers, turning it into the most buzzing destination on the app. But it doesn’t stop there.
The content garnered over 5 million video impressions, proving that Gen-Z and Millennials were vibing with the brand. The TikTok audience was so hooked that the brand reported a staggering 150% month-on-month follower growth, setting new benchmarks for what digital expansion can look like.
And, of course, with a solid 12% engagement rate, the campaign didn’t just attract followers—it sparked real conversations.
Why It Worked: Authenticity Meets Fun
What made this campaign tick wasn’t just the location (though Ibiza definitely helped)—it was the authenticity of the content. The influencers weren’t just showing up for the free stay; they were genuinely experiencing and sharing Ibiza’s unique vibe. Their content felt real, which made their followers feel connected.
Plus, the #ThisIsIbiza hashtag created a sense of exclusivity and FOMO that had everyone wanting a piece of the action.
4. "Thai-ing" Up Wanderlust: How the Tourism Authority of Thailand Reached Peak Relaxation with Influencers
If you’re looking to unwind and let your worries float away like a lotus flower, the Tourism Authority of Thailand (TAT) had a plan to make sure you knew exactly where to go: Thailand.
The goal? To position Thailand as the ultimate destination for health, wellness, and adventure. But instead of going the usual route of generic ads featuring perfect beaches, TAT turned to a tried-and-tested influencer strategy to create that perfect mix of wanderlust and serenity.
Strategic Execution: Influencers, Health, and a Lot of Zen
The TAT campaign, masterminded by Vamp, wasn’t about throwing influencer collaborations at the wall and hoping something would stick. Instead, it was about aligning with influencers who had already experienced Thailand’s serene side.
With their audience primed by previous visits, these influencers—eight of them—were ready to share authentic stories that painted Thailand as the dream wellness and adventure retreat. Each influencer provided two posts and two stories focusing on the rejuvenating side of Thailand, from meditation retreats to rejuvenating spa experiences, with an emphasis on health and wellness.
This strategy wasn’t just about showcasing Thailand’s beautiful beaches—it was about positioning the country as an experience. These influencers weren’t just tagging a location; they were telling a story.
Think of it as the digital version of "finding your zen," except with a lot of hashtags and filtered sunsets. By partnering with influencers who already had a connection to the destination, TAT ensured the content was both organic and relatable to their audience.
The Results: Impressions, Engagement, and Inner Peace
The numbers speak for themselves. The campaign generated a 3.23% average engagement rate, which in the influencer marketing world is like finding the perfect match on a dating app.
Not only were people liking and commenting, but they were also watching. With 41,000 story views and an impressive 88% story completion rate, the content wasn’t just skimming the surface—it was sinking in deep.
Why It Worked: Authenticity, Wellness, and a Little Bit of Thailand Magic
This campaign worked because it hit the sweet spot of authenticity and relatability. These influencers weren’t just going on vacation; they were genuinely sharing the peaceful, wellness and adventure-oriented aspects of Thailand that their audiences were craving. It wasn’t about being sold a dream—it was about living it, one deep breath at a time.
5. Gold Coast Goals: How House of Travel Turned Instagram into a Sunshine Playground
When House of Travel decided to shake things up and spotlight the hidden gems of the Gold Coast, they didn’t just want to appeal to the usual theme park crowd. They wanted to reimagine the Gold Coast experience, focusing on fine dining, breathtaking views, and activities that go beyond roller coasters and family fun.
To pull this off, they turned to the influencer world for help. And boy, did they strike gold.
Strategic Execution: Influencers with a Taste for the Gold Coast
The challenge was clear: House of Travel needed to educate audiences on everything the Gold Coast has to offer, beyond the well-trodden path of theme parks and family-friendly fun. Rather than casting a wide net, they honed in on one key influencer to give them the perfect balance of focus and flair.
This influencer would showcase the sophisticated side of the Gold Coast, with two Instagram posts/reels and 29 Instagram story frames. The ultimate goal? Drive traffic to a landing page offering a special deal—a seamless blend of inspiration and opportunity.
It was like crafting the perfect Instagram cocktail—one part wanderlust, one part exclusive deal, and a generous splash of influencer magic. No wonder the campaign was a hit.
The Results: An Instagram Gold Rush
The numbers are enough to make even the most seasoned marketer do a happy dance. The campaign achieved a 346,334 total reach and 351,747 total impressions, which is essentially the digital equivalent of being the most popular kid at the party.
But it wasn’t just about eyeballs—it was about engagement. With a 5.10% post engagement rate (when the industry standard hovers around 1-2%), this campaign was clearly the VIP section of influencer marketing.
Not just passive likes and scrolls—this campaign brought action. Of the 7,429 engagements, 1,650 were direct visits to the House of Travel landing page. The influencer didn’t just bring traffic to the Gold Coast, they brought it right to House of Travel’s doorstep, ensuring the landing page wasn’t just a digital brochure, but a conversion machine.
Add in 82.68% story completion rate and 53 replies, and it’s clear this campaign didn’t just make waves—it created a full-on splash.
Why It Worked: Authenticity Meets Action
What made this campaign shine? It wasn’t about just selling a destination—it was about showing real experiences. By focusing on the best the Gold Coast has to offer, from fine dining to stunning views, the influencer connected with their audience in a way that felt both aspirational and attainable.
Unlocking Future Trends: Innovating Adventure and Experience Tourism with Influencers
The success of these influencer campaigns highlights key strategies for tourism brands: authenticity, targeted influencer selection, and content that taps into the unique experiences of travelers.
With the rise of Gen Z and Millennials seeking personalized adventures, influencer collaborations are proving to be a powerful tool for increasing engagement and bookings. To stay ahead, brands should embrace these trends, experimenting with new approaches and innovative content strategies.
Frequently Asked Questions
What defines a successful influencer marketing campaign in adventure tourism?
A successful campaign authentically showcases adventure experiences through influencers whose audiences align with the brand's target demographic, fostering genuine engagement and inspiring travel.
How do brands select appropriate influencers for adventure tourism campaigns?
Brands assess influencers based on audience demographics, engagement rates, content authenticity, and a genuine passion for adventure travel to ensure alignment with campaign goals.
How do influencer collaborations enhance brand visibility in adventure tourism?
Influencer collaborations extend brand reach by tapping into the influencers' follower bases, providing authentic content that resonates with potential travelers and amplifies brand messages.
What metrics are used to measure the success of influencer marketing campaigns in this sector?
Key metrics include engagement rates, reach, impressions, website traffic, conversion rates, and return on investment (ROI) to evaluate campaign effectiveness.
How can adventure tourism brands maintain authenticity in influencer partnerships?
By collaborating with influencers who genuinely resonate with the brand's values and allowing creative freedom, brands can ensure authentic and relatable content.
What role does user-generated content play in influencer marketing for adventure tourism?
User-generated content amplifies authenticity, as travelers share personal experiences, fostering trust and encouraging others to explore similar adventures.
How do micro-influencers impact adventure tourism marketing campaigns?
Micro-influencers, with their niche audiences, offer high engagement rates and targeted reach, making them effective in promoting specialized adventure experiences.
What challenges do brands face in influencer marketing within adventure tourism?
Challenges include ensuring authentic content, measuring ROI, managing diverse influencer relationships, and adapting to evolving social media algorithms.
