Influencer marketing is no longer just a trendy buzzword; it’s the lifeblood of adventure and experience tourism. With the adventure tourism market growing faster than your favorite adrenaline rush (valued at $292.68 billion in 2023 and expected to skyrocket to $739.56 billion by 2028), brands are leaning heavily on influencers to drive those soaring numbers.
But here's the twist—it's not all about chasing the biggest follower counts anymore. In fact, authenticity and engagement are now the golden tickets.
Forget the days of celebrity endorsements with no personal touch. Now, brands are eyeing micro and nano-influencers who boast smaller but more engaged, niche audiences. These influencers are a perfect fit for brands aiming to connect with adventure seekers who are ready to book their next wild escape.
One such brand? West Midlands Safari Park, which took influencer marketing to the next level with a carefully crafted campaign that highlighted both family visits and luxury stays.
Curious to know how it all went down? Keep reading to explore the top strategies that are reshaping the adventure tourism industry.
- 1. Influencer Vetting with a Focus on Authenticity and Engagement
- 2. Targeting Niche Audiences with Passionate, Expert Influencers
- 3. Building a Diverse Influencer Pool to Reach Broader Audiences
- 4. Leveraging Multi-Step Campaigns for Immersive Experiences
- 5. Engaging Underrepresented Communities with Relatable Content
- 6. Combining Influencer Content with Native Advertising for Greater Reach
- The Future of Adventure & Experience Tourism Marketing
- Frequently Asked Questions
1. Influencer Vetting with a Focus on Authenticity and Engagement
You wouldn’t invite just anyone to crash on your couch for a week, right? Same goes for influencers. When you’re diving into influencer marketing, particularly for adventure and experience tourism, you need to get picky.
Don't just pick influencers with giant followings—pick influencers whose audience is actually interested in your brand. It’s all about aligning their content with what your audience is looking for. Focus on engagement over follower count, and ensure the creator’s audience actually gives a hoot about what they’re sharing. Think of it like finding the right person to recommend a restaurant—they’ve got to know what they’re talking about.
The strategy here is serious influencer vetting. You’re looking for the right fit: someone whose audience aligns with your target demographic, someone who will post real, genuine content, not just an ad. The vetting process should focus on engagement rate, audience interests, and whether their content feels authentic (because nothing kills a campaign faster than feeling like you’re being sold to).
West Midlands Safari Park took this vetting approach to heart when working to boost awareness for their day visits and exclusive Safari Lodges. The goal? Attract both families and high-profile influencers. Here’s where the magic happened: they didn’t just pick influencers based on their follower count.
Oh no, they went deep—deep into engagement rates, content quality, and audience demographics. They wanted influencers who actually cared about animals and wildlife (not just influencers who could tag a few hashtags).
After the vetting process, they targeted influencers who were aligned with their audience for the day visits, offering them gifted tickets for an honest review. But the real showstopper? Celebrity influencers—hello, Jac Jossa, Scott Mills, Dr Emily, and the gang—who were brought in to share the luxury side of the Safari experience.
By carefully selecting influencers, West Midlands Safari Park didn’t just get attention—they got the right kind of attention. People who were already interested in the park’s offerings were the ones engaging with the posts. And the result? More visits, more bookings, and more hype.
Results & Analysis
Talk about an influencer marketing home run. They scored over 100 influencer visits, resulting in 256 pieces of coverage, 1.3 million video views, and an impressive 5.72% engagement rate (which is stellar in the influencer world). Plus, Jac Jossa’s post alone generated 127% more profile visits—that’s a serious spike.
This wasn’t just about numbers—this was about creating real, engaging content that made people actually want to visit the park.
Key Takeaway
Listen, don’t just pick influencers because they’ve got a huge following. If you’re targeting families for a safari park or golf enthusiasts for a destination, make sure the influencer’s audience actually cares about your brand.
Vet your influencers like you’re finding a roommate—make sure they’re a good fit before you sign that lease (or, in this case, that partnership). Trust me, engagement is king, and it will lead to much better results than chasing numbers.
2. Targeting Niche Audiences with Passionate, Expert Influencers
Want your influencer campaign to stand out? Then focus on passion, not just popularity. You can have an influencer with millions of followers, but if their audience isn’t genuinely interested in your destination, you’re wasting your time.
You need influencers who are passionate about your niche—whether it's golf, hiking, or just finding the best local eateries. When influencers are truly invested in your niche, their content doesn’t just sell—it inspires.
This strategy is about identifying influencers who are true experts or enthusiasts in the specific interest you’re targeting. They’ll bring authentic energy to your campaign, and their audience will trust their recommendations. It’s all about passion-driven content that speaks to a niche but highly engaged group.
Greater Zion, a gorgeous golf destination (I mean, have you seen these courses?), knew they weren’t going to win over just anyone. They needed golf lovers, the people who eat, sleep, and breathe golf. Enter the golf influencers.
The campaign tapped into six passionate golf content creators, including @hannahbgg, @birdogey, @sgibri, @fitgolfergirl, @golfmami_, and @fredriklindblom, who already had a strong, dedicated following. These influencers weren’t just taking pretty photos on the greens—they were sharing their love for the game and showcasing why Greater Zion was the ultimate golf getaway.
These creators didn’t just hit the fairways; they highlighted the entire experience—golf, food, outdoor adventures, and local culture. The result was content that felt genuine, exciting, and—let’s be honest—made everyone want to pack their clubs and head to Utah.
Results & Analysis
Talk about hitting a hole-in-one! The campaign racked up 14.9 million impressions, 1.3 million reach, and $1.5 million in earned media value. The influencers didn’t just talk about golf; they showed their audiences why Greater Zion was the place to be. And the engagement? Off the charts.
Posts like Brady Nuss’s reached 654K views—proof that when you align your content with influencers who genuinely love what they’re promoting, the audience feels it.
This wasn’t just about generating awareness; it was about sparking excitement in a highly engaged community who were ready to act on those recommendations.
Key Takeaway
Here’s a thought: don’t just partner with popular influencers—partner with passionate ones. Passion drives authentic content, and that’s what gets people to pay attention. Choose influencers who live and breathe the experience you’re promoting. Their excitement will be contagious, and trust me, their audience will follow their lead.
3. Building a Diverse Influencer Pool to Reach Broader Audiences
You know that saying, “Don’t put all your eggs in one basket”? Well, it applies to influencer marketing too. If your brand has multiple target audiences (and let’s face it, most tourism brands do), you need a diversified pool of influencers. By working with influencers from different demographics, backgrounds, and content types, you can tell a richer, more inclusive story that resonates with a broader audience.
A diverse group of influencers means you’re not just appealing to one type of traveler—you’re opening your brand up to a variety of people, each of whom might connect with your destination in a unique way. It’s like casting a wider net but making sure each catch is still relevant to your brand.
When Missouri wanted to reposition itself as a fun and affordable travel destination, they knew they needed to appeal to a wide range of potential visitors. So, they didn’t just rely on one kind of influencer—they worked with a diverse group of creators.
These influencers, ranging in age and interests, showcased everything from well-known tourist attractions to hidden gems, all while engaging their audiences across Instagram, Facebook, and blogs. They also promoted the “Find Your M-O” quiz, which was a clever way to get people interacting with the content and clicking through to the Visit Missouri site.
Results & Analysis
And the results? Let’s just say Missouri got a lot of attention. With 7 million impressions, 212.4K engagements, and 62.6K clicks (three times the benchmark), Missouri’s campaign was a smashing success.
The beauty of this strategy was that it appealed to a broad spectrum of travelers, whether they were families looking for budget-friendly fun or adventure seekers in search of something unique. By diversifying the influencer pool, Missouri hit all the right notes and reached more potential visitors.
Key Takeaway
Don’t be afraid to mix things up—diversify your influencer partnerships. When you appeal to different traveler personas, you’re not just casting a wider net; you’re telling a more complete brand story. The more diverse the voices, the bigger the impact. Trust me—your audience is out there, and they’ll thank you for showing them the full picture of what your destination has to offer.
4. Leveraging Multi-Step Campaigns for Immersive Experiences
Ever binge-watched a show and been totally hooked by the plot twists? That’s the magic of a multi-phase influencer campaign—it keeps your audience on the edge of their seats, wanting more. Instead of throwing everything at your audience all at once, you can build a story over time, creating anticipation, excitement, and deeper engagement.
It’s like a roller coaster—slow climb at first, then a thrilling drop, and by the end, your audience is screaming for more.
This strategy works particularly well for destinations or experiences that require a deeper connection or immersion. Think of it like giving your audience an ongoing narrative where influencers share their journey in steps. First, they tease the experience (the buildup), then they dive into the details (the thrill), keeping their followers glued to their feeds.
The Jordan Trail Association didn’t just want to tell people about the Jordan Trail—they wanted to take them on an adventure. So, they rolled out a two-phase campaign that created a real sense of storytelling.
- Phase one: They sent influencers to Jordan to get a taste of the country’s stunning landscape, immersing them in its culture. They shared their first impressions through posts, videos, and blogs. Pretty standard influencer stuff, right?
- Phase two: The influencers dove deeper into their experience with the hashtag #LifeChangingExperience, showing off their trek through specific regions of Jordan, offering followers a more detailed, intimate view.
This two-phase storytelling not only showcased Jordan’s breathtaking beauty but also built up to an emotional peak that really connected with their audience.
Results & Analysis
The result? 1.25 million impressions and a 9.74% global engagement rate. Now, that’s engagement you can get excited about. With 20,000 engagements, the influencers' content hit home, and followers stayed with them every step of the way, from the buildup to the big reveal. It’s proof that a story well told can build a deeper, more meaningful connection with your audience—especially when the journey itself is part of the experience.
Key Takeaway
Here’s the deal—don’t rush it. Create a story your audience wants to follow. Break your campaign into phases, just like a good plot—build anticipation, give them the thrill, and leave them wanting more. Multi-phase campaigns create lasting impressions and keep your audience coming back for the next chapter. Trust me, the payoff is worth it.
5. Engaging Underrepresented Communities with Relatable Content
You know what’s more powerful than promoting an experience to a broad audience? Targeting a community that’s either underrepresented or hasn’t been traditionally reached by your brand.
This strategy works wonders when you want to spark curiosity and break new ground. It’s not about “selling” something—it’s about inviting people in and making them feel like they belong. The key is using authentic influencers from those communities who can share their real experiences in a way that’s relatable and, more importantly, genuine.
This approach works especially well for brands trying to connect with niche groups that may not have been previously engaged with an experience. Think of it as opening doors to new adventures for people who might not have considered them before.
Tourisme Laurentides had a fun challenge—getting the BIPOC community in Greater Montreal interested in skiing in the Laurentians, which, let’s face it, isn’t usually on the radar for that audience.
Instead of trying to force it, they did something smarter: they sent two influencers from the BIPOC community to experience skiing for the first time. The goal wasn’t just to show them on the slopes, but to show the journey—from being absolute skiing newbies to discovering the joys of the sport.
The influencers took their followers through the process via Instagram stories and later summarized their experiences in posts and videos, all while sharing the beauty of the Laurentians. It was authentic, fun, and relatable—the exact content that drives curiosity.
Results & Analysis
The results were pretty fantastic. With over 500K impressions and 360K reach, the campaign showed that when you authentically connect with underrepresented communities, the results speak for themselves. The 6.2% engagement rate is solid, and the best part? The content didn’t feel like marketing—it felt like a genuine invitation to something new and exciting.
Key Takeaway
If you want to connect with a community, stop “selling” and start engaging. It’s all about authenticity. By working with influencers who are already part of the community you want to target, you’re not just creating content—you’re starting a conversation.
Tap into underrepresented groups and invite them to experience something new, but make it feel personal. When they feel seen and heard, that’s when the magic happens.
6. Combining Influencer Content with Native Advertising for Greater Reach
Here’s the thing: influencers are great at creating buzz, but when you combine their magic with native advertising, you’re not just creating a buzz—you’re building momentum. By integrating influencer content into editorial-style articles that feel native to the platform, you can amplify the message while maintaining authenticity.
It’s like mixing the organic power of influencers with the credibility of editorial content. You get double the impact and a much wider reach.
The strategy is simple: take the influencer content, blend it seamlessly with native ads, and push it out through paid amplification. The result? A stronger, more persuasive message that resonates more deeply with your target audience while expanding your reach.
SkiStar decided to take influencer marketing to the next level by teaming up with Inzpire Me and Aftonbladet, Sweden’s major media outlet. The goal was to push SkiStar’s summer destinations like Sälen and Trysil while boosting awareness and driving purchase intent.
Here’s where it gets fun: they didn’t just rely on influencer posts. They integrated influencer content into native articles on Aftonbladet’s site, blending influencer voices with editorial pieces. So, readers weren’t just seeing influencer content—they were seeing it presented as part of an actual article that offered value.
The combination of organic and editorial-style content created a seamless, persuasive brand experience.
Results & Analysis
The campaign nailed it. With 1 million+ reach, 4% engagement, and a 5.4% total brand lift, it’s clear that integrating influencers with native advertising worked wonders. The content was amplified through paid ads, giving it an extra boost in visibility, and the results speak for themselves: 1.6% increase in awareness, 2.1% increase in preference, and a 1.7% bump in purchase intent.
Key Takeaway
Don’t let your influencer content just sit there—supercharge it with native advertising. When you combine influencer content with paid editorial-style pieces, you get the best of both worlds: credibility and reach. The beauty is, it feels natural, not salesy. So, boost your content with paid amplification and get ready to watch your brand lift like never before.
The Future of Adventure & Experience Tourism Marketing
The key to success in adventure and experience tourism marketing is authenticity and strategic engagement. From niche influencers to multi-phase campaigns, the trend is clear—brands must embrace creativity and personalized storytelling to forge deeper connections.
The industry is evolving, and so should your marketing strategies. By collaborating with influencers who truly resonate with your audience, your brand can drive more meaningful engagement and bookings. Experiment and innovate—the possibilities are endless.
Frequently Asked Questions
What is influencer marketing in adventure tourism?
Influencer marketing in adventure tourism involves collaborating with content creators who share their travel experiences to promote destinations, activities, or services, thereby inspiring their followers to explore new adventures.
How do I choose the right influencers for my adventure tourism campaign?
Select influencers whose content aligns with your brand values and target audience. Prioritize engagement over follower count to ensure authentic connections.
What types of influencers should I consider?
Consider micro-influencers (10,000–100,000 followers) for niche engagement, and nano-influencers (1,000–10,000 followers) for highly targeted and authentic content.
What content formats work best for adventure tourism promotions?
Short-form video content (e.g., TikToks, Instagram Reels), immersive 360-degree videos, and interactive maps are effective in showcasing dynamic travel experiences.
How can I measure the success of an influencer campaign?
Track metrics such as engagement rates, referral traffic, booking conversions, and use of promo codes or affiliate links to assess campaign effectiveness.
Should I focus on brand awareness or direct bookings?
Both objectives are important. Brand awareness campaigns attract a broad audience, while direct booking promotions drive immediate sales. Align your strategy with your specific goals.
How do I ensure content authenticity?
Collaborate with influencers who have a genuine passion for adventure travel, allowing them creative freedom to produce content that resonates authentically with their audience.
