In 2025, TikTok and Instagram aren’t just social media platforms—they’re adventure tourism powerhouses. From viral videos to stunning Reels, social media is now the go-to place for wanderlust-fueled audiences—and brands are capitalizing on it.
But it’s not all about celebrity endorsements anymore. Influencer marketing, particularly with micro-influencers and real travelers, is the new frontier. Add in the rise of AI-driven personalization and the Q5 surge on TikTok, and you’ve got a recipe for content that’s impossible to ignore.
Take Sun Peaks Canada, for example—a campaign that perfectly encapsulates the evolving trends. With breathtaking views, authentic content, and a strategic partnership with the influencer @CalSnape, this campaign garnered millions of impressions and earned media value that will make your head spin.
Keep reading to dive into how this campaign went down and explore other innovative strategies that are reshaping the adventure tourism industry. Trust us, it’s worth the journey.
- 1. Sun Peaks Canada Instagram Campaign Review: A Snow-Capped Success
- 2. Heritage Park Instagram Campaign Review: A Feast for the Senses and the Feed
- 3. Creator Co: Banff Campaign Review: The Great Outdoors Gets a Social Makeover
- 4. Centre Parcs #UrlaubHeißtCenterParcs Campaign Review: Nature Meets Influencer Magic
- 5. CEEK x BXR Retreats: Fitness Meets Five-Star Luxury
- Innovating the Adventure Tourism Landscape with Social Media
- Frequently Asked Questions
1. Sun Peaks Canada Instagram Campaign Review: A Snow-Capped Success
When it comes to winter adventures, there’s one question that immediately springs to mind: What’s better than skiing down powdery slopes with no crowds around? Answer: A strategically executed Instagram campaign that brings this snowy dream to life.
Enter Sun Peaks Canada’s campaign—showing off its serene, crowd-free ski runs, scenic views, and a lineup of festivals—like the winter vacation you never knew you needed until you saw it on your feed.
The campaign had a single, crystal-clear goal: get the adventure-hungry Pacific Northwest crowd to trade in their regular winter getaway spots for Sun Peaks’ hidden gem of a resort.
So, how do you capture the attention of winter sports lovers in a world flooded with #WinterWonderland hashtags? Influencers. Specifically, two Instagram heavy-hitters, including @CalSnape, Canada’s Instagram sensation, who could make snow look like it belongs in a Vogue spread. They didn't just post a couple of cozy photos by a fireplace—this was content made to be swooned over.
Strategic Execution: The Social Snowstorm
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Targeting: The campaign hit the sweet spot—Pacific Northwest adventure seekers. No wide net here; this was a laser-focused approach.
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Content: Stunning visuals paired with IG stories and short-form videos kept the content fresh and engaging. It’s like watching a movie where the setting is pure winter magic—and you’re just waiting for the next snow-filled plot twist.
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Engagement: With over 500K engagements and 500K video views, the campaign was like the viral dance challenge of winter vacation content—no wonder it kept people hitting “like” and mentally packing their bags.
Results: Cold, Hard, and Beautiful Numbers
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6.1M Impressions: That's the equivalent of every skier on Earth seeing your content at least once. Impressive, right?
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$248K Earned Media Value: A solid return on investment, proving that well-executed influencer marketing really pays off (pun intended).
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.09 Cost Per Engagement: A fraction of a cent for each meaningful interaction? This campaign’s efficiency is almost as flawless as the powder on those slopes.
Wrap-Up: Skiing to Success
Sun Peaks nailed it with a strategic influencer-led approach that was as refreshing as a mountain breeze. With visuals that made everyone wish they were sipping hot cocoa on a ski lift and a carefully chosen influencer lineup that had audiences hooked, this campaign successfully took Sun Peaks from an unknown winter wonderland to the go-to destination for snow lovers.
2. Heritage Park Instagram Campaign Review: A Feast for the Senses and the Feed
When you think of living history, you might picture dusty old books or dry museum exhibits. But Heritage Park in Calgary? It’s anything but dusty. This living, breathing slice of Canada’s past came to life in the most Instagrammable way possible, thanks to a strategic influencer event that made foodies and history buffs alike drop everything to head to the park—and post about it.
The Strategic Execution: History with a Side of Food
Heritage Park, Western Canada’s largest living history museum, wanted to show off its upcoming summer menu in a way that would make food lovers drool and history lovers geek out. So, how do you bring together both worlds? Influencers.
Specifically, 16 top-notch influencers from Calgary’s food and lifestyle scene who came together for an evening of feasting at Gasoline Alley. Think of it as a gourmet throwback, where people get to feast on a spread of delectable eats while wandering through Canada’s past. Not your average dinner, right?
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Target Audience: Heritage Park targeted foodies and local lifestyle influencers to show off its incredible dining options in a way that felt authentic and relatable. These influencers didn’t just snap a pic; they got immersed in the experience and shared it with their engaged audiences.
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Content Strategy: With 34 posts (and countless stories) over Instagram, these influencers didn’t just scratch the surface. They went deep, showing off everything from the old-school charm of Gasoline Alley to Instagram-worthy plates of mouthwatering food that had their followers salivating.
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Event Execution: From the first bite to the last shot, every detail was designed to entice audiences with something more than just a meal—it was an experience, wrapped in a historical package. And let’s be real: any campaign where food and history meet will be posted, shared, and celebrated.
Results: A Banquet of Impressions
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60.1K Impressions: Heritage Park hit a main course of impressions, meaning a ton of eyes were on the park’s delicious offerings.
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1.37K Engagements: With 1.37K engagements, we’re talking about a hearty helping of interactions that likely led to a few reservations being made.
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16 Creators, 34 Posts: From Calgary’s foodie elite to lifestyle influencers, this event created a ripple effect that went far beyond the park's gates. These posts weren’t just about food—they were about telling a story, one that encouraged followers to step into the past while tasting the future.
Wrap-Up: An Instagram-Sized Success
Heritage Park’s campaign proved that history isn’t just for textbooks—it can be fresh, fun, and delicious too. By teaming up with influencers who understood how to blend the old with the new, they turned a visit to the park into an experience that was impossible to ignore.
With more than 60,000 impressions and engagement that proved how much their audience loved the content, Heritage Park didn’t just serve up food—they served up a memorable marketing moment that left people hungry for more.
3. Creator Co: Banff Campaign Review: The Great Outdoors Gets a Social Makeover
Banff National Park has always been known for its stunning landscapes—majestic mountains, vibrant lakes, and endless adventure. But when Travel Alberta and Banff Lake Louise Tourism decided to give the park a digital makeover, they didn’t just stop at the usual scenic shots.
Oh no, they went all-in with an influencer campaign that changed the way people see winter travel—and had the internet falling in love with ice bubbles, of all things.
Strategic Execution: Nature Meets Influence
Imagine this: 27 creators, hand-picked from around the globe, each with a unique voice, were invited to the heart of Canada’s iconic Rockies. The twist? They weren’t given a rigid itinerary. Nope, they had the freedom to explore Banff at their own pace—no shackles, no constraints.
They were free to create content however they saw fit: photography, videos, music, even fine art. It was like giving a kid an unlimited candy shop experience but in the form of epic mountain landscapes and crystal-clear lakes.
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Freedom to Explore: This wasn’t your standard ‘here’s a list of places to visit, now go create’ approach. The creators had room to breathe, and their content reflected that authenticity. Whether it was snapping photos of breathtaking peaks or creating vibe-filled TikTok montages, their genuine reactions to Banff’s beauty spoke volumes.
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Always-On Content Strategy: With an “always-on” approach, Banff's presence didn’t just hit a one-off spike in engagement—it kept rolling, like the snowball effect of a winter avalanche. The creators were constantly sharing their experiences, making Banff a fixture on social feeds all winter long.
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Multiple Mediums, Multiple Messages: This campaign didn’t just rely on static posts. Banff’s content came to life across photos, videos, music, and more, reaching an audience of every type of content consumer. From casual scrollers to hardcore adventure seekers, Banff had something for everyone.
Results: A Social Avalanche
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15.2M Organic Reach: That’s right—over 15 million people across the globe got a glimpse of Banff’s winter beauty. It’s the kind of reach that makes you wonder if there was any snow left after all that virtual traffic.
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1.8M Engagements: With nearly 2 million interactions, Banff’s content didn’t just sit there—it sparked conversations, excitement, and a thirst for travel.
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200+ Posts: More than 200 pieces of content, each showcasing Banff’s breathtaking landscapes, epic adventures, and those iconic ice bubbles, flooded the internet. This wasn’t just a campaign; it was a visual takeover.
Wrap-Up: Banff Becomes a Global Star
Banff didn’t just get on the map with this campaign—it defined the map for winter tourism. Thanks to the unique approach of giving creators total freedom to explore and share their experiences, Banff captured hearts and feeds alike.
Whether it was Instagram posts, TikToks, or the viral ice bubble moment that put Abraham Lake on the global radar, the Creator Co: Banff campaign brought the Rockies straight to our screens. And we’re all the better for it.
4. Centre Parcs #UrlaubHeißtCenterParcs Campaign Review: Nature Meets Influencer Magic
When Centre Parcs decided to launch the #UrlaubHeißtCenterParcs campaign, they weren’t just selling weekend getaways—they were offering the ultimate nature-filled escape with a side of influencer storytelling.
And let’s be real, if there’s one thing influencers do well, it’s turning an ordinary weekend into something that looks like it belongs in a wellness retreat commercial. That’s exactly what this campaign served up: a sprinkle of nature, a dash of adventure, and a whole lot of Instagram-worthy moments.
Strategic Execution: A Perfect Mix of Lifestyle & Adventure
Centre Parcs didn’t just opt for any influencers—they brought together the dream team to capture the essence of what their holiday parks were all about: family, relaxation, and the great outdoors.
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Targeting the Right Audience: The campaign hit multiple audiences with a well-rounded selection of influencers. From family-oriented content creators to best-ager lifestyle influencers, the diversity in creators made the content feel real and relatable to a broad audience. After all, who doesn’t want to see a family enjoying s’mores around a campfire or a couple having a peaceful nature walk without a single screen in sight? (It’s basically the dream, right?)
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Content Strategy: The content was laid out as an ongoing story during the influencers’ stays, making followers feel like they were part of the vacation experience from start to finish. And then, boom—the grand finale: a well-curated final post that brought it all together. It’s like watching a vacation unfold in real-time, but with the added bonus of influencer charisma.
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Flexibility = Authenticity: The beauty of this campaign lay in its freedom. The influencers weren’t confined to a script or forced itinerary. They could share their genuine experience, making it feel more like a recommendation from a friend than a paid promotion. And let’s be honest, the more natural it feels, the better it resonates with an audience.
Results: It’s a Story Everyone Wanted to Hear
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Total Views (Story): Over 2,000 views! That’s more than just a few curious scrollers—it’s a solid audience tuning in to see real-life experiences from their favorite influencers.
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Total Interactions: 500+ interactions showed that the content was doing more than just filling up feeds—it was engaging people and sparking conversation.
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Link Clicks: 200 clicks meant that people didn’t just watch; they were interested enough to learn more, proving the campaign’s effectiveness in driving traffic.
Wrap-Up: A Weekend in the Spotlight
Centre Parcs’ #UrlaubHeißtCenterParcs campaign wasn’t just about showcasing the beauty of their parks—it was about telling a story that felt personal, engaging, and totally relatable. With the perfect mix of influencer freedom, lifestyle appeal, and real-time content, this campaign made nature feel accessible and, dare we say it, even Instagrammable.
5. CEEK x BXR Retreats: Fitness Meets Five-Star Luxury
When it comes to fitness retreats, we often envision yoga mats, green smoothies, and barefoot bliss in the middle of nature. But when BXR launched its international retreat program, they decided to take things up a notch. Enter CEEK—their mission: to show the world that luxury fitness getaways can be as much about five-star hospitality as they are about sweating it out with expert trainers.
And how did they do that? By unleashing a campaign that blended sleek Instagram visuals with TikTok's high-energy, it turned fitness enthusiasts into luxury travel seekers in no time.
Strategic Execution: Fitness Goals with a Touch of Class
When BXR decided to expand its luxury fitness brand to Turkey and Crete, they weren’t just selling a workout—they were selling a lifestyle. The challenge for CEEK was clear: How do you turn a fitness brand already loved in London into a global sensation, without losing that exclusive feel?
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Targeted Social Strategy: With a combination of organic and paid posts, CEEK made sure the message wasn’t just getting out—it was getting in front of the right people: fitness lovers with an eye for luxury. Whether it was an Instagram carousel showcasing the stunning Mediterranean landscapes or a TikTok challenge featuring high-intensity workouts, the content made audiences feel like they were missing out if they didn’t book a spot.
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Consistent Brand Identity: While the retreat’s locations were in Turkey and Crete, the campaign ensured that BXR’s London luxe vibe didn’t get lost in translation. Consistent branding across all platforms created a cohesive message, making BXR synonymous with premium wellness no matter the country.
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Influencer Engagement: To spread the word, CEEK tapped into a mix of fitness influencers, wellness enthusiasts, and lifestyle bloggers, all of whom showcased their retreat experiences, blending high-performance workouts with poolside cocktails in a way that made followers wish they were there. The balance between sweat and relaxation was never so glamorous.
Results: Full Bookings & Global Buzz
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Fully Booked Retreats: Thanks to the campaign, the retreat program has been fully booked every year since launch. We’re talking about zero empty spots, proving that people aren’t just looking for fitness—they want it delivered with a side of luxury service and Mediterranean sunsets.
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Global Reach: Through paid media and organic content, the campaign reached fitness lovers across the globe, showing that CEEK’s strategy didn’t just drive engagement—it created a destination craze.
Wrap-Up: A Winning Workout Plan
CEEK’s approach to BXR’s retreat launch didn’t just blend fitness with relaxation—it made the combination look downright irresistible. By strategically using Instagram and TikTok, they not only captured the attention of luxury wellness seekers but also redefined what it means to have a “luxury fitness experience.”'
From sweat to sunsets, this campaign proved that when you combine high-performance with high-end relaxation, you get more than just a retreat—you get a full-on lifestyle transformation.
Innovating the Adventure Tourism Landscape with Social Media
Brands can tap into the power of TikTok and Instagram by focusing on immersive, authentic experiences and influencer-driven storytelling. Common strategies include leveraging user-generated content, maintaining consistency across platforms, and creating a seamless connection between digital and physical experiences.
As consumers seek more personalized and engaging travel content, brands should experiment with innovative formats, from viral TikToks to stunning Instagram visuals, to stay ahead in the competitive adventure tourism industry.
Frequently Asked Questions
What is TikTok travel marketing?
TikTok travel marketing involves using TikTok to increase a travel company's reach, build the brand, engage travelers, and boost bookings. It includes creating and sharing short-form videos, leveraging popular hashtags and trends, and utilizing paid TikTok marketing to reach target audiences faster.
How can adventure tourism brands use Instagram effectively?
Adventure tourism brands can use Instagram by posting visually appealing content such as photos and videos showcasing their offerings. Utilizing features like Instagram Stories, Reels, and IGTV can enhance engagement. Collaborating with influencers and using relevant hashtags can also increase visibility.
What are the benefits of using TikTok for travel marketing?
TikTok offers a platform for creating engaging short-form videos that can go viral, reaching a wide audience quickly. Its algorithm promotes content based on user interests, allowing travel brands to target specific demographics effectively. Additionally, TikTok's interactive features enable direct engagement with viewers.
How do Instagram Reels contribute to travel marketing?
Instagram Reels allow travel brands to share short, engaging videos that showcase destinations, activities, and experiences. Reels have high visibility on the platform, increasing the chances of content being discovered by a broader audience. They also support creative storytelling, which can captivate potential travelers.
What role do influencers play in adventure tourism marketing?
Influencers in adventure tourism marketing help promote destinations and experiences by sharing their personal stories and content. Their established trust with followers can inspire travel decisions and increase brand credibility. Collaborations with influencers can also expand a brand's reach to targeted audiences.
Why is user-generated content important in travel marketing?
User-generated content (UGC) provides authentic testimonials and experiences that resonate with potential travelers. Sharing UGC on platforms like TikTok and Instagram can build trust, encourage engagement, and influence travel decisions by showcasing real-life adventures.
How can adventure brands measure the success of their social media campaigns?
Success can be measured through metrics such as engagement rates (likes, comments, shares), reach and impressions, follower growth, website traffic, and conversions (e.g., bookings or inquiries). Utilizing analytics tools on TikTok and Instagram can provide insights into campaign performance.
