7 Things Made This Brilliant TBEX North America Creator Tour Work and What Destinations Can Learn

Too often, content creators are invited on whirlwind tours that look great on paper but leave little room for meaningful storytelling. Packed schedules, limited shoot time, and unclear messaging can make even the most beautiful destination hard to capture. That’s what made the Flavors of Québec foodie tour during TBEX North America 2025 in Québec City stand out. This experience didn’t just deliver stunning locations and mouthwatering bites, it was thoughtfully crafted for creators to succeed. Here’s how it raised the bar for what a content creator tour can and should be.

1. A Guide Who Truly Gets It!

At the center of this experience was Allison Van Rassel, a celebrated Québec-based food blogger who understands both the local culinary scene and the realities of digital storytelling. Her guidance wasn’t limited to historical facts or foodie trivia; she cued up lighting conditions, paused for filming moments, and intuitively gave context that fit both short-form and long-form content needs.

For destinations: Select guides with lived experience in content creation or who have been media-trained to support it. Their fluency in creator needs helps content resonate beyond the tour.

2. Content Creation Time Was Built In

Rather than rushing from stop to stop, the itinerary allowed time to capture each moment intentionally. There was space to set up shots, get quiet background footage, record voiceover, and even reshoot if needed. It transformed each location from a quick visit to a usable story setting.

For destinations: Budget 15–20 minutes per stop just for creators to film or photograph. Slow is strategic when it comes to content production.

3. Strong Local Buy-In and Participation

Every host, from winemakers to chefs, was genuinely enthusiastic. They weren’t just checking a box; they shared their passion and invited real conversation. Their hospitality came through on camera and helped creators form authentic narratives that audiences will connect with.

For destinations: Work with local partners who understand the value of creator visits and are excited to collaborate. Their energy becomes part of the story.

4. Easy Access to Tags, Handles, and Hashtags

Creators weren’t left guessing. Each location’s social handles and hashtags were shared clearly in advance or onsite. This reduced friction during the posting process and allowed for faster, more accurate publishing.

For destinations: Provide creators with a pre-tour content kit including all social links, preferred hashtags, and brand guidelines.

5. Brand Ambassadors on Standby

Whether it was answering questions about ingredient sourcing or helping pronounce a French word correctly, support staff were nearby and ready. That on-the-fly help saved creators time and reduced post-production guesswork.

For destinations: Assign a brand ambassador or content liaison to each tour to help creators get the details right.

6. A Cohesive, Strategic Narrative

This wasn’t a random sampling of restaurants. It was a curated story about Québec’s farm-to-table ethos, culminating in Île d’Orléans, often called the region’s kitchen garden. The tour had emotional build, cultural relevance, and a clear arc that supported both short-form social content and deeper blog storytelling.

For destinations: Treat your tour like a narrative, not just a route. A beginning, middle, and end creates more memorable, shareable content.

7. Quiet Moments Built In

Not every minute was filled with activity, and that was intentional. Travel creators used the time between stops to network, review footage, sketch out captions, and brainstorm posts together. That mental space helped creators process what they were experiencing and turn it into stronger content.

For destinations: Create buffer time on the schedule. Travel content creation is creative work, and creative work needs quiet.

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What Destinations Can Learn from Flavors of Québec

• Choose guides who are storytellers, not just experts
• Allow generous time at each stop for content creation
• Ensure local partners are genuinely engaged
• Prep creators with social media access tools in advance
• Assign a point of contact who can answer questions in real time
• Structure your tour with a clear story arc in mind
• Build in downtime for reflection, collaboration, and creativity

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The Flavors of Québec tour worked not by chance, but by thoughtful design. For destinations seeking to build meaningful relationships with content creators, and generate content that performs, this is the model to follow. Thoughtful pacing, intentional storytelling, and creator-first logistics turn a short-term tour into something that travels much farther online.