Collaborating with travel creators and influencers can be a game-changer for destinations looking to boost visibility and attract new visitors; I’ve seen it myself time and again.
However, not all travel creator partnerships are created equal, and when destinations make common mistakes, they can miss out on the full potential of their influencer collaborations.
Avoiding these pitfalls can save you money, boost your influencer program potential, and impress your partners.
Here are the five biggest missteps destinations make—and how to avoid them.
1. Choosing the Wrong Creator for the Destination and Audience
One of the most frequent mistakes is selecting an influencer who doesn’t align with the destination’s brand, target audience, or storytelling goals. A luxury resort partnering with a budget travel blogger or falling for the flash of big audience numbers with a lifestyle influencer when your target is moms in their fifties plan the next family vacay. When selecting a creator, consider:
- Their audience demographics (age, interests, location)
- Their content style and storytelling approach
- Their past partnerships and whether they align with your destination’s image
Authenticity matters—if the creator’s audience doesn’t see them as a natural fit for your destination, the collaboration may fall flat.
2. Not Creating Bespoke and Personalized Itineraries
A cookie-cutter itinerary that highlights the same over-promoted spots won’t generate fresh, exciting content. Influencers thrive on unique experiences, so providing a customized itinerary that aligns with their niche can set your destination apart.
Consider offering:
- Off-the-beaten-path locations
- Behind-the-scenes experiences or VIP access (perhaps even create experiences only available to the creators audience for truly measurable ROI)
- Activities tailored to the creator’s personal brand and storytelling style
By curating experiences that feel fresh and exclusive, the content will naturally be more engaging and shareable.
3. Failing to Provide Essential Information
Nothing slows down a content creator’s workflow more than a lack of key details about their itinerary. When influencers don’t have links, tagging information, or details about the places they’re visiting, they may struggle to credit the right businesses or miss opportunities to highlight must-know facts.
Before arrival, ensure they have:
- A digital itinerary with addresses, contact information, and social media handles
- Background information on key stops (history, unique features, must-try experiences)
- Clear expectations regarding deliverables, hashtags, and branding guidelines
Providing this information upfront ensures smoother content creation and better promotional results for your destination.
4. Not Allowing Time for Content Creation
Rushing influencers from one stop to the next without allowing them time to capture high-quality content is a recipe for disappointment. Unlike traditional media trips where quick overviews may suffice, influencers need time to:
- Capture the right lighting for photos and videos
- Ask questions and gather storytelling details
- Engage with the location in a way that fuels creativity
Build breathing room into the itinerary to allow creators the flexibility to produce their best work. A relaxed and thoughtful approach to scheduling will yield much better content.
5. Not Sharing and Promoting the Created Content
One of the biggest missed opportunities is failing to amplify the content once the influencer has delivered it. When a creator shares their experiences, the destination should actively engage by:
- Reposting and sharing their content on social media
- Embedding blog posts or YouTube videos on official tourism websites
- Featuring their work in email newsletters or digital campaigns
When destinations invest in influencer partnerships but don’t leverage the resulting content, they miss out on valuable exposure.
BONUS: Keep Creator Relationships Active and Content Updated
A strong influencer partnership shouldn’t end once the campaign does. Stay connected with previous creators to:
- Update them on business closures, operational changes, or new attractions
- Encourage them to refresh or update content to keep it relevant
- Invite them for follow-up visits or collaborations
By maintaining these relationships, destinations can ensure that the content about their location remains accurate while also fostering long-term advocacy from creators.
Working with travel influencers and content creators can significantly enhance a destination’s marketing efforts—if done right.
By selecting the right partners, crafting personalized experiences, providing essential details, allowing for creative flexibility, and actively sharing the resulting content, destinations can maximize their investment and attract engaged travelers. And by keeping past collaborators in the loop, they can ensure their message stays fresh and relevant.
Avoid these common pitfalls, and your collaborations travel creators will be a powerful tool in your destination’s storytelling arsenal!
Attending an upcoming TBEX is the perfect opportunity to dive deeper into best practices for working with travel creators and avoiding these common mistakes. Learning directly from experienced influencers, industry professionals, and destination marketers, you’ll gain actionable insights on how to build successful partnerships, craft compelling campaigns, and maximize your return on investment. Whether you’re looking to refine your approach or start fresh with influencer collaborations, TBEX offers the knowledge, connections, and inspiration to help you elevate your destination’s storytelling and reach the right audience. Don’t miss the chance to connect, learn, and grow with the best in the industry!
Join us for TBEX North America, TBEX Europe or TBEX Summit America in 2025!
*This article was originally published by Leslie Walker Consulting at www.lesliewalkerconsulting.com.
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