Travel inspiration today starts with a scroll on social media. Before flights are booked or bags are packed, potential visitors are discovering destinations through the people they follow online. That’s where influencers come in. Influencers are storytellers who shine a light on what makes your community special, from local flavor to hidden gems. 

When you find the right influencers, they can bring the essence of your destination to life in a way that feels personal, inspiring, and authentic.

In this blog post, we’ll break down how influencers are shaping travel decisions and how to choose the right ones, both qualitatively and quantitatively, to help share your destination’s story.

Influencers Share the Experience, Not Just the Information

Whether it’s a morning walk through a local market or an unexpected view from a hidden trail, influencers help people imagine themselves in the experience instead of just reading about it.

Influencers Inspire Action in a Trusted Way

Travelers are more likely to take a recommendation from someone they follow and trust on social media. In fact, eighty-three percent of travelers are inspired to plan a trip based on the content created by influencers (Market.us Scoop, 2025). Influencers bring a sense of credibility and personal insight, especially when their content feels genuine and consistent with their usual storytelling style.

Influencers Reach People in the Discovery Phase

Before visitors book a trip, they scroll through social media. Platforms like Instagram and TikTok are often the first touchpoints in a traveler’s decision-making process. Influencers help destinations show up in the early stages when curiosity is sparked and plans begin to form. You must achieve awareness in ways like this one before the target audience can consider your destination!

How to Choose the Right Influencer for Your Destination

Choosing the right influencer goes beyond follower count. You must find someone who understands your community and your objectives, and can share your story effectively with the audience you want to reach. Here are a few things we look for when identifying the right influencer collaborations:

Audience Alignment 

Start by understanding who the influencer is talking to on their social media. Are their followers families, young professionals, couples, adventure seekers, or retirees? Make sure their audience aligns with the visitors your destination wants to attract.

Content Style & Personality

Every influencer brings their own tone and visual style. Review their past content. Does it complement the feeling and identity of your place? Whether you are a vibrant coastal city or a quiet mountain town, their storytelling should feel like a natural fit.

Authentic Engagement 

It’s not just about how many people follow the influencer. It’s about how their audience responds. Look for influencers with genuine, thoughtful interactions. Comments, shares, and conversations hold more value than likes. 

Macro vs Micro Influencers

Macro influencers with larger audiences can help build broad awareness and are often a good fit for major campaigns, launches, and putting your destination on a wider map.

Micro influencers, while smaller in reach, tend to foster stronger engagement and deeper trust among their followers. They are effective when promoting local experiences and driving community connection. Depending on your goals, either or both can be a strong choice.

Influencer marketing is most effective when the people you partner with align with your destination’s identity and speak directly to the audiences you want to reach. 

Whether you’re just getting started or looking to level up your influencer strategy, North Star is here to help you tell your story in a way that’s authentic and engaging.