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Tourism board cooperation: Influencer marketing in tourism By 2026, it will no longer be an experiment—it will be the channel with the strongest ROI in destination marketing. Nevertheless, many are burning through it. Tourism BoardSix-figure budgets are wasted every year with the wrong creators, the wrong formats, and the wrong expectations. I know this because I'm on both sides: As a travel creator with over 4.2 million followers on Instagram and 500+ brand collaborations, I've been working with tourism boards worldwide for over ten years — from Visit Saudi Arabia and Tourism New Zealand to the Basque Country Tourism Board and the Turkish Tourism Board.

This guide is for marketing professionals at tourism boards, DMOs, hotel chains, and destination management organizations who want to understand how Influencer Marketing Tourism What really works — beyond agency buzzwords and case study-based cost-cutting. You'll learn: What a campaign costs, how to find the right one Travel Influencer book, which content formats actually generate bookings, and how to accurately measure ROI.

Why influencer marketing will be indispensable in tourism by 2026

Traditional tourism advertising has a problem: it's interchangeable. Every destination has beaches, mountains, or culture. A 30-second TV spot can't differentiate between them. But what advertising can't do is tell an emotional, authentic story that makes people put THAT specific destination on their bucket list and then actually book it.

That's precisely what professional travel influencers deliver. A well-produced travel report with drone footage, personal experiences, and honest recommendations has a lifespan of years—not seconds. My travel reports generate organic traffic and Google rankings for dozens of keywords for years after publication—a one-time investment with a lasting return. That's the difference between... paid advertisement and paid asset.

For tourism boards, this means that those who don't invest in creator partnerships by 2026 will lose market share to destinations that do. Croatia, Saudi Arabia, and New Zealand reached their tourism peaks directly after large-scale influencer campaigns. This is no coincidence.

The 5 most common mistakes tourism boards make in influencer campaigns

Mistake 1: Focusing solely on follower count — but not solely on engagement rate.

Many agencies recommend "at least 3-41 TP3T engagement" as a criterion. What they fail to mention: For creators with millions of followers, 1-21 TP3T engagement is normal AND still massive in absolute numbers. A creator with 4 million followers and 1.51 TP3T engagement reaches 60,000 active interactions per post — A creator with 100,000 followers and 5% engagement reaches 5,000. Tourism boards should pay attention to three metrics: Absolute range, Audience Demographics and Content quality.

Mistake 2: Briefings that are too narrow

„Post at 2 p.m., use hashtag #VisitXYZ, mention the hotel three times.“ — That’s not influencer marketing, that’s paid advertising in bad disguise. And that’s exactly how it comes across to the audience. The best campaigns give the creator creative freedom. My most successful tourism board collaborations had a briefing of no more than half a page: core message, must-see spots, budget. I designed the rest myself. The result: 3-5 times greater reach than campaigns with 10-page detailed briefings.

Mistake 3: One-off posts instead of long-term partnerships

A single Instagram post is like a single TV commercial: briefly visible, quickly forgotten. Sustainable destination marketing results are achieved through series: one travel blog post + 5 Instagram Reels + 3 TikToks + Stories over a week. Or even better: recurring visits over 2-3 years that establish the destination as the creator's regular destination.

Mistake 4: Measuring ROI only in likes

Likes are the least important metric in tourism influencer marketing. What really matters: Saves (= people who put the destination on their bucket list), Link clicks (= interest in the destination), Google searches after the destination and long-term SEO traffic on the blog post. A single well-ranking blog post can generate more bookings over 3 years than 100 viral Reels.

Mistake 5: Barter deals instead of fair pay

„"We'll invite you, in return you create content." — This works for micro-influencers with fewer than 10,000 followers. For professional creators with millions of followers, a free hotel stay is no good return for content that can generate thousands of bookings. Fairly paid creators deliver better content because they don't have to juggle three other barter deals on the side.

Influencer Marketing Costs 2026 — Honest Figures from 500+ Collaborations

The Influencer Marketing Costs Rates vary significantly depending on reach, effort, and content volume. Many tourism boards are still using outdated 2020 rates. Here are updated insights:

A common misconception: The most expensive option isn't automatically the best. A top-tier creator with 3 million followers and a broad target audience often performs worse for a luxury destination than a mid-tier creator with 300,000 followers but a perfect luxury travel niche. Target audience fit trumps reach.

How to choose the right travel influencer

Step 1: Define the target group of the destination

Before you look for a creator, define your target audience: What nationality? What age group? What travel budget? What are their travel motivations (adventure, luxury, family, culture)? A German tourism board that wants to reach US tourists needs an English-speaking creator with a US audience—not a German creator with a DACH (Germany, Austria, Switzerland) community. This simple target audience analysis prevents most bad investments.

Step 2: Check content quality and production level

What really matters: Professional drone footage in 4K, cinematic reels, high-quality photography with professional equipment, and SEO-optimized blog posts that rank well on Google in the long term. The content must be of such high quality that you can use it directly on your destination's website—as an asset, not just as a social media post.

Step 4: Review past Tourism Board collaborations

Has the creator worked with international tourism boards before? What did the content look like? Can they verifiable results Can you provide evidence—not just screenshots, but actual post links with publicly visible likes, comments, and views? A creator with 50+ Tourism Board references knows the processes, doesn't need a detailed briefing, and delivers content tailored to the specific needs of DMOs.

Content impressions from current Tourism Board campaigns

Examples from real campaigns — this is what professional tourism content looks like:

The best content formats for destination marketing

1. Long-form travel reports (blog)

SEO-optimized blog posts of 2,000-5,000 words that rank well on Google for "[Destination] travelogue". The advantage: organic traffic for years. My Kenya travelogue still generates over 200 visitors per month two years after publication—without any additional marketing budget. This is the highest-yielding content type in tourism influencer marketing.

2. Instagram Reels (30–90 seconds)

Short, emotional videos featuring drone footage, transitions, and music. Reach: 100,000–2,000,000 views for creators with 1 million+ followers. Ideal for raising awareness and providing inspiration during the planning phase.

4. Drone photography & videography

Drone footage is THE differentiator in destination marketing. A destination looks more spectacular from above than from eye level. I fly the drone — lightweight, travel-friendly, and with professional image and video quality in 4K HDR. The result: content that also works on your own website and in ads.

5. Destination guides (evergreen content)

Comprehensive guides with routes, costs, tips, and FAQs, serving as a go-to resource for travelers. Format: Blog + Video + Social Carousel. These guides are shared and linked for years.

Campaign workflow — From inquiry to reporting

Phase 1: Briefing & Matching (2–4 weeks before trip)

The Tourism Board sends a briefing outlining the core message, must-see spots, target audience, and budget. The creator assesses the fit, develops a concept pitch with content formats, a posting plan, and a timeline. After agreement, a contract is drawn up detailing the scope of services, usage rights, and payment terms.

Phase 2: Production (travel + 1–2 weeks post-production)

Creator travels to the destination and produces photo and video material. Tip: Give the creator at least 5-7 days on location. Superficial posts are created in 3 days. In 7 days, profound stories are created that capture the soul of the destination.

Phase 3: Content Release (1 week)

Creator sends finished content for approval. IMPORTANT: Maximum one approval round. Check content factually (is the hotel name correct? Is the logo correct?), not stylistically (image cropping, color scheme, word choice).

Phase 4: Distribution & Monitoring (2–4 weeks)

Content will be published via the agreed channels. Upon completion, the Tourism Board will receive a report with all KPIs: reach, impressions, engagement, saves, and link clicks.

Case Study: Tourism New Zealand — Ambassador Campaign 2025

A concrete example from my most recent Tourism Board collaboration: A multi-day ambassador campaign for Tourism New Zealand End of 2025, accompanied by my partner Janet Dannehl. Campaign focus: Positioning New Zealand as one of the world's most diverse outdoor and adventure destinations.

„"An integrated campaign using multiple content formats generates significantly more reach than any single content type alone. The combination of cinematic reel content, visual slideshow posts, and daily stories is the sweet spot for modern destination marketing."“
Max Haase, according to Tourism New Zealand's 2025 campaign

What was delivered

Several Instagram Reels featuring drone footage, outdoor activities, and cinematic landscape sequences. This includes a visual carousel post telling the story of the entire trip, over 18 Instagram Stories with location tags throughout the entire journey, and content usage rights for Tourism New Zealand on their own channels.

Verified performance data

The campaign achieved measurable results across all channels:

• Reel „Road Trip Through New Zealand“ — 3.5 million views, 73,700 likes, 257 comments
• Reel „Active Side of New Zealand“ — 2.6 million views, 66,400 likes, 302 comments
• Slideshow post „My favorite highlights“ — 1.7 million impressions, 48,400 likes, 221 comments
• Instagram Stories — 100,000–150,000 views per story, cumulatively approx. 1.8–2.7 million story views

Combined reach of all formats: over 10 million views (including Stories), 188,500 likes and 780 comments.

Why work with Max Haase? — The advantages at a glance

As one of the leading travel creators in Europe, I bring everything that tourism boards need for a successful influencer marketing campaign:

• Over 4.2 million followers on Instagram — 78% travel-oriented audience in the DACH region + international
• 82+ countries visited — Real travel experience, not studio content
• DJI Mavic 4 Pro & Mini 5 Pro — 4K drone aerial footage, licensed & insured in 82+ countries
• Sony A7V & A7 IV — Full-frame photography & cinema-quality 4K video for blog and social media
• 500+ brand collaborations — including 50+ Tourism Boards worldwide (Visit Saudi, Tourism New Zealand, Türkiye Tourism Board, Basque Country, etc.)
• SEO-optimized blog posts — rank organically and generate long-term traffic
• Duo option with Janet Dannehl (2.3M+ followers) — combined reach 6.7M+ for even larger campaigns
• Transparent reporting — all KPIs after campaign completion including

The complete portfolio — all content categories

Here is a complete overview of the different content categories that can be delivered in collaborations:

FAQ — Influencer Marketing in Tourism

What will influencer marketing cost in tourism in 2026?

Costs range from €1,000 (micro-influencer) to €50,000 (two top-tier influencers) per campaign—depending on reach, content volume, usage rights, and travel time. A professional macro-influencer with 500,000–2 million followers typically costs €10,000–€25,000 for a complete content package (blog + Reels + TikTok + Stories + photo assets), plus travel expenses.

How do I book a travel influencer correctly?

Start with a clear target group definition, check content quality and past campaign results using real Instagram data, request past case studies, and conclude a clean contract with scope of services, deadlines, usage rights and reporting obligations.

How long does it take for influencer content to show results?

Social media posts offer immediate reach (24-48 hours). Blog posts take 2-6 months to achieve organic SEO ranking. The sweet spot: a combination of both — social media for short-term buzz, blogging for long-term visibility.

Should I book one or more creators?

The most efficient solution: A top-tier creator that covers multiple target groups simultaneously—adventure, lifestyle, drone cinematography, and optionally, as a duo campaign with a partner, the couple and female audiences. This allows you to reach 3–4 segments with just one contract, a consistent visual style, and a combined reach of over 6 million followers.

How do I measure the ROI of influencer marketing in tourism?

Short term: Engagement rate, saves, link clicks, Instagram Insights screenshots with reach, impressions and audience data. In the medium term: Google Trends for destination search queries, SEO traffic on blog posts. In the long term: Brand awareness studies, booking figures compared to the previous year.

What is the difference between an influencer and a content creator?

An influencer's primary focus is reach. A content creator's primary focus is production quality. The best partners for tourism boards are creators who combine both: reach AND quality. When making a selection, production quality is often more important because low-quality content, despite high reach, can damage a destination's brand.

Are micro-influencers worthwhile for tourism boards?

As a complement, not a replacement. The optimal strategy: A professional top-tier creator as the lead (for maximum reach, professional drone footage, and SEO-optimized blog content), supplemented by 1-2 micro-creators for local niches.

Conclusion — Influencer marketing in tourism will be a must by 2026

Anyone doing destination marketing today and ignoring creator partnerships is losing – period. The question is no longer relevant. whether, rather How Tourism boards working with travel influencers. This guide shows the most important factors: selecting the right creators, fair payment, a clear content strategy, and accurate reporting.

If you as Tourism Board, DMO or hotel chain If you are planning a campaign and are looking for an experienced travel creator with 4.2M+ followers and 50+ tourism board references, then write to me directly — my management will get back to you as soon as possible.

Book a travel influencer: Ein Travel Influencer ist ein professioneller Content Creator, der über Instagram, YouTube und Blogs hochwertige Reiseinhalte veröffentlicht und damit eine engagierte Community aufgebaut hat. Internationale Tourism BoardCompanies and brands book travel influencers to authentically position destinations with high-spending target groups – with measurable reach that traditional advertising cannot offer.

Doch was macht ein Travel Influencer im Detail? Wie läuft eine Kooperation ab? Was kostet es einen Travel Influencer zu buchen – und wie misst man den ROI einer Kampagne? In diesem Guide beantworte ich als einer der reichweitenstärksten Travel Creator im deutschsprachigen Raum alle Fragen, die internationale Tourism Boards und Brand Manager haben.

With over 4.2 million Instagram followers und mehr als 500 abgeschlossenen Kooperationen mit internationalen Marken, Tourism Boards und Hotels weltweit – darunter Neuseeland, Saudi-Arabien, Brasilien, Türkiye, Kolumbien, Baskenland, Armenien und Marokko – gebe ich Einblicke aus erster Hand. Dieser Guide ist für Marketing-Verantwortliche, die den DACH-Markt erschließen wollen: 100 Millionen deutschsprachige Reisende, die jährlich über 94 Milliarden Euro für Auslandsreisen ausgeben.

What is a travel influencer? – Definition and distinction

A Travel Influencer (also: travel influencer, travel creator or travel content creator) is a person who regularly publishes travel content via social media platforms such as Instagram, TikTok, YouTube or their own blog and has built a relevant, engaged community.

Unlike traditional travel journalists or travel bloggers, the focus of a travel influencer is on Visually stunning storytelling with measurable reach. The community trusts the creator's recommendations – and that's precisely what makes travel influencers so valuable for brands and destinations.

The term has changed dramatically in the last ten years. While initially it referred to hobby bloggers with compact cameras and travel journals, today's most successful travel influencers work with production teams, professional equipment, and well-thought-out content strategies. They are less "influencers" in the traditional sense and more digital brand ambassadors, which bring destinations and products to life through authentic storytelling.

Distinction: Travel Influencer vs. Travel Blogger vs. Travel Creator

The lines are becoming increasingly blurred: Many top creators combine all three roles. As a travel creator, for example, I produce content with professional equipment (camera-Cameras, the latest drones, action cams and stabilizers) high-quality content that goes far beyond a mobile phone selfie – and I publish it both on Instagram and on this blog.

How does a travel influencer collaboration work? – The 4 phases

A professional Influencer collaboration Tourism isn't about spontaneous Instagram posts, but rather a structured process with clear phases. Anyone who wants to understand how a travel influencer campaign actually works needs to know these four phases:

Phase 1: Inquiry and Briefing

It all starts with a request – either from the tourism board/brand to the creator or vice versa via a pitch document. In the briefing, the client defines campaign goals, target audience, key messages, desired deliverables, and timeline. A professional travel influencer contributes their own creative ideas at this stage and develops a storytelling concept that resonates with the destination. and fits your own community.

Typical briefing content: Which highlights should be shown? Which hashtags and mentions are mandatory? Are there any no-go topics? What does the travel itinerary look like? Are flights and hotels provided, or is everything included in the package fee?

Phase 2: On-site content production

The journey itself is at the heart of every campaign. Professional travel creators work with a well-thought-out shot plan: drone footage for epic landscape perspectives, lifestyle photos for the emotional connection, and reels and stories for real-time engagement. For larger campaigns, a second team member often travels along as a camera operator.

Stories and real-time content are published throughout the trip. This creates authenticity and engages the community in real time. Followers experience the destination "live"—an effect that no advertising campaign can replicate.

Phase 3: Post-Production and Release

After the trip comes professional post-production: image editing in Lightroom, video editing in Premiere Pro or DaVinci Resolve, and writing text for the blog and captions. The finished content is then released according to a pre-arranged publication schedule – often spread over several weeks to achieve maximum visibility.

A single road trip can provide content for 6–12 months: instant stories during the trip, Reels in the first few weeks, feed posts over several months, and a comprehensive blog article for long-term SEO value.

Phase 4: Reporting and Results

Reputable creators provide screenshots directly from Instagram Insights after a campaign ends: reach, impressions, engagement rate, story views, link clicks, saves, and profile visits—not embellished agency spreadsheets, but the actual platform data. This is the most honest form of campaign evaluation and the foundation for planning future collaborations.

What types of travel influencers are there?

Not all travel influencers are the same. Depending on their reach, niche, and specialization, different types can be distinguished – and each has its place in the marketing mix.

After range

Important for international tourism boards: High percentage engagement rates for small accounts sound impressive, but for international destination campaigns, what counts is... absolute range. Zum Vergleich: Ein Micro-Influencer mit 50.000 Followern und 5 % Engagement generiert 2.500 Likes pro Post. Ein Mega-Influencer mit Millionen Followern generiert über 66.000 Likes und Millionen Views pro Reel — das 26-fache an Sichtbarkeit in einem einzigen Post. Der Prestige-Transfer und die internationale Strahlkraft eines Mega-Influencers ist durch keine Anzahl von Micro-Influencern replizierbar — wer eine Destination auf die Weltkarte setzen will, braucht die große Bühne.

After specialization

• Luxury Travel – Focus on high-end resorts, first-class experiences, premium destinations
• Adventure Travel – Outdoor activities, hiking, extreme sports, drone footage
• Budget Travel Backpacking, hostels, budget travel routes
• Family Travel – Traveling with children, family-friendly hotels
• Couple Travel – Romantic travel destinations, couple content, double the reach (my couple setup with Janet reaches over 6.7 million combined followers)
• Food & Culture Travel – Culinary delights, local culture, authentic experiences
• Vanlife & Roadtrips – Campervans, road trip routes, freedom on four wheels
• Solo Female Travel – Safety, empowerment, inspiring travel destinations for women (leading in the DACH region: Janet Dannehl (with 2.3 million followers)

Specialization determines which brands and destinations are an ideal match. A luxury travel creator with a drone and cinematic video style appeals to a different target group than a backpacking influencer with mobile phone content – and that's precisely what matters. Matching is crucial for the success of the campaign.

Booking a travel influencer – prices and costs 2026

The question "How much does a travel influencer cost?" is one of the most frequently asked in briefing discussions. Anyone looking for a travel influencer... Book a travel influencer Anyone who wants to should understand the pricing structure: The costs depend on reach, engagement rate, production effort, usage rights and exclusivity.

Typical price ranges for travel influencer collaborations

Important: Reputable prices always refer to the publication alone – Usage rights Usage rights for advertisements, websites, or print media are charged separately and can double the price. The same applies to ExclusivityIf a creator is not allowed to show a competitor's brand during a campaign, the price increases accordingly.

What influences the price

• Reach & Engagement: More followers and a higher engagement rate = higher price
• Production costs: Drone footage, underwater content, or elaborate video production cost more than mobile phone stories.
• Travel duration: A 7-day road trip costs more than a weekend stay.
• Usage rights: Is the client allowed to use the content for their own ads? For how long? In which countries?
• Exclusivity: Exclusion from competition within the industry (e.g., no other airline for 3 months)
• Number of deliverables: More posts, stories, and reels = higher price

Why "barter" (free trip in exchange for mail) doesn't work

Tourism boards and brands that want to work with top creators long-term allocate a suitable budget for this. The good news: In most cases, the ROI clearly justifies the investment.

How do I find the right travel influencer for my campaign?

Selecting the right travel influencer is the most critical success factor for a campaign. Follower count alone says little – what matters is target group match, authenticity, and production quality.

5 criteria for selecting influencers

1. Target audience match: Does the community's demographics align with your target audience? A creator with 71,130 male followers aged 25–44 from Germany, Austria, and Switzerland (DACH region) is a perfect fit for adventure and luxury destinations – but less so for a family resort. Reputable creators share their audience insights transparently in their media kit.
2. Engagement & absolute reach: Among mega-influencers with millions of followers, the absolute numbers The relevant metric – not the percentage rate. 66,000+ likes on a single post are more than a thousand micro-influencer posts with "high engagement rates" combined. Additionally, check: saves (bookmark interest), story views (genuine attention), and the quality of the comments (real travel questions vs. emoji spam). Beware of purchased followers: there are tools that can detect fake followers – if in doubt, ask for the verified media kit.
3. Content quality: Are the photos and videos professional? Are there drone shots, cinematic reels, and well-thought-out storytelling? Look at the last 20–30 posts – not just the highlights.
4. Brand Safety: Does the creator's tone of voice fit the brand? Is there any controversial content? A quick scroll through the feed and stories will provide the answer.
5. Track Record: Has the creator already worked with similar brands or destinations? References, case studies, and Press mentions are worth their weight in gold.

Where can you find travel influencers?

• Instagram search: Search hashtags like #travelinfluencer, #reiseinfluencer, #germanytravelcreator
• Direct inquiry: Most professional creators have a business email address in their bio or a Collaboration page on their website – that's the fastest way to book a travel influencer directly.
• Agencies: Specialized influencer agencies handle scouting, briefing, and reporting – for a commission (usually 15–25 %)
• Tourism trade fairs: At ITB Berlin or WTM London, you can meet Creators in person and test the chemistry.

ROI of influencer marketing in tourism – Is the investment worthwhile?

The most important question for every marketing manager: What brings Influencer marketing in tourism Specifically? The short answer: When done correctly, it is one of the most efficient marketing channels for destinations – with a significantly better CPM than TV, print or display ads.

Measurable results of a typical campaign

Practical example: Tourism New Zealand — "100% Active. 100% New Zealand."„

Concrete results speak louder than theory. In November 2025, I traveled as an official ambassador for Tourism New Zealand 11 days through Aotearoa — to position New Zealand as the ultimate destination for active travel, hiking, trail running, mountain biking and kayaking among the German-speaking target group.

The results of such a tourism board campaign demonstrate the reach generated by professional travel influencer marketing:

What this reach means for Tourism Boards:

• Over 7.8 million cumulative views — The campaign's Reels reached millions of potential travelers, placing New Zealand directly in the target audience's feeds. Every view is a touchpoint that no travel brochure can replicate.
• Over 188,500 likes across three pieces of content. — For comparison: A micro-influencer with 50,000 followers and a "top engagement rate" typically generates 2,000–3,000 likes per post. A single mega-influencer post delivers the reach of 30+ micro-posts.
• 780+ organic comments with real travel questions, bucket list entries and wanderlust reactions — an indicator of travel inspiration that leads to bookings.
• 2 million+ story impressions Over 11 days — the community experienced New Zealand in real time: from the Milford Sound kayaking tour to trail running on the west coast.

The campaign exclusively used the official TNZ tags (@PureNewZealand, #NZMustDo, #FEEL100inNZ), which have a long-term impact on organic social listening and travel research behavior. Beyond the measurable numbers, a lasting halo effect was created: New Zealand became known in my community as the Outdoor destination anchored — with content that continues to be played out in the algorithm for months.

Why Influencer Marketing Beats Traditional Advertising

The decisive advantage over classic campaigns (TV, print, display ads): Trust and authenticity. Studies show that 92% of consumers trust personal recommendations more than advertising. And in tourism, trust is everything – nobody spends thousands of euros on a vacation based on a banner ad.

Furthermore, influencer content offers a Long-term value, which traditional advertising lacks: Blog articles rank in search engines for years, Instagram posts remain visible in the feed, and Reels continue to be shown for months thanks to the algorithm. A single road trip can provide content for 6–12 months – while a TV commercial vanishes after it airs.

The "halo effect" for destinations

When a well-known travel creator visits a destination, a measurable halo effect is created: The destination not only becomes visible, but is also associated with the creator's lifestyle and brand. Prestige transfer This is hardly achievable with traditional advertising. When a million people see a creator they trust rave about a destination – that's more effective than any glossy brochure.

Indirect effects that are often overlooked

• User-Generated Content: Followers who visit the destination after the creator share their own content – a free snowball effect.
• Google visibility: The creator's blog articles rank for destination keywords and generate organic traffic for years.
• Press attention: Major creator campaigns are picked up by trade media.
• Employer Branding: Tourism boards that work with top creators are considered innovative and marketing-savvy in the industry.

Influencer Marketing in Tourism – Best Practices for Tourism Boards

From more than 500 completed collaborations with international brands and tourism boards worldwide – including New Zealand, Saudi Arabia, Brazil, Turkey, Colombia, the Basque Country, Armenia, Morocco and many more – clear success factors have emerged:

1. Give creative freedom

The best campaigns emerge when creators have creative freedom. A strict script with pre-written sentences feels artificial – and the community notices immediately. The brief defines the framework and goals, but the creative execution belongs to the creator.

2. Plan realistic timelines

From initial inquiry to publication, it typically takes 4–8 weeks. Rushed campaigns deliver weaker content. Professional creators plan their trips months in advance – last-minute requests are either rejected or incur a surcharge.

3. Long-term partnerships instead of one-off deals

The ROI increases with each additional collaboration. The community takes a destination more seriously when the creator visits it repeatedly – not as a one-off advertising deal, but as a genuine, personal recommendation. The strongest brand-creator relationships last for years.

4. Think multi-platform

Die stärksten Kampagnen kombinieren Instagram (Reichweite und Engagement) mit einem SEO-optimierten Blog (Langzeitwert und organischer Tutorial), YouTube Shorts (virales Potenzial und jüngere Zielgruppe). Jeder Kanal hat andere Stärken – und sie ergänzen sich perfekt.

5. Clarify content rights from the outset

Anyone who wants to use the produced content for their own channels, website, advertisements or trade fair stands must Negotiate usage rights separately.. This is standard practice in the industry and should be included in the budget from the outset – not as a subsequent negotiation.

6. Focus on authenticity

The most effective campaigns don't feel like advertising. When a creator visits a destination and is genuinely enthusiastic, their followers can sense it. That's why matching is so important: A creator who usually goes on adventure road trips will seem less authentic in an all-inclusive resort than in a boutique hotel on a remote coast.

Why international tourism boards need German travel creators

For international tourism boards looking to tap into the DACH market, German travel influencers are the most efficient channel. The reason lies in the unique market structure: German-speaking travelers are the world's most affluent and travel-loving target group – and they trust recommendations from creators in their own language far more than translations of English-language campaigns.

What makes the DACH market so valuable for international destinations

• World travel champions: Germans spend the most on international travel worldwide – over 94 billion euros annually. No other market in Europe comes close.
• 100 million people, one language: German Travel Creators automatically reach Germany, Austria and Switzerland – three wealthy markets covered by a single campaign.
• High purchasing power & long-stay mentality: The core target group (25–55 years) books above-average expensive individual trips – not package weekend trips. These are precisely the guests who want premium destinations.
• Quality awareness: German followers expect high-quality, informative content – "pretty pictures" alone are not enough. Practical tips, honest reviews, and detailed travel reports are crucial and what distinguishes top creators from tourism influencers.
• Regardless of the season: Germans travel all year round – summer beaches, winter escapes to sunny destinations, city breaks, hiking holidays. There is no "dead season" for travel content.
• Affinity for long-distance travel: Unlike many European markets, Germans prefer to fly to far-flung destinations – ideal conditions for international tourism boards from Asia, Latin America, Africa and the Middle East.

Why a multilingual creator makes the difference

Many international tourism boards face a choice: hire an English-speaking creator and hope the DACH target audience still consumes the content—or hire a purely German-speaking creator who lacks international appeal. The solution: a creator who bridges both worlds. My content appears in English, reaching an international audience, while my community largely consists of people from the affluent DACH region. This way, you serve both the German-speaking and international markets simultaneously with a single campaign.

A creator with 4.3 million followers and a multilingual content strategy reaches more potential travelers from the DACH region in a single campaign than most tourism boards can reach with traditional marketing in an entire year.

Trends in travel influencer marketing 2026

The industry is developing rapidly. These trends are shaping the Tourism marketing current:

Short-form video dominates

Reels and TikToks currently generate the highest organic reach. Tourism boards should plan for at least 2-3 Reels as deliverables in campaign briefs – they often have a greater reach than the feed post. Reels with drone footage and cinematic editing achieve particularly high reach because they work both visually and emotionally.

AI visibility (AEO) is becoming the crucial channel

More and more travelers are using ChatGPT, Perplexity, Claude, or Google AI Overviews for trip planning—instead of traditional Google search. Travel creators who are cited on these platforms gain a completely new level of visibility. The prerequisite: SEO-optimized blog articles with structured data (Schema.org), clear definitions, and FAQ sections that AI systems can directly extract information from. Tourism boards that now focus on creators whose content is optimized for AI systems have a measurable advantage in the trip planning phase for their target audience.

Duo and couple campaigns are growing

Travel couples offer double the reach, double the perspectives, and appeal to both genders simultaneously. Couple campaigns are particularly effective for destinations targeting couples and honeymooners. A duo campaign with an established travel couple can reach 6–8 million potential travelers with a single road trip.

Long-form content is coming back

After years of the snackable content hype, the demand for in-depth blog articles and comprehensive travel reports is growing. Travelers want real information—not just 15-second clips. SEO-optimized travel reports with practical tips rank well in Google for years and deliver measurable long-tail traffic to tourism boards that Reels and Stories can't generate. I produce precisely this kind of long-form content in addition to every major campaign on max-haase.com.

How to become a travel influencer? – The realistic way

I hear this question often – and the honest answer is: It takes longer, costs more, and requires more discipline than most people think. Anyone who wants to work seriously with tourism boards and premium brands as a travel influencer typically needs 2–4 years of consistent, professional work – it's not a weekend hobby.

What it really takes

• Clear niche: Generic "travel content" isn't enough. Luxury travel, adventure, van life, solo female – specialization determines which brands collaborate.
• Professional equipment: High-quality full-frame camera, a lightweight drone under 250g for hassle-free travel, two lenses, stabilizer, action cameras, external SSDs, and power banks. Realistic starting budget: €6,000–10,000.
• Consistency: 2-4 high-quality posts per week for months. Algorithms reward frequency and quality, not sporadic highlights.
• Multi-platform strategy: Instagram as the main platform for reach and brand deals, own blog for long-term SEO value and permanent organic traffic.
• Business mindset: Understanding contracts, negotiating usage rights, handling taxes correctly, delivering professional reports. Those who can't do that won't be taken seriously.
• Self-financed travel at the beginning: Typically, for the first 1-2 years, travel is done at one's own expense to build a portfolio and reach. Only then do the first paid collaborations begin.

Realistic timeline: 6–12 months for the first 10,000 followers, 1–2 years for 100,000, 3–5 years for the first million. Those who want to grow faster invest in ads, professional content production, and strategic collaborations with established creators.

Frequently Asked Questions (FAQ)

What is a travel influencer?

A travel influencer is a content creator who publishes professional travel content via social media (Instagram, TikTok, YouTube, blog) and has built a relevant community. Brands and tourism boards book travel influencers for paid collaborations to authentically position their destinations and products with their target audience.

How much does it cost to book a travel influencer?

Costs depend on reach, deliverables, and production effort. Story sets start at around €5,000 (macro-influencers), while complete destination road trips with Reels, blog posts, and drone footage cost €15,000–€50,000+. Duo campaigns with two creators cost €12,000–€45,000+. Usage rights and exclusivity are additional costs.

How do I book a travel influencer for my tourism board?

The most direct way to book a travel influencer is to request it via the Collaboration page The creator's services – no agency commission. My management will contact you within 24 hours with a customized offer. Alternatively, at tourism trade fairs such as ITB Berlin.

Is influencer marketing worthwhile in tourism?

Yes. Professional influencer marketing in tourism delivers measurable results: millions of impressions, high engagement rates, and direct website traffic – at a CPM of €3–15, significantly cheaper than TV or print. The long-term value from SEO blog posts and evergreen social media content makes the investment particularly sustainable.

How does a collaboration with a travel influencer work?

A professional collaboration goes through four phases: Briefing & Concept (goals, deliverables, timeline), on-site content production (photos, videos, drone, stories), post-production & publication (editing, texts, publishing plan) and reporting (reach, engagement, ROI data).

What is the difference between a travel blogger and a travel influencer?

Travel bloggers focus on SEO-optimized text on their blogs, while travel influencers focus on visual storytelling via social media. Modern travel creators often combine both: professional photography and video for social media plus SEO-optimized blog articles for long-term organic traffic.

Why don't professional travel influencers accept barter deals?

Professional content production is a full-time job with significant costs: equipment (cameras, drones, lenses cost €5,000–15,000), software licenses, insurance, and a production team. A free night's accommodation doesn't cover either the time investment or the value of the reach. Reputable tourism boards and brands allocate a reasonable budget for creator collaborations.

Which platform is most important for travel influencers?

Instagram remains the most important platform for travel content—both because of its visual strength and its demographics (affluent 25-55 year olds). Your own blog is the second most important channel for long-term SEO value: SEO-optimized travel reports rank for years and generate consistent organic traffic for your destination. The most effective campaigns combine Instagram reach with blog depth—this is precisely the two-channel model I use for every major tourism board collaboration.

How long does it take to become a travel influencer?

Realistically, it takes 2–4 years of consistent, professional work. Gaining the first 10,000 followers typically takes 6–12 months, 100,000 followers 1–2 years, and the first million 3–5 years. For the first 1–2 years, you'll finance travel and equipment yourself before starting paid collaborations. Without a clear niche, professional equipment, and a business mindset, it will remain a hobby.

How do tourism boards measure the success of an influencer campaign?

The most important KPIs are absolute reach (impressions, story views, reel views), absolute engagement figures (likes, saves, comments per post—often in the five-figure range for mega-influencers), website clicks to the destination page, CPM (cost per 1,000 impressions), and qualitative indicators such as the saves-to-likes ratio (a high save volume indicates genuine interest in travel). Top creators provide a detailed report with all metrics after the campaign ends—reputable providers don't hide their numbers.

Conclusion: Travel influencer marketing is here to stay.

The tourism industry has fundamentally changed. Travelers no longer rely on glossy catalogs, but on authentic recommendations from creators they follow. Travel influencers combine professional content production with the reach and credibility that no traditional campaign can offer.

For international tourism boards and brands, this means: Whoever is in Tourism marketing Anyone who wants to be a top player needs a well-thought-out influencer strategy. The investment pays off – if you select the right creators, give them creative freedom, and think long-term.

The DACH market offers particularly great potential: With over 94 billion euros in annual travel spending, German-speaking travelers are the most lucrative target group in the world – and an established German travel creator is the most direct way to reach them.

• Influencer Marketing Tourism 2026: Travel Influencers for Tourism Boards
• Influencer Marketing in Tourism 2026: Tourism Board Cooperation, Costs & ROI
• Tourism Board Cooperation: How it will work in 2026
• Luxury Adventure Travel Guide 2026: Top 10 Experiences from 82+ Countries

Influencer marketing tourismOver 4.3 million Instagram followers. 82+ countries visited. 500+ brand collaborations — including Tourism New Zealand, Visit Saudi Arabia, Visit Turkey, ProColombia, and many other international tourism boards. This is the reach you can achieve as a Tourism Board You can achieve this by collaborating with Max Haase, one of Germany's most influential travel influencers.

Influencer marketing in tourism has become the most effective channel for modern marketing in recent years. Destination marketing Developed. Consumers and travelers today trust authentic recommendations from travel creators more than traditional advertising. Tourism boards worldwide, from New Zealand to Saudi Arabia to Colombia, are therefore relying on collaborations with travel influencers who make their destinations tangible and bookable. In this guide, you'll learn how professional travel influencer campaigns work, which strategies are effective, and what measurable results real tourism board campaigns with Max Haase have already achieved.

Why Tourism Boards will rely on travel influencers in 2026

Today, travelers research on Instagram, TikTok, and YouTube before booking a trip. They follow travel creators, are inspired by their destination suggestions, and base their booking decisions on authentic reviews. Traditional tourism marketing—TV commercials, print ads, glossy brochures—barely reaches this modern customer journey anymore.

The limits of traditional destination marketing

• Loss of trust: Consumers and travelers know that advertising photos are staged. A perfectly retouched hotel image creates skepticism instead of enthusiasm.
• High scattering losses: Traditional media reach millions of people, but few of them actually plan a trip to your destination.
• No commitment: Print and TV are one-way streets — no comments, no saves, no community interaction, no viral effects.
• No long-term value: When the ad stops running, the visibility disappears. No SEO effect, no organic follow-up on social media platforms.
• No measurable ROI: How many bookings did your last TV commercial actually generate? With a travel influencer campaign, you know exactly.

This doesn't mean that traditional advertising is dead. But tourism boards that rely solely on traditional channels are missing the channel where travel decisions are made today: personal recommendations from travel influencers trusted by the community.

How modern destination marketing with travel influencers works

Influencer marketing in tourism Travel influencer is the discipline in which a travel influencer authentically experiences a destination and shares their experience with their community. Instead of an anonymous brand message, a travel creator delivers a personal recommendation—embedded in a lifestyle that their followers admire and want to emulate.

The mechanism behind it: Social proof on a personal level

When a travel influencer with millions of followers visits a destination and captivates them with drone footage, personal stories, and honest tips, the effect is fundamentally different from any glossy advertising campaign. Followers don't think, "This is advertising"—they think, "I want to go there too." This effect is called... parasocial trustThe community trusts the creator, whom they have followed for years, almost like a personal friend. No TV campaign can replicate this level of trust.

Three levels of impact in destination marketing

Most travel influencer campaigns primarily aim for awareness and consideration. Conversion is harder to track — but destinations that consistently work with a travel influencer like Max Haase see measurable increases in search queries, website traffic, and bookings.

Real Tourism Board campaigns with measurable impact

Theory is good — verifiable results are better. Here are two recent travel influencer campaigns from my portfolio that demonstrate what modern Destination marketing can truly achieve with a mega-creator. All reach and engagement figures are directly available on @_maxhaase_ verifiable.

Tourism New Zealand

Destination Campaign in New Zealand in collaboration with @purenewzealand (Tourism New Zealand). The publicly available results on Instagram:

• Reel: above 2.6 million views 73,748 Likes · 257 Comments
• Post: above 1.7 million views
• → Publicly verifiable on Instagram

Visit Saudi

Destination Campaign in Saudi Arabia in cooperation with @visitsaudi (Visit Saudi). Publicly available results:

• Reel 1: above 4.4 million views 123,565 Likes · 358 Comments
• Reel 2: above 2.8 million views
• Post: above 2 million views
• Cumulative range: above 9 million views from three content pieces
• → Publicly verifiable on Instagram

All reach and engagement figures are directly available on the public Instagram profile. @_maxhaase_ Visible and verifiable by everyone.

Tourism Boards with which Max Haase has already collaborated

The following tourism boards and destination marketing organizations already rely on the reach and content quality of Max Haase:

• Tourism New Zealand 🇳🇿
• Visit Saudi 🇸🇦
• Visit Turkey 🇹🇷
• ProColombia 🇨🇴
• Visit Morocco 🇲🇦
• Armenia Tourism 🇦🇲
• Basque Country Tourism 🇪🇸
• Gateway Brazil 🇧🇷
• Visit Nicaragua 🇳🇮
• Visit Cuba 🇨🇺

…and many more international tourism boards and DMOs from over 82 countries.

Why Tourism Boards worldwide work with Max Haase

There are many travel influencers. What makes a professional collaboration with Max Haase truly valuable for your tourism board?

• 4.3 million+ Instagram followers: Reach that is unattainable with traditional tourism marketing at comparable costs. Verifiable live on @_maxhaase_.
• 1.3 % average engagement rate: 30–160 % above the industry average for Mega-Creator (Industry Benchmark: 0.5–1.0 %). Your campaign will not only be seen, but actively liked, commented on, and saved.
• 82+ countries visited: Real travel experience on every continent. Max knows the customer journey of international travelers firsthand.
• Premium production from a single source: Drone, camera with professional lenses, action cam for action shots — complete photo, video and drone production without an external crew. This saves your tourism board the logistics and coordination costs of a full-service film crew.
• Multilingual content: Content in German and English — you reach both the high-spending DACH target group and an international audience with a single creator.
• Couple option with Janet Dannehl: If you book Max + Janet As a Travel Couple, you can reach a combined audience of over 6.7 million followers from two perspectives — perfect for destinations that want to target couples or families.
• SEO-optimized blog content: Each major campaign will also be featured as a detailed travel report (3,000+ words) on max-haase.com Published — permanent content that generates organic traffic for your destination for years to come.
• 10+ years of experience as a travel creator: Over 500 successful brand collaborations give you the assurance that your campaign will be professionally planned, implemented and reported.

4 Strategies for Successful Travel Influencer Campaigns

The most effective influencer collaborations in tourism follow a clear pattern. Here are the strategies that have been particularly successful in my previous Tourism Board campaigns:

Strategy 1: The Multi-Day Destination Campaign

Strategy 2: The Long-Term Ambassador Partnership

Instead of a one-off campaign, your tourism board collaborates with a creator for 1-2 years. The travel influencer visits your destination multiple times, at different times of the year, and becomes an authentic brand ambassador. The community develops a genuine connection to the destination—and each return visit strengthens credibility. This strategy is particularly effective if the creator also maintains highlight reels and bio mentions throughout the entire contract period.

Strategy 3: The Content-First Approach

Some tourism boards book a creator primarily for the Content production — not just for reach. You receive high-quality drone footage, photos, and videos that your tourism board can use on its own channels, website, in print materials, and in advertising campaigns. This is particularly attractive if you also want to expand your owned media library with professional material.

Strategy 4: The Couple Campaign with Max & Janet

Travel Couples offer a unique package: double the reach, double the perspective (male and female), and cross-promotion between two accounts. With Max Haase and Janet Dannehl as a Travel Couple, you reach a combined audience of over 6.7 million followers. This form of collaboration is particularly effective for destinations targeting couples, honeymooners, or families.

What tourism boards should avoid in influencer collaborations

Not every influencer collaboration in tourism is a success. These are the five most common mistakes — and how to avoid them:

Mistake 1: Only looking at follower numbers

Follower counts alone don't tell the whole story—the combination of reach AND engagement rate is crucial. A mega-creator with over 4 million followers and an engagement rate of over 1 (significantly above the industry average) will deliver the greatest impact: maximum visibility for your destination, coupled with a community that actively likes, comments, and saves content. Always ask for the current media kit with verified audience data, engagement statistics, and reference campaigns with other tourism boards.

Mistake 2: Too much creative control

Tourism boards that dictate every word, approve every image crop, and control every posting time end up with stiff content that fails to engage either the community or the algorithm. Trust the creator—they know their community better than any marketing agency. A good briefing defines goals and key messages while allowing room for authentic execution.

Mistake 3: Unrealistic expectations of direct bookings

Travel influencer marketing is primarily an awareness and consideration channel. Anyone expecting thousands of instant bookings after a single story will be disappointed. The effect is more long-term: your destination lands on your followers' mental "bucket lists" and is considered when planning their next trip—often months or even years later.

Mistake 4: Bartering instead of professional cooperation

Mistake 5: One-off deals instead of a long-term strategy

A single campaign is like a single TV commercial: it creates a brief buzz that quickly fades. Tourism boards with the best results think in terms of annual plans: Which creators are right for which season? How can long-term brand ambassadors be cultivated? How do different creator types complement each other throughout the year?

What determines the investment in a travel influencer campaign

One of the most frequent questions tourism boards receive is: What does a professional travel influencer collaboration cost? The honest answer: It depends. The investment depends on several factors that make each campaign unique.

These factors determine the scope of your campaign

• Campaign format: Story set, reel series, multi-day road trip, brand ambassador program — each format has a different production effort and different reach effects.
• Duration of the trip: A 3-day short visit generates less content than a 10-day multi-day road trip through your destination.
• Number of deliverables: How many Reels, Posts, Stories, Highlight Saves, Blog Articles, Drone Footage, and Photo Libraries do you need?
• Usage rights: Would you like to reuse the content for your own marketing channels, print materials, or paid ads? This is included in an individual license package.
• Couple or solo booking: Booking Max + Janet as a travel couple offers double the reach and two perspectives — the campaign scope is correspondingly larger.
• Travel expenses and logistics: Flights, premium accommodations, local transfers, insurance, equipment transport — these factors are calculated individually for each Tourism Board campaign.

Compared to traditional tourism marketing—a full-page travel magazine ad, a regional TV spot, or a trade fair appearance at ITB—a travel influencer campaign is, in most cases, the more efficient investment. You get measurable reach, ongoing content for owned media, an engaged community, and long-term SEO benefits through accompanying blog articles.

My management team creates a customized offer for each tourism board, perfectly tailored to your goals, timeframe, and budget. Simply contact me via [link/contact information]. Contact form or directly via email to info@max-haase.com with your destination, the planned timeframe and your campaign goals.

Measurement and ROI: How Tourism Boards track success

A common argument against influencer marketing in tourism is: "You can't measure success." This isn't true. Professional travel influencer campaigns deliver detailed KPIs from Instagram, TikTok, and YouTube analytics—directly with screenshots from the respective creator insights dashboards.

Primary KPIs for your campaign

• Impressions & Reach: How many unique people have viewed your content?
• Reel Views & Plays: How many times have your video content been played? (My tourism board reels regularly get millions of views.)
• Engagement Rate: Likes, comments, saves, shares in relation to reach
• Story Views & Completion Rate: How many of your story frames are watched to the end?
• Website clicks: Direct clicks to the destination website via link sticker or bio link
• Saves: Number of users who saved your post for later (= serious travel interest)

Secondary KPIs for impact analysis

• Brand Lift: Changes in brand awareness and perception of your destination (measurable through surveys)
• Search Volume Lift: Do Google searches for your destination increase after the campaign? (Verifiable via Google Trends.)
• User-Generated Content: Do followers create their own content about your destination after the campaign?
• Earned Media Value: What would the same reach have cost through paid advertising?
• Booking referrals: By using UTM tracking links and promo codes, you can attribute direct bookings.

Best practice: Agree on reporting standards from the outset

Before launching your campaign, you should define the following with your travel influencer: Which KPIs will be measured? When will the report be delivered? In what format? For my Tourism Board campaigns, you receive a detailed report after the campaign ends, including screenshots of Instagram Insights, a breakdown of reach and engagement, and recommendations for the next campaign phase.

The international market: Why tourism boards worldwide rely on German travel influencers

International tourism boards particularly like to use German travel influencers like Max Haase for two reasons: the economic importance of the German-speaking source market and the reach of an established mega-creator on the most important social media platforms.

The economic strength of the German-speaking travel market

• 94+ billion euros German consumers spend an average of [amount] annually on trips abroad — a world leader in Europe
• 55+ million International trips per year from Germany
• 100+ million potential travelers in the DACH region (Germany, Austria, Switzerland)
• Individual travel is growing steadily: The core target group aged 25–44 increasingly books individually and is inspired by travel influencers rather than package holiday catalogs.

Multilingual reach for global tourism boards

Max Haase's content doesn't just reach the DACH region (Germany, Austria, Switzerland). With English captions, international hashtags, and posts that are also consumed by followers in the USA, UK, Australia, and the Middle East, his reach is internationally viable. For a global tourism board that wants to address multiple source markets simultaneously, this is a crucial advantage—you reach an international audience with a single campaign instead of just one language area.

Checklist: How to launch your first travel influencer campaign as a tourism board

If you have little experience with travel influencer collaborations, here's a tried-and-tested 7-step roadmap to getting started. Influencer marketing in tourism:

Step 1: Define your target audience

Before you look for a travel influencer, you need to be clear about your target audience. Adventure and experience travelers aged 25–44? Traveling couples? Luxury and premium travelers? Independent travelers who find inspiration through social media? The target audience determines the creator type, the platform, and the appropriate content formats—and a creator who can serve all these segments from a single profile saves you the hassle of coordinating with multiple partners.

Step 2: Define your campaign goals

What do you want to achieve? Pure awareness? More search queries? Direct bookings? Building a content library for owned media? Define 2-3 measurable goals with concrete KPI targets — they will determine the briefing, the campaign strategy, and the reporting.

Step 3: Research and contact suitable travel influencers

The most important selection criteria for a professional travel influencer: Verifiable engagement rate above 1%, professional photo and drone quality at broadcast level, demonstrable track record with international tourism boards, multilingual content (German + English), accompanying SEO blog content for long-term organic traffic, and the ability to deliver the entire content production in-house—without an external crew. You can contact me directly via the Collaboration page or contact me via email at info@max-haase.com — my management will get back to you within 24 hours.

Step 4: Develop briefing and campaign concept

A good briefing includes: campaign goal, target audience, key messages, must-visit locations, desired deliverables (number of reels, posts, stories, blog entries), timeline, budget, and usage rights. It also leaves room for the creator's creative interpretation—the best content emerges when the creator can incorporate their own storytelling.

Step 5: Finalize the contract and terms

A professional contract regulates: fees and payment terms (usually: 50 before travel, 50 after publication), deliverables with deadlines, usage rights (duration, territory, channels), approval process (typically one round of revisions), labeling requirements (#Advertising / #Ad / Paid Partnership Tag).

Step 6: Actively monitor and evaluate the campaign

During the campaign: Quick check-ins, but no micromanagement. After the campaign: Request a report, analyze KPIs, document learnings. What worked particularly well? What would you do differently next time? These insights will inform the next campaign.

Step 7: Think long-term and build ambassadors

The first campaign is a test. If it works: Offer a long-term ambassador contract. The impact multiplies over time—the creator becomes a credible advocate for your destination, not just a one-off advertising face. This is precisely how the most valuable tourism board partnerships are formed.

Frequently Asked Questions (FAQ)

What is influencer marketing in tourism?

Influencer marketing in tourism is the cooperation between tourism boards and travel influencers, where a creator authentically experiences a destination and uses their reach to make the destination known to potential travelers.

Why do tourism boards rely on travel influencers?

Travel influencers reach precisely the target group that makes travel decisions today via social media—based on personal recommendations rather than traditional advertising. A single campaign can achieve several million views, as demonstrated by Max Haase's Tourism New Zealand and Visit Saudi Cases.

How much does a travel influencer campaign cost?

The investment depends on the format, duration, deliverables, and usage rights. My management team creates a customized offer for each Tourism Board—simply contact me with your campaign goals via [link/platform name]. Contact form.

How do I measure the success of a Tourism Board campaign?

I provide data on reach, engagement rate, Reel views, story views, saves, website clicks, and UTM tracking. With my campaigns, you'll receive a detailed report including screenshots from Instagram Insights upon completion.

How many followers does Max Haase really have?

Max Haase currently has over 4.3 million Instagram followers. @_maxhaase_. The number is verifiable live and is regularly documented in media kits.

Which Tourism Boards has Max Haase already worked with?

Tourism New Zealand, Visit Saudi, Visit Türkiye, ProColombia, Visit Morocco, Armenia Tourism, Basque Country, Gateway Brazil, Visit Nicaragua and Visit Cuba — as well as many other international tourism boards and DMOs from over 82 countries visited.

Can I book Max Haase and Janet as a travel couple?

Yes. With Max + Janet as a couple, you reach a combined audience of over 6.7 million followers from two perspectives — ideal for destinations that want to target couples or families.

How do I book Max Haase for a Tourism Board campaign?

Write about the Collaboration page or by email to info@max-haase.com with your destination, planned timeframe, and campaign goals. My management will get back to you within 24 hours with a customized offer.

Conclusion: Tourism boards that now rely on travel influencers are winning.

The change in the international Destination marketing This isn't a vision of the future—it's happening now. Tourism boards, DMOs, and destination marketing organizations that strategically use professional influencer marketing in tourism achieve measurably better results than those that rely solely on traditional channels.

The formula for success is clear: Work with a travel influencer who combines a reach of millions with an above-average engagement rate, who delivers professional photo, video, and drone production from a single source, who has proven experience with international tourism boards, and who also produces SEO-optimized blog content. Give them creative freedom (briefing yes, script no) and think long-term (ambassadors rather than one-off deals) — as Tourism New Zealand, Visit Saudi, and many other international tourism boards already do.

Read more:

• Tourism Boards & Travel Influencers — The Complete Guide
• Luxury Adventure Travel — The best experiences for discerning travelers
• Cooperation with Tourism Boards — Here's how it works
• What is a travel influencer? — A guide for brands
• Collaboration with Influencers — A Guide for Tourism Boards

• Booking Travel Influencers: Costs, Cooperation & ROI for Tourism Boards [2026]
• Influencer Marketing in Tourism 2026: Tourism Board Cooperation, Costs & ROI
• Tourism Board Cooperation: How it will work in 2026
• Content Creator Equipment 2026 — My Complete Setup