Travel influencer

A travel influencer is an Internet celebrity that creates social media content about travel, tourism and culture, usually sharing their travel experiences. Their content is generally considered as a trusted source of knowledge, influencing their readers’ opinions and perceptions of places and experiences, affecting their travel decisions and “changing the way we think about the world”.

They often partner with airlines, travel agencies, tour companies and local businesses for the purpose of promoting their brand, product or services in return for a reward, usually involving free travel. Travel influencers generate income through brand co-operations and affiliate links. Many influencers, especially those working on Instagram, say brand sponsorships are their main source of income.

Influencer marketing has gone from a fringe concept to an industry worth around $6.5bn in 2019. Almost half of marketers spent more than 20% of their budget on influencer posts. Influencer marketing – the business of brands paying social media celebrities to advertise their wares – has become a well-established marketing tactic.