Influencer marketing, once a playground for trendy vloggers and creators with a good camera, has now grown into an established marketing strategy no industry can ignore. In leisure and travel, we’re seeing a major shift as well. What once reached small, highly-focused audiences is now moving rapidly toward the mainstream. And honestly, what’s more fitting for inspiring content than travel, theme parks, zoos, and everything in between?
From niche to mainstream
A few years ago, “influencer marketing in leisure” mainly consisted of enthusiastic YouTubers filming their visits to theme parks or Instagrammers sharing holiday snapshots. They were true niche creators, well known within small but loyal communities.
Fast forward to today: these same types of creators are winning awards and being nominated for national television prizes. Take Niels Kooyman, for example. He’s a Dutch themapark vlogger, mostly focussed on content about ‘de Efteling’. Once a pioneer in the social domain of our industry, but earlier this year he won a Best Social Award and he even made it into the final top ten contenders for a Televizier-ring. His success shows that our industry is no longer tucked away in a corner. Leisure and travel influencers have gone mainstream.
New platforms, new niches
Influencer marketing is no longer just about Instagram or YouTube. In recent years, many new platforms have emerged that provide room for deeper storytelling, like podcasts.
Podcasts allow creators to tell stories that go beyond quick videos or polished photos. They build communities, share knowledge, and form a bond with listeners who tune in week after week.
In the leisure industry, this becomes clear through the rise of niche-specific podcasts, such as:
- Disney Dish – The go-to podcast for Disney fans, diving into the parks down to the smallest details.
- Podcast: The Ride – A broad theme park podcast covering the latest developments, experiences, and trends in the theme park world.
- Zookeeping 101 – A podcast focused on the world of zoos, from animal care to education.
And these are just a few examples. Every subdomain within leisure has its own audio community. Where you once reached only the hardcore fans, you can now choose from countless micro-communities built around highly specific themes.
What this means for the industry
That influencer marketing continues to grow in importance within leisure and travel is no surprise. But the way it works is constantly evolving. Here are key developments brands, destinations, and organizations can’t afford to overlook:
1. Authenticity Is Everything
Niche influencers are often seen as creators for “real” fans. Their community trusts them because they don’t speak from an ivory tower, they’re part of the experience themselves. When a creator promotes your park or destination, it feels far more credible than a traditional advertisement.
2. From Niche to Mass Reach
As influencers like Niels Kooyman, from the Netherlands, gain national recognition, their reach skyrockets. What started with a few hundred viewers or listeners has grown into tens of thousands of fans. The niche remains, but the impact is far greater.
3. New Content Formats, New Opportunities
Podcasts, Twitch livestreams, TikTok videos, behind-the-scenes content on Snapchat, Instagram Reels… the collaboration options are endless. Where partnerships once meant a sponsored blog or vlog, you can now think in terms of exclusive podcast episodes, live Q&As, or even influencer events hosted at your park or destination.
Influencer marketing is here to stay
Influencer marketing in leisure and travel is here for the long haul. What began as a niche has evolved into a mainstream marketing channel with serious impact. Creators are winning awards, podcasts attract new audiences, and communities are growing faster than ever.
The question is no longer whether you should use influencer marketing, but how. Whether it’s a theme park, holiday park, zoo, or complete travel concept, there’s always an influencer who can tell your story to a new audience in a way that genuinely resonates.
Curious how influencer marketing can elevate your organization? Get in touch with us!
