2026 State of Travel Influencer Marketing Report
Travel influencer marketing has entered a new era. Based on insights from hundreds of DMO and tourism board marketers globally, this report captures the strategies, shifts, and trends shaping influencer partnerships in 2026.
In 2026, destinations are investing more than ever in influencer marketing, but many are still struggling to prove impact. Based on our survey of hundreds of DMO and Tourism Board marketers, this report reveals how influencer strategies are evolving, from shifting away from impressions to prioritizing engagement, attribution, and real economic impact. The findings reveal where marketers are still struggling, how AI is reshaping travel discovery, why influencer content is becoming central to staying visible, and what leading destinations are doing differently to drive traveler action.
Here’s a peek at the insights:
- 92% of DMOs are increasing or maintaining their influencer marketing budget in 2026.
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70% say social matters more as AI summaries drive website traffic down.
- Tracking attribution remains the #1 Challenge, see how marketers are proving impact.
- 84% of marketers have abandoned impressions for metrics that demonstrate performance.
Download the full report for more stats and insights
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