Berlin relies on influencers: This is how social media is revolutionizing tourism!

Berlin relies on influencers: This is how social media is revolutionizing tourism!

Marketing Berlin as an attractive travel destination is increasingly taking place via social media and influencer marketing. Loud rbb24 Visitberlin, the city's tourism marketing organization, is now faced with around 200 inquiries from influencers per year. The inquiries come not only from travel influencers, but also from the fashion and lifestyle sectors. This shows the growing relevance of influencers in the company's marketing strategy.

Press spokesman Christian Tänzler and communications manager Susanne Schreiber admit that most of these requests are rejected. The decisive criteria for collaboration are the relevance, the topic and the quality of the content. The tourism sector has changed significantly due to the influence of social media influencers. They use platforms like Instagram, YouTube and TikTok to delight their large followings with inspiring travel photos and stories, making them trustworthy sources for travel recommendations, as well Informational reported.

A new approach to classic marketing

Visitberlin is increasingly relying on relationships with influencers to promote lesser-known topics and places in the capital. A successful example was a gastronomy campaign in which star chefs and influencers worked together. Such collaborations are labeled as advertising if they are paid, but honest, authentic experiences are also very important.

In 2024, Visitberlin processed around 200 influencer requests, around a quarter of which were implemented. Already in 2025, after just five months, almost half of the requests from the previous year will be reached. One trend shaping the city's marketing strategy is the realization that younger people in particular are increasingly seeking their travel information via social media.

Advantages and challenges of influencer marketing

Influencer marketing offers numerous advantages in the tourism sector: The wide reach makes it possible to specifically target specific target groups, such as luxury travelers. In addition, storytelling creates an emotional connection that awakens holiday wishes. However, companies also face challenges. Selecting appropriate influencers who fit the brand is crucial, as is the difficulty of measuring the impact of campaigns on real bookings.

Finally, it should be said that the number of followers is often not the only criterion for cooperation. For effective influencer marketing in the tourism sector, it is important to define clear goals and introduce appropriate metrics to measure success. This applies not only to Visitberlin, but to the entire industry, which is constantly evolving.