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Influencer tourism: dream destinations or fatal inspiration?
Find out how travel influencers set trends, create exclusive content and shape vacation planning around the world.
Influencer tourism: dream destinations or fatal inspiration?
More and more people are being inspired by the adventures of travel influencers. These influencers, who often travel to remote places or even promote dictatorships, manage to reach millions of followers. According to an article by Olivia Samnick and Bartholomäus Laffert on SWR, this trend has far-reaching consequences that are often fatal. The opportunities offered by social media are changing the way we plan and experience our travels.
Travel influencers are not just travelers, they have become an important source of adventure and wanderlust on social media. They share breathtaking landscapes, insider tips and unique experiences on platforms such as Instagram and YouTube. They also often work with travel companies, hotels and brands to finance their trips, such as Meltwater explained.
The influence of influencers
Travel influencers show us that traveling is more than just a passion; it has become a way of life. But the influence they exert can be both positive and negative. Many people feel inspired to travel to places they may not have previously considered. However, the content they create can also lead to overcrowding or pressure on these destinations.
According to SWR, the media reports that travel influencers not only contribute to the inspiration but also to the commercialization of travel destinations. The image of a paradise is often conveyed, but in reality it is characterized by challenges. This leads to increased demand and can place a heavy burden on the infrastructure and ecosystems of the affected regions.
Top travel influencers in Germany
The influence of travel influencers is undeniable, and they have taken on a significant role in the marketing landscape. Meltwater has created a list of the best travel influencers in Germany to optimize influencer marketing strategies. Here are the top 15 travel influencers:
| name | Followers | engagement rate |
|---|---|---|
| Leonie Hanne (@leoniehanne) | 4.8M | 1% |
| Hannes Becker (@hannes_becker) | 1.9M | 0.3% |
| Lisa-Marie Schiffner (@lisamarie_schiffner) | 1.35M | 3.5% |
| sorelle amore (@sorelleamore) | 530K | 4.6% |
| Gerda Lewis (@gerdalewis) | 1M | 2.5% |
| DEBI FLÜGGE (@debiflue) | 730K | 0.7% |
| Jannik Obenhoff (@jannikobenhoff) | 690K | 33.7% |
| Daniel Ernst (@daniel_ernst) | 732K | 1.3% |
| Luxury Travel Couple (@aylin.lukas) | 601K | 4.9% |
| Mareen (@miss.everywhere) | 1M | 3% |
| Johannes Hulsch (@bokehm0n) | 563K | 2% |
| Remo Moeckel (@livingitrural) | 184K | 8.9% |
| LUISA | ADHD | MANIFESTATION (@luisalion) | 335K | 0.4% |
| Julie & Moritz Löffler (@sol.and.pepper) | 295K | 10.6% |
| Giulio Groebert (@giuliogroebert) | 1.5M | 3.8% |
Influencer marketing is becoming increasingly important in the travel industry, and platforms like Meltwater and Klear enable companies to find the right influencers based on specific criteria. In recent years it has been shown that working with travel influencers not only increases reach, but also has a lasting impact on the authenticity and interest of the target group.