Tourism marketing with influencers in Latin America

Nearly half of tourism companies surveyed by Axon in Latin America in 2019 considered the improvement in commercial prospecting or in sales as the main indicator to measure the effectiveness of a marketing strategy with social media influencers. Moreover, 42 percent of respondents said that an increase on website visits was also a good indicator to evaluate the success of a influencer marketing strategy.

Main indicators used to measure the effectiveness of marketing strategies with influencers by tourism companies in Latin America in 2019

Characteristic	Share of respondents
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Release date

July 2020

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Region

Central and South America, Mexico

Survey time period

February 27 to March 1, 2019

Number of respondents

150 respondents*

Special properties

Multiple choices were possible

Method of interview

Face-to-face interview

Supplementary notes

* Survey was conducted among attendees to the international ANATO fair in Bogota, Colombia. The sample of the survey include 100 users of tourism services and 50 tourism service providers such as destination promotion agencies, travel agencies, hotels, and airlines.
The term social media influencers encompasses youtubers, instagrammers, snapchatters, bloggers, twitters, and similar.

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