Influencer Promotion: Between Marketing Imagery and the Reality of Tourism Destinations.. Where Does Credibility Lie? (Part 1)

By Abdulrahim Al-Arjan

Travel Explorer and Adventure Tourism Researcher

Tourism promotion today is no longer limited to traditional advertising campaigns or informational publications issued by tourism organizations. Social media platforms and travel influencers have become some of the most powerful tools for promoting and shaping the image of destinations, thanks to their ability to reach vast audiences, influence perceptions, and inspire people to visit places they may never have heard of before.

However, amid this rapid expansion of promotional tools, an important issue deserves serious attention: the promotion of destinations that are difficult to access, restricted for technical or environmental reasons, or subject to regulations intended to protect visitor safety. Some of these locations may be inherently dangerous or situated within environmentally or otherwise sensitive areas where access is prohibited without special permits.

The issue becomes even more concerning when such promotional activities are not merely individual initiatives by content creators but are sometimes supported or sponsored by official tourism authorities or relevant government ministries. Such endorsement gives the promotional material additional credibility, leading potential visitors to interpret it as a reliable invitation to explore the destination and assume that access is readily available to the general public.

When Promotion Collides with Reality

Imagine a tourist travelling thousands of kilometres, perhaps crossing international borders, spending money on flights and accommodation, and making a particular destination the highlight of their itinerary after watching videos and promotional campaigns portraying it as a place open to everyone.

Yet, upon arrival, the traveller discovers restrictions prohibiting entry, permits that are difficult to obtain, or conditions that could place their personal safety at serious risk.

At this point, the problem goes beyond simple disappointment or unmet expectations. It can turn into a negative experience that damages the reputation of the entire destination, particularly if the disappointed visitor shares their experience on social media or writes about it in the press.

More concerning still, some visitors, determined to reach the places they have seen in promotional content, may turn to individuals or unauthorized operators offering access through illegal means.

This creates a far more serious situation, potentially exposing visitors to life-threatening risks or accidents for which multiple parties may ultimately bear responsibility.