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Beyond Influencer Marketing

How Creator Communities Are Redefining Destination Storytelling

hosted by Sarah Benoit

The future of destination marketing isn’t finding better influencers. It’s building a community of storytellers who believe in your destination.

The most successful destination marketing organizations aren’t simply hiring influencers anymore. They’re building long-term relationships with trusted content creators who become passionate advocates for their communities.

Join Learn Tourism for an engaging conversation with travel creators Alex Goodstein, Brittany Brown, and Kim Debes, alongside Eric Knopsnyder of GO Laurel Highlands, to explore how creator partnerships are evolving beyond one-time campaigns into collaborative communities that benefit everyone involved. 

You’ll hear directly from both creators and a Pennsylvania destination that have embraced this approach as they discuss: 

  • The magic of authentic collaboration 
  • What makes partnerships successful. 
  • How creators work together to amplify stories across multiple audiences.
  • Why investing in authentic, long-term relationships drives creativity and reach.
  • How cross-pollination and promotion increase measurable results. 

When these strategies are implemented consistently, the trust built leads to stronger storytelling, greater visibility, and more sustainable tourism marketing.

Whether you’re a DMO, CVB, tourism business, attraction, or destination partner, you’ll leave with practical ideas for building a creator community that inspires travel, strengthens your brand, and creates lasting value for your destination.

Why Attend?

  • Learn how to build long-term relationships with content creators instead of relying on one-off influencer campaigns.
  • Hear directly from creators and GO Laurel Highlands about what makes partnerships authentic, successful, and beneficial for everyone involved.
  • Discover how creator communities can expand your destination’s reach, tell more diverse stories, and support sustainable destination marketing through ongoing collaboration.

Watch Our Latest Tourism Talks Free Webinar

📅 Date: Wednesday, August 12, 2026

🕒 Time: 12:10 – 1 PM Eastern / 9:10 – 10 AM Pacific 

💻 Location: Zoom 

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A recording and the slide deck will be shared with everyone who registers by email newsletter two days after the webinar. You can also check out our webinar archives on our YouTube channel.

The future of destination marketing isn’t finding better influencers.

It’s building a community of storytellers who believe in your destination.

What is a content creator ecosystem:

  • trusted relationships
  • creators introducing other creators
  • repeat visits
  • creators collaborating together
  • local businesses becoming involved
  • ongoing storytelling instead of campaign deliverables

Meet Our Special Guests

Eric Knopsnyder is the director of public relations for GO Laurel Highlands. He loves hiking and travel. After a 20-year career as a journalist, he’s always ready for an adventure. Find him on Bluesky at ericknopsnyder.
Britt Around Town is a travel and destination storytelling brand built on a passion for exploring small-town America and sharing the stories that bring communities to life. Created by Brittany Brown, the platform goes beyond attractions to highlight the people, local businesses, history, culture, and experiences that give each destination its unique character.  Through authentic content and firsthand exploration, Brittany partners with DMOs and tourism organizations to inspire travel, drive visitation, and create meaningful connections between travelers and the communities they visit. Her belief is that every town has a story worth telling, and often the most memorable travel experiences are found where you least expect them.
Kim Debes is an outdoor travel content creator behind @kim.hiked.it, where she shares hiking adventures, scenic destinations, and hidden gems, focusing on making the outdoors accessible for everyone.  Based in Pennsylvania, Kim specializes in showcasing family-friendly adventures, affordable road trips, and unique experiences that inspire people to explore their own backyards and beyond. She collaborates with destination marketing organizations and outdoor brands to tell authentic stories that connect travelers with places and experiences.
Alex is a food, events, and travel content creator based in Pittsburgh, PA, who goes by Alex Eats Too Much online. Alex has been an avid eater since childhood, building a great appreciation for food and trying different dishes. He shares his experiences with the local Pittsburgh food and events scene and beyond, trying to show what is new, special, and unique. He currently creates content full-time and makes more in-depth videos of all his food and travel experiences, including long-form content on YouTube.