Global Influencer Advisory Board Convenes in Monterey

Visit California’s Global Influencer Advisory Board, comprising eight influencers with large followings from around the globe, met in Monterey the week of Sept. 19 to discuss new social media trends, best practices and influencer marketing.

The group welcomed a new domestic board member this meeting, Tee George of @asipoftee, further broadening the board’s reach and expertise across the travel landscape. Returning GIAB members include:

• @jacobthefu (U.S.) and @estherjulee (U.S.) 
• @hey_ciara (U.S.) 
• @strollerinthecity (U.S.) 
• @emilyjanejohnston (U.K.) 
• @care_much (Mexico) 
• @barekiwi (Australia/New Zealand)

Over two days of meetings, the board discussed the state of the tourism industry, social media in a post-pandemic world, maximizing brand partnerships and measuring success. Key takeaways include:

• TikTok continues to dominate the social media landscape and is the fastest converter due to the immediacy of its content.
• Older generations with more resources are starting to join TikTok.
• It is critical that destinations and businesses continue the conversation and feedback loop with content creators after visits.
• Conversations before trips about itineraries, deliverables and timing, meeting local guides and people, activities and other partnerships help make a successful trip. 

The Global Influencer Advisory Board gathers at Mission Bistro in Carmel-by-the-Sea

Following their meeting, the board toured Monterey County, including a visit to Folktale Winery, Alila Ventana, the Monterey Bay Aquarium and a Carmel-by-the-Sea Classic Food Tour, the influencers attended Visit California’s San Francisco Media Event, joining the 51 outlets in attendance to learn more about 35 California destinations.

Several members of the group extended their visit even further, exploring more of the Golden State and creating content about their adventures.

@jacobthefu takes a classic sports car for a spin through Monterey county.