Influencers are coming to N.L., expanding audience reach

THE NEWS: Marketing organizations say an increasing number of influencers are traveling to Newfoundland and Labrador, a trend they believe could boost tourism. Destination St. John’s CEO Paul Buggé added that “Influencers reach audiences that we may not be able to reach ourselves.”

DETAILS:

• Luke Martin, a content creator known online as Chopstick Travel, recently visited the province and said, “We had an amazing trip in Newfoundland.”
• Martin also described the province as “an all‑around destination for tourism. You got the icebergs, you got the…” highlighting its natural attractions.
• The comments reflect a broader push by tourism marketers to leverage influencer audiences that traditional campaigns may miss.

WHY IT MATTERS: Influencer visits can generate organic exposure to new audiences, potentially increasing visitor numbers and revenue for Newfoundland and Labrador’s tourism sector.

FAQ

What impact could the rise of influencers have on Newfoundland and Labrador tourism?

Marketing groups say more influencers traveling to the province could boost tourism by reaching audiences that traditional marketing may miss, providing organic promotion of attractions like icebergs and local experiences.

Who is the CEO of Destination St. John’s who commented on influencer reach?

Paul Buggé, the CEO of Destination St. John’s, said, “Influencers reach audiences that we may not be able to reach ourselves,” emphasizing the value of influencer marketing for the region.

Which influencer known as Chopstick Travel recently visited Newfoundland?

Luke Martin, who operates under the online name Chopstick Travel, visited Newfoundland and praised the trip, calling the province “an all‑around destination for tourism” and noting its icebergs.

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