Destination marketing runs on influencers. Travel creators shape where people dream of going, and every serious tourism board now spends real budget on creator partnerships. But almost none of them can answer the question their board asks at review time: what did that budget actually return?
This is the story of how Aruba Tourism Authority can now answer it: per influencer, per campaign, in dollars.
A note on honesty. This case study describes a real, ongoing client engagement, and no confidential performance figures are disclosed. That's why you won't find impressive-sounding percentages here: we'd rather share a true story without numbers than a numbered story that isn't true.
The Problem: Spending on Faith
Like most destination marketers, the authority's influencer programme was built on experienced judgment: pick creators whose content looks right for the destination, negotiate the partnership, run the campaign, then report reach and engagement figures that nobody could translate into money.
That created two recurring pains:
Selection relied on judgment. Shortlisting creators meant reviewing feeds and applying hard-won instinct. A creator with beautiful content and a large following might have an audience that skews entirely to the wrong market for the campaign, and there was no reliable way to know before the money was spent.
Results were unaccountable. After each campaign, the team could say how many views and likes the content earned. What they couldn't say was what those views were worth: which creators had earned their fee many times over, which hadn't, and whether the programme as a whole was a good use of the marketing budget compared to paid media.
What We Deployed: Phoenix Influence
Aruba Tourism Authority uses Phoenix Influence, our AI-powered influencer platform, across two jobs:
1. Finding the right influencers for each campaign
Instead of starting from a feed-scroll, each campaign starts from the audience the authority wants to reach: the demographics and interests of the travellers the campaign is designed to attract. Influence analyzes creator audiences against that profile and returns a ranked shortlist of influencers whose followers actually match, each screened for fake-follower and engagement fraud before it ever reaches the shortlist.
2. Measuring the EMV each influencer delivers
This is the part that changes the conversation with the board. Every creator's campaign content is tracked, and the exposure it earns is converted into Earned Media Value (EMV): an estimated dollar figure for what that reach and engagement would have cost as paid media.
Crucially, EMV is attributed per influencer, not blended into one campaign-level number. The authority sees what each partnership earned, as EMV, against what it cost.
What Changed
The practical difference shows up in three places:
Renewal decisions rest on evidence. The authority can see which creators deliver strong EMV relative to their fees, and renew and brief them again on that basis. Where a partnership underperforms, the conversation is had with data on the table rather than awkwardness.
Budget conversations changed currency. Instead of defending the influencer programme with reach charts, the marketing team can put the programme's earned value next to its cost in the same unit the finance conversation happens in: dollars.
Selection risk is handled before the money moves. Because discovery starts from audience match and fraud screening rather than aesthetics, the authority commits budget to creators whose audiences are real and relevant, before the campaign runs rather than after.
Why This Matters for Other Destinations
Most tourism boards in the Caribbean and beyond face the same structural problem: influencer marketing is now a core channel, but it's the only major channel most destinations still can't measure in money. The tooling exists to fix that. Selection can be data-driven. Value can be measured per creator.
If you run marketing for a destination and you've ever been asked "what did the influencer budget actually return?", that's precisely the question Phoenix Influence was built to answer.
Phoenix AI Solutions is based in St Lucia, where founder Damien Clothier works with organizations across the Caribbean and the US. If you'd like to talk through how EMV measurement would work for your destination, book a discovery call.