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Hainan Tourism Board: Instagram Partnerships to Attract Tourists

Discover how InfluenConnect helped Hainan Tourism Board achieve 2.6M+ impressions and 880% over target video views by partnering with European travel influencers for an immersive island campaign.

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Client Overview


Hainan, China’s tropical island paradise, sought to position itself as a premier destination for European travellers. With its pristine beaches, luxury resorts, and cultural attractions, the Hainan Tourism Board aimed to collaborate with European lifestyle and travel influencers on Instagram to showcase the island’s unique offerings. The campaign required authentic storytelling to resonate with audiences unfamiliar with Hainan’s appeal while delivering measurable ROI.


The Challenge


The Hainan Tourism Board faced three key obstacles:


  1. Audience Relevance: Identifying Europe-based influencers whose followers matched the target demographic, affluent travelers aged 25–45 interested in luxury and eco-tourism.


  2. Logistical Complexity: Coordinating a week-long immersive trip for eight influencers, including flights, accommodations, and activity scheduling.


  3. Performance Tracking: Measuring the campaign’s impact across global audiences and ensuring content aligned with Hainan’s branding.


Strategy & Execution


InfluenConnect designed a holistic strategy to amplify Hainan’s global appeal.


  • Targeted Influencer Discovery - Using the platform’s AI-driven filters, the Tourism Board identified eight top-tier influencers specializing in luxury travel, wellness, and adventure. Criteria included audience demographics (European focus), engagement rates above 5%, and a history of high-quality visual storytelling.


  • Immersive Trip Coordination - Influencers were invited to a curated trip featuring Hainan’s luxury resorts, rainforest hikes, and cultural experiences. InfluenConnect’s platform streamlined logistics, including itinerary synchronization and real-time communication, ensuring seamless collaboration.


  • Content Amplification & Analytics - The campaign combined Instagram posts, Stories, and Reels with a wrap-up video showcasing highlights. InfluenConnect’s analytics dashboard tracked real-time performance, enabling adjustments to maximize reach.


Results


The campaign exceeded all expectations, establishing Hainan as a bucket-list destination:


  • 2.6M+ Impressions: Generated across 25 posts, surpassing the target by 581%.


  • 1.9M+ Global Audience Reached: Content resonated with viewers in the UK, France, Germany, and beyond.


  • 880% Over Target Video Views: The wrap-up video achieved 2.6M views, driving a 200% increase in Hainan’s website traffic from Europe.

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