The Rise of ‘State-by-State’ Travel Influencers: A New Trend in American Exploration
The journey of British duo Josh Clarke and Jason Riley, known online as ‘Josh & Jase,’ highlights a growing trend: travel influencers focusing on hyper-local, state-by-state exploration of the United States. Their recent move from Lower Michigan to the Upper Peninsula isn’t just a travel update; it’s a signal of how people are consuming travel content and planning their own adventures.
Why This Trend is Gaining Momentum
For years, travel content has often focused on bucket-list destinations – Paris, Rome, the Maldives. But a shift is happening. Post-pandemic, and fueled by social media, travelers are increasingly seeking authentic, accessible experiences closer to home. According to a recent study by MMGY Global, 65% of American travelers are prioritizing domestic trips in 2024, citing cost savings and a desire to support local economies as key drivers.
Josh & Jase tap into this desire. Their appeal lies in their outsider perspective – experiencing America with fresh eyes – and their commitment to thoroughly exploring each state. This resonates with viewers who may be planning similar road trips or seeking inspiration for hidden gems within the U.S.
The Power of Hyper-Local Content & Niche Audiences
The success of ‘Josh & Jase’ isn’t isolated. We’re seeing a proliferation of niche travel influencers focusing on specific regions or themes. Consider the rise of “dark tourism” influencers exploring abandoned places, or those dedicated to documenting America’s historic Route 66. This hyper-focus allows them to build highly engaged communities.
Pro Tip: When planning your own content strategy, consider narrowing your focus. Instead of “travel,” think “Midwest road trips,” “National Park camping,” or “budget travel in Florida.”
The Impact on Local Economies
Influencers like Josh & Jase aren’t just documenting travel; they’re actively impacting local economies. Their recommendations of restaurants, sporting events, and hiking trails directly drive business to these establishments. A study by Destination Analysts found that 40% of travelers have made a purchase based on a recommendation from a social media influencer.
The U.P. of Michigan, for example, relies heavily on tourism, particularly during the winter months. The increased visibility from Josh & Jase’s visit could provide a significant boost to local businesses, especially as they navigate the off-season.
Challenges and Future Predictions
While the trend is promising, challenges exist. Authenticity is paramount. Viewers are quick to spot sponsored content that doesn’t feel genuine. Influencers must maintain transparency and build trust with their audience.
Looking ahead, we can expect to see:
- Increased Collaboration: Influencers partnering with state tourism boards and local businesses.
- More Immersive Content: Beyond videos, expect more interactive experiences like live streams, virtual tours, and user-generated content campaigns.
- Focus on Sustainable Travel: A growing demand for influencers who promote responsible and eco-friendly travel practices.
Did you know?
The Mackinac Bridge, which Josh & Jase are crossing, is one of the longest suspension bridges in the world, connecting Michigan’s Lower and Upper Peninsulas. It’s a landmark destination for travelers and a symbol of the state.
FAQ
Q: What makes ‘state-by-state’ travel influencers different?
A: They focus on in-depth exploration of individual states, offering a more detailed and authentic experience than traditional travel content.
Q: How can local businesses benefit from influencer marketing?
A: By partnering with relevant influencers, businesses can reach a wider audience, increase brand awareness, and drive sales.
Q: Is influencer marketing effective?
A: Yes, studies show that a significant percentage of travelers are influenced by social media recommendations.
Q: Where can I find more information about travel trends?
A: Check out resources from the U.S. Department of Commerce’s International Trade Administration and travel industry research firms like Phocuswright.
Want to share your own favorite hidden gems in the U.S.? Leave a comment below and let us know where we should send our next travel influencer!
