Ep 10: Influencers & Innovation: Pouring Authenticity Into Tourism Marketing

Summary

In this episode, Adeta Gayah, Senior Director of Social Media and Content at Visit Orlando, shares her inspiring journey from early innovations in hospitality marketing to leading large-scale destination campaigns that connect with audiences around the world. She dives into how authenticity, emotional storytelling, and cultural awareness fuel meaningful engagement, and how the lines between influencer marketing and content creation continue to evolve.

Adeta also highlights Visit Orlando’s most impactful initiatives, from the 20th anniversary of Magical Dining to the Gen Z–driven City Break campaign, while offering a forward-looking perspective on how AI, creativity, and community will shape the future of tourism marketing.

Takeaways

Adeta Gayah’s 15+ year marketing journey shows the power of adaptability and lifelong learning.Emotional storytelling remains the foundation of authentic digital engagement.True innovation often emerges from solving unexpected challenges.Artificial intelligence is redefining how marketers create, analyze, and connect.Cultural awareness is key to building campaigns that resonate globally.Successful influencer marketing starts with clarity: clear goals, audiences, and expectations.Social listening provides the data needed to make emotionally intelligent decisions.Magical Dining continues to elevate Orlando’s culinary scene while giving back to local charities.Reaching diverse audiences strengthens both community connection and brand impact.Visit Orlando’s City Break campaign redefines how destinations engage Gen Z travelers.Great leaders inspire by providing a clear vision and empowering their teams to bring that vision to life.

Chapters

00:00 – Introduction to Adeta Gayah and Her Journey

03:56 – Innovations in Marketing: Early Career Insights

07:44 – Cultural Adaptation in Marketing Campaigns

12:06 – Building Authentic Online Communities

16:02 – Influencer Marketing vs. Content Creation

19:48 – Defining Influencers and Content Creators

23:57 – Strategies for Successful Influencer Campaigns

27:58 – Challenges and Best Practices in Influencer Marketing

32:21 – Understanding Social Listening and Its Impact

35:49 – Celebrating 20 Years of Magical Dining

40:32 – Targeting Diverse Audiences for Visit Orlando

45:14 – Navigating Post-COVID Visitor Trends

49:43 – The Future of Travel Marketing with AI

52:15 – Spill it