Global Influencer Advisory Board visits Greater Palm Springs

Visit California’s Global Influencer Advisory Board (GIAB) convened in Greater Palm Springs this February for a multi-day gathering filled with influencer marketing strategy sessions and immersive experiences that highlighted California’s deserts. 

Established in 2017, GIAB serves as both a sounding board and strategic partner, helping Visit California stay ahead of digital trends while building long-term ambassador relationships with leading global creators. Since its inception, the board has become a hallmark of Visit California’s influencer program, setting it apart in the destination marketing space.  

This winter’s agenda included timely conversations around international sentiment, AI’s impact on the influencer marketing space, shifts in content formats and new ways to connect with audiences on social media. Members offered valuable insights across markets and platforms, shedding light on both challenges and opportunities.  

This meeting, Visit California also welcomed three new international members to the board who offered valuable insights from their market. New members included:

• U.K.: Shu Line of @dejashu
• Canada: Vivian Low of @wisteria_voyage 

• India: Aakash Malhotra of @wanderwithsky* 

  *Visit California virtually introduced Aakash as he was unavailable for this meeting. 

A recurring theme throughout the week was the intensity of news and social media coverage surrounding the United States and perception that has developed in international markets. International members noted a disconnect between the tone of the coverage and the reality they experienced in California. At the same time, AI – particularly the ethics of AI-driven travel influencers – was a central topic alongside discussions on how engagement patterns are evolving on Instagram and TikTok, informing the next chapter of Visit California’s influencer strategy. 

Outside of meetings, the group spent two days exploring Greater Palm Springs from an immersive art experience at Superbloom, a visit to the Living Desert Zoo and Gardens, a trip along the San Andreas Fault with Red Jeep Tours and a ride on the Palm Springs Aerial Tramway. These immersive experiences showcased the region’s rich offerings and reinforced the power of authentic storytelling.