Why UGC is the Ultimate Secret Weapon for State Travel Boards (and Why You Should Care)

Before we dive into the magic of UGC (User-Generated Content), let's clear up a common misconception. UGC and influencer marketing may sound similar, but they’re actually quite different. Influencer marketing typically involves paying a content creator (often with a large following) to promote your brand or destination in a polished, sponsored post. Influencers are hired to create content that aligns with your messaging, often with a more professional, curated look. On the other hand, UGC is all about real, organic content created by everyday travelers who are just sharing their experiences — no sponsorship needed. It’s authentic, unscripted, and comes from a place of genuine love for the destination.

And here’s the kicker: UGC is especially effective for tourism marketing because it builds trust. Imagine a traveler scrolling through their feed and stumbling upon a beautiful shot of your state posted by a real person, someone just like them. It speaks volumes. It creates a sense of excitement, showing them that this isn’t some commercialized, overly polished ad — it’s real people having real fun. And that’s where UGC really shines. It’s relatable, it’s authentic, and it’s the ultimate way to connect with potential visitors.

Now that we’ve cleared that up, let’s explore why UGC is the best thing to happen to state tourism marketing!

1. It’s Real, It’s Raw, It’s Relatable

You know that moment when you’re scrolling through Instagram and you see a friend’s vacation photos? You stop, pause, and think, Wow, that looks like a place I could actually go to. That’s the magic of UGC. It’s not some professionally staged shot; it’s real, unfiltered content from real people having actual experiences in your state.

When travelers post content that shows them enjoying your state’s trails, food, culture, and adventures, they’re offering something that looks authentic and achievable. It’s not all about the perfect Instagrammable moment (although those can be fun too); UGC makes people see themselves there. They know that if their friend had a blast at a local vineyard or festival, they could totally have the same experience.

2. People Trust Their Peers — Way More Than Ads

Okay, let’s have a real talk: How often do you skip over ads? (We won’t judge, we do it too.) But when it comes to UGC, people trust it. In fact, 78% of consumers say user-generated content is more authentic than traditional branded content. Why? Because it’s not curated by a marketing department — it’s actual travelers sharing their thoughts, experiences, and memories from your state.

Think about it: would you rather listen to a brand telling you how amazing a place is, or would you prefer hearing about it from someone who just spent a week there? UGC speaks to your audience in a way that feels genuine. And when people see others sharing their vacation experiences — how they explored your state’s hidden gems, dined at local restaurants, or experienced your festivals — they’re not just inspired to visit; they’re sold on the idea that they, too, can have that exact experience.

3. UGC = Super Affordable Content

Let’s face it: Running a tourism campaign can cost a pretty penny. Hiring professional photographers, influencers, or videographers for an extensive campaign can really put a dent in your budget. But UGC? It’s like a content goldmine that you can tap into for free — yes, we said it. Free.

But here’s the kicker — UGC creators often provide the same high-quality, engaging content as influencers do, but for a fraction of the cost. Influencers may charge a premium for a post, a story, or a sponsored video, but UGC creators are simply sharing their real-life experiences. And since you’re using content that’s already out there, you’re saving not only money but also time!

Why spend tons of money producing content when your travelers are already doing it for you? All you need to do is engage with them, ask for permission to repurpose their photos or videos, and boom — you’ve got yourself some authentic, budget-friendly content that resonates with future visitors.

4. It Creates a Ripple Effect of Engagement

UGC doesn’t just sit in a folder on your desktop — it gets people talking. And we all know that engagement is what drives conversions. When you repost UGC on your state’s tourism channels, you’re inviting travelers to join the conversation. Comments like “Where is this? I need to go!” or “Adding this to my travel list!” are the social proof your campaign needs to encourage others to plan their own trip.

But it doesn’t stop there! When people see their own content being shared by the official tourism board, it fosters a sense of community and pride. Not only are you promoting your state, but you’re also building a loyal fan base that’s excited to share their experiences with you. Think of it as a giant virtual cheer squad that’s always ready to amplify your marketing message.

5. A Never-Ending Pool of Diverse Content

Here’s the thing: Traditional marketing relies on a fixed set of content — usually created by a photographer or a hired influencer. But UGC? It’s an endless supply of diverse, dynamic content that shows your state from all sorts of perspectives. It’s a digital treasure chest, and all you need to do is dig in.

With UGC, you get to showcase your state in all its glory: from bustling city streets to serene country landscapes, from food festivals to local art galleries. Want to highlight the adventure side of your state? UGC can show your audience trekking up mountains, exploring caves, or kayaking down rivers. Want to show off the local foodie scene? UGC from foodies capturing mouthwatering meals can make anyone’s stomach growl. Whether it’s a weekend getaway in a cozy cabin or a luxury stay in a five-star hotel, UGC creators are capturing it all.

Want more ideas on how to use UGC? Here are 15 creative ways to leverage UGC creators to showcase everything your state has to offer:

1. Feature Local Airbnb Stays

Highlight cozy, unique, or quirky Airbnbs where travelers can stay during their trip. From rustic cabins to ultra-modern lofts, UGC can showcase the variety of stays in your state.

2. Show Off Hotels and Resorts

UGC content from guests at luxury resorts, boutique hotels, or local inns can show how relaxing and welcoming these spots are. It’s a great way to promote your state’s accommodations in an authentic way.

3. Restaurant Reviews and Food Porn

Encourage UGC creators to share their meals from local restaurants and food trucks. From casual eateries to fine dining, food is often a big part of travel, and UGC makes it irresistible.

4. Museums, Galleries, and Cultural Stops

From interactive museums to local art exhibits, UGC can give a behind-the-scenes look at the cultural offerings of your state, helping future visitors get excited about your history and artistry.

5. Festivals and Events

Festivals are prime real estate for UGC. Whether it’s a music festival, a food event, or a historical celebration, UGC can capture the energy and excitement of these events like no professional campaign ever could.

6. Outdoor Adventures

Share stunning shots of hiking trails, kayaking adventures, mountain biking, or just a peaceful walk through nature. UGC lets you show how active and outdoorsy your state can be.

7. Family Fun Spots

From zoos to theme parks to museums, UGC that highlights family-friendly attractions shows how your state is a perfect destination for everyone — from tots to grandparents.

8. Scenic Road Trips

Encourage travelers to share their scenic drives through your state’s backroads, highways, and byways. There’s nothing quite like a road trip to showcase the beauty of the land.

9. Local Shopping Finds

UGC can highlight the amazing local boutiques, artisan markets, and unique shops your state offers. These spots are often overlooked in traditional campaigns but shine brightly in UGC.

10. Nightlife and Entertainment

Share UGC of people enjoying nightlife, from casual bars and breweries to live music venues and theatrical performances. Your state’s nightlife scene is a huge draw!

11. Seasonal Beauty

Winter, spring, summer, or fall — every season has something to offer. UGC captures your state’s seasonal charm, from snowy landscapes to blooming gardens, showing that there’s no wrong time to visit.

12. Wildlife and Nature

Highlight your state’s wildlife and natural beauty through UGC shots of wildlife sightings, nature hikes, or stunning landscapes. It’s a perfect way to show your outdoor tourism in an authentic light.

13. Spa and Wellness Retreats

Promote relaxation and wellness with UGC from people enjoying state spas, wellness retreats, or yoga sessions, giving your audience a taste of your state’s rejuvenating side.

14. Local Artist Spotlights

Showcase UGC content from travelers exploring your local art scene, whether it’s attending workshops, visiting galleries, or meeting local artists.

15. Weddings and Celebrations

Feature UGC from couples who tied the knot in your state or people celebrating anniversaries, highlighting your state as a romantic destination for special events.

In Conclusion: UGC is a Game-Changer for State Tourism

So there you have it. UGC isn’t just another content trend — it’s a game-changer for tourism marketing. It’s affordable, authentic, and gives your state a genuine voice that connects with future travelers. By tapping into the power of UGC, you’ll not only attract more visitors but also build a community of passionate people who love your state as much as you do.

Ready to bring high-quality UGC to your tourism campaigns? As someone who thrives on creating engaging, authentic content, I’d love to help you showcase your state’s best features through the eyes of real travelers. Reach out to me at ak@loveannkathleen.com, and let’s start creating UGC that will inspire travelers to pack their bags and explore all that your state has to offer!