Visit Isle of Man has confirmed it has spent just over £173,700 on influencer activity and related trip costs over the past five years.
According to a Freedom of Information response, Visit IOM said it does not operate a standalone influencer policy, instead assessing potential partners on a case‑by‑case basis with its PR agency and marketing team.
Factors considered include audience demographics, content relevance, brand alignment and the creator’s ability to “authentically represent” the Island.
Two influencer agreements are currently in place, Amy Hulley (@amyenvoyage), who focuses on luxury travel, and Alice Smith (@adventuresofalicee), whose content centres on outdoor adventure.
Both are scheduled to visit the Island in September 2026 to promote shoulder‑season experiences.
Visit Isle of Man also confirmed it works with PR agencies to secure earned media coverage, with Lexington Communications providing the service until July 2026 and Lansons taking over from that point.
Locate Isle of Man, which promotes the island as a place to live and work, reported no active influencer contracts and no influencer spend over the past five years.
It said any collaboration with content creators is considered only where it supports strategic objectives and follows departmental governance processes.
