BTS, Taylor Swift, Jackie Chan – the celebrities who became tourism ambassadors, using their star power to draw travellers from across the world

Employing international influencers to promote travel destinations is a tried and tested approach that has a real impact on people’s holiday decisions

Taylor Swift, Chris Hemsworth, Cristiano Ronaldo, Rihanna, Jimmy Choo, Roger Federer – these are just some who have lent their names and images to the cause

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Chris Hemsworth (left) appeared in a Tourism Australia ad in 2018. Hemsworth is just one of many celebrities who lend their name and star power to tourism.

Published: 4:15am, 7 May 2022Updated: 5:22am, 7 May 2022

Buried beneath an onslaught of pandemic-related travel news, you may have missed reports that Mel B has been appointed tourism ambassador for Nevis.

The former Spice Girl’s father was born on the tiny Caribbean island, which neighbours St Kitts, and she visited as a child. The singer, actress and television personality, whose full name is Melanie Brown, says she intends to use her new role “to put Nevis on the map”.

Employing the services of a famous name to showcase travel-related services, products and destinations is nothing new.

Jackie Chan appeared in the Hong Kong Tourism Board’s “Live It, Love It” campaign in the 2000s, American footballer OJ Simpson appeared in Hertz rent-a-car television ads in the 1970s and, beginning in 1984, a series of Australian Tourism Commission commercials featured Crocodile Dundee actor Paul Hogan, who offered to “slip an extra shrimp on the barbie [barbecue]”. (Australians say “prawn” rather than “shrimp” but the ads were targeting North American viewers.)

BTS are honorary tourism ambassadors for Seoul.

As the world emerges from the clutches of Covid-19, we can expect a surge in celebrity endorsements as tourism offices scramble to sign up stars to front their campaigns. Research confirms the approach yields results.