More than £173,700 has been spent on influencers and content creators promoting the Isle of Man as a holiday destination over the past five years.

A Freedom of Information response from the Department for Enterprise shows Visit Isle of Man has spent £173,707.35 since 2021.

The figure includes content fees as well as expenses such as travel, accommodation, food, drink and activities.

Visit Isle of Man currently has two active influencer agreements, with Amy Hulley (@amyenvoyage), whose content focuses on luxury travel and premium experiences, and Alice Smith (@adventuresofalicee), who specialises in outdoor adventure and nature.

Amy has 439k followers, and Alice has 109k followers.

Both are due to visit the island in September to promote its shoulder-season offering.

The Department said: ‘Visit Isle of Man works with influencers and content creators as part of its wider PR and marketing activity to increase destination awareness and showcase the island through authentic storytelling.’

It said potential influencers are assessed on a case-by-case basis, with factors including audience demographics, content relevance, brand alignment, engagement levels and their ability to ‘authentically represent’ the island.

There is no standalone influencer policy, with any partnerships subject to contractual arrangements covering areas such as content, deliverables, timescales and payment or hospitality.

Visit Isle of Man also works with PR agencies to secure earned media coverage. Lexington Communications provided the service until July, when Lansons took over.

Meanwhile, Locate Isle of Man, which promotes the island as a place to live, work, invest and do business, has no active influencer agreements and recorded no expenditure on influencer contracts over the past five years.

It did, however, participate in elements of a Visit Isle of Man-led campaign in 2025 involving Amy Jackson-Westwick, which included lifestyle and relocation-related content aimed at potential future residents.

Locate Isle of Man said opportunities to work with content creators are considered on a case-by-case basis and must support its strategic objectives and follow departmental governance and approval processes.