How a Local Foodie Pass Became a Destination Growth Engine



6/9/2025


How a Local Foodie Pass Became a Destination Growth Engine: A Case Study for DMOs & Influencers

The Backdrop
Every destination has its own flavor. For this city, it was the food—the tucked-away taco stands, the buzzing brunch spots, the chefs pushing boundaries behind neighborhood doors.
The challenge?

How do you get visitors to go beyond the brochure—to explore the city like a local, spend money at small businesses, and leave with stories worth sharing?

That’s where eTourMe and a local food influencer came in.
Together, we built a branded Foodie Pass that transformed passive tourism into active local exploration.
And we did it using the ATM framework: Attract, Trust, Monetize.

1. Attract – Turning the Destination into a Discoverable Experience

The influencer had a devoted online following. The city had culinary gems waiting to be uncovered. We helped connect the dots—with technology that turned casual browsers into paying explorers.

Working with the influencer, we co-branded a mobile Foodie Pass experience filled with:
Curated restaurant picks, handpicked by the influencer
QR codes placed at key tourism touchpoints (hotels, visitor centers, kiosks)
A direct sign-up link in welcome emails and travel guides
Social campaigns that invited visitors to eat like insiders

What used to be a static “Where to Eat” list became a living, mobile-powered trail through the city’s best bites.

✅ Result: Tourists went deeper into neighborhoods, found local favorites—and spent more time (and money) across the destination.

2. Trust – Giving Visitors Confidence to Explore Beyond the Main Strip

When visitors arrive, they want more than places—they want authenticity. They want to know: “Am I making the most of my trip?”

That’s why we didn’t just launch a discount card. We launched a local experience.

eTourMe brought design, branding, and clear digital onboarding. The influencer brought his voice and credibility. Together, we built a mobile pass that felt:
Curated, not commercial
Local, not touristy
Easy, not overwhelming

Restaurants shared the pass on their social media. Visitors tagged their food finds. And every redemption built trust in the destination as a place worth exploring.

✅ Result: More engaged visitors, more positive word-of-mouth, and a deeper connection to the city’s culture.

3. Monetize – Turning Exploration into Economic Impact

DMOs want more than heads in beds—they want spending in the streets. That’s where the Foodie Pass delivered.

Powered by eTourMe’s built-in payment system, the pass became a revenue-generating tool. Visitors paid a one-time flat fee to unlock deals, tastings, and events. Restaurants contributed small offers in exchange for exposure and foot traffic.

Even better?
The pass was built for repeatability:
• Locals became annual pass holders
• Locals bought it as gifts for out-of-town guests
• Groups and events bundled it as a value-added perk
One visitor shared, “We came for the weekend—and the pass convinced us to stay an extra day to try one more place.”

✅ Result: Revenue for the DMO’s marketing, exposure for restaurants, and measurable economic activity tied to tourism efforts.

The Big Picture

This wasn’t just a campaign—it was a destination growth engine.

By focusing on the three levers of Attract, Trust, and Monetize, the influencer, and eTourMe created a self-sustaining loop for the DMO:
Visitors discover a unique pass experience (Attract)
They engage with local businesses confidently (Trust)
They spend, share, and return (Monetize)

The pass didn’t just support tourism—it enhanced it.

Let’s Talk About Your City

Whether you're trying to boost off-season travel, spotlight under-visited neighborhoods, or just make your destination more interactive, eTourMe’s Foodie Pass model is ready to plug into your strategy.

Your destination is ready. Let’s turn it into an experience.

Attract. Trust. Monetize. That’s how places grow. Schedule a DEMO
How to Make Money as a Food Influencer Beyond Social Media
Copyright ©  eTourMe 2021. All right reserved.

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How a Local Foodie Pass Became a Destination Growth Engine: A Case Study for DMOs

The Future of Destination Marketing: Engaging Visitors Through Food


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ABOUT US
eTourMe is a design hub that crafts immersive virtual tours and mobile passes to transform online interest into real-world visits and actions, beyond the realm of social media and traditional advertising. Immersive virtual tours aim to enhance the promotion and visual storytelling of physical spaces, while mobile passes combine savings, interaction, and attraction bundling into themed experiences to draw foot traffic to partner establishments and increase value-added benefits for subscribers.
Copyright ©  eTourMe 2021. All right reserved.

The Future of Destination Marketing: Engaging Visitors Through Food