Just as important as offering our target audiences relevant content in the highest-impact formats, either organically or through paid advertising on Turespaña's promotional social media profiles, is providing it through users who are trustworthy and credible, which is why Turespaña's Social Media Plan includes marketing efforts with influencers, both micro and macro. To do this, influencer profiles are identified for each of the languages or markets where Turespaña actively carries out promotional activities, selecting those influencers whose followers respond to the demand profile related to the priority segments identified in the previous section.For these activities, Turespaña seeks the collaboration of Spanish destinations or tourism product clubs that can offer services in the destination to influencers, with the aim of making the destination more attractive. This also includes activities involving “sponsoring” content or publications, especially with regard to micro-influencers.