On 2 November 2023, STB Marketing College invited Ashik Ashokan, APAC Advisory Lead, WARC to share insights on how travel and tourism businesses can leverage creators to offer a refreshing and genuine perspective that impacts how consumers discover, research and choose products and services. The session covered best-in-class evidence and case studies of brands who have worked with creators for success, how to forge impactful partnerships with them and measuring their effectiveness. Ashik ended the session with tips on selecting the right creator to help our tourism stakeholders get started on their journey with creators.