With showpiece events like the Glastonbury Festival and the European Football Championship wrapped up, Taylor Swift’s Eras Tour continuing to thrill fans worldwide, and even more right around the corner, there is certainly no better time to share travel-themed releases than now!
Whether you’re enticing your readers to a specific place or promoting a highly anticipated event at their destination, a well-targeted press release is a great way to keep them informed about what your organization has to offer. We’ve collected some of the recent releases that have given us the travel bug.
Read on for some of our top tips for writing an engaging tourism-themed release.
#1: Give Journalists Plenty of Newsworthy Content to Share
One of the first things that we encourage when giving tips on how to write a great release is to make the content both newsworthy and reportable. A great way is by incorporating data that is both meaningful and relevant.
This release from Mastercard on their Travel Trends 2024 report stresses one of the key findings in the headline: “Home to half of the world's top 10 trending tourism destinations, Asia Pacific is making a comeback”. The infographic as seen below, features an eye-catching ranking display, which further highlights APAC's tourism boom over the past year.
Meanwhile, against the backdrop of Europe’s summer of sport, Trip.com took the opportunity to share some of the key trends among travelers heading to France. Alongside two easy-to-digest graphical representations of some of the top findings, the release is packed with plenty of reportable information for journalists including details about the most popular destinations, accommodation types and even luxury shopping habits.
Journalists love releases that incorporate reportable information. In fact, the Mastercard report was a real hit with reporters, gaining over 1,600 views on our APAC site and earning coverage from a diverse range of media outlets located all over the Asia Pacific region, such as Marketech APAC, Macau Daily Times and more. When you’re preparing your next travel-themed release, make sure to consider what journalists will want to cover.
#2: Choose Partnerships that Complement Your Brand
In our previous article, we highlighted the great opportunities offered by event partnerships with regards to the Paris 2024 Olympic Games. A strategic partnership with popular events, that are complementary to your brand can also be a great way to reach new audiences.
Ahead of the Singapore Grand Prix – Formula 1 Race in September this year, Marina Bay Sands, Singapore’s leading integrated resort, shared a press release that highlights some of their exciting upcoming race-themed offerings across the property in partnership with Scuderia Ferrari! As one of Asia's leading business, leisure and entertainment destinations, Marina Bay Sands’ partnership with a world-renowned supercar brand further cements its premium brand reputation.
This exciting collab elevates the appeal of the luxury resort to those traveling to Singapore for the Singapore Grand Prix. After all, motorsports enthusiasts are sure to want to catch a glimpse of the Scuderia Ferrari F1-75 which raced in the 2022 Formula 1 World Championship at Tower 1 of the Marina Bay Sands hotel lobby!
Collaborations and partnerships that are complementary for all brands involved are great for boosting brand visibility and recall.
#3: Show, Don’t (just) Tell
It is often said that a great writer can paint a picture with words. Whilst we certainly agree with this idea, sometimes the best way to encourage a feeling of connection with a destination is by allowing your reader to immerse themselves through a video.
In this release, Tourism Ireland uses both a video and a collection of photos to effectively showcase the “savage beauty” of Ireland’s Wild Atlantic Way. Alongside the visually striking media content, the release text highlights some of the great destinations along the route and what they have to offer.
Our 2024 State of the Media Report found that the popularity of videos with journalists is particularly pronounced in the APAC region, with 53% of journalists there stating that they’ve used videos in their content over the past year. By incorporating striking imagery and high-quality video content, like that used by Tourism Ireland, you create a memorable experience for readers and leave a lasting impression of your message.
#4: Be the Destination’s Staunchest Advocate
The most persuasive argument always comes from the most passionate. That is why travel content crafted by a writer who cares deeply about a destination is usually the most impactful.
In addition to the Tourism Ireland release, here is some great content from the national and regional tourism boards. This piece from the Slovenian Tourist Board introduces a range of innovative projects that highlight the superb attractions the country has to offer. By proudly describing some of the fascinating new ways in which tourists can utilize to discover the beauty of Slovenia, the Slovenian Tourist Board is unabashedly working to create buzz for their country.
In a similar vein, this release from the Sanya Tourism Board speaks enthusiastically about how the city is pledging its commitment to continued transformation. With an eye on becoming a premier international tourist destination and a globally influential tourism consumption center, the release charmingly details how the southern Chinese city of Sanya is at the heart of the strategic vision for Hainan province's development.
Although passion is not something tangible, one can sure pick up on it when its present. Uninterested buyers can be convinced to give new products a shot after being introduced to the products by a sales representative. The secret? Passion. The same applies when it comes to advocating a destination!
Your readers have to believe your words to be convinced, so consciously embracing an enthusiastic attitude while advocating can transform your release into a convincing tool for fostering excitement and engagement.
Conclusion:
If those stories didn’t leave you rushing to pack your suitcase, we don’t know what will! When preparing your next press release about travel and tourism, make sure you adopt a positive tone and refer to our top tips:
- Give journalists plenty newsworthy content to share
- Choose partnerships that complement your brand
- Show, don’t (just) tell
- Be the destination’s staunchest advocate
By integrating these great ideas, you’d be one step closer to getting the attention of journalists and readers. For more advice on perfecting your travel or tourism-themed releases, speak to us now.
About Stephen Erhorn
Stephen Erhorn is an editor at Cision, based in Beijing. He uses his communications and PR expertise to support clients in refining and distributing their press releases.