Press trip: when a destination becomes a story

Eric ALAUZEN
2 days ago
5 min read

In the tourism industry, a press trip is never just a simple trip. When well-prepared, well-organised and fully understood by all partners, it becomes a powerful tool for discovery, promotion and raising a destination’s profile.

Media relations involve creating the conditions for accurate, relevant and useful information to be shared between an organisation and the media. They are neither advertising, nor the purchase of advertising space, nor simply the distribution of a press release. They are based on a relationship of trust with journalists, on the quality of the topics proposed, on the credibility of the information provided, and on the ability to understand the editorial expectations of each media outlet.

Press trip: when a destination becomes a story

In the tourism sector, this relationship takes on a particular dimension. A destination cannot be conveyed solely through figures, brochures, slogans or press kits. It is understood through experience, through encounters, through landscapes, through gestures, through flavours, and through the human and heritage stories that make it up.

This is precisely where the press trip comes in.

An essential tool for destination tourism

The press trip enables journalists to discover a region under professional, organised and consistent conditions. It is not simply a matter of taking them on a trip, but of enabling them to understand a destination, its identity, its strengths, its vulnerabilities at times, and what makes it unique.

‘In tourism, the journalist’s perspective is essential. They don’t just come to look. They come to observe, question, feel, compare, prioritise, and then report back.’

Their future article, feature, radio report, column or digital content will depend on the quality of their experience, but also on what they have understood.

A successful press trip must therefore provide a comprehensive insight into the destination: its landscapes, heritage, accommodation, cuisine, local expertise, stakeholders, residents, projects and traditions, as well as its positioning within the tourism sector.

It must enable the journalist to return with solid, vivid and verifiable editorial content.

A press trip never succeeds by chance

Behind a successful press trip, there is always much more than just an itinerary, flight tickets and a few attractive stops.

There is an intention.
There is a strategy.
There is a detailed understanding of the invited media outlets, their editorial lines, their constraints, their formats and their audiences.

A print journalist, a television journalist, a radio reporter, a specialist content creator or an editor for a trade publication do not work in the same way. They do not have the same needs, the same pace or the same expectations. Some will need time to conduct interviews.

Others will need footage. Others will be looking for specific angles: sustainable tourism, wellbeing, heritage, gastronomy, adventure, luxury, culture or human connections.

Press trip: when a destination becomes a story

The role of media relations is precisely to lay the groundwork before the trip even begins.

A successful press trip begins long before the airport. It starts with selecting the media, putting together the itinerary, choosing partners, preparing information, coordinating logistics, anticipating the unexpected, and striking the right balance between exploration, flexibility and efficiency.

The discreet but essential role of the press officer

On a tourism press trip, support does not begin upon arrival at the destination. It begins right from the start. The press officer is there to ensure the group’s experience runs smoothly and is well supported.

They oversee timetables, boarding, connections, arrivals, transfers, rooms, meals, visits, rest periods, special requirements, interview requests and last-minute adjustments. And this work continues until the return journey, sometimes right up to collecting luggage at the arrival airport.

This may seem trivial. It is not.

Because a press trip is a delicate operation. A delay, an excessively long wait, missing information, an absent contact, a poorly timed schedule or an overloaded programme can spoil the experience. Conversely, the right level of attention, a quick response, a smart adjustment or a well-timed moment can transform the perception of a trip.

The press officer acts as an organiser, mediator, support person, interpreter of intentions, keeper of the pace and guarantor of overall consistency.

Their role is not to influence the journalist’s perspective. Their role is to enable the journalist to work under the best possible conditions.

A collective effort

A successful press trip is never the work of a single person.

It relies on a whole chain of stakeholders: tourist offices, airlines, local tour operators, guides, coach operators, hoteliers, restaurateurs, site managers, reception teams, drivers, tour leaders, artisans, wellness professionals, institutional representatives and local stakeholders.

Each contributes to the destination’s overall image.

In tourism, the details matter. A warm welcome, a well-organised tour, a genuine dining experience, a knowledgeable guide, an authentic encounter, an attentive hotel, punctuality, a welcome moment of silence or a landscape explained at just the right time all play a part in shaping the narrative.

‘A journalist does not merely report what they see. They also report what they perceive.’

This is why all partners must understand the stakes involved in a press trip. It is not a social event, nor is it simply a matter of hosting privileged visitors. It is a professional occasion, designed to foster discovery, understanding and, ultimately, the visibility of a destination.

Visibility is built over time

The press coverage resulting from a press trip can take many different forms: articles, reports, interviews, special features, audiovisual pieces, columns, web publications, social media content or subsequent editorial recommendations. But beyond the immediate impact, the press trip contributes to something deeper: the gradual building of a destination’s image.

It helps to build brand awareness, establish key themes, highlight lesser-known areas, reposition a destination, showcase its diversity, promote its stakeholders, and inspire travellers to discover it in a new light.

In a highly competitive tourism sector, this targeted visibility is invaluable. It cannot be imposed. It is earned through the quality of the experience offered, the reliability of the information provided and the trust built with the media.

Creating the conditions for a successful encounter

Ultimately, a press trip has a simple aim: to create the conditions for a successful encounter between journalists, a region, a story and those who bring it to life.

When this encounter works, the press trip goes beyond a mere PR exercise. It becomes an experience. It becomes editorial content. It sometimes even becomes the starting point for a lasting connection between a journalist and a destination.