As you plunge headfirst into the lively journey of mastering tourism, a curious thought might pop up: what makes Tourism Public Relations (PR) indispensable? Look no further than the enlightening phase of your prospective customer’s journey – the ‘awareness stage.’
Imagine being the proud unveiler of a thrilling new tour or hidden treasure of a destination. But, how can eager adventurers Google your new endeavour if they’re unaware of its existence? Enter the world of PR, your knight in shining armour!
Think of your brand new offering as an enticing mystery island in the vast ocean of tourism. What you need is a dazzling PR lighthouse to guide tourists towards it. Yet, the mischievous magic of PR extends beyond that. It significantly contributes to the ‘buy’ phase of customer engagement.
Attend to the golden press you’ve garnered in the past, and exhibit it prominently on your platform. An enticing narrative serves as a persuasive push, inspiring potential clients to choose your exclusive tour over a rival’s, also fostering trust. Picture gracing the pages of esteemed publications such as the New York Times or Outside. This honour can lend immense credibility, letting your venture bask in the grandeur of such renowned platforms.
Moreover, PR can forcefully nudge open the doors to new markets. Does your biking tour give an exclusive glimpse into regional cuisines? This could make for a savoury tale for the gourmet press. Plus, PR has a powerful hand in fortifying your search engine optimisation or tourism SEO. If influential online platforms highlight your tours with backlinks, it boosts your Domain Authority, thus catapulting your website visibility on search rankings. Evidently, there are ample incentives to embrace tourism PR in your travel operation.
But how can you master the art of tourism PR? It’s not as effortless as hailing a travel journalist or editor about your tours. Your priority should be them and their audience. The lure for press coverage hinges on providing something valuable, an attention-grabbing anecdote to amuse, inspire or enlighten their readers. Thus, begins the excavation for sellable stories.
Embarking on the Quest for Your Ultimate Travel Story
The hunt for your premier travel tale starts with your specialty, your distinct ‘value proposition.’ If this stumps you, consider recruiting a specialist tourism PR firm for guidance. It’s the essence of your unique offering and could be the secret to securing valued press coverage.
Morphing into a Story Treasure Trove
Many tourism business whizzes focus on their niche when pitching to the media. However, savvy customer surveys show a decline in the readership of niche publications. They are being replaced by versatile readers, like skiing buffs who are also businesspeople subscribing to business platforms or fitness enthusiasts delving into health and wellbeing blogs.
Seek beyond your niche and unearth narratives that will charm your devour consumer, regardless of their current location. The knack is to inspect your tourism business through diverse lenses leading to a variety of publications and fresh audiences for your tours.
Whipping Up Scintillating Culinary Chronicles
Food and travel are a heavenly duo! Every memorable journey includes the discovery of tantalising local cuisines. Delve deeper. Do your tours include a romantic tryst with intriguing regional dishes? Is there a homegrown chef who’s defying norms and carving a unique narrative? Or perhaps there’s hidden stories involving local wine, craft beer or spirits?
Bringing to Life Art and Architecture Sagas
Art and architecture anecdotes are gold for elite travel lifestyle and onboard reading materials. There’s a community of architecture aficionados and art lovers out there that eagerly consume such content. If city tours are your forte, tap into these subjects, from veteran buildings to contemporary art, every single creation has a captivating story waiting to be unravelled if you know just where to look.
So, fasten your seatbelt and get ready to venture into the riveting world of tourism PR. Remember, countless stories are begging to see the light of day, and your fascinating travel business is just the ticket to bring them to life!
By Sara Andrew
