Tourism is a service sector based on experiences. For this reason, communication activities require a special approach – instead of merely talking about the offer, it is worth providing the opportunity to experience it directly. It is exactly the chances to test services and explore places that become the foundation of effective PR and influencer marketing strategies. Relationships with journalists and content creators not only build reach but, most importantly, shape an emotional, close-to-the-audience brand image.
Collaboration with media and influencers in the tourism industry is more than a promotional tool – it is an opportunity to build inspiring narratives that stay in memory for a long time. Thanks to authentic experiences – from regional cuisine flavors to luxurious relaxation in exotic spas – the brand becomes a story that the audience wants to experience personally.
Importantly, PR activities in tourism do not end with a press release. It is a strategy based on emotions, storytelling, and consciously designing experiences that translate into a strong image. Properly built relationships with content creators allow the brand to live in the media and social networks – in a natural, engaging way.
Below we present 10 proven tools and inspiring examples that show how brands from the tourism sector can effectively develop communication, combining creativity with influencer impact and the power of well-designed PR:
1. Press trips as a source of authentic stories
Instead of standard advertising – real experience. Invitations for journalists and influencers to visit a hotel, take a flight, or test local attractions are a great way to generate valuable publications. An example? Emirates Airlines regularly organizes press trips, presenting the standard of their services in a natural context.
2. Influencers as ambassadors of emotions and experiences
Collaborating with content creators allows precise targeting of different audience segments. Authenticity and alignment with brand values are key here. And most importantly – it is worth opening up to diverse creator profiles, not limiting yourself only to “travel” accounts.
3. Strategic partnerships and collaborations with other brands
Joining forces with event organizers, tourist attractions, or media is an excellent way to expand reach and create engaging content. A good example is Hilton’s campaign with National Geographic – travel-inspired content showed the brand in a new, attractive light.
4. Communication embedded in trends and values
Responsible tourism, workation, or technologies reducing carbon footprint – these are contexts that attract the attention of both media and consumers. By showcasing specific client actions, e.g., plastic reduction, PR gains depth and credibility.
5. Behind the scenes and backstage stories
Viewers love to peek behind the scenes. Materials showcasing the “backstage” of hotels, airports, or travel agencies allow for creating unique narratives. Interview formats with employees – for example, flight attendants – sharing insights from their daily work can be used here.
6. Webinars and expert online panels
Organizing educational events around important topics (e.g., travel safety, ecotourism, seasonal forecasts) helps strengthen the brand’s position as an expert and attract attention not only from journalists but also from influencers.
7. Relationship-building meetings and events
Networking in an intimate, creative setting is an effective way to build media relationships. Thematic meetings – such as culinary workshops related to destinations served by an airline – leave a lasting impression and create strong brand associations.
8. Immersive technologies and interactive formats
VR and interactive platforms allow for “visiting” places without leaving home. This is particularly effective for younger generations – campaigns like Qantas with virtual travels are examples of successful digitalization of travel experiences.
9. Social campaigns and user-generated content
Hashtag campaigns enhance engagement and show the brand through the eyes of customers. An example? #FlyWithMe by Lufthansa – a campaign where travelers became ambassadors of the experience and co-creators of content.
10. Creative gifts and vouchers
Personalized gifts – such as a voucher for a Balinese massage or a traveler’s kit on Children’s Day – build positive associations and become an excuse for media or influencers to create unique content.
PR that works – market inspirations
Good PR activities are not just about media presence but also about the ability to create engaging experiences. Among standout projects worth mentioning are:
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Hotel Bristol and its press trip combined with an urban game around Warsaw’s Old Town,
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Marriott and the “Room in the Clouds” project – an exclusive night with a panoramic city view,
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IKEA and a summer beach zone in the city center,
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Księża Góra Castle and the “Hotel without a bill” campaign,
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PKP Intercity with the “Fast as Pendolino” campaign – influencers documenting their train journey.
Each of these activities combined emotions, authenticity, and creativity. These are the elements that make a tourism brand noticed and remembered.
