It’s that time of year again when summer travel storytelling fills our feeds with glowing sunsets, sandy feet, and surf-side family moments.
But do these images say anything about the destinations where they were shot?
As travel communicators, we know that the real value in destination marketing lies in showcasing the layered histories, rich cultures, and people who give a place its soul. Yet too often, the content we see flattens those stories into generic beauty shots.
This summer, let’s opt for purposeful storytelling. Let’s work with media and influencers in more strategic, thoughtful ways to bring out the heart of your destination — and ensure it stands out.
Here are five of our best practices to travel storytelling that resonate.
1. Curate Itineraries That Prioritize Story, Not Just Scenery
Yes, a stunning view is memorable — but it’s the context that closes the sale.
Rather than filling media or influencer itineraries with one photogenic location after another, build them around a story arc. What’s the story you want told? Is it about cultural revival, sustainable practices, intergenerational heritage, or modern creativity rooted in tradition?
How to do it:
- Include immersive, participatory moments — a cooking class in someone’s home, a vineyard tour with the family that operates the winery, or a traditional craft workshop.
- Design itineraries that flow with intention, revealing how a destination has evolved over time.
- Connect the dots between the natural landscape, the built environment, and the people who shape both.
- Build in free time for media or creators to explore independently. Some of the best stories are stumbled upon, not scheduled.
2. Collaborate with Locals to Add Depth and Authenticity
Some of the most powerful stories are hiding in places that you come across in daily life: in the family-run tavern, the market vendor’s stall, or the community-run conservation group.
The most authentic way to add depth is to invite media and influencers to be a part of the community, not just spectators. Empower locals to share their perspectives and lived experiences.
How to do it:
- Arrange opportunities for journalists or creators to meet and interview locals.
- Include community-led activities and initiatives in press trips or itineraries.
- Position local voices front and center in your content and media materials.
3. Pitch Editorial Angles That Go Beyond “Top 10 Beaches”
Sure, we all constantly see headlines that read “Top 10 X”, but these are not stories. They are click bait.
If you want your destination to stand out in earned media, tailor your pitch to the bigger conversation. How does your story intersect with what travelers — and editors — are talking about this season? Offer something timely, specific to your destination, or emotionally resonant.
How to do it:
- Tie your pitch to timely cultural and travel trends (some examples include slow travel, combating over tourism, climate resilience, cultural preservation).
- Pitch ideas that are editorially helpful — not just promotional.
- Consider roundups that highlight unsung heroes, emerging destinations, or local experiences.
4. Vet Influencers Not Just for Reach, but for Substance
The best influencers for your destination are storytellers first — those who go beyond the surface and invite their audiences into something real.
A large following doesn’t always equal meaningful content. As you evaluate potential creators for summer campaigns, look for those who balance aesthetic with authenticity.
How to do it:
- Review their past posts for tone, thoughtfulness, and cultural sensitivity.
- Favor creators who highlight experiences, people, or learning — not just amenities.
- Give them access to story starters, helpful background info, and local context, then let them bring their creative lens to life, with integrity.
5. A Strong Travel PR Strategy Goes Beyond the Visual
Your toolkit is your chance to make a statement about your brand’s or destination’s core values. Provide content about the people and experiences that you believe make you stand out.
If all you provide media and influencers with is a gallery of beautiful beaches and cityscapes, that’s the only story they’ll be able to tell.
Build a deeper toolkit that includes insight, access, and texture.
How to do it:
- Share a content library that includes quotes, local bios, seasonal insights, and suggested editorial themes.
- Highlight lesser-known stories and places that reveal the destination’s personality.
- Include opportunities to “go behind the scenes” — whether through interviews, hands-on experiences, or local collaborations.
Final Thought: Stand Out by Digging Deeper
It’s easy to fall back on the pretty picture — especially in summer. But the destinations that truly stand out are those that invite travelers to look closer, listen longer, and connect more deeply.
This season, give your media and creator partners the tools they need to tell those stories. Follow these summer travel storytelling tips and you won’t just generate coverage — you’ll build connection, clarity, and distinction that lasts well beyond the season.
Ready to Build a Travel PR Strategy That Stands Out?
At SiPP Communications, we specialize in destination marketing, travel PR, and influencer marketing strategies, that connects brands with the audiences that matter. Let’s create stories that move people — not just scroll past them.
Contact us today to get started.
