Elevating travel and tourism through storytelling

If you travel to a new city and don’t find yourself thinking, “I could totally live here one day,” was it really a successful trip? Did it live up to your 20 saved TikTok recommendations claiming, “You haven’t experienced the city until you’ve gone to this locals-only restaurant,” or “Here are the top 10 non-touristy things to do the next time you’re in [insert destination]. Make sure to like and follow for more!”?

As cliché as it sounds, it truly is more about the journey than the destination. To reach that destination, effective PR strategies come into play, particularly in highlighting the stories of culture and hospitality that create lasting memories for travelers long after their stay has ended.

Everybody is a local

In an era where everything is shared online, every traveler can be a local with just a few extra Reddit searches. Social media is saturated with trip recommendations, travel hacks and hidden gems from every corner of the world. With so many voices promoting their “best-kept secret in [insert name],” it’s crucial for destinations to implement PR strategies that highlight why they are landmarks worth visiting.

Virginia is on the front lines of embracing tourism initiatives, particularly through the PR efforts of the Virginia Tourism Corporation (VTC). The VTC showcases the state’s diverse attractions by leveraging storytelling on its website, social media, blog and more. By curating captivating content that connects audiences with local landmarks, VTC creates a recipe for an A+ vacay.

Virginia has a lot to be proud of, making it easier for local destination marketing organizations (DMOs) to inspire exploration and invite travelers to uncover the hidden beauty in their region.

Roam, redeem, repeat

As a Hodger, I manage the Virginia Spirits Passport for the Virginia Spirits Board Marketing Office (VSBMO), inviting users to explore participating Virginia distilleries while “checking-in” on the app to earn rewards. I can attest that a good gamification strategy works wonders—just ask me how many points I have in my Sephora account!

Incorporating gamification into marketing efforts captivates the “enthusiasts” group of the audience and gradually expands the reach. The Passport acts as a travel itinerary, and through targeted PR efforts, including social media campaigns and partnerships with local travel influencers, encourages users to explore Virginia’s spirits while embarking on curated adventures along scenic routes.

The Passport, hosted on Bandwango, not only encourages the user to go out and travel, but it transforms their trip with a memorable experience filled with Virginia’s finest craft spirits, a win-win for the VSBMO.

Hype up the history

History drives tourism and shapes conversation around destinations. The effectiveness of the PR strategy in leveraging the cultural heritage often tells the story of the destination being marketed. Destinations with historical significance offer unique opportunities for travelers to explore the past through landmarks, museums and cultural experiences. By showcasing these narratives, PR campaigns can create emotional connections that resonate with potential visitors, motivating them to discover and experience this history firsthand.

Virginia is steeped in rich history, and effective PR strategies often leverage this cultural heritage to attract visitors. The VSBMO drives the trademark “Birthplace of American Spirits” in all of its marketing, emphasizing Virginia’s foundational role in craft spirits. This not only highlights the state’s historical significance but also invites locals to appreciate the traditions that are right in their backyard.

Effective PR strategies are essential in the storytelling of a destination’s culture and transforming it into a memorable travel experience. As travelers seek authentic experiences, a well-crafted narrative and the perfect itinerary can elevate a destination’s appeal and encourage exploration, making every trip not just a visit, but a journey worth remembering.