Destinations Make Adjustments to Create ‘Authentic’ Press Trips
Photo Credit: A group of French journalists on a media tour in Dallas, Texas. Dallas Convention & Visitors Bureau
Skift Take
Many times it's the experiences journalists have outside the planned itinerary on press trips that help them tell the stories they want to tell.
Press trip itineraries are careful filters for destinations to present the stories they want to tell but the iron curtain approach has softened as brands realize travelers' infatuation for authentic experiences stems from travel journalists.
As more tourism boards grow fond of inviting Instagram influencers to capture their favorite moments of a destination, or consider whether influencers even make sense for their audience, Skift decided to look at the state of traditional media tours given a recent Yahoo Travel survey which found millennials value written travel content more than photos and videos when planning trips.
Much of travelers' understanding of what passes for authentic experiences comes from travel writing and journalists who help unlock hidden gems that destinations themselves aren't always aware of. Dallas' CVB emphasizes showing more than telling on press trips about what's new and noteworthy in the American south's largest metropolitan area. The CVB welcomes ab
