{"id":131988,"date":"2025-03-14T02:21:29","date_gmt":"2025-03-14T02:21:29","guid":{"rendered":"https:\/\/peraltafinancing.com\/adventure\/finding-the-story-how-dmos-can-unlock-their-unique-travel-voice\/"},"modified":"2025-03-14T02:21:29","modified_gmt":"2025-03-14T02:21:29","slug":"finding-the-story-how-dmos-can-unlock-their-unique-travel-voice","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=131988","title":{"rendered":"Finding the Story: How DMO’s Can Unlock Their Unique Travel Voice"},"content":{"rendered":"


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In today\u2019s competitive travel industry, destinations and DMOs (destination marketing organizations) need more than traditional ads and baseline influencer collaborations to stand out. Travelers crave authentic storytelling, expert insights, and experiences that go beyond standard marketing strategies.<\/p>\n

One of the best and most unique ways to have your destination stand out among a sea of content is bringing in seasoned travel experts. These are the people that know how to uncover compelling narratives and angles \u2013 and harness them to shine a spotlight on a particular destination.\u00a0<\/p>\n

To explore this further, we sat down and spoke with Jonathan Thompson<\/strong><\/a><\/span>, host of Adventure Cities<\/em><\/strong><\/a><\/span> and an award-winning travel journalist with bylines in National Geographic Traveller, Travel + Leisure, Cond\u00e9 Nast Traveller, and Esquire. Jonathan has explored over 100 countries across all seven continents, and he believes that compelling storytelling is the key to making destinations irresistible to audiences.<\/p>\n

The Power of Newness: Fresh Stories Make Destinations Shine<\/strong><\/p>\n

Travelers trust experts. Unlike traditional ads, expert-led storytelling creates an emotional connection with your audience. \u201cThe question I get asked the most is: How can we promote our destination better?\u201d Jonathan says. \u201cAnd the answer is always the same\u2014newness. What\u2019s different? What\u2019s changed? What\u2019s happening right now?\u201d<\/p>\n

But that doesn\u2019t necessarily mean promoting brand-new hotels or attractions. \u201cNewness doesn\u2019t have to be about something that\u2019s just been built \u2014 it can be a fresh perspective on something historic,\u201d Jonathan explains. \u201cFor example, in Adventure Cities, we filmed in Amman, Jordan, where three Millennial sisters run a cookery school teaching traditional recipes. The dishes weren\u2019t new, but the fact that local women were leading the business and empowering others was. That was the story.\u201d<\/p>\n

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Jonathan Thompson, and Maria Haddad (co-owner of <\/em>Beit Sitti<\/em><\/a><\/span>) in Amman, Jordan<\/em><\/p>\n<\/figcaption><\/figure>\n

Watch<\/strong> \ud83d\udc49How Beit Sitti is Breaking Social Barriers | Jonathan Thompson in Amman, Jordan<\/a><\/span><\/p>\n

Finding a fresh take on a familiar concept is what makes travel journalism so powerful. It moves beyond surface-level promotion and creates compelling narratives that resonate with travelers.<\/p>\n

Finding the Right Stories: The Third Idea<\/strong><\/h5>\n

Identifying a compelling narrative that resonates with travelers is key to moving beyond surface-level promotion \u2013 and into content which draws genuine attention. So how do destinations identify the stories that will work? Jonathan swears by the rule of \u201cthe third idea\u201d.\u00a0<\/p>\n

\u201cThe first idea you have is the same idea as everyone else,\u201d he explains. \u201cThe second idea is the same idea as all the other clever kids. It\u2019s the third idea you want: the idea that\u2019s unique to your destination, that nobody else can tell \u2013 and that will make audiences sit up and pay attention.\u201d\u00a0<\/p>\n

Jonathan shares an example of a \u201cthird idea\u201d from filming for Adventure Cities<\/em> in Alice Springs, Australia<\/a><\/span>:<\/p>\n

\u201cWhen people think of Alice Springs, most will picture the Outback. So the first, most obvious story idea would be something like hiking through the Outback. The second idea might be wildlife \u2014 seeing kangaroos in their natural habitat. But the third idea? Visiting a baby kangaroo sanctuary in the Outback where you can help take care of orphaned joeys? Now that is an experience worth telling people about \u2013 and exactly the kind of story that will drive travellers toward a destination.\u201d<\/p>\n

The Role of Travel Journalists: Why Bring Them In?<\/strong><\/h5>\n

For DMOs and tourism boards, working with expert travel journalists isn\u2019t just about direct media coverage, it\u2019s also about discovering their own valuable, untold stories.<\/p>\n

\u201cMany of the best travel stories aren\u2019t planned, says Jonathan. \u201cGood travel writers will spot them once they\u2019re in a destination. Take the baby kangaroo sanctuary. I didn\u2019t go to Australia intending to write about it, but once I saw it, I knew it was a story people would love. And once you\u2019ve hooked them with the story, they can\u2019t help but learn about the destination too.\u201d<\/p>\n

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Jonathan in Alice Springs at <\/em>The Kangaroo Sanctuary<\/em><\/a><\/span><\/p>\n<\/figcaption><\/figure>\n

The Power of Visual Storytelling<\/strong><\/h5>\n

While strong writing is essential for impactful storytelling, Jonathan emphasizes that visuals – both video and photography – can make or break a story\u2019s impact. That\u2019s where working with a company like Heliconia becomes invaluable.<\/p>\n

\u201cGood visuals can turn a decent story into a fantastic one,\u201d he explains. \u201cWhat Heliconia does incredibly well is capturing that sense of place. You don\u2019t just see the landscape\u2014you feel the energy, the movement, the people around you. It\u2019s wonderfully immersive \u2013 you really feel like you\u2019re in the place.\u201d<\/p>\n

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Beyond just filming, Jonathan highlights how Heliconia\u2019s expertise in storytelling sets us apart. \u201cIt\u2019s not just about getting beautiful shots\u2014it\u2019s about getting the right shots. Heliconia understands how to visually craft a narrative. When we\u2019re shooting, the filmmakers and directors don\u2019t just say, \u2018Here\u2019s a cool location.\u2019 They ask, \u2018What\u2019s the story here? How do we tell it in a way that will grab people\u2019s attention?\u2019\u201d<\/p>\n

This combination of expert journalism and top-tier production ensures that destinations don\u2019t just look good, they connect with audiences on a deeper level.<\/p>\n

The Long-Term Impact of Travel Journalism<\/strong><\/h5>\n

Unlike traditional advertising campaigns that fade after a few months, expert-driven articles, content and TV episodes have an evergreen lifespan.<\/p>\n

\u201cWhen content has strong legs, it tends to run a long way,\u201d Jonathan says. \u201cIn other words, good material is naturally evergreen. Strong articles, blogs or TV episodes will remain online indefinitely. And that means solid content produced now will still be influencing travelers\u2019 decision-making in five, 10 or even 20 years\u2019 time.\u201d<\/p>\n

Best Practices for Working with Travel Journalists<\/strong><\/h5>\n

Jonathan also offers some key do\u2019s and don\u2019ts for destinations looking to engage with travel journalists effectively:<\/p>\n