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 about 135 journalists from around the world each year and said it's become more selective about which publications are invited on tours as the city has naturally matured as a destination.
"Of course we throw in the things that are expected of Dallas like great barbecue on many of our press trips, but journalists can also open their eyes and see they’re in a cosmopolitan city," said
