Working with tourism boards is one of the most effective ways for travel creators to build partnerships that increase exposure, improve content, and foster lasting professional relationships. But if you are new to being a content creator, you may not know all the ways there on how to work with tourism boards.
Whether you’re pitching directly to tourism boards, joining FAM trips, or participating in organized press trips, understanding the process will significantly enhance your chances of success.
This guide breaks down each method of collaboration and provides actionable steps to help you build stronger partnerships with tourism boards.
Published: November 6, 2024
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1. Pitching Directly to Tourism Boards
Pitching directly to tourism boards is a common way to work with them for travel creators, but it’s important to approach it with a strong strategy. Tourism boards receive countless pitches from creators, so standing out is key. Your goal is to convince them that you have the audience, content creation skills, and ability to meet their marketing needs.
When crafting a pitch, focus on these essential elements:
- Showcase Your Audience: Demonstrate that your audience aligns with the destination’s target market. This means providing specific insights into your demographics, such as the age, location, and interests of your followers. If you have high engagement rates or a history of successful collaborations, make sure to include that information. Tourism boards are often more interested in creators with an engaged audience rather than just a large follower count.
- Tailor Your Offer: Sending a generic pitch is a mistake many creators make. Tourism boards appreciate when creators take the time to research their destination’s current needs and customize their proposal accordingly. For example, if the tourism board is currently running campaigns focused on eco-tourism, highlight how your content will promote those values. Suggest specific types of content that could benefit them, like destination guides, social media takeovers, or video content showcasing lesser-known spots in the area.
- Create a Professional Media Kit: A media kit is often your first impression. Include a brief biography, your audience statistics, and case studies from any previous work with tourism boards or other brands. Provide clear examples of how your content will look by including visual samples of your work, particularly ones that align with what the tourism board is looking for. High-quality imagery, videos, and links to articles you’ve published will help tourism boards visualize your potential contribution.
Direct pitching requires time and effort, but it’s a powerful way to secure partnerships with destinations you’re passionate about.
2. Going on FAM (Familiarization) Trips
FAM trips, also known as Familiarization trips, are organized by tourism boards to allow media and influencers to experience the destination firsthand. These trips give creators a unique opportunity to explore a destination while creating authentic content that resonates with their followers.
FAM trips are usually invitation-based, but there are several ways to put yourself on the radar for these opportunities:
- Network at Travel Conferences: Travel conferences are one of the best places to meet representatives from tourism boards. During these events, you can network with key players and express interest in participating in future FAM trips. Make sure to bring your media kit and be prepared to talk about what makes your platform unique. Even if you don’t secure an invitation immediately, maintaining contact with tourism boards and expressing your interest will keep you top of mind for future opportunities.
- Build an Impressive Portfolio: Your portfolio is your biggest selling point. When tourism boards invite creators on FAM trips, they look for those who can produce high-quality, engaging content. Ensure your portfolio reflects the best of your work, particularly travel-related content. If you’ve previously worked with brands or other tourism boards, include testimonials and results that show the impact of your collaboration.
- Follow Up After Meetings: After meeting with tourism boards at conferences or events, make sure to follow up with a thank-you note. Express gratitude for their time and reiterate your interest in future opportunities. A well-timed follow-up can help reinforce your commitment and professionalism.
FAM trips are a great way to form initial relationships with tourism boards and demonstrate your value as a travel creator. It’s also a way for you to gather the content you need to create impactful stories about a destination.
3. Joining Organized Press Trips
Unlike FAM trips, which are often more focused on familiarizing creators with the destination, press trips are specifically designed for media coverage. Tourism boards often partner with local hotels, restaurants, and tour operators to showcase a destination through the lens of creators and journalists. These trips offer a comprehensive look at a location, covering everything from accommodations to local dining and activities.
To participate in organized press trips, you need to:
- Understand the Purpose of Press Trips: Press trips are highly curated experiences that aim to generate positive media coverage for the destination. If you’re invited to join, your job is to create content that promotes the destination, often across multiple channels. While you’ll likely have an itinerary planned for you, it’s essential to discuss expectations in advance, so you know what type of content to produce. Tourism boards expect creators to highlight key aspects of the destination in a way that appeals to your followers and their target audience.
- Meet Selection Criteria: Tourism boards often invite creators based on their reach, audience engagement, and relevance to the destination’s target market. Your content creation skills, audience demographics, and professionalism will be factors in the selection process. You’ll need to highlight your ability to produce content that aligns with the tourism board’s goals, whether it’s through Instagram, YouTube, blogs, or other platforms.
- Maximize Exposure During and After the Trip: Press trips are an excellent opportunity to engage with your audience in real time. Share experiences through Instagram Stories, live posts, and behind-the-scenes updates. Once the trip is over, publish blog posts or YouTube videos that provide a detailed account of the destination. Many tourism boards value long-term exposure, so ensure your content is spread out over time rather than sharing everything at once.
By joining organized press trips, you can create mutually beneficial relationships with tourism boards and other local partners while gaining exposure for your travel platform.
4. Post-Press Trip Tips for Building Long-Term Relationships
The relationship doesn’t end when the press trip is over. In fact, some of the most successful partnerships are built after the trip, as long-term collaboration is key to continuing work with tourism boards.
Here’s how to keep the momentum going:
- Deliver on Content Promises: After the trip, ensure that you follow through on all content commitments. If you’ve promised a series of Instagram posts, blog articles, or YouTube videos, deliver those on time. Timeliness and reliability go a long way in building trust with tourism boards. Additionally, be transparent about your process—if there are any delays or changes, communicate those with the tourism board as soon as possible.
- Create a Post-Trip Report: After the trip, send a detailed report outlining the success of the collaboration. Include engagement metrics, audience reach, and a breakdown of how the content performed. This report not only demonstrates the value you provided but also makes it easier for tourism boards to justify working with you again.
- Send a Thank You Note: A small but meaningful gesture is to send a thank-you note after the press trip. A handwritten note or a thoughtful email expressing your gratitude for the experience can leave a lasting impression. It’s a professional way to acknowledge the hospitality you received and keep the relationship positive.
- Stay Connected for Future Opportunities: Keep communication open with the tourism board even after the content has been published. Share updates on your latest projects and express interest in future collaborations. Engage with their social media and stay involved in their community. This shows that you’re not just a one-time collaborator but someone who is invested in promoting their destination over the long term.
How To Make Working With Tourism Boards Easier
If you’re new to working with tourism boards and don’t know where to start, the Travel Creator Collab is the membership that can guide you every step of the way. This membership is designed specifically for travel creators who want to build partnerships with tourism boards but need the tools and knowledge to make it happen.
Here’s how the Travel Creator Collab can help:
- Access to Over 300+ Tourism Board Contacts: One of the hardest parts about starting to work with tourism boards is finding the right person to pitch. The membership gives you a direct line to over 300 contacts across the U.S. (and eventually internationally), making it easier to reach out to the decision-makers who can offer you FAM trips, press trips, and collaborations.
- Step-by-Step Pitching Guides and Templates: If you’re unsure how to write an effective pitch, the membership provides templates that you can use for every part of the process—from your initial pitch email to your post-trip report. These guides are designed to help you stand out from the competition and make a strong impression on tourism boards.
- Resources for FAM and Press Trips: Whether you want to get invited to FAM trips or organized press trips, the membership offers guidance on how to find these opportunities and prepare for them. You’ll also get tips on what to do during the trip and how to keep tourism boards interested in working with you again.
- Ongoing Updates and Networking: The travel industry is always changing, and this membership keeps you updated on the latest trends and opportunities. Plus, you’ll be part of a private community of like-minded travel creators where you can network, share advice, and collaborate.
If you’re serious about growing your travel brand and want to build long-term relationships with tourism boards, the Travel Creator Collab is the perfect place to start. Join today and take the first step toward successful partnerships and new opportunities in the travel industry.
Conclusion
Knowing how to work with tourism boards can be a game-changer for travel creators, opening up new opportunities to grow your platform and deliver quality content to your audience. Whether you’re pitching directly, joining FAM trips, or participating in press trips, following these steps will help you build strong relationships with tourism boards. For those looking to streamline the process and access exclusive resources, joining a dedicated membership for travel creators provides the tools and connections you need for successful partnerships. With the right strategy, you can position yourself as a valuable partner for tourism boards and unlock new opportunities for collaboration.