In today’s 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.
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 – and harness them to shine a spotlight on a particular destination.
To explore this further, we sat down and spoke with Jonathan Thompson, host of Adventure Cities and an award-winning travel journalist with bylines in National Geographic Traveller, Travel + Leisure, Condé 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.
The Power of Newness: Fresh Stories Make Destinations Shine
Travelers trust experts. Unlike traditional ads, expert-led storytelling creates an emotional connection with your audience. “The question I get asked the most is: How can we promote our destination better?” Jonathan says. “And the answer is always the same—newness. What’s different? What’s changed? What’s happening right now?”
But that doesn’t necessarily mean promoting brand-new hotels or attractions. “Newness doesn’t have to be about something that’s just been built — it can be a fresh perspective on something historic,” Jonathan explains. “For example, in Adventure Cities, we filmed in Amman, Jordan, where three Millennial sisters run a cookery school teaching traditional recipes. The dishes weren’t new, but the fact that local women were leading the business and empowering others was. That was the story.”
Jonathan Thompson, and Maria Haddad (co-owner of Beit Sitti) in Amman, Jordan
Watch 👉How Beit Sitti is Breaking Social Barriers | Jonathan Thompson in Amman, Jordan
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.
Finding the Right Stories: The Third Idea
Identifying a compelling narrative that resonates with travelers is key to moving beyond surface-level promotion – and into content which draws genuine attention. So how do destinations identify the stories that will work? Jonathan swears by the rule of “the third idea”.
“The first idea you have is the same idea as everyone else,” he explains. “The second idea is the same idea as all the other clever kids. It’s the third idea you want: the idea that’s unique to your destination, that nobody else can tell – and that will make audiences sit up and pay attention.”
Jonathan shares an example of a “third idea” from filming for Adventure Cities in Alice Springs, Australia:
“When 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 — 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 – and exactly the kind of story that will drive travellers toward a destination.”
The Role of Travel Journalists: Why Bring Them In?
For DMOs and tourism boards, working with expert travel journalists isn’t just about direct media coverage, it’s also about discovering their own valuable, untold stories.
“Many of the best travel stories aren’t planned, says Jonathan. “Good travel writers will spot them once they’re in a destination. Take the baby kangaroo sanctuary. I didn’t 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’ve hooked them with the story, they can’t help but learn about the destination too.”
Jonathan in Alice Springs at The Kangaroo Sanctuary
The Power of Visual Storytelling
While strong writing is essential for impactful storytelling, Jonathan emphasizes that visuals – both video and photography – can make or break a story’s impact. That’s where working with a company like Heliconia becomes invaluable.
“Good visuals can turn a decent story into a fantastic one,” he explains. “What Heliconia does incredibly well is capturing that sense of place. You don’t just see the landscape—you feel the energy, the movement, the people around you. It’s wonderfully immersive – you really feel like you’re in the place.”
Beyond just filming, Jonathan highlights how Heliconia’s expertise in storytelling sets us apart. “It’s not just about getting beautiful shots—it’s about getting the right shots. Heliconia understands how to visually craft a narrative. When we’re shooting, the filmmakers and directors don’t just say, ‘Here’s a cool location.’ They ask, ‘What’s the story here? How do we tell it in a way that will grab people’s attention?’”
This combination of expert journalism and top-tier production ensures that destinations don’t just look good, they connect with audiences on a deeper level.
The Long-Term Impact of Travel Journalism
Unlike traditional advertising campaigns that fade after a few months, expert-driven articles, content and TV episodes have an evergreen lifespan.
“When content has strong legs, it tends to run a long way,” Jonathan says. “In 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’ decision-making in five, 10 or even 20 years’ time.”
Best Practices for Working with Travel Journalists
Jonathan also offers some key do’s and don’ts for destinations looking to engage with travel journalists effectively:
- DON’T: Think Short Term with Your Storytelling Strategy: “Investing in expert storytelling isn’t just a short-term marketing strategy—it’s a long-term investment for a destination that will keep giving for years to come.”
- DO: Focus on Human Stories: “People connect with people. A new hotel is interesting, but the chef ignoring all the rules in its restaurant thanks to his unique personal journey? There’s a real story.”
- DON’T: Constantly Draw Comparisons to Other Destinations: “It’s quirkiness and uniqueness that travel writers and editors are looking for, so lean into that as much as you can. Look for differences with rival destinations, not similarities.”
- DO: Keep it Simple: “If your story cannot be summed up in a short sentence, it’s probably too complicated. If it takes too long to explain, it’s unlikely to resonate.”
- DON’T: Chase Dead Ideas: “If an idea isn’t working, move on. I see so many destinations getting stuck on pushing a narrative over and over that just doesn’t resonate with audiences. If it’s not landing, move on and look for something different. If you’re really stuck, fly a travel journalist in and let them help you.”
- DO: Think About the Visuals: “Good visuals can turn a good story into a great one. That’s why working with companies like Heliconia is brilliant. Their team really knows how to bring these stories to life – not just in terms of collecting incredible raw material on the ground – but also because they have a team of talented editors, marketers, and production experts behind the scenes that put these pieces together in the perfect way too.”
The Future of Destination Marketing
As the travel industry evolves, the demand for authentic storytelling will continue to grow. In 2025 and beyond, it is important that destinations embrace expert-led content. Marketing strategies and plans that involve expert-led content will have a major advantage for destinations looking to set themselves apart from their competition.
“A destination is about more than its landmarks,” Jonathan concludes. “It’s most interesting stories are to be found in its people, and in the unexpected innovations and trends they create. Those are the stories that audiences are interested in – and those are the stories that last.”
Jonathan with a local hiking guide in Aqaba, Jordan
Follow Jonathan:
Instagram: @jt_travels
Facebook: @Jonathan.Thompson.Travels
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About Heliconia
Our mission is simple – to ‘Guide People to a Lifetime of Adventure’. Heliconia specializes in creating award-winning travel media content that is broadcast into over 100M+ US TV households on platforms like Discovery Channel, PBS, FanDuel Sports Networks, and OutsideTV. From outdoor adventures to family escapes and culinary journeys, our productions inspire audiences to explore the world. Curious about who Heliconia is? Watch our promo reel or explore any of our shows here: Adventure Cities, Great Family Adventure, Outdoor Eats, Facing Waves, Epic Trails or Road Trip Angler
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