Tourism Public Relations Strategies That Work in 2025

The tourism industry has evolved rapidly in recent years, shaped by shifting traveler expectations, digital acceleration and a renewed focus on sustainability and experience. In 2025, public relations in the tourism sector is less about glossy brochures and more about strategic storytelling, digital relevance and relationship-building across multiple channels. Destinations and travel brands that adopt a smart, adaptive PR approach are the ones that stay top of mind with consumers and media alike.

Here are the top tourism PR strategies brands should focus on in 2025:

1. Focus on Experiential Storytelling

Today’s travelers aren’t just looking for places to visit. They’re looking for meaningful experiences that connect them to local culture, nature, or personal growth. Tourism PR needs to lean into this shift by focusing on experiential storytelling. Whether it’s a culinary tour led by a local chef, a hidden hiking trail with breathtaking views or a family-owned boutique hotel with a generational story, content must capture emotion and sensory detail. Highlighting immersive, shareable experiences helps media bring destinations to life for readers and viewers.

2. Work With a Mix of Influencers and Journalists

While traditional travel media still holds weight, 2025 is the age of the hybrid pitch strategy. Successful tourism PR campaigns mix outreach to digital travel writers, YouTubers, podcasters and micro-influencers, in addition to legacy media outlets. The key is to align each pitch with the right platform – short-form content for Instagram or TikTok, in-depth features for travel magazines or blogs, and visually driven stories for YouTube and television.

Influencer-hosted FAM (familiarization) trips can be especially effective when structured to generate a mix of social content, blog posts, and earned coverage in consumer travel outlets.

3. Embrace Sustainability as More Than a Buzzword

Modern travelers care deeply about how tourism impacts communities and the planet. PR teams must authentically communicate what a destination or brand is doing to support responsible tourism. That might mean highlighting partnerships with local artisans, outlining eco-friendly infrastructure investments, or promoting cultural preservation efforts.

Greenwashing doesn’t work. Transparency and measurable action do. Thoughtful messaging around sustainability not only builds trust but also opens doors to editorial coverage that increasingly favors purpose-driven travel.

4. Create News Through Data and Partnerships

Standing out in travel media often means creating your own news. Tourism boards and travel brands are increasingly commissioning surveys or partnering with platforms like Booking.com or Tripadvisor to release proprietary data. These insights, whether about rising travel trends, shifting demographics or seasonal booking patterns, give PR pros the ability to pitch timely, relevant stories that editors are more likely to run.

Collaborating with non-traditional partners, like fashion brands, tech platforms or wellness experts, can also lead to fresh story angles and expanded audience reach.

5. Optimize for Search and Social Simultaneously

In 2025, PR lives side-by-side with content marketing and SEO. Smart tourism PR pros are optimizing press releases, media kits and website content for both discoverability and editorial value. High-quality photography, media-ready itineraries and SEO-driven blog posts help ensure that earned media placements lead to real traffic and conversions.

Social media also remains a core driver of awareness. PR campaigns should build in shareable moments, hashtags and Instagrammable visuals that give visitors – and creators – a reason to post. The more you can arm others to tell your story, the wider your reach becomes.

6. Prepare for Crisis Before It Hits

Whether it’s wildfires, weather disruptions or political unrest, tourism is a sector vulnerable to crisis. Destinations that have a crisis communication plan in place and a PR partner who can activate quickly are far better equipped to manage their message. Proactive media relations, factual messaging and transparent updates help preserve brand integrity during challenging times.

At its core, tourism PR in 2025 is about connection. The destinations that connect emotionally, digitally, and meaningfully with travelers and with the media that reach them are the ones that win long-term loyalty and visibility.

Visit Public Haus to learn how we help destinations and tourism brands craft and execute powerful PR strategies that deliver lasting impact.