How to make headlines: Smart PR tactics every small tourism business should steal

If no one knows you exist, does your business even matter? That is the brutal truth of tourism PR. In a world where attention is currency, even the most exceptional travel experience can stay invisible without the right spotlight. For small tourism businesses with limited marketing budgets, this can feel like an uphill battle. But you don’t need big money to make big headlines. What you need is smart PR.

Here are some low-cost, high-impact PR tactics that can turn your boutique stay, local tour, or family-run activity hub into a media magnet.

1) Host a micro press trip

A press trip does not have to involve a week-long luxury experience and a five-figure budget. Instead, create a half-day or one-night micro experience showcasing what makes your offering unique.

What to do:

• Invite 3–5 local travel journalists, bloggers, or niche influencers.

• Provide a “sampler” of your experience, such as a sunset cruise, guided walk, or heritage dinner.

• Add personalised touches like welcome notes or locally sourced souvenirs.

2) Local influencers are your secret weapon

You do not need someone with a million followers. Micro-influencers (2K–20K followers) often have better engagement and are more cost-effective. Focus on those who love travel, food, or lifestyle and are based near you.

How to engage:

• Offer barter collaborations (a free experience for a post/story).

• Create content-worthy moments such as stunning views, handmade meals, and local crafts.

• Encourage behind-the-scenes access and storytelling.

3) Turn trends into press-worthy stories

Travel journalists and editors are always chasing what is new, unusual, or timely. Piggyback on current travel trends and make your business part of the narrative.

Examples of trend hooks:

• “Slow travel” – Pitch your walking tours or homestays.

• “Digital detox getaways” – Promote your no-Wi-Fi cabins.

• “Voluntourism” – Highlight your local impact experiences.

4) Master the press release

Most small businesses either never write press releases or write ones no one wants to read. A great press release should sound like a story, not a brochure.

What makes it work:

• A newsworthy hook (new launch, milestone, special event).

• One clear message and no fluff.

• A compelling quote.

• Contact info and link to photos.

5) Build a media list

Just spend an afternoon googling journalists, bloggers, editors, and content creators who cover travel, food, and lifestyle in your area.

Organise your list:

• Name

• Outlet/Platform

• Area of interest

• Contact (email, website, Instagram/LinkedIn handle)

• Last story (what they covered)

Then pitch personally and show them you have done your homework.

6) Leverage what you already have

Use your reviews, guest testimonials, local partners, and photos as PR gold. Editors and influencers love content that’s already validated.

Examples:

• Turn a 5-star review into a “guest story” pitch.

• Share a guest’s photo that went viral.

• Invite a local artisan you work with to co-host a media event.

You don’t need a million-dollar budget to make headlines, you just need a million-dollar story and the nerve to tell it. PR is not out of reach for small tourism businesses. With smart pitches, real stories, and a little hustle, your brand can grab the attention it deserves. The world is watching, so give them something unforgettable to see.

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