5 Ways for DMOs to Work Better With International Media

Attracting international media coverage is always a challenge, but when perceptions work against you—as they currently are in the U.S.—that challenge becomes even bigger. A recent pulse check with SATW Associate Members revealed the main issues that destination and hotel media relations professionals are facing.

SATW, in partnership with DCI, surveyed these members to learn how receptive global media is to covering the U.S. and Canada. By uncovering the key challenges impacting coverage internationally, it provides insight for destinations on how to address them.

These five key takeaways will help any North American destination build better strategies as we sail through turbulent waters together.

1. Meet Them Where They Are

Understanding that the media are not just waiting for traditional outlets is a journey many travel PR professionals are still on. The data from these surveys reveal that short-form social videos on TikTok are gaining the most traction. So don’t always expect your destination or hotel to grace a glossy magazine. Traditional print features trail behind listicles/roundups, podcasts and newsletters. On social media, short form video continues to be a winner, but new players like Substack are increasingly gaining ground.

Action step: Destinations and hotels need to invest in quality visual assets to provide to the media, but also show up on the platforms where they are. Being able to tag or identify a destination or hotel on TikTok or Substack is vital, but it’s difficult if your destination or hotel has no presence on these networks.

2. Know Who is Keen

The UK, Germany and Australia top the list of countries outside of North America with the most receptive media to Canadian or U.S. story angles.

Tailoring pitches to reach target markets should be old hat, but step back and make sure those targets are the right ones. Some nations simply may not be interested at all in U.S. or Canadian destinations for very concrete reasons, so revisit your target markets before reaching out to international media.

Action step: A little research can go a long way in understanding who is keen on covering your destination. Destinations and hotels need to work with their research teams to identify those key markets and tailor outreach accordingly.

3. Reinforce Welcoming Messaging

Political concerns are the top concern among media considering North American coverage, largely due to the evolving U.S. political climate. This is a hindrance that no U.S. city or state can escape.

But welcome messaging is a powerful way to turn the tables, flip the script and show international travel media that every destination is not the same in the U.S.

Action step: Building a clear welcome campaign, whether you’re targeting a group of people or nationalities that may feel discouraged from visiting the U.S., is the way forward here. The media needs to see proactive steps taken by destinations in order to share their stories and overcome the national political climate that hampers coverage.

4. Evaluate Hosting Budgets

International media require more resources to cover a destination in the U.S. or Canada. Hosting budgets need to reflect these realities, but they often don’t. This is a common theme across all media, but it hits international media especially hard when they want to cover North American destinations.

Destinations especially need to remember they don’t need to bear the burden of hosting all by themselves.

Action step: Deepen your relationships with air carriers, hotels and other partners to collaborate on press trips and immersive experiences. Consider co-op marketing efforts with strategic partners to share the costs of inviting international journalists overseas.’

5. Address Accessibility Issues

For some international media members, getting to a destination can be a nightmare because of a lack of direct flights. Any North American destination looking to a target market needs to invest in generating direct airlift to increase the potential for journalists—and eventually visitors—to make the journey. 

Action step: This is your chance to talk with your local airport and airline carriers about building new airlift, creating not only new pathways for travel, but headlines in the process. New airlift will excite consumers in target markets and also score coverage in the trade press.

Struggling to connect with international media, but eager to have them share your destination’s stories? You’re not alone, and DCI can help. Contact Karyl Leigh Barnes at Karyl.Barnes@aboutdci.com to learn more about elevating your international PR status with our agency’s winning strategies.