Pitching Travel Stories to Journalists: Mistakes to Avoid and Tips to Try

Want media coverage for your destination or travel business? Here’s how to pitch stories that get noticed — and what not to do.

Pitching your destination or travel business to the media can feel intimidating — especially if you’re not trained in public relations. Yet, strong media coverage in TV, radio, magazines, or newspapers can boost awareness and credibility in ways advertising can’t. The key is knowing how to craft a thoughtful pitch that resonates with journalists — and avoiding common mistakes that turn them off. Below, I share the essential dos and don’ts of pitching to the media, along with tips and real-world examples to help your story stand out.

How Not to Pitch a Story to the Media (And What to Do Instead)

Recently, I opened an email with the subject line: How can I be in your magazine? The body of the message contained only one sentence: “How can I be in your magazine?” No greeting. No introduction. No story idea. Just that one line. Spoiler alert: that’s not how you start a pitch.

Pitching to the media is a lot like dating. You wouldn’t walk up to someone and say, “Go on a date with me.” You’d introduce yourself, see if there’s alignment, and find out if the connection makes sense. The same is true when approaching journalists and editors.

I understand that pitching isn’t something most small businesses or destination marketers are taught. Unless you’ve taken a public relations class, it can feel confusing — even intimidating. That’s why I’m sharing these tips, so your pitch feels confident, professional, and ready for media attention.

One important reminder: the only guaranteed way to reach a publication’s audience is by running advertising. And while ads and advertorials have their place, buying one does not entitle you to editorial coverage. Journalism relies on integrity and storytelling.

So, how do you actually pitch a story? Let’s start with what works — and what doesn’t.

The Dos of Pitching to the Media

Do Your Research

• Know the outlet’s audience, style, and recent stories.

• Tailor your pitch to show why your story fits their readers, listeners, or viewers.

• Learn how they prefer to receive pitches — some use online forms, others prefer email.

• Identify the right contact. Does the outlet have a travel, food, or culture editor?

Example: Instead of sending a generic press release, find a journalist who recently covered “hidden fall getaways” and pitch your destination as the next underrated autumn spot.

Do Have a Clear Angle

• Journalists need a hook: Why now? Why this story? Why should their audience care?

• Example: Instead of “Our town has great restaurants,” try: “How our small town became a foodie destination thanks to culturally diverse restaurants.”

Do Keep It Concise

• Use a short, compelling subject line.

• Limit your pitch to 3–4 paragraphs.

• Add a bullet list of quick facts (dates, stats, highlights).

Do Provide Visuals & Assets

• Include high-resolution photos, short video clips, logos, and B-roll (for TV).

• A media kit with everything in one place makes it easier for journalists to cover your story.

Do Personalize & Humanize

• Address the journalist by name and reference their recent work.

• Share authentic stories — travelers connect to people, not just places.

Do Be Available & Responsive

• If a journalist shows interest, respond quickly. Deadlines move fast in newsrooms.

The Don’ts of Pitching to the Media

Don’t Mass Blast Every Outlet

• Generic pitches often go straight to the trash. Journalists can spot them instantly.

Don’t Pitch Without a Story

• “We exist” is not a pitch. Build your angle around a seasonal tie-in, trend, or human interest hook.

Don’t Be Overly Promotional

• Journalists aren’t advertisers. Avoid salesy language.

• Bad Example: “Come visit us and book your stay today!”

• Better: “New eco-friendly cabins opening this fall highlight the region’s commitment to sustainable tourism.”

Don’t Forget to Follow Up (But Don’t Stalk)

• One polite follow-up after a week is fine. Daily emails? That’s a quick way to get blacklisted.

• After that, wait a few months before reaching out again.

Don’t Ignore Timing

• Pitch too late (after they’ve covered it) or too early (when it’s irrelevant), and your email won’t land.

• Magazines work months ahead, TV/radio often work weeks ahead, and online outlets sometimes work days ahead.

Extra Tips to Strengthen Your Pitch

• Leverage Local Media: Regional or niche outlets love unique hometown stories.

• Think Beyond Traditional Media: Podcasts, blogs, and YouTube creators can offer powerful exposure.

• Offer Access: Give exclusives, behind-the-scenes tours, or interviews to make your pitch more appealing.

• Make It Easy to Say Yes: Provide quotes, stats, and visuals so the journalist has everything they need.

Pitch Examples

Example 1: Seasonal Angle

• Subject line: “Why [Destination] is the Midwest’s Best Winter Escape in 2025”

• Highlights: winter activities, new events, cozy stays

• Assets: strong photography and insider tips

Example 2: Human-Interest Story

• Subject line: “How One Family Revived a Historic Inn in [Destination]”

• Highlights: community story, heritage tourism, small business revival

• Assets: photos of the family, restoration process, and inn

Example 3: Trend Tie-In

• Subject line: “The Rise of Agritourism: [Destination]’s Farm-to-Table Experience”

• Highlights: connects to sustainable travel and food trends

• Assets: farmer interviews, chef perspectives, farm photos
  

Pitching to the media is an art — part research, part storytelling, and part relationship-building. By avoiding common missteps and approaching journalists with thoughtful, timely ideas, you’ll set yourself up for stronger coverage and deeper connections.