8 strategies to get your tours featured in the media
Looking for creative ways to expand your reach? Getting featured in the news or online publications can help you drive more bookings. Plus, it feels great to see your tours in the spotlight.
You don’t have to win an award to get noticed. There are plenty of smart ways to put your business in the spotlight.
This guide shares eight practical ways to work with the media and boost your visibility.
1. Keep your audience in mind
You’ve probably heard the saying, “all press is good press.” But the best press is the kind your audience actually cares about.
When you pitch your story, focus on outlets your customers already read or trust. That could mean local newspapers, regional travel blogs, lifestyle magazines, or even niche tourism sites that cover your type of experience.
Pro tip: Don’t overlook digital-first opportunities. Google’s “things to do” listicles and high-ranking travel blogs often drive more bookings than traditional print features. Getting included there puts your business directly in front of travelers who are ready to book.
2. Build relationships with journalists
You can’t wait for the media to come to you — you need to start building relationships long before you pitch a story.
Follow journalists, bloggers, and influencers who cover your region or niche. Comment on their work, share their articles, and send quick notes when you enjoy something they’ve written. This way, when you’re ready to pitch your own story, they’ll already know who you are.
Pro tip: Sign up for tools like HARO (Help a Reporter Out) or Qwoted to connect with journalists looking for travel-related stories. Responding quickly to their requests can land you instant media coverage.
3. Come with a newsworthy story
Don’t just ask a journalist to feature you — come prepared with a story worth telling. Think about what makes your tour unique, timely, or connected to a bigger trend.
For example, if a travel site is publishing a “top 10 things to do” list for your city, be ready with specific reasons why your tour deserves a spot. Or, if you recently won an award, launched a new experience, or are tied to a hot trend like solo travel, frame your pitch around that.
Pro tip: Journalists work on tight deadlines. If they ask for photos or a quick quote, reply the same day. Being responsive can make you their go-to source in the future.
4. Be aware of dates and deadlines
Timing matters. Before you pitch, think about the type of story you’re sharing and when it makes the most sense to send it.
If you want to be included in an annual roundup or listicle, check when that article usually goes live and pitch at least two months in advance. For time-sensitive wins — like a local award, a celebrity guest, or a community event — reach out right away so media outlets can cover it while it’s still fresh.
Pro tip: Build relationships early so you can ask journalists about their editorial calendars. Knowing their deadlines gives you a better shot at getting featured.
5. Maintain a professional online presence
Media coverage drives curious travelers to your online presence — so make sure what they find builds trust.
Start with your website and Google Business Profile (GBP). Double-check that your contact details, hours, and booking links are accurate. Refresh your tour descriptions, polish your About page, and upload high-quality photos that reflect your experiences. Don’t forget your social media accounts — journalists and travelers often check those too.
Pro tip: Use tools like FareHarbor Sites to keep your website professional, mobile-friendly, and designed to convert new visitors into bookings.
6. Target listicles
Listicles — those “top 10 things to do in…” articles — are one of the easiest ways to get your tours in front of travelers who are actively searching for experiences.
Search Google for “things to do in [your city]” and make note of the top-ranking lists. Reach out to the publishers and explain why your tour belongs there. Sweeten the deal by offering to share their article on your website and social channels once you’re featured.
Pro tip: Getting included in high-ranking listicles also boosts your SEO. These pages often appear on the first page of Google, giving your business added visibility when travelers are ready to book.
7. Create guest content or give interviews
Guest content is a powerful way to showcase your expertise and reach new audiences. Think beyond traditional press — podcasts, blogs, and influencer collaborations can all shine a spotlight on your tours.
Offer to write a guest article on a local tourism site, share your story on a podcast, or team up with an influencer who matches your audience. These opportunities don’t just bring visibility — they build credibility and often send highly qualified traffic to your booking page.
8. Join online communities
Networking doesn’t just happen at conferences. Online communities give you direct access to other operators, local businesses, and even media opportunities.
Join Facebook or LinkedIn groups focused on tourism in your region, and look for spaces where journalists or travel writers share requests. These groups are also a great place to swap advice with fellow operators.
Pro tip: Join the FareHarbor Community on Facebook. It’s a space where you can connect with other tour and activity operators, share wins, and get fresh ideas — including how to land media coverage.
Turn media attention into bookings
Media coverage can do more than boost your visibility — it can directly lead to more bookings and long-term credibility for your business. By building relationships, sharing newsworthy stories, and keeping your online presence sharp, you’ll be ready when opportunities come your way.
Want more ways to grow your reach? Explore our digital marketing strategies for tour operators or book a free demo to see how FareHarbor can help you capture more bookings through every channel.
