Unique Ways Destinations Can Attract Outdoor Journalists and Publications
September 19, 2025
In today’s world – where travelers crave authenticity and adventure, outdoor journalists play a pivotal role in shaping perceptions of an outdoor destination. Their stories reach niche audiences that value the wild, the remote, and the real. But in a sea of destinations fighting for media attention, how can your destination storylines be different and secure outdoor media coverage?
Host “Story-Driven” Press Trips Instead of Generic FAM Tours
Forget the traditional, itinerary-packed FAM trip. Outdoor journalists are storytellers that crave deeper storylines, not sightseeing roundups. Offer trips that are built around a compelling narrative and that highlight overcoming challenges, making changes in sustainability or conservation efforts – not just the scenic views or trails.
Pinpoint Your Local Outdoor Experts Who Make Great Characters
Outdoor publications are always looking for strong humans to relate to or learn from. Provide outdoor journalists access to local guides, indigenous leaders, or conservationists who have deep roots in the destination. These individuals or “characters” can serve as narrative, offering an authentic voice, insights, personal stories, and unique perspectives that elevate a piece beyond just being another “destination write-up or round-up.”
Offer Journalists Exclusive or ‘First Look’ Access to New Trails, Conservation Efforts, or Eco-friendly Accommodations
Journalists love to be the first to tell the story and have a unique hook. Give them the opportunity to cover your newly opened trail that is all accessible or your sustainable lodge opening in a remote location. Emphasize the uniqueness, exclusivity and timeliness.
Bid to Host an Outdoor Conference
Showcase your destination’s breathtaking outdoor adventures and establish yourself as a host for an organization of professional outdoor journalists or media conferences like Outdoor Writers Association of America (OWAA) or Outdoor Media Summit. Offering your destination a full week with over 250 media at your fingertips by sharing the hospitality, outdoor wonders, experiences and what makes your outdoors community so special.
To sum it up, outdoor journalists aren’t looking for just a pretty view or a free hiking trip—they’re looking for the best story and fresh angles in the outdoor media space. Provide them with authentic voices, interesting characters and unique access, and make your destination become the setting for unforgettable stories seen by adventure-seeking audiences around the world.
