As a tourism PR agency, we help destinations, regions, and travel brands secure media coverage that supports visitation. Through our wider travel PR expertise, we work with travel editors, lifestyle journalists, and relevant creators to support destination stories, press trips, and seasonal campaigns.
We are a boutique, senior-led agency based in London, working with tourism bodies and travel brands across the UK and Europe.
A tourism PR agency, sometimes called a destination PR agency, manages how a place or travel brand is talked about in the media. The work usually includes:
With travel, lifestyle and national journalists.
That let editors and creators experience a place first-hand.
For seasonal pushes, festivals, events and new reasons to visit.
With credible names whose audiences align with your target visitors.
To reach visitors in the markets that matter most.
Ready with images, facts, itineraries and expert comment on deadline.
Tourism PR, also known as destination PR, builds awareness and interest in a place through earned media coverage rather than paid advertising. It can support destinations, regions, tourism boards, and travel brands, with destination marketing PR linking that coverage to goals such as increasing awareness, supporting seasonal campaigns, or attracting more visitors.
The main difference from travel PR is focus. Travel PR often promotes an individual operator, hotel, or product, while tourism and destination PR focuses on the place itself and the experiences available there. For premium operators and high-end travel brands, our luxury travel PR work provides a more targeted approach to reaching relevant media and audiences.
| Service | What it supports |
|---|---|
| Destination storytelling and media relations | Coverage in travel, lifestyle and national titles that lifts awareness |
| Press trips and hosted visits | Editors and creators experiencing the destination first-hand |
| Campaign PR | Seasonal pushes, festivals, events and new reasons to visit |
| International media outreach | Visibility in the source markets that send visitors |
| Influencer and content partnerships | Credible reach with audiences that align with your target visitors |
| Press office | Fast answers, images and expert comment for journalists on deadline |
Tourism PR helps destinations influence where people choose to travel by securing credible coverage across travel, lifestyle, and national media.
VisitBritain forecasts 45.5 million inbound visits to the UK in 2026, with international visitors expected to spend £35.7 billion.
Figures on that scale underline how competitive destinations are for visitor attention. Press trips, editorial features, and relevant creator partnerships can give travellers trusted, independent reasons to consider a destination.
The aim is to keep the destination visible when people are researching, comparing, and deciding where to go.
Tourism PR is particularly valuable when a destination has a strong story but needs greater visibility with the right media and audiences. It can support:
Wanting UK and international media coverage to lift visitor numbers across a season.
Promoting a new campaign, festival or seasonal push, and needing press trips and editor relationships.
Looking for destination storytelling across travel, lifestyle and national media rather than one-off mentions.
With a genuine story to tell, losing ground to better-known places, and needing a clear, credible media narrative.
Tourism PR is usually delivered on a monthly retainer, although seasonal campaigns, launches, and one-off projects may be priced separately. Costs vary depending on the scope of activity, international media requirements, press-trip logistics, and whether support is needed year-round.
As a senior-led consultancy, we quote according to what each destination or tourism brand actually needs rather than offering a fixed package. This keeps the focus on experienced PR support and the activity most relevant to your goals.
When comparing tourism PR agencies, the right choice depends on experience, relationships, and fit as much as agency size. Key considerations include:
Here is what a boutique, senior-led model gives you:
Kitten & Shark is based in London and works with destinations and travel brands across the UK and Europe. A London base matters for a tourism PR agency because the national travel desks, lifestyle editors and the creators who shape where people go are concentrated in the city, which keeps the relationships that earn coverage close at hand.
The work reaches wherever your visitors come from, from UK and European markets to further afield when a destination needs international attention.
Kitten & Shark is a boutique PR consultancy where our senior consultants work directly on your account. Founder Clemmie Mason-Pearson has more than seventeen years in lifestyle, hospitality and travel PR, with long-standing relationships among the editors, journalists and influencers who shape where people travel. Because the team is small, everyone knows every account, so your destination always has a senior contact who understands the detail.
Alongside the core team, we draw on a wider network across event handling, celebrity booking, hotel sales, social media, digital marketing and SEO, international media, media buying and crisis management, so you get the focus of a boutique agency with the reach of a larger one. We work across destinations, tourism bodies and travel and tourism brands. Our focus remains firmly on travel, tourism and hospitality, which keeps our media relationships concentrated where they count for you.
A tourism PR agency helps destinations and travel brands earn media coverage that encourages people to visit. Services can include destination storytelling, media relations, press trips, campaign PR, influencer partnerships, international outreach, and press office support.
Travel PR usually promotes an individual operator, hotel, or travel product, while tourism and destination PR focuses on the place itself and the experiences available there. The two can work together as part of a wider destination strategy.
PR helps destinations earn credible coverage and recommendations across travel, lifestyle, and national media. Press trips, editorial features, and creator partnerships can strengthen awareness and give travellers more reasons to consider a destination when planning a trip.
Tourism PR is commonly delivered on a monthly retainer, while seasonal campaigns and one-off projects may be priced separately. Costs vary depending on the campaign scope, international media requirements, press-trip logistics, and level of ongoing support required.
Look for destination and travel experience, strong media relationships, senior involvement, international reach where required, and clear measurement. The right agency should understand how to tell a destination's story while supporting the wider goals of the campaign.
Yes. We can support destinations targeting international source markets through relevant media outreach, press trips, and campaign activity. Where required, we can also draw on wider international media support to extend the reach of a tourism PR campaign.
Some campaigns and seasonal stories can generate coverage within weeks, while building stronger awareness and a consistent media presence usually takes longer. Tourism PR tends to work best as an ongoing programme aligned with key seasons and campaign priorities.