Travel writers play a critical role in any travel brand’s earned media campaigns. By working with a talented and connected writer, travel brands can cost effectively reach a target audience. However, not all writers are created equal. Since a writer is your marketing megaphone, it is important to work with someone that is invested in a destination’s long-term sustainability.

A destination experiences a tragedy - natural disasters, war, economic problems... Then, global media outlets spread the word, bookings decrease and tourism drops. Negative, inaccurate press about the state of tourism in a destination can be an uphill battle. However, marketing can provide solutions to change global traveler perceptions and help market that a destination is "open for business".