Press Trips and Ethical Disclosure: How Destination Festivals Earn Trust and Coverage

In today’s travel media landscape, press trips and ethical disclosure are crucial considerations for any destination festival aiming to gain widespread, positive media coverage. Press trips – also known as media familiarization tours or fams – involve inviting travel journalists, bloggers, or influencers to experience a festival first-hand. In exchange for hosting their visit (often covering flights, accommodation, and festival access), the festival benefits from the resulting articles, reviews, social media posts, or broadcast segments. When executed correctly, a press trip can generate invaluable publicity, position the event as a must-visit experience, and boost ticket sales. However, it is not just about flying in writers for a free party – it’s about crafting a tight itinerary that balances immersive fun with time for reporting, and ensuring ethical disclosure to maintain credibility with audiences.

Press trips have long been part of travel and tourism promotion, especially for festivals that double as tourism drivers. A destination festival, whether it’s a music festival on a tropical island or a cultural celebration in a historic city, competes for global attention. By showcasing the festival and its locale to travel media, festival organizers can secure high-value media placements that reach potential attendees worldwide. Yet these benefits only materialize if press trips are handled professionally and transparently. This article provides seasoned advice on how festival producers can plan effective press trips – from itinerary design and logistics to navigating the ethics of hosted travel – all drawn from real experiences and industry best practices across the US, Europe, Asia, and beyond.

Why Press Trips Matter for Festivals

In the festival and events industry, earned media (coverage you don’t pay for directly) can be far more persuasive than advertising. A glowing feature in a travel magazine about a festival in Spain or an Indonesian arts festival can inspire readers to attend in a way a paid ad might not. Press trips are a strategic marketing and PR tool to generate this kind of authentic exposure. By inviting media to your festival, you give them firsthand experiences to write about – vivid scenes, personal interactions, and local culture that bring the story to life.

For example, consider a boutique music festival in New Zealand or a culinary festival in Mexico that is relatively unknown internationally. A well-organized press trip could result in articles in Travel + Leisure, Condé Nast Traveler, or the travel section of major newspapers, vastly amplifying the festival’s profile. One cultural festival in Southeast Asia saw a spike in overseas ticket inquiries after hosting a group of journalists whose subsequent stories highlighted not only the event’s performances but also the charm of the host city and its traditions. Such coverage adds a halo effect to the festival brand – positioning it as an experience worth traveling for.

Press trips also help shape the narrative around your event. Instead of hoping that journalists get the story right on their own, you can curate certain aspects of their experience. You might emphasize your festival’s eco-friendly practices, its community impact, or unique attractions (like a secret stage in a cave or dawn ceremonies with local elders) by including those elements in the itinerary. When media guests witness these highlights directly, they are more likely to include them in their coverage, resulting in stories that align with the festival’s values and messaging.

However, press trips come with costs and must be planned judiciously. Flights, lodging, meals, and guided activities add up, so budgeting for press trips is an important part of a festival’s marketing spend. It’s an investment – the return is the equivalent advertising value of the coverage generated, which can often far exceed what the same money would buy in ads. For instance, spending $10,000 to host a small group of travel writers could yield multiple articles and videos reaching hundreds of thousands of people, a value many times that amount in ad terms.

Lastly, press trips can strengthen relationships with media and influencers. Journalists who have a great experience may become long-term ambassadors for your festival, eager to cover it year after year or mention it in round-up articles of top festivals. This kind of ongoing relationship is gold for festival publicity. Conversely, a poorly handled press trip can leave a bad impression, so it’s critical to get it right on the first go.

Crafting a Balanced Press Trip Itinerary

The heart of a successful press trip is a well-crafted itinerary. Festival organizers must juggle two priorities: showcasing the best the festival (and destination) has to offer, and giving journalists the time and resources they need to produce quality stories. A press trip’s schedule should be packed with highlights yet not so overstuffed that participants are exhausted or unable to take notes and conduct interviews. Below are key considerations for designing an itinerary that strikes this balance:

Highlighting the Festival Experience

Media guests should get VIP access to the festival’s main attractions and behind-the-scenes moments. After all, they’re there to experience the event in depth, not just as regular attendees. This could include:
– Premium viewing areas or passes: Ensure your press visitors can easily access stages or event areas without spending time in long queues. If it’s a music festival, provide access to the soundcheck or backstage meet-and-greets with artists. If it’s a food festival, arrange tasting sessions with celebrity chefs or guided tours of the food stalls with the curator.
– Unique, local experiences: Since destination festivals are also about place, incorporate elements that showcase the locale’s culture. For example, during a day at a cultural festival in India, you might include a morning heritage walk through the host city or a workshop with local artisans before festival gates open. If your festival is on a beach in Bali, organize a short excursion for visiting journalists to a nearby temple or traditional market. These enrich the story and give context beyond the event itself.
– Behind-the-scenes insight: Arrange for media to meet the festival producers or creative directors for a quick chat about how the festival came to be. Many journalists love including a quote from the festival director or a peek into the operations (e.g. showing how the massive stage is built, or how the team manages sustainability initiatives). These insider perspectives make their coverage stand out.
– Evening entertainment and downtime: Paradoxically, a press trip itinerary can be both tight and allow some breathing room. Plan the core festival activities (concerts, screenings, ceremonies) as the focus, but also build in some “downtime” during the less critical periods. An example might be enjoying the festival’s VIP lounge with local music quietly playing, where journalists can soak in the atmosphere or informally chat with artists and attendees. These unstructured moments often spark authentic anecdotes that will appear in their articles.

By highlighting top experiences and offering special access, you ensure the journalists collect plenty of rich material for their stories. Remember, their readers or viewers want to vicariously experience the festival through them – so the more memorable and unique the experiences, the more compelling their content will be.

Allowing Time for Reporting

A common mistake in press trip planning is to overschedule every minute. Yes, you want to wow your media guests with non-stop excitement, but keep in mind they are working (albeit in a fun job). Writers and content creators need time to process information, conduct interviews, take photos/videos, and jot down impressions. If they’re whisked from dawn to midnight without respite, the result may be superficial coverage or factual errors.

Best practices to balance experience with reporting needs include:
– Built-in writing/reflection time: Consider scheduling short breaks where no activity is planned except perhaps a meal or transfer. For instance, a late afternoon gap when the sun is hottest could be perfect for journalists to head back to the hotel, freshen up, and send some quick notes or social media updates. Or after the final performance of the night, ensure they aren’t immediately thrown into another early morning activity next day – let them sleep in a bit or have an easy morning so they can organize their thoughts.
– Dedicated press workspace: If possible, provide a quiet media center or press tent at the festival site with Wi-Fi, charging stations, and maybe coffee/tea. This allows reporters to escape the crowd noise to type up observations or upload photos. Major festivals like Glastonbury or Coachella often have press lounges; even a small festival can designate a calm corner or a hospitality room for media use.
– Opportunities for interviews: Work into the itinerary specific slots where journalists can interview key people without missing out on festival action. For example, schedule a 30-minute group Q&A with the headline artist before their show, or set aside time for one-on-one chats with a local cultural expert or community leader involved in the event. Provide translators if needed (e.g., if international media are speaking with local vendors who aren’t fluent in the journalist’s language).
– Flexibility: Recognize that different journalists might have different angles. Some might be writing primarily about the destination’s travel appeal, others about the music or the food at the festival. Allow them a bit of flexibility to pursue what they need. This could mean leaving a hole in the schedule as “free time” where they can choose to explore something on their own or gather specific content for their story. Communicate in advance to ask if any journalist has particular interests or assignments so you can accommodate those in the plan.

The goal is to send your media guests home not only thrilled about what they experienced, but also armed with all the information and impressions they need to craft a great piece. A journalist on a tight deadline especially will appreciate that you considered their workflow. One travel writer who attended an Australian outback festival noted that the festival organizers offering a short nightly debrief and fact-check session (with key details like attendee numbers, historical background, etc. provided) was a lifesaver when it came time to file her story. By respecting the reporting process, you’re more likely to see accurate and enthusiastic coverage.

Logistics and Hospitality for Media

When hosting press at a festival, logistics and creature comforts are not just niceties – they can directly impact the quality of coverage you receive. A journalist busy battling inconvenient transport or lacking a meal will be distracted (or disgruntled) rather than focusing on the festival’s wonders. Here are some logistical considerations and hospitality tips to ensure your press trip runs smoothly:

• Travel and transport: Aim to make the journey as seamless as possible. Cover flights or arrange travel to the festival city, coordinating with journalists’ schedules. Provide clear arrival instructions – will someone meet them at the airport? Is a shuttle provided from the hotel to the festival site each day? For instance, if your festival is in a rural part of France, charter a van to pick up your guests at the nearest train station or airport and transfer them directly. Include train tickets or driving directions if needed. Respect that travel can be tiring; if someone is flying in from overseas to a festival in Brazil or India, consider a rest day or easy first evening to overcome jet lag.
• Accommodation: Choose comfortable, conveniently located accommodations for your media guests. Ideally, the hotel or lodging should be near the festival venue or at least a short, easy commute. Many festivals partner with a host hotel. If your festival involves camping (like some multi-day music festivals), think carefully – expecting journalists to camp in basic conditions might not go over well unless that is the story. Often, festivals will arrange nearby hotel stays or upscale “glamping” tents for media, so they experience the festival’s vibe without sacrificing a good night’s sleep and reliable Wi-Fi.
• Meals and hydration: Keep your guests fed and happy. While they will likely want to try festival food stalls (especially at a food festival), ensure there are planned meals where they can sit down and not worry about paying. Showcase local cuisine if possible – a hosted dinner featuring regional specialties or a welcome lunch with festival organizers can be both an appreciative gesture and a story angle (for example, a journalist might mention the generous traditional Maori hangi feast at a New Zealand festival’s press kickoff). Also be mindful of dietary restrictions; always ask in advance if anyone is vegetarian, halal, gluten-free, etc., and plan accordingly.
• On-site facilitation: Give media clear, easy access on festival grounds. This means having their credentials (press badges) ready on arrival, fast-track entry, and possibly a guide or point person to help them navigate. Assign a media liaison from your team or a PR representative to accompany the group or be on-call. If an issue arises (like an interview running late, or a technical difficulty), this liaison can smooth things out. It’s also crucial for safety and risk management: if an emergency happens (say an artist cancels last-minute or there’s a weather delay), your media liaison can quickly inform the journalists and adjust the itinerary.
• Swag and welcome kits: While not mandatory, a thoughtful welcome package can set a positive tone. This might include a festival program, map, schedule, some branded merchandise (t-shirt or tote bag), and practical items such as a reusable water bottle or earplugs if the festival is loud. Such gifts should be modest – remember, journalists cannot accept extravagant gifts without compromising ethics. A small token and useful info, however, are welcome. Additionally, include a sheet with key festival facts, contact information, Wi-Fi passwords, and the disclosure statement or policy (more on that in the next section).
• Language and cultural support: If you have international press coming to a festival in a non-English-speaking country (e.g., Japanese journalists attending a festival in Italy, or American bloggers at a festival in rural Indonesia), consider translation needs. Hiring a bilingual guide or having multilingual volunteers can help bridge any communication gaps with local participants. Providing translations of press materials or signage is also helpful so the media don’t miss important context.

By excelling in hospitality and logistics, you create an environment where your media attendees can focus on enjoying and documenting the festival rather than sweating the small stuff. Comfortable, well-cared-for journalists are not only more likely to produce positive stories, but they’ll also remember your professionalism and possibly tell colleagues – building your reputation as a festival that values its media partners.

Ethical Disclosure: Building Trust Through Transparency

Inviting journalists to your festival and covering their expenses raises an important ethical question: How can readers trust the resulting coverage if the trip was paid for by the festival? The answer lies in transparency. Ethical disclosure means that when a media professional writes or broadcasts about the festival, they openly acknowledge that their experience was hosted or subsidized by the festival organizers (or a tourism board). Far from weakening the impact of the coverage, such honesty actually strengthens it – both for audiences and in the eyes of reputable media outlets.

The debate around press trip ethics has been ongoing in travel media. Some worry that free trips could lead to biased coverage, while others point out that access provided by press trips enables stories that wouldn’t happen otherwise (www.bbc.com). Transparent disclosure is the key to resolving this tension. Many publications and journalist associations have guidelines for this:
– Top-tier news organizations like The New York Times prohibit their writers from accepting free travel to avoid any appearance of conflict, whereas many travel magazines and blogs do permit hosted trips as long as a disclosure is included. In fact, outlets such as Budget Travel, Fodor’s, and Frommer’s openly embrace press trips when transparency is maintained (viewfromthewing.com).
– Travel journalist societies (in the US, UK, Australia, etc.) universally emphasize integrity and transparency. For instance, they advise members to inform editors about any subsidized travel and to never allow freebies to dictate the tone of an article. Writers are expected to offer honest opinions – press trip or not. Accepting a paid trip in exchange for guaranteed positive coverage is a strict no-no; credible journalists will not promise favorable reviews, only a fair account. As the Australian Society of Travel Writers puts it, “favourable reviews may not be ‘bought’” and reporters must remain free to critique as well as praise.

For festival organizers, here’s how to approach disclosure:
– Encourage honesty: Let the journalists know you expect them to follow their outlet’s disclosure rules and that you’re comfortable with it. This might be as simple as saying in your invitation or media kit, “We understand many publications require writers to note hosted travel in their coverage. We fully support transparency.” This reassures invitees that you’re not asking them to hide anything – a stance that will earn you respect.
– Stay out of the editorial: Never ask to pre-approve articles or to have input on how the festival is portrayed. Apart from crossing ethical lines, such requests can severely damage your relationship with media. Remember, you invited them for their professional storytelling, not to produce an advertorial. By giving them creative freedom (with all the great access you’ve provided), you increase trust. If your festival delivers a great experience, the coverage will naturally reflect that.
– Know the legal side for influencers: If your press trip includes social media influencers or bloggers (who often have large followings but maybe not traditional publishers), be aware of disclosure laws. In countries like the United States, the Federal Trade Commission requires that any social media posts or blogs make clear mention of hosted travel or gifts – typically using hashtags like #ad or phrases like “hosted by [Festival Name]” (jgspl.org). Similarly, the UK’s Advertising Standards Authority has rules for labeling such content as #gifted or #sponsored. Make it easy for these guests by suggesting appropriate tags or language. Their audiences will appreciate the honesty, and it shields both the influencer and your festival from any hint of deception.
– Transparency builds credibility: Ironically, disclosing that a trip was sponsored can make the resulting story more credible to readers. It’s an open acknowledgment of potential bias, which savvy readers then factor in. As long as the piece is well-balanced, readers often respond positively to the authenticity. In fact, many travel bloggers make a point to prominently announce when their trips are hosted, offering a level of openness that some traditional outlets historically lacked. This honesty resonates with readers and ultimately makes the coverage more trustworthy and impactful.

Case in point: a few years ago, a well-known travel publication ran a feature on a winter lights festival in Japan, complete with stunning photos. At the end, the article noted the writer was hosted by the festival organizers and local tourism board, but all opinions were her own. The piece was well-received; readers marveled at the festival and many commented they wanted to attend, without fixating on the sponsorship note. Because the disclosure was upfront, the audience could enjoy the story without feeling misled. On the flip side, imagine if that detail had been hidden and later came to light – it would cast doubt on the writer’s praise and the festival’s integrity.

In summary, ethical disclosure is not a hurdle but an essential part of trust-building with your media coverage. Embrace it. A festival that gains a reputation for honest, quality stories – even if those stories mention the hospitality provided – will earn sustained respect from both media professionals and the public.

Landing High-Value Media Placements

One of the ultimate goals of hosting press trips is to secure high-value media placements – that is, coverage in outlets that reach a large or targeted audience and lend prestige to your festival. A mention in a top publication or a popular travel website can significantly boost awareness and interest. Achieving this requires strategic planning in whom you invite and how you position the story:

• Target the right outlets and journalists: Start by identifying the media outlets that align with your festival’s theme and desired audience. If you run a cutting-edge electronic music festival in Croatia, you might target international music mags and influential music blogs, as well as travel publications that appeal to young adventurers. If it’s a traditional cultural festival in Mexico, you might aim for cultural sections of major newspapers or respected travel magazines in North America, Europe, and even Asia – wherever your tourism market lies. Research which journalists have covered similar events or destinations in the past. Often, tourism boards keep lists of travel writers with interests in festivals or cultural events. Sending a personalized invite to a writer who has previously written “Top Festivals of the World” or did a feature on a comparable event can yield results; they are more likely to be interested and to pitch the story to their editors.
• Offer compelling angles: High-value media placements usually come from unique story angles rather than generic event coverage. Work with your PR team to craft a narrative that would catch an editor’s attention. For example, “Remote Himalayan Music Festival Revitalizes Isolated Village” is a stronger hook than “Festival X Happened Last Weekend.” Think human interest, trend, or exclusivity: is there a broader trend your festival exemplifies (sustainability, cultural revival, tech innovation)? Does it have a star performer or attendee with a story (maybe a famous DJ who rarely performs in that region, or a local artist collective preserving ancient art forms)? By highlighting these angles to the journalists, you increase the chance that their eventual pieces will be feature-worthy for major outlets.
• Leverage tourism board partnerships: Many destination festivals collaborate with local tourism boards or national tourism agencies to co-host press trips. These organizations often have mandates (and budgets) to promote their region and will be eager to secure press coverage that showcases not only the festival but also attractions around it. Partnering can mean shared costs and access to the tourism board’s media network. For example, the tourism board might add a day of sightseeing to the itinerary or facilitate invitations to more journalists. They can sometimes pull bigger outlets due to their existing PR relationships. A combined pitch like “Experience the XYZ Festival and discover [Destination]’s hidden gems” can entice top-tier travel publications.
• Deliver on promises: Nothing will kill a potential high-value story faster than under-delivering on what was promised. If your press invite brags that “attendees will party under the Northern Lights” or “experience gourmet meals by a Michelin-star chef,” make sure those things happen (weather permitting for the Northern Lights, of course!). Seasoned travel journalists can be skeptical – they’ve been on trips where the reality didn’t match the glossy pitch. When you exceed expectations, you not only get glowing coverage this time, but you also make it more likely those writers (or their colleagues) will accept future invitations. Delivering an exceptional experience is the surest way to transform an initial press trip into long-term media relationships.
• Quantify and share the results: After the festival and after the journalists have published their pieces, gather the media clips and assess their reach. Not only is this useful for your own evaluation (and to show stakeholders the ROI of the press trip), but you can also share highlights of the coverage on your festival’s website or social media. Featuring quotes like “One of the world’s most unique festivals – National Geographic Traveler” or sharing a link to a travel vlog that tens of thousands have watched can amplify the impact of that press coverage. It effectively extends the life of the media placement. Just be cautious to properly credit and possibly get permission when using snippets from articles, and avoid editing their words out of context. By proudly showcasing the press you’ve earned, you also make future media outreach easier – journalists can see that others have covered you and might be intrigued to join the bandwagon.

In chasing high-value placements, maintain a long-term perspective. You might not get a feature in The New York Times on the first try, but perhaps a reporter from a smaller outlet writes a great piece that catches the eye of bigger media later. Each successful press trip builds your festival’s media profile. Over time, you may find top journalists are approaching you to attend, eliminating the need to even sponsor their trip because they see news value in being there. That is when you know you’ve truly made it onto the world stage.

Tailoring Your Approach: Festival Size and Type

Not all festivals will handle press trips the same way. The approach can differ based on the scale of the event and the type of festival:

• Small-scale or Niche Festivals: If you run a smaller festival – say an intimate folk music gathering in a small town or a niche genre film festival – you likely have a tighter budget and fewer media slots. Here, focus on quality over quantity. Invite perhaps a couple of key journalists or bloggers whose audience will truly appreciate your event. For example, a niche adventure film festival in Canada might invite an editor from an outdoor adventure magazine and a popular YouTuber who covers indie film travel. With a small group, you can give extremely personalized attention, tailoring the itinerary to their interests. Smaller festivals can also time press trips to coincide with building awareness; you might invite media one year in hopes of boosting attendance the next year, since the lead time for publication could be months.
• Large or Well-Established Festivals: Major festivals (the size of Coachella, Glastonbury, or Oktoberfest) often have no shortage of media attention. In these cases, they may not need to pay for journalists’ travel because many outlets are willing to send staff. The “press trip” might simply be offering press passes and on-site hospitality. However, even big festivals do sometimes host select media, especially if they are trying to break into new markets or highlight a new aspect. For instance, a huge festival in the UK might specifically host a contingent of journalists from South America or Asia to broaden its international appeal. The logistics for a large festival’s press program can be complex – hundreds of media could be present. It becomes crucial to have a robust press office, schedule press conferences, photo ops with artists, and perhaps separate itineraries depending on outlet type (news media might focus on different content than lifestyle bloggers).
• Music vs. Food vs. Culture vs. Tech Festivals: Different genres of festivals attract different types of media and have different needs. A music festival press trip might prioritize live performance access and artist interviews, while a food festival will involve more tastings and perhaps chef interactions. A tech or film festival (e.g., SXSW or Cannes) may have a mix of industry journalists and lifestyle media – the press program could include panels or networking events rather than just “experiences.” Know your domain: if you run a dance music festival in Singapore, you might be dealing mostly with music journalists and influencers who cover nightlife – the itinerary could include club tours or a DJ meet-and-greet. For a cultural heritage festival in Italy, you might have travel writers interested in history and art – you’d include museum visits or meetings with local historians alongside festival parades.
• Regional Considerations: Adapt to cultural differences in media practice. In some countries, the concept of a press trip (often called a fam trip) is very normal and expected, whereas in others journalists might be more wary of accepting hospitality. European travel media, for example, routinely go on sponsored trips (with disclosure), while some U.S. newspapers strictly forbid it. Asian and Latin American media might have their own customs regarding hospitality. Do a bit of homework on the backgrounds of your invitees – if they write for an outlet with strict rules, you can adjust (maybe offer partial sponsorship or ensure they have the option to pay some costs if that’s their policy). The key is to make everyone comfortable with the arrangement.

The takeaway is that one size does not fit all. Tailor your press trip strategy to what makes sense for your festival’s stature and audience. A Narnia-themed small winter festival for family audiences in New Zealand will look very different PR-wise from a massive EDM cruise festival that sails through the Caribbean. Both can benefit from media coverage, but how you get it requires custom planning.

Common Pitfalls and How to Avoid Them

Even with the best intentions, press trips can go awry. Here are some common pitfalls festival organizers face with media trips – and advice on steering clear of them:

• Overloading the schedule: As mentioned, packing in too much is counterproductive. Journalists often joke about press trips where they saw 10 cities in 5 days but remember little. For festivals, if you try to have them attend every single act from noon to midnight, plus morning tours, you will burn them out. Avoid the temptation to show off everything. Instead, curate the experience. Quality over quantity applies here: a few standout events attended in a relaxed frame of mind beat a blur of nonstop activity. Get feedback each day – if media look exhausted, consider trimming a non-essential event so they can recharge.
• Ignoring basic needs: It sounds obvious, but hosts sometimes forget that media are people first. If you don’t allow time for proper meals, rest, or restroom breaks, the trip will turn miserable. One travel writer recounted a dreadful press trip at a hot desert festival where the group was constantly rushed around and even skipped lunch due to delays – they ended up hungry, irritated, and less receptive to the festival’s charm. Don’t let logistics overshadow humanity: build in buffer time and always have water and snacks available if the schedule is in flux.
• Lack of story relevance: Another pitfall is inviting media who aren’t a good fit, or not providing an angle for them to latch onto. If a journalist can’t see how to turn the experience into a story that fits their outlet, they might not publish anything at all. To avoid this, vet your invite list carefully and communicate. Why did you invite them specifically? Do they see a story here? Sometimes, on site, ask them “How is the story shaping up?” If someone is struggling to find their angle, you might gently guide them: maybe introduce them to a performer with a fascinating background, or point out a festival feature they might have missed. Save yourself the disappointment of a no-write-up by ensuring from the start that each invitee has a clear reason to be there journalistically.
• Trying to micromanage coverage: This bears repeating – press trips are not paid advertisements. A sure pitfall is attempting to control what the journalist writes. This includes asking them to run their copy by you, or pressuring them to emphasize certain marketing messages. Such behavior can backfire spectacularly. At best, the writer may simply refuse and feel annoyed; at worst, they might report the interference to industry peers or on social media, harming your festival’s reputation. Trust the process: if you’ve chosen your media well and given them a great experience, let the coverage flow naturally. The content might not be 100% glowing (most readers find overly fawning pieces suspicious anyway), but it will be credible and thereby more valuable.
• Neglecting disclosure: We’ve covered the importance of ethical transparency. Failing to ensure disclosure is a pitfall for both the journalist and your festival. In the age of savvy audiences, an article that reads like a rave review but has no mention of the host arrangement can trigger skepticism. If later someone finds out it was a comped trip, it could create a minor scandal, undermining the positive press. Also, regulatory bodies may get involved if it’s an influencer post without #ad (recall how the Fyre Festival’s undisclosed influencer posts drew regulatory ire). The simple fix: be upfront and make disclosure a non-issue by normalizing it.
• Poor contingency planning: Festivals are live events – things can go wrong. Rainstorms, artist no-shows, transportation hiccups, you name it. If your press itinerary is too rigid and something derails, the whole trip can suffer. Always have a Plan B. If the outdoor concert gets rained out, maybe you’ve arranged a meet-and-greet with some performers under a shelter, or a special Q&A session as a replacement activity. If one journalist’s flight is delayed and they miss the first day, have a way to catch them up (perhaps a private briefing or a smaller tour when they arrive). Your responsiveness in a crisis will impress media and may even become part of a positive story (“Even when storms hit, the festival team kept the experience alive for us…”). On the other hand, if things fall apart and media are left stranded or clueless, it will definitely sour the coverage.

By anticipating these pitfalls and proactively addressing them, you increase the likelihood that your press trip will be remembered as a highlight by the journalists – and that will shine through in their coverage, benefiting your festival immensely.

Key Takeaways

• Press trips offer huge PR value for destination festivals by securing firsthand media coverage, but they must be well-planned and executed to pay off.
• Balance is everything in the itinerary: showcase the best experiences but allow journalists time to work (take notes, conduct interviews, rest). Avoid the trap of over-scheduling.
• Smooth logistics and hospitality go a long way. Handle travel, lodging, meals, and on-site support professionally so that media can focus on the festival itself without distraction.
• Transparency and ethical disclosure are non-negotiable. Encourage and expect invited media to disclose hosted travel. This honesty builds trust with audiences and credibility for both the journalist and your event.
• Target your press invites strategically. Choose media outlets and journalists that align with your festival’s vibe and who can deliver high-impact stories. Provide them with compelling story angles to maximize the chances of coverage.
• Adapt to your festival’s scale and type. A press trip for a small folk festival will differ from one for a massive music festival – tailor your approach to fit your specific context and audience.
• Learn from pitfalls. Common mistakes like exhausting schedules, misaligned expectations, or heavy-handed control can derail the benefits of a press trip. Planning, flexibility, and respect for the journalistic process are key to avoiding these issues.
• Ultimately, treating media partners as valued guests and professionals creates an environment where they can produce their best work – resulting in coverage that can propel your festival to new heights on the world stage.