Every once in a while, a destination that isn’t always in the headline becomes impossible to ignore — not because of budget, but because of smart storytelling, digital finesse, and relevance. Two such places are Antigua & Barbuda in the Caribbean, and the North York Moors in England. Their recent PR moves reveal how telling stories well, digitally and locally, can shift perceptions, reframe expectations, and even drive footfall where strength felt modest.
The Hidden Gem Problem
Places like Antigua & Barbuda, or remote regions like the North York Moors, often face a double bind:
- They lack scale and brand awareness compared to big names (Iceland, Australia, Italy).
- Their natural beauty or cultural appeal may not be enough without context or storytelling.
- Their constraints (infrastructure, cost, climate, seasonality) make typical travel marketing tricky.
Digital PR allows them to fight above their weight — if done well.
Case Study A: Antigua & Barbuda: Social Media Meets Authentic Caribbean
Antigua & Barbuda’s tourism board has recently shifted heavily toward digital PR and social storytelling. Key elements:
- Visual storytelling across Instagram, TikTok, Facebook: not just beaches, but people, food, music, celebrations, dive spots, lesser-known islands.
- Influencer partnerships targeted to key markets (UK, Canada, Caribbean diaspora), with creators who can capture stories, not just scenery.
- Targeted digital ads + content that highlight culture, cuisine, local life: food‑festivals, boat culture, local crafts, hidden beaches.
- User‑generated content and engagement: encouraging visitors to share their experiences, local stories, tagging, regramming.
- The focus isn’t just “come for the beach” but “this is Caribbean life” — meaning heat, informal friendliness, cost, surprises, rhythms.
What’s working:
- Higher engagement on social platforms; digital ad spend getting better return because of more precise targeting.
- Word of mouth / diaspora travel increasing. People who see a local friend’s story are more likely to consider places beyond the usual islands.
- Lower cost per acquisition (meaning per tourist inquiry or booking) because the content feels authentic and emotionally compelling.
Case Study B: VisitEngland & the North York Moors Accessibility Project
England’s tourism boards (VisitEngland etc.) have been more associated with classic destination marketing, but their “Accessible North York Moors” campaign shows how niche, values‑led stories canwin big in digital PR.
Key elements:
- They developed new accessible itineraries — meaning, for people with mobility challenges or accessibility needs. Not a bolt‑on afterthought, but designed deliberately.
- They used storytelling to showcase real people exploring the North York Moors: emphasizing paths, views, facilities, experiences, not just scenery.
- Digital content was optimised to show images, video, stories, itineraries that are easy to share, easy to plan.
- PR effort involved travel editors, journalists, networks focused on accessible travel, as well as social media audiences who care about inclusion.
- Visuals, inclusive language, maps, guides — all made the idea of “accessible tourism” feel both inspiring and doable.
What’s working here:
- It earned awards and recognition, which itself generates more media buzz — a virtuous cycle.
- It tapped into an under‑served audience (people with accessibility needs) who often don’t get tailored travel content; the goodwill and trust established among that community snowballs.
- It improves reputation more broadly: destinations seen as inclusive attract more travellers, positive reviews, media stories.
Shared Lessons: Elevating the Unexpected via Digital PR
From both Antigua & Barbuda and North York Moors (and similar campaigns elsewhere), several lessons emerge:
- Lean into what makes you different — even if unconventional
Whether it’s culture, landscape, diaspora ties, or accessibility, embracing uniqueness (versus trying to mimic major destinations) gives you a voice. - Tell human stories, not brochures
Feature people: locals, travelers, community members. Show what daily life is like. What it feels like to arrive somewhere unfamiliar. The small moments often resonate more than sweeping vistas. - Use digital to reduce the distance in imagination
Platforms like TikTok, Instagram Reels, short‑form video or stories allow you to show tiny slices of experience: a dance, a local meal, a hike near sunset. These build desire because they feel attainable, visceral. - Make it accessible in every sense
Accessibility isn’t just about wheelchair ramps; it’s about cost transparency, helpful guides, seasonal advice, transport, language, realistic expectations. Digital PR that includes such information reduces friction and builds trust. - Partner with non‑traditional voices
Diaspora communities, local small businesses, micro‑influencers, content creators who have niche but passionate followings. Their endorsements often feel more trustworthy than polished adverts. - Leverage earned media + awards
When a campaign wins awards or gets recognition, those become PR boosts. Use them toamplify. Media coverage about the campaign itself adds legitimacy back into the message. - Segment content / message by audience
People traveling from Canada may care about different elements (flight time, visa issues, safety) than those from Europe or Asia. Tailor by platform, tone, visuals, and considerations relevant tosource market.
Risks & What Could Go Wrong
- Authenticity fatigue: overly polished “authentic” content can seem fake. If the stories feel staged or overly curated, people reject them.
- Backlash if local reality doesn’t match digital promise: if access is poor, costs are surprising, experience too touristy, visits poorly managed — disappointment spreads via reviews or social media.
- Overemphasis on “Instagrammable” over substance: focusing only on views or likes without considering actual traveler satisfaction leads to one‑time visits but not repeat business or sustainable growth.
- Ignoring local partners & communities: if communities feel exploited or marginalized in thestorytelling, or overwhelmed by visitors, it can damage local goodwill and cause reputational risk.
What This Means Going Forward
- The future of travel PR will increasingly favor micro‑stories over sweeping epics: one person, one moment can tell as much.
- Immersive media (short video, AR/VR previews, soundscapes) will become more powerful. People want to “taste” the experience online before committing that time and cost.
- Values‑led PR (sustainability, accessibility, inclusivity, respectful tourism) will matter more. Travelers increasingly seek meaning, not just escape.
- Digital tools that ease planning, show realism (what’s open, what costs, what’s seasonally possible) will pull more people past “interest” to “booking”.
- Feedback loops (reviews, UGC, social sentiment) will shape reputation more quickly; destinations will need to monitor, respond, adjust.
Conclusion: It’s Not about Being the Biggest, but Being Believable
You don’t need the biggest budget or the most famous landmarks to make a travel destination memorable. What you need is clarity of story, emotional resonance, and digital savvy. Antigua &Barbuda and the North York Moors show that places off the beaten track — or those stereotyped or neglected — can become so compelling they feel essential.
Travel digital PR done well isn’t about imposing a destination; it’s about inviting people — gently, emotionally, imaginatively — into its world. When you do that with honesty, with strong visuals, with real people, with inclusive messages, you not only get visitors — you get advocates.
For all the places that feel hidden, remote, or under‑valued: your stories matter. Tell them well. Use digital channels to connect, not just to broadcast. Show the human scale, the quirks, the surprises. Let people imagine themselves there — then help them get there.
