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Vilnius is best enjoyed from the unique perspective of a hot-air balloon.
© Kęstutis Petronis / State Department of Tourism

Digital Media Guidelines

A guide to working with journalist and bloggers for World Heritage sites.

Travel Media in a Digital World

Welcome to this guide to working with travel media in the digital age. There is no doubt that the way we communicate with the public has changed dramatically in the past ten years. Digital platforms and new technology have not just become more important, they have actually made some old tools and methods obsolete. There is a constant need to innovate.

In order to position your World Heritage site in the best possible way, it is necessary to understand the potential of working with media in the digital age. Using some of the techniques discussed in this guide, you will be able to better achieve your aims – whether that is an increase in tourism numbers, a change in tourist behaviour, or a better awareness of your site’s significance.

This guide will take you through a few different approaches to digital media, including how you can produce content yourself, how you can encourage media to promote your site for free, and how you can invest in more targeted coverage. Even if you are already working in the digital media space, hopefully there will be something new in this guide for you to think about.

Table of Contents

This guide contains the following tools to help you leverage digital media to market your World Heritage site:

The Importance of Digital Media >

Creating Your Own Digital Media Identity >

Generating Free Media Coverage >

Paying for Media Coverage >

Monitoring Results >