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A press trip is a trip organized by the host (e.g., tourism association, company) to give journalists and bloggers the opportunity to get to know a place, product, or service on site in order to report on it. The goals are to gather information, ask questions, and experience products in order to generate authentic “stories” for reporting.
Objectives of a press trip
Direct insight: Journalists can form their own impression of a place or situation and gather facts.
Authentic content: By experiencing the location firsthand, journalists can tell “stories” based on concrete examples.
Networking: Press trips offer the opportunity to get in touch with organizers, producers, and other media representatives.
Schedule and organization
Program design: There are different programs, from tightly scheduled trips to more relaxed trips with plenty of free time for your own explorations.
Travel and accommodation: Participants often have to organize and pay for their own travel to and from the departure point.
Key content: The itinerary is tailored to the specific theme, e.g., wine tastings on an F&B press trip.
Important aspects
Independence: Reporting should remain independent, even if travel expenses are covered by third parties.
Responsibility: Responsible media outlets such as ZEIT and ZEIT Online have clear guidelines stating that travel should be paid for by the traveler, even if exceptions are made for research purposes. Transparency: While influencer trips often require disclosure, this is not always the case for press trips by journalists.