Heritage + Headlines: How to Turn Your Town's Story Into a Travel Feature
- Heidi Schlag
- Nov 4
- 5 min read
The next two years are shaping up to be huge for heritage tourism, especially for those of us who work in history, culture, and place-based storytelling.
In 2026, the nation will mark the 250th anniversary of American independence, the 100th anniversary of Route 66, and host the FIFA World Cup. These major moments will bring a lot of attention to domestic travel — and a lot of opportunities for our museums, heritage corridors, scenic Byways, Main Streets, and small towns to be part of the national conversation.
Travel editors are already busy planning their coverage: national publications like Lonely Planet, Afar, and Travel + Leisure are locking in story ideas now for 2026 and beyond. Editors from these three publications recently discussed what story angles they are soliciting during a recent Public Relations Society of America (PRSA) webinar on this topic.
My main takeaway from this session?
What editors want are real stories about people, places, and culture.They’re looking for meaning, not just milestones.
This is where heritage organizations and destination marketing organizations (DMOs) should work together. Too often, history groups have the stories but don’t know how to translate them for a travel audience. And DMOs often lead the media pitching but don’t have the deep content that makes a pitch stand out.
The best results happen when we bridge that gap.
What Editors Are Asking For And Why It Matters to Heritage Orgs
If you’re part of a museum, scenic byway, heritage area, or cultural site, being mentioned in a national publication is not likely something you can deliver yourself, unless you are at one of the the U.S.'s major museums. But your local and state DMOs are talking to both regional and national publication editors, like the ones who joined a recent PRSA webinar I attended.
Here is what editors are actually asking for — and how you can help deliver it:
People-Focused Stories
Lonely Planet is building a “Love Letters from Home” series, featuring stories about the people who make places special. Afar is leaning hard into stories about culture, tradition, and local identity.
That’s a direct invitation for historians, interpreters, curators, and community elders to share what makes your place matter.
Everyday Culture Over Big Attractions
Travel + Leisure wants to move beyond the “new hotel” angle. Their editors are looking for stories about things like the best BBQ in town, a forgotten jazz club, or the trail locals use when they want to escape.
Heritage organizations can provide the context: Why this taco place exists here, what used to be on this corner, or how a community kept a tradition alive.
Themed Road Trips with a Story Arc
Route 66 is turning 100 — but editors aren’t looking for lists of stops. They want themes. Think: a Route 66 music tour, African American history along the route, or a dark skies + star stories road trip.
Your stories can shape these themes, if you know how to offer them.
Tips for History Orgs: How to Find (and Shape) Your Stories
Most heritage organizations already have great stories — they’re just buried in exhibitions, reports, or staff brains. The challenge is making those stories usable for tourism partners and media.
Here’s how to start:
1. Look for What’s Missing
Pull up your local DMO’s visitor guide or website. Look at how your community is represented.
Are any key people, neighborhoods, or traditions left out?
Is the history accurate — or overly simplified?
Are cultural sites shown as living (filled with people), or just as static buildings?
Are your scenic byways and All-American Roads represented? Scenic driving is one of the most popular activities for heritage tourists.
History orgs are in a great position to fill in the gaps, making sure stories are told with integrity.
2. Use Food, Music, and Local Traditions as Entry Points
Editors love stories that connect culture to experience. That includes:
A regional dish that tourists don’t know about and the story behind it
A music tradition that started in your town and spread
A seasonal event tied to an agricultural or cultural practice
You don’t need to invent something new. You just need to connect it to the visitor experience and help your DMO understand why it matters.
3. Think Visually and in Multiple Formats
Don’t just pitch articles. Think about:
A short video of a community elder sharing a story
An Instagram carousel about a forgotten landmark
A podcast episode recorded during a festival or tour
DMOs always need visual content to attract visitors. If you package your stories in flexible formats, your DMO can use them in multiple channels.
How to Work with Your DMO: Tips for Better Collaboration
In most cases, it’s your local DMO (or a state tourism office) that’s pitching stories to media outlets. But they might not know your history site, your Byway, or your community’s deeper story unless you show them.
Here’s how to help:
Reach Out Proactively
Introduce yourself to the person handling PR or content for your DMO. Ask how you can support upcoming story ideas tied to 2026.
Offer a Story Bank
Create a short list of story ideas they could pitch, with a few bullet points, quotes, or visuals. Keep it easy for them to use.
Example:
“Want to include us in a Route 66 pitch? Here’s a quick write-up on our legacy Black-owned businesses along the route.”
Be a Go-To Expert
Make yourself available for interviews, background info, or quotes. If you’re responsive and knowledgeable, they’ll come back to you again and again.
Find Out the Types of Content They Need and Give It to Them
Ask your DMO what kind of content they're creating — blogs, social posts, press pitches — and offer stories, photos, or local insights they can plug right in. The easier you make it for them to feature your site, the more likely your story gets told.
Timing Matters — Start Now
Most print travel stories are locked in a year in advance. That means:
Stories for summer 2026 and even 2027 are being pitched and assigned NOW
Print magazine deadlines are often 6–12 months out
Digital, social media, and newsletters have more flexibility, but still need lead time
If you want your museum, trail, town, or Byway to be part of the 250th or Route 66 buzz, now is the time to shape your story and connect with your tourism partners.
Final Thought
You don’t need a massive budget or flashy event to be part of the 2026 moment. What you do need is:
A clear, human-centered story
A willingness to collaborate with your DMO
And a little guidance on how to connect your heritage to the traveler experience
I’m already helping a few clients with this exact process — translating their deep history into compelling, usable content that their DMOs can pitch with confidence. If you’re not sure how to start, or if you want help identifying your strongest stories, I’d love to talk.
Let’s make sure your place — and your people — are part of the story.
