What makes a metropolis unforgettable? For Jonathan Thompson, Journey Cities host, and an award-winning journey journalist with bylines in Nationwide Geographic Traveller, Journey + Leisure, Condé Nast Traveller, and Esquire, it’s not the landmarks or skylines, however the tales and experiences that journey vacationers gather alongside the best way. Having explored greater than 100 nations throughout all seven continents, Jonathan has found that what makes a vacation spot really memorable are the moments that shock, delight, and join with vacationers.
On this interview, we sat down with Jonathan to study extra about his ideas on how DMOs, tourism boards, and locations world wide can inform compelling tales, appeal to adventurous vacationers, and reshape the best way cities are skilled.
[1] You’ve visited 34 locations to movie Journey Cities up to now. In your expertise, what makes a metropolis really unforgettable for vacationers?
“The way in which journeys stay on – for months and years after we’ve taken them – is thru storytelling. The higher the tales, the extra memorable the vacation spot.
From a DMO perspective, it’s all about giving vacationers the chance to construct these future tales – by way of enjoyable, quirky experiences which are distinctive to their vacation spot.
A superb instance from the present is Beit Sitti in Amman. It’s a cookery college arrange by three sisters of their grandmother’s residence, to show guests about conventional Jordanian meals and tradition (“Beit Sitti” actually interprets into English as “Grandmother’s Home”). We filmed there 4 years in the past however I nonetheless discuss that have on a regular basis. Ditto an Irish dancing lesson in Belfast, a Swiss watchmaking class in Geneva, and mermaid college in Las Vegas. These had been all distinctive experiences which showcased the spirit of their metropolis in a energetic, participating method and created tales to be shared for years to come back.”
[2] During the last decade as a journalist and host of Journey Cities, which locations stand out when it comes to advertising city tourism properly?
“Charleston actually jumps out for the best way they method city tourism. The CVB there may be wonderful – they’re plugged into all the pieces from wild watersports within the harbor to off-the-radar eating places and distinctive cultural experiences like shagging lessons (it’s an area dance). After we’re planning the present it actually helps having folks on the bottom who know precisely the place all of the hidden gems are buried – and the way greatest to dig them up.”
[3] What patterns or traits have you ever seen in how cities are redefining themselves for as we speak’s city traveler?
“A number of forward-thinking cities are actually attempting to drill down, distill and outline their characters, to make themselves extra recognizable and identifiable to post-pandemic vacationers. One of the simplest ways to do that, after all, is thru constant messaging – from logos and slogans to focused storytelling through savvy media manufacturing corporations like Heliconia.
Las Vegas is a good instance of this. It’s changing into a heavyweight sports activities and journey journey hub, in addition to a significant foodie and leisure vacation spot, and the CVB labored with Heliconia to inform these tales and construct on this id. I noticed Las Vegas with fully new eyes after that Journey Cities episode, and I hope viewers will too.”
[4] How can locations strike a stability between tourism development and sustainability, whereas nonetheless providing vacationers thrilling experiences?
“Efficiently selling a vacation spot as we speak is harder than ever as a result of there’s a lot competitors and infinite noise to chop by way of, notably through social media. The reply is strategic storytelling that goes past merely showcasing sights – it must create an emotional connection that resonates with potential guests.
Sustainability can and may go hand in hand with this, as a result of should you lean into native companies, assist native cultural heritage and showcase ignored neighborhoods, you possibly can strike a robust stability between fostering group and rising tourism whereas nonetheless providing vacationers the distinctive experiences they crave. Québec Metropolis is a vacation spot that has mastered this equilibrium, as we found after we shot an episode there and received to expertise all the pieces from an evening in an indigenous Longhouse to an ice canoe race throughout the St. Lawrence River with a family-owned operator.”
[5] Why are city vacationers more and more drawn to ‘underrated’ locations, and the way can cities of all sizes profit from that shift?
“Nice query! Airways have a significant half to play on this, as they search for new and thrilling locations to fly to, however Gen Z are additionally proving extra curious than their forebears, which is having an actual affect. In consequence, we’re seeing an increasing number of second cities rising from the shadow of their capitals. Particularly, I’ve received my eye on Aarhus (Denmark), Thessaloniki (Greece) and Medellin (Colombia) as breakout locations for 2026, but it surely’s a development that related sized cities internationally can reap the benefits of too. All you want is a highlight (as an example, a journey present like Journey Cities) to showcase precisely why you’re extra shocking, memorable, and thrilling than the plain different.
The US is especially fascinating on this sense, as there’s a whole tier of “secondary” cities able to step into the highlight, notably these internet hosting World Cup matches in 2026 or well-positioned for World Cup street journeys. I’m watching Houston, Austin, San Antonio, Cincinnati, St. Louis and Kansas Metropolis particularly – all have lots to shout about subsequent yr.”
[6] What do you assume the way forward for city tourism will seem like?
“Neighborhoods will turn into far more essential, with guests pinpointing them fairly than town itself as a focus for shorter visits. That is already taking place in locations just like the Marais in Paris or London’s Soho, but it surely’s a rising development in every single place. We noticed it firsthand on a current shoot in San José, Costa Rica, the place Barrio Escalante is totally thriving, and changing into a vacation spot in its personal proper.”
[7] Trying on the world panorama, which areas do you assume have probably the most potential to shock vacationers within the subsequent 5 years?
“The Center East is an space of huge development. The Qatar World Cup was a gamechanger for tourism, and your complete area is evolving extremely quick. I’ve received an actual comfortable spot for Jordan after filming two episodes there, however Saudi Arabia additionally stands out as a vacation spot with main momentum. By way of city tourism, Riyadh and Jeddah each fascinate me – as does Muscat in Oman and naturally Abu Dhabi and Dubai.”
[8] How does vacation spot advertising differ between small and enormous city hubs in terms of attracting journey vacationers?
“It shouldn’t actually matter what measurement your metropolis is. The profitable technique is at all times the identical: know your vacation spot, know your viewers, and inform genuine, compelling tales that make folks sit up and listen. We’ve filmed the present in main world cities like Sydney, Zurich and Los Angeles but in addition in smaller journey hubs like Banff, Alice Springs and Sapporo, and the formulation has at all times labored. It’s all about creating a novel sense of place.
The key sauce to attracting journey vacationers is available in your definition of “journey”. For the present, this isn’t nearly out of doors sports activities and adrenaline. It’s really about getting exterior your consolation zone and experiencing the brand new and thrilling, whether or not that’s distinctive native meals, native tradition, native lodging or interactions with fascinating native folks. Sure, we do bounce out of planes every so often on digicam, however actually the present is about leaping out of the odd and touchdown the viewers someplace new and galvanizing.”
Observe Jonathan:
Instagram: @jt_travels
Fb: @Jonathan.Thompson.Travels
X: @jt_travels
Muck Rack: @jt_travels
For those who’re able to discover how Heliconia can movie with you to showcase your city journey tales, schedule a name with our Tourism Partnerships Supervisor, Stefanie Manton.
E-book a name with Stefanie right here
In regards to the Writer
McKenzie Dolan is a seasoned advertising skilled with a deep-rooted ardour for the out of doors and journey journey trade. McKenzie brings a number of years of experience in digital advertising methods, mission administration, and artistic advertising. McKenzie’s work focuses on elevating model consciousness and visibility by way of compelling out of doors journey content material.
About Heliconia
Our mission is straightforward – to ‘Information Individuals to a Lifetime of Journey’. Heliconia focuses on creating and producing journey TV exhibits like Journey Cities, which are broadcast into over 100M+ US TV households on platforms like Discovery Channel, PBS, FanDuel Sports activities Networks, and OutsideTV. From out of doors adventures to household escapes and culinary journeys, our productions encourage audiences to discover the world. Interested by who Heliconia is? Watch our promo reel
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