Why Cities and States Should Reimagine Themselves as Media Companies to Attract Tourism, Business, and Awareness

In an ever-evolving media landscape, cities and states have a unique opportunity to position themselves as the next great storytellers. Rethinking how we promote places and connect with audiences isn’t just a trend; it’s a necessity. Imagine your city or state as a full-blown media company or character, leveraging digital content & storytelling to drive tourism, awareness, and business. Here’s why this works...

1. Expanding Global Reach Instantly

When a city or state transforms into a “media company,” it can control its story and deliver it worldwide, reaching audiences far beyond the boundaries of traditional tourism marketing. Take, for example, how a streaming show featuring a scenic town can create a surge in tourism. By producing original content like social media series, podcasts, video features, and even digital publications, cities can captivate audiences across the globe, driving not only awareness but actual visits.

Imagine the impact: someone scrolling through Instagram or TikTok sees an unforgettable sunset over your city’s waterfront, a vibrant community festival, a captivating digital series, or the charm of local traditions. This instant exposure can generate excitement, curiosity, and a need to experience it in person.

2. Sustained Engagement, 365 Days a Year

Traditional tourism campaigns often have seasonal peaks, but by adopting a continuous media strategy, cities can foster consistent engagement with potential visitors all year. This approach allows destinations to stay in the conversation, crafting real-time content that feels fresh and relevant—no matter the season.

A “media company” approach lets destinations update their audiences with what’s happening now. Imagine showcasing the changing seasons in a way unique to your area—fall foliage, winter festivities, or popular events. Sharing these moments regularly ensures audiences feel in touch with the life of the city year-round, always primed for a visit.

3. From Viewers to Visitors

Content doesn’t just inform—it inspires action. Video content showcasing unique landmarks, local businesses, or authentic experiences doesn’t just tell people about a destination; it shows them why they should come. By shifting focus from pure promotion to storytelling, cities can transform viewers into visitors.

For example, a small-town tourism board might share stories about its rich culinary scene, cultural landmarks, or scenic landscapes, positioning it as a “must-see” for food lovers, history buffs, or adventure-seekers alike. A digital footprint that captures the unique essence of your city or state means moving from “why you should visit” to “when you’re visiting.”

4. Positioning for Strategic Partnerships

When cities and states become media-savvy, they open up new revenue opportunities. Think brand sponsorships, content partnerships, and influencer collaborations. For example, a state could partner with a travel brand to produce a sponsored mini-documentary series, showcasing popular and off-the-beaten-path spots. Or, a tourism board might partner with influencers who align with their brand values, gaining access to their vast audiences in a single post or well crafted digital series.

By creating content that’s authentic to the unique cultural, natural, and historical assets of each location, cities attract brands looking to align with those powerful narratives. This means not only increasing tourism but securing new partnerships and business deals that generate lasting economic impact.

5. Going Deep into Character, History, and Culture

To truly stand out as a destination, cities and towns can delve into what makes them unique—their local character, history, community, and culture—and bring these qualities to life through storytelling. By creating content around the specific heritage and traditions of a place, from historical landmarks and community events to famous alumni and culinary specialties, a city becomes more than just a location; it becomes a vibrant narrative that resonates with audiences on a deeper level. For example, highlighting a town’s century-old annual festival, the stories of its community leaders, or the history behind its architecture not only educates potential visitors but also builds an emotional connection. When done right, these authentic stories showcase the essence of a place, turning it into a “must-visit” for those seeking meaningful, memorable experiences that go beyond the typical tourist attractions.

Transforming “Media” into Real Results

The next generation of tourism will be digital-first & storytelling, and cities that harness this mindset will thrive. The time is now to rethink what a “media company” could mean for your city or state. This shift requires a fresh perspective on branding, storytelling, and engagement, but the results are undeniable—higher tourism, deeper engagement, and stronger economic outcomes.

By crafting content that connects emotionally and inspires action, your city or state doesn’t just become a place to visit. It becomes a brand people want to interact with, share, and experience. And as audiences grow, so does your influence, reach, and potential for long-term success.

If you’re ready to start reimagining your city as a “media company” that can drive real growth, let’s connect. Together, we can turn your unique stories into powerful tools for engagement, tourism, and business impact.