Successful tourism PR and communication

Today’s interview guest is Uschi Liebl-Wickstead, Director of uschi liebl pr GmbH, one of the leading tourism and lifestyle PR agencies in the German-speaking market. Founded in 2001, the boutique agency specializes in public relations and communications for the upscale hospitality industry, destinations, and lifestyle brands. It has been regularly voted among the top five German-speaking tourism PR agencies. Its long-standing clients include leading international players, destinations, and tourism providers in the ultra-luxury segment.

Many national and international tourism providers want to tap into the German-speaking market. From your experience, what is the first and most important step to successfully reach the German audience?

Uschi Liebl-Wickstead: The most important step is to understand the market specifics. The German-speaking area, which is made up primarily of Germany, Austria, and German-speaking Switzerland, is very diverse in terms of travel behavior, media use, and cultural subtleties. A “one-size-fits-all” strategy does not work here. It is crucial to understand the specific media landscapes and travel preferences of each country and to align the PR strategy accordingly. We should ask ourselves: What drives German travelers, Swiss travelers, and Austrian travelers? Only when we understand these aspects can we develop a PR campaign that truly resonates. In addition, the media landscape in the German-speaking markets is one of the most diverse in relation to its size, which requires in-depth knowledge of the respective publications’ focus.

So, simply translating and implementing international campaigns is not enough?

Absolutely not. Often, messages intended for the US or UK market, for example, are too generic or too promotional for German-speaking audiences. German journalists and editors value substantial content and stories that offer genuine added value. A press release that merely lists facts and has a “sales-like” approach is quickly sorted out. It is essential to find a narrative level that engages readers emotionally while also being informative.

Keyword storytelling. How do you find the right stories for your clients, who are often perceived merely as “hotels” or “travel destinations”?

We research, brainstorm, and dig deep. Every hotel has a story, whether it’s about the family that has been running it for generations or a unique sustainability concept. Every destination has its hidden gems you won’t find in a tourist guide, such as local artists or manufacturers who cultivate authentic craftsmanship. We look for these unique features and highlight them through exciting stories. A good example of this is a small, family-run hotel: Instead of just talking about the number of stars and rooms, we tell the story of the senior manager, who may be a beekeeper who produces honey for the hotel. This is authentic and creates a sense of connection.

The media landscape has changed dramatically. How important are traditional media such as magazines and newspapers today compared to influencers and blogs?

Traditional media are still incredibly important. A piece in a well-known travel magazine or a national newspaper has a tremendous amount of credibility and reach. But we need to combine channels in a smart way. A good PR mix today includes strategic placement in print and online media but also targeted collaborations with carefully selected influencers who fit the brand. It is important that the collaboration is authentic and that the influencer truly shares the client’s values. Simply measuring reach is not enough. It’s about trust and addressing the right target group; it’s about multi-layered coverage.

Let’s talk about “AI”: How relevant is media relations in tourism in times of artificial intelligence, both for PR agencies and for tourism and hotel PR clients?

AI makes PR more efficient and data-driven, but it has not replaced it. The blend of human PR expertise and AI support enables messages to be disseminated in a more targeted, efficient, and authentic manner. Also, an agency’s PR work is the strategic way to deliver precisely the content and information that AI classifies as trustworthy and uses in AI overviews. As organic search engine optimization becomes less important because users click on search results less often, the strategic placement of content in the right media becomes even more important. We ensure that a brand appears in the sources that AI classifies as trustworthy and prominently highlights in its AI Overviews. This is the new, effective way to gain visibility in Google searches.

What is your communication strategy for journalists and bloggers?

A trusting partnership with good contacts is essential. We are out and about, attend trade shows, and host events to foster relationships. We have been working with many distinguished journalists for years, understanding their areas of focus and knowing which topics they are interested in. We don’t send out random mass emails, but rather customized pitches. When a journalist trusts us and knows that we provide high-quality, relevant information, they will take our pitches seriously. It’s about working together as partners, not about a sales transaction.

What is your tip to succeed in the German-speaking market?

Be patient and persistent. PR is not a quick fix; it requires perseverance. A one-off press trip will not achieve the desired impact. PR is built up steadily and continuously. If a hotel appears repeatedly in different channels, it attracts the reader’s attention and builds trust. That’s why PR cannot have a 1:1 impact; it requires consistent communication and the development of long-term relationships. One important thing to remember: authenticity always wins. The best stories are those that are true and touch the heart.

What kind of budget do I need to invest to employ the services of a tourism PR agency?

We take a flexible approach to pricing to meet the different needs of our clients and develop personalized proposals.

One final point: uschi liebl pr has been in the PR business for some 25 years. What makes your agency successful and sets it apart from others?

We are and always have been a boutique agency with a highly personal approach, specializing in the hospitality and tourism industries. Our tagline is “PR with heart”. Clients and media partners greatly appreciate the close relationship with our professional PR team and our hands-on approach. Our clients see us as part of their team. Another plus: a healthy mix of luxury hotels, be it international hotel groups or owner-managed hotels, renowned destinations, cruise operators, attractions, and companies in the lifestyle industry. This has led to a wealth of experience in tourism PR and successful synergies, which both our clients and our journalistic contacts have been benefitting from for decades. Really positive client testimonials and the long-standing loyalty of clients and partners reflect how highly they value our work.

Thank you for your time and all the best for you and your PR clients!

Contakt:
Uschi Liebl-Wickstead
uschi liebl pr
Emil-Geis-Strasse 1
81379 Munich
Germany
ul@liebl-pr.de
tel +49 89 7240292-0
fax +49 89 7240292-19