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Mission Control / Travel

5 Travel Guides You’ll Want to Pick Up

How delivering content in engaging features is changing tourism marketing.

A photo or Portland, Oregon's sign, providing a travel guide example we love.

Insider’s favorite spots. Sweeping photo spreads. Practical — but delightful — trip tips. Magazines have long since been a trusted and sought-after resources for travelers planning their next getaway. After all, who doesn’t love flipping through a travel magazine?

Smart convention and visitors bureaus and tourism offices are following suit. Gone are the days of printed guides that are light on photography and heavy alphabetical listings. Now, depending on the destination, potential travelers are likely to browse magazine-style travel guide publications with in-depth features and clever editorial packaging. In fact, you can barely tell the best of them apart from the city’s or state’s lifestyle publications. And that’s the point.

These tourism offices and CVBs are creating guides that travelers happily read — and help them plan in the process.

Travel Portland

We love: The Next in Line feature, which pairs classic standbys (Voodoo Doughnut) with next gen standouts (Blue Star Donuts) in a handful of categories

California Vacation Guide

We love: How the publication’s direction reflects its demographic — whether in type treatment, content or its foamy What’s on Tap page layout

Virginia is for Lovers

We love: The simplicity — a magazine-style design refresh can do wonders. Bonus: Clickable links that take readers to more relevant content

Travel Illinois

We love: My 5 Faves, a recurring sidebar where a local shares their themed itinerary suggestions, like The Violet Hour bar manager’s picks for a romantic weekend

New Mexico True Adventure Guide

We love: Sidebars like Top Events and Ask a Local, an organic way to weave in listings and happenings without the traditional “listing” feel

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