Truth in Travel: Inside Pennsylvania's Annual Guide

If the concept of "Truth in Travel" isn't making waves in the world of DMO publishing, it's a powerful undercurrent gathering strength. Truth in Travel, the long-time slogan of Condé Nast Traveler, has become a popular catchphrase for objective, credible coverage of destinations. For Condé Nast, a central guidepost is a policy forbidding writers to accept comps – the magazine pays its own way like an independent traveler, encouraging impartial, authoritative coverage.

Truth in Travel has served Condé Nast (and others) well, but can it work for official travel publications too?

Yes, as the Pennsylvania Tourism Office's new insiders guide demonstrates. The recently published guide takes Truth in Travel to heart, offering up authentic, credible content based not on a political agenda, but on what readers want. And the state pays its own way.

The Pennsylvania Tourism Office doesn't allow freelance travel writers to accept comps for any of its stories – that goes for Pursuits, the state's quarterly magazine, and the annual guide, now branded as the Pennsylvania Pursuits Insiders Guide. This sets the stage for impartiality, a key to the Truth in Travel mantra.

Relevant, consumer-friendly content

But it's content that breathes life into the Truth in Travel philosophy. Throughout the PA guide, content is strongly focused on what's of value and interest to the reader. It's no secret, even to consumers, that DMOs are government-run and therefore intrinsically political. The PA guide overcomes this hurdle with a consumer-style approach involving independent travel writers and engaging, in-depth content that is not afraid to call certain businesses to the forefront.

A visually enticing, reader-friendly feature titled "Sweet Dreams in Philadelphia: Hotels and B&Bs for Less Than $200 a Night" singles out seven budget-friendly hotels that are big on value, a highly relevant topic for readers. (Similarly styled features also cover scenic state parks, farm stays and more.) Regional sections feature a sidebar with a few choice recommendations on what to do, where to stay and what to eat. The front of the guide even points readers to five non-DMO-affiliated PA guidebooks for more specific insight on topics ranging from birdwatching to beer.

This is the type of content readers want in a trusted source of information. "Consumers don't want to be marketed to," says J. Mickey Rowley, Pennsylvania's Deputy Secretary of Tourism. "They don't want to hear that every restaurant, every hotel and every attraction is great – they want detail and depth, and the more personal and interesting, the better."

Challenging the traditional DMO publishing model

In keeping with this approach, the new guide omits listings and grids for the first time. Widely considered a staple of visitor guide content for the sake of fair play and ensuring a presence for all, listings create a "phone book" feel that often detracts from the rest of the guide. The state's tourism officials feel that readers don't want (or need) pages of comprehensive listings, especially since that information is so easy to find online. Instead, immersive, influential content runs cover to cover, weaving together a powerful and real picture of the state.

The Pennsylvania Tourism Office was well aware of the political challenges of moving to a more reader-centric model but felt strongly that the benefits would outweigh the risks. The state worked closely with the Miles Media publishing team to ensure that the numerous regional and sub-regional offices had a voice and were represented. The result is a new guide that's striking, consumer-friendly, credible and rich with relevance. The readership will be the final judge, but Miles Media publisher Jay Salyers says early reaction from state tourism officials and the industry has been "phenomenal."

Embracing Truth in Travel 100 percent may seem unrealistic for a governmental organization that has political obligations and constraints, but aligning with the concept's general principles can be appropriate – and advantageous – for many DMOs. (Even Condé Nast calls Truth in Travel a "guiding principle," not a hard and fast rule.) It's about doing everything possible to put the political or business agenda in the backseat and let the consumers drive. When readers are engaged and inspired, destinations stand to benefit.

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