PR that inspires journeys – your trusted UK partner

Looking to put your destination on the map?

Since 1999, Shepherd PR has built a reputation for delivering smart, strategic media relations for tourist destinations. We bring decades of experience and a deep understanding of the tourism and hospitality sectors.

Our expert team offers the insight, experience, contacts and creativity needed to make your story stand out in the UK travel market. We bring destinations to life.

An Export Champion for the UK Department for Business and Trade, our PR Director, Jane Shepherd, actively supports international destinations in boosting their global reach.

We have a comprehensive network of travel contacts, including national and regional travel writers, as well as airlines and airports.

Carefully targeting UK audiences with compelling content

We understand the budget pressures tourism boards face. That’s why our PR packages are tailored to be affordable and effective, offering measurable results.

Our work includes:

  • Media relations and press trips
    We organise bespoke press trips that capture the essence of destinations, securing coverage in national, regional and lifestyle titles.
  • Tour operator and agent familiarisation
    We arrange immersive familiarisation trips and events for travel trade professionals, giving them first-hand experiences they’ll want to share.
  • Seasonal event representation
    Our team attends and supports seasonal launches and key events, keeping your destination top of mind with UK media year-round.
  • Integrated PR services
    From press releases to video content and social media campaigns, we craft compelling stories that resonate across print and digital.

Innsbruck Tourism

Keeping Innsbruck front of mind for editors and audiences alike

Our long-term collaboration with Innsbruck Tourism is a showcase of what effective PR can achieve.

Through strategic press trips and long-term press relationships we have secured extensive UK media coverage.

We have successfully elevated Innsbruck and its surrounding regions as a must-visit destination in the UK market, driving sustained awareness and appeal across both winter and summer seasons.

Our close relationships with leading UK media, combined with press trips two times a year, to showcase the destination’s unique alpine culture, outdoor experiences and year-round versatility ensures high-quality coverage across travel, lifestyle and national titles.

The result is consistent visibility, strong destination storytelling and a firmly established position for Innsbruck as a top choice for UK travellers, whatever the season.

Get in touch


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