This approach crosses paths with two adjacent industries

Often, the word “tours” immediately brings out of town visitors to mind. These types of tours are for sightseeing, leisure, or as a means of travel.

My tours — and maybe eventually your tours too — are for local residents. 

Locals can be “hometown tourists” without even realizing it, creating direct and indirect economic impact akin to the tourism industry. This might take the form of attending a concert or show in a different part of town, spending a day out in another neighborhood, or exploring a nearby museum.

A tourist, on the other hand, might pack a lot more experiences in a short time or utilize services specifically tailored to a sightseeing traveler. Their stay is temporary, as are their local news and information needs.

While developing Future Tides tours, I’ve observed these “tours-as-journalism” do share some similarities with the tourism and live experience, or entertainment, industries. Defining where the overlap does, and doesn’t, exist can help journalists-turned-tour-guides benefit from these growing industries.

Journalism vs. tourism

A key difference, as mentioned above, is the target audience for these tours. For tours to help a news publication engage with the community it serves, the tour attendees should also be part of that community.

The content of the tours will also look different, veering into current news and events rather than an exclusively historical or overly commercialized itinerary. The experience doesn’t end after the tour either, it’s a building block for listening and mutual trust.

However, while not the primary audience, a visitor might also be interested in these tours. For example, Future Tides Tours are marketed for “locals and curious visitors” and past attendees have brought out-of-town guests. Untapped New York also receives a mix of locals and tourists across their tours.

Whether for locals or visitors, tours generate revenue, facilitate cultural exchanges, and capitalize on a strong sense of place. Another key similarity, which also overlaps with the entertainment industry, is providing an experience.

Journalism vs. entertainment

Demand for experiences has grown over the past several decades, driven in part by younger generations. This hasn’t escaped the journalism industry’s notice, as different publishers have branched out with conferences, festivals and other events.

“Two thirds of 18 to 35-year-olds say they find live experiences more fulfilling than buying an item of the same value.” — World Economic Forum

Tours take a different path than events, but they both offer live experiences. Research shows people are seeking out experiences both while traveling, and at home.

“Many local residents participate in the experiences offered at a given destination,” according to a McKinsey & Company report on the $1 trillion travel experience market.

Authenticity is also in high demand, and the experience greatly depends on the guide. Both offer opportunities for local news organizations, while also building a new source of revenue.

Tours, like concerts or other cultural activities, have a role to play in a local economy. Paid tours generate revenue and require local employees. Indirectly, they might lead to new partnerships or tour attendee spending at nearby businesses.

How then are “tours-as-journalism” different from other experience providers?

Defining the differences

There’s a lot to learn from these two adjacent industries, especially with regards to operations, marketing and revenue. Choose parts of the established playbook to borrow from, then set the rest aside to stay focused on building a journalism organization vs. a tour business. 

Two key differences to keep in mind:

• Journalism is intertwined with the tour content and purpose. Tours are a different medium to share news and information, while also listening to our communities.

• Tours are a service for locals, but don’t necessarily exclude tourists. Research shows both audiences are seeking local experiences.

Mastering one industry is tricky enough, but journalism prepares you to dig in and learn about new topics. Research tailored to your local community can help you tap into these major industries. 

RJI Student Innovation Staffer Ishrat Madiha contributed research to this piece.

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And if you know anyone that fits into one of these buckets, please let me know:

1. Other publications or journalists who are already giving walking tours.
2. Local publications/newsrooms/outlets who might be interested in testing out tours.
3. Examples of “tours for locals” that aren’t about history.

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Cite this article

Kuhlman, Cara  (2025, Dec. 2). How sharing local news through tours is, and isn’t, tourism. Reynolds Journalism Institute. Retrieved from: https://rjionline.org/news/how-sharing-local-news-through-tours-is-and-isnt-tourism/