What PR can destinations use to truly stand out from the global competition – that was the topic of ICCA’s Best PR Award 2015 which took place at the beginning of November in Buenos Aires.

Johanna Fischer, Managing Director of tmf and Chairperson of the ICCA Best PR Award Judging Panel, was interviewed at the beginning of the Congress. That is what she said about pr work in destinations.

What is really striking, is the direction all the PR takes, which is really meaningful, involving people, involving local expertise, telling new stories, creating new contexts (…). This is a great sign that destinations start to understand the value of good stories for their pr.

Watch the whole interview here: