The WTJO and a new way of understanding travel journalism worldwide

In a global context where tourism is often communicated through the logic of promotion, the World Travel Journalism Organization (WTJO) has been proposing a paradigm shift for the past fifteen years: to think about and practice travel journalism as a cultural, ethical, and socially responsible activity.  

Unlike other organizations in the sector, which mainly function as press networks or dissemination associations, the WTJO defines itself as an international movement of thought and action, made up of journalists, communicators, educators, researchers, and content creators from different parts of the world. Its goal is not merely to showcase destinations, but to interpret them, contextualize them, and narrate them through a critical and solidarity-driven perspective.

From destination as a product to territory as a narrative   

One of the WTJO’s main distinguishing features is its conception of the tourism destination. While much of tourism communication focuses on the commercial appeal of places, the organization understands territories as living spaces shaped by history, identity, memory, and host communities.

From this perspective, the travel journalist ceases to be a mere disseminator of images and becomes a cultural mediator, capable of translating the complexity of a territory, giving visibility to local voices, and contributing to a fairer and more conscious narrative of tourism. 

Ethics, solidarity, and narrative responsibility    

The WTJO places journalistic ethics at the core of its mission. In a context marked by digital overexposure, metrics, and the logic of the “like,” the organization advocates for the recovery of values such as responsibility, solidarity, and narrative sovereignty.

This approach is reflected both in its internal operations and in its public activities: congresses, gatherings, and awards that prioritize conceptual contribution, social commitment, and cultural impact over fame or media reach. 

Knowledge production and ongoing education    

Another aspect that sets the WTJO apart is its commitment to knowledge production. Far from limiting itself to organizing press trips or protocol-driven events, the organization promotes spaces for reflection on topics such as the digitalization of journalism, artificial intelligence, new narratives, conscious tourism, and the role of the communicator in contemporary society.

Through international congresses with clearly defined thematic axes and educational proposals, the WTJO contributes to the consolidation of a theoretical framework specific to travel journalism,a field historically marginalized in academic and professional debates.   

A holistic view of tourism and communication  

The organization also opens dialogue around approaches rarely explored by other entities in the sector, such as the symbolic and energetic relationship between people and territories, spiritual tourism, and the subjective experience of travel. This holistic perspective is not presented from an esoteric standpoint, but from a deep understanding of tourism as a transformative experience and a cultural phenomenon.

Leadership that sets the agenda   

Finally, the WTJO stands out for its leadership, defined by identity and vision. Rather than merely administering an institutional structure, it seeks to challenge the tourism sector itself. Instead of adapting to market trends, the organization raises uncomfortable questions and promotes necessary debates about the meaning of tourism and the responsibility of those who communicate it.

In times when tourism information is abundant but reflection is scarce, the WTJO positions itself as a space that invites a rethinking of travel journalism from the standpoint of ethics, solidarity, and commitment to territories. It is not about competing with other organizations, but about opening a different dimension: that of travel journalism as a factor of awareness, interpretation, and social transformation.