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How Media Industry Moves (Vice, Agencies) Will Shape Future Travel Content and Local Tours

ddiscovers

2026-02-12

9 min read

How recent C-suite hires, WME signings, and studio growth will turn shows into branded tours—and what destinations must do now.

Hook: Why travel planners, local guides, and community contributors should care about media plays in 2026

Feeling overwhelmed by endless listings and untrustworthy tour ads? You’re not alone. As travelers crave authentic, story-driven experiences, the media industry’s recent moves — from C-suite reshuffles at Vice to agency signings like WME’s deal with transmedia studio The Orangery — are rewriting who tells travel stories and who profits from them. That shift creates new opportunities for destinations, local operators, and community writers, but also raises questions about control, equity, and how to turn a viral episode into a sustainable tour.

Executive summary: What’s happening and why it matters now

Short version: Major media players are transforming into content studios and IP engines in 2026. That means more produced travel shows, studio-backed branded tours, and destination partnerships — and a new ecosystem for tour development and travel storytelling.

In late 2025 and early 2026 we’ve seen clear signals: Vice Media beefing up its C-suite to act as a production studio (Hollywood Reporter, Jan 2026), and agencies like WME signing transmedia IP studios such as The Orangery (Variety, Jan 2026). These moves accelerate the flow of capital, talent, and intellectual property from entertainment into travel experiences.

The evolution of media-and-travel in 2026

From publisher-for-hire to studio-first models

Companies that once produced topical clips and listicles are reorganizing as studios that own IP, package shows, and export experiences into real-world offerings. Vice’s recent hires — including a finance chief with agency experience and a strategy EVP — show an intent to scale production, monetize IP, and pursue cross-platform distribution. In practice, that means travel content will increasingly be created with downstream tour and consumer-product strategies in mind.

"Vice Media is expanding its C-suite as it moves past its production-for-hire era toward rebooting itself as a studio." — Hollywood Reporter, Jan 2026

Agencies and transmedia studios: packaging IP for travel

Talent agencies and IP-focused studios are now a bridge between creative property and audience experiences. WME signing The Orangery is emblematic: agencies will shepherd graphic-novel and transmedia IP into onscreen projects, brand partnerships, and live experiences. For travel, that means scripted and unscripted shows — and tours designed as extensions of those narratives.

Why destinations and local creators are suddenly strategic assets

Studios need authentic locales, cultural consultants, and local faces to anchor storytelling. That elevates destinations, community travelogues, and contributor stories from marketing fodder to co-creators. The result: more studio-driven collaborations — sometimes lucrative, sometimes extractive — that convert audiences into visitors.

Three primary ways these media moves will reshape travel content and tours

1. More produced travel shows, with studio budgets and distribution muscle

Expect a surge in higher-budget travel programming in 2026–2027. Studios are betting that long-form storytelling builds deeper loyalty (and commerce) than short digital clips. Produced travel shows will not just document places; they’ll be built as cross-platform franchises with companion podcasts, short-form spin-offs, and ticketed live events (see micro-event tech stacks and activations as one route for live tie-ins).

2. Branded and IP-driven tours tied to shows and characters

When a show identifies a location as central to its narrative — whether a neighborhood, a mountain route, or a family-run workshop — studios and agencies will package tours that let fans step into the story. These tours will be branded, curated, and sometimes sold directly through studio channels or agency partners.

Studios and agencies are negotiating destination-level deals that include production incentives, co-branded marketing, and percent-of-revenue arrangements for tours and merch. That professionalizes tour development but also requires destinations to negotiate IP and commercial rights more often.

What this means for each stakeholder (quick roadmap)

Destinations: Build an IP-friendly pitch pack. Be ready to offer logistics, local experts, and community benefit plans.
Local tour operators: Prepare modular, story-first itineraries that are scalable and protect local voices.
Content creators & contributors: Focus on transmedia-ready storytelling — think sequels, spin-offs, and experiential tie-ins.
Travel platforms & OTAs: Integrate studio-driven packages and expect more direct-to-consumer marketing from studios (for tips on small-brand DTC tactics, see how small brands leverage new social tools).

Actionable playbook: How destinations and local operators can win

Below are practical steps you can start today to position your place, brand, or tour for studio partnerships and produced travel shows.

1. Create an IP-friendly destination brief

Compile short, high-quality assets: 60–90 second showreels, drone B-roll, and 3–5 minute “local stories” featuring residents.
Map logistics: permits, film-friendly zones, parking, staging areas, and emergency contacts.
Include a community benefits plan: how filming or tours will support local businesses and cultural guardians.

2. Design modular, story-led itineraries

Studios prefer packages that can scale. Build itineraries that can be updated into 3 tiers: a short “fan moment” stop (1–2 hours), a half-day experiential module, and a full-day thematic route. Each module should have a clear story hook and a single owner (local guide or business). Use lightweight operations and tech from a low-cost pop-up stack to prototype and scale modules quickly.

3. Negotiate IP and rights sensibly

Always insist on clarity about who owns footage, how names and likenesses are used, and whether your community or operator receives a share of downstream revenues (merch, tours, licensing). If a studio requests exclusivity, push for defined time limits and sunset clauses. See guidance on what happens when media companies repurpose content for negotiation points on reuse and attribution.

4. Build transparent revenue models

Expect multiple revenue streams: per-guest tour sales, branded-content premiums, co-branded merchandise, and license fees for using local imagery. Create a simple ledger that shows how each stream benefits local partners to avoid disputes later — and consider proven merchandise fulfillment approaches like small-shop micro-drop models (see sustainable souvenir examples from the Grand Canyon work on sustainable souvenirs).

5. Protect cultural integrity and sustainability

Not every publicity win should lead to mass tourism. Negotiate visitor caps, off-peak scheduling, and funds allocated to preservation or local training programs. Studios increasingly accept these terms when destinations present them proactively.

Case studies and examples: What works in practice

Legacy model: Produced shows that created real-world demand

Historically, shows have driven spikes in interest — food and travel series have sent diners, neighborhoods, and small towns into the spotlight. Those examples prove produced content can convert viewers into visitors when paired with well-designed experiences. Festival and release strategies matter here; see a playbook on how films from fragile states break into markets for festival-aligned distribution tactics: Festival Strategy 101.

Modern example: Transmedia IP and agency-driven expansion

The Orangery’s signing with WME is a reminder that IP — even from graphic novels and comics — becomes a content funnel. When studios adapt such IP to screen or experiential events, destinations can be woven into the worldbuilding, creating immersive tours tied to characters or plotlines (Variety, Jan 2026).

Studio-backed branded tours: what to expect

Studio-backed tours will often include: premium production values, host talent appearances, limited-run activations, and bundle options (tour + merch + virtual companion content). These will come with strong marketing, but also stricter brand controls. Use hybrid-event play tactics to plan appearances and limited runs (see hybrid afterparties & premiere micro-events).

Advanced strategies for creators and contributors

Community travelogues and contributor stories are more valuable if they can connect to franchise logic. Here are three ways creators can level up.

1. Think transmedia from the start

Create stories that could be remixed: a written travelogue, a short film, a podcast episode, and a guided walk script. This makes your content attractive to agencies and studios that want multi-format IP. If you plan a companion podcast or serialized audio, review migration and hosting options first (see the podcast migration guide for practical steps).

2. Build micro-credentials and local authority

Document expertise with verifiable credentials: interviews with elders, archival sources, or cultural certifications. Studios want credible cultural consultants and prefer to avoid controversies in the research phase — consider engaging ethical reenactment and casting frameworks like AI Casting & Living History when appropriate.

3. Negotiate contributor rights clearly

If a studio or agency approaches you, get written terms: credit, pay, residuals, and attribution. Ask for a clause that requires studios to notify you before repurposing your work into tours or commercial products.

Risks and how to mitigate them

While studio involvement brings scale and money, it also brings risk. Here are the three biggest concerns and how to mitigate them.

1. Cultural extraction and displacement

Risk: Fans and cameras can overwhelm fragile communities. Mitigation: Mandate community liaison roles in contracts, visitor caps, and a community-managed fund for tourism revenues.

2. Loss of local control over narrative

Risk: Studios may prioritize drama over nuance. Mitigation: Secure editorial consultation rights, co-credits, and a cultural advisor fee structure.

3. One-off visitor spikes without long-term benefit

Risk: A viral episode brings one season of tourists and then fades. Mitigation: Build multi-year partnership plans that include training, local capacity building, and recurring events.

Operational checklist for pitching to studios & agencies

Use this checklist when a studio or agency shows interest:

High-res location reel (60–90s)
Clear logistics sheet (permits, power, hotels)
Modular tour outlines (1-hr, half-day, full day)
Community benefits & sustainability plan
Basic legal template for IP & revenue share
Local talent/guide roster with bios and rights clearance

Future predictions: 2026–2030

Based on the current trajectory, expect the following developments between 2026 and 2030:

Studios will create experiential franchises where shows are launched with built-in live experiences and retail lines.
Agencies will broker destination-deals with legal frameworks that standardize revenue splits and IP usage for tours.
AR/VR companions and short-form spin-offs will become standard add-ons to tours, deepening engagement for fans who can’t travel.
Data-driven route optimization: studios and destinations will use booking and viewership data to decide where to invest next.
Community-first certifications: new seals will emerge certifying culturally sensitive, revenue-sharing tour programs — and studios will favor certified partners.

Quick wins for contributors and community travelogues

Turn rich local interviews into a short documentary pitch and a companion walking script.
Create a 60-second location reel optimized for studio development executives and talent agents.
Join local destination planning boards to be part of early deals and avoid last-minute displacement.

Final takeaways: How to navigate the next era of media-and-travel

Media industry moves in 2026 — new studio ambitions at Vice, agency deals like WME’s signings, and growth in transmedia IP — are creating a more integrated pipeline from screen to street. That offers a powerful opportunity for destinations, local tour operators, and community storytellers to monetize authenticity and scale impact.

But success requires preparation: modular itineraries, clear legal terms, community benefit frameworks, and an eye toward sustainable capacity. When done right, produced travel shows and branded tours can diversify local economies and amplify voices — if communities retain agency.

Actionable next steps

Assemble a 90-second location reel this month.
Draft a one-page community benefits commitment and circulate it to local stakeholders.
Build a starter legal template for IP and revenue-sharing with a local legal advisor.

Want help turning a travel story into a produced experience?

We’re curating contributor-led travel ideas and connecting local teams with studio and agency scouts. Share your pitch or sign up for our community workshop to learn how to create studio-ready reels, draft tour modules, and negotiate smarter deals.

Call to action: Submit a short pitch or location reel to our contributor program at discovers.site/contributors (or join our next online workshop) to get feedback and be matched with industry scouts and legal support.

discovers

Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.