The Journal

What makes a city unforgettable? For Jonathan Thompson, Adventure Cities host, and award-winning travel journalist with bylines in National Geographic Traveller, Travel + Leisure, Condé Nast Traveller, and Esquire, it’s not the landmarks or skylines, but the stories and experiences that adventure travelers collect along the way. Having explored more than 100 countries across all seven continents, Jonathan has discovered that what makes a destination truly memorable are the moments that surprise, delight, and connect with travelers.

In this interview, we sat down with Jonathan to learn more about his thoughts on how DMOs, tourism boards, and destinations around the world can tell compelling stories, attract adventurous travelers, and reshape the way cities are experienced.

[1] You’ve visited 34 destinations to film Adventure Cities so far. In your experience, what makes a city truly unforgettable for travelers?

“The way trips live on – for months and years after we’ve taken them – is through storytelling. The better the stories, the more memorable the destination. From a DMO perspective, it’s all about giving travelers the opportunity to build those future stories – through fun, quirky experiences that are unique to their destination.

A good example from the show is Beit Sitti in Amman. It’s a cookery school set up by three sisters in their grandmother’s home, to teach visitors about traditional Jordanian food and culture (“Beit Sitti” literally translates into English as “Grandmother’s House”). We filmed there four years ago but I still talk about that experience all the time. Ditto an Irish dancing lesson in Belfast, a Swiss watchmaking class in Geneva, and mermaid school in Las Vegas. These were all unique experiences which showcased the spirit of their city in a lively, engaging way and created stories to be shared for years to come.”

Jonathan Thompson and the Adventure Cities crew filming a watch making class in Geneva, Switzerland

[2] Over the last decade as a journalist and host of Adventure Cities, which destinations stand out in terms of marketing urban tourism well?

“Charleston really jumps out for the way they approach urban tourism. The CVB there is amazing – they’re plugged into everything from wild watersports in the harbor to off-the-radar restaurants and unique cultural experiences like shagging classes (it’s a local dance). When we’re planning the show it really helps having people on the ground who know exactly where all the hidden gems are buried – and how best to dig them up.”

Jonathan Thompson SUP boarding in Charleston, South Carolina

[3] What patterns or trends have you noticed in how cities are redefining themselves for today’s urban traveler?

“A few forward-thinking cities are really trying to drill down, distill and define their characters, to make themselves more recognizable and identifiable to post-pandemic travelers. The best way to do this, of course, is through consistent messaging – from logos and slogans to targeted storytelling via savvy media production companies like Heliconia. 

Las Vegas is a great example of this. It’s becoming a heavyweight sports and adventure travel hub, as well as a major foodie and entertainment destination, and the CVB worked with Heliconia to tell those stories and build on this identity. I saw Las Vegas with completely new eyes after that Adventure Cities episode, and I hope viewers will too.”

Jonathan Thompson training at the UFC Performance Institute in Las Vegas, Nevada

[4] How can destinations strike a balance between tourism growth and sustainability, while still offering travelers exciting experiences?

“Successfully promoting a destination today is more difficult than ever because there’s so much competition and endless noise to cut through, particularly via social media. The answer is strategic storytelling that goes beyond simply showcasing attractions – it needs to create an emotional connection that resonates with potential visitors. 

Sustainability can and should go hand in hand with this, because if you lean into local businesses, support local cultural heritage and showcase overlooked neighborhoods, you can strike a powerful balance between fostering community and growing tourism while still offering travelers the unique experiences they crave. Québec City is a destination that has mastered this equilibrium, as we discovered when we shot an episode there and got to experience everything from a night in an indigenous Longhouse to an ice canoe race across the St. Lawrence River with a family-owned operator.”

Jonathan Thompson filming at the Wendake Long House in Québec City, Québec

[5] Why are urban travelers increasingly drawn to ‘underrated’ destinations, and how can cities of all sizes benefit from that shift?

“Great question! Airlines have a major part to play in this, as they look for new and exciting destinations to fly to, but Gen Z are also proving more curious than their forebears, which is having a real impact. As a result, we’re seeing more and more second cities emerging from the shadow of their capitals. Specifically, I’ve got my eye on Aarhus (Denmark), Thessaloniki (Greece) and Medellin (Colombia) as breakout destinations for 2026, but it’s a trend that similar sized cities across the world can take advantage of too. All you need is a spotlight (for instance, a travel show like Adventure Cities) to showcase exactly why you’re more surprising, memorable, and exciting than the obvious alternative.

The US is particularly interesting in this sense, as there’s an entire tier of “secondary” cities ready to step into the spotlight, particularly those hosting World Cup matches in 2026 or well-positioned for World Cup road trips. I’m watching Houston, Austin, San Antonio, Cincinnati, St. Louis and Kansas City in particular – all have a lot to shout about next year.”

Jonathan Thompson with the FC Dallas Soccer Club

[6] What do you think the future of urban tourism will look like?

“Neighborhoods will become way more important, with visitors pinpointing them rather than the city itself as a focal point for shorter visits. This is already happening in places like the Marais in Paris or London’s Soho, but it’s a growing trend everywhere. We saw it firsthand on a recent shoot in San José, Costa Rica, where Barrio Escalante is absolutely thriving, and becoming a destination in its own right.”

Jonathan Thompson in San José, Costa Rica

[7] Looking at the global landscape, which regions do you think have the most potential to surprise travelers in the next five years?

“The Middle East is an area of enormous growth. The Qatar World Cup was a gamechanger for tourism, and the entire region is evolving incredibly fast. I’ve got a real soft spot for Jordan after filming two episodes there, but Saudi Arabia also stands out as a destination with major momentum. In terms of urban tourism, Riyadh and Jeddah both fascinate me – as does Muscat in Oman and of course Abu Dhabi and Dubai.”

Captured by the Adventure Cities crew in Amman, Jordan

[8] How does destination marketing differ between small and large urban hubs when it comes to attracting adventure travelers?

“It shouldn’t really matter what size your city is. The winning strategy is always the same: know your destination, know your audience, and tell authentic, compelling stories that make people sit up and pay attention. We’ve filmed the show in major world cities like Sydney, Zurich and Los Angeles but also in smaller adventure hubs like Banff, Alice Springs and Sapporo, and the formula has always worked. It’s all about creating a unique sense of place.

The secret sauce to attracting adventure travelers comes in your definition of “adventure”. For the show, this isn’t just about outdoor sports and adrenaline. It’s actually about getting outside your comfort zone and experiencing the new and exciting, whether that’s distinctive local food, local culture, local accommodation or interactions with interesting local people. Yes, we do jump out of planes from time to time on camera, but really the show is about jumping out of the ordinary and landing the audience somewhere new and inspiring.”

Jonathan Thompson filming at the Hill of the Buddha in Sapporo, Japan

Follow Jonathan:

Instagram: @jt_travels
Facebook: @Jonathan.Thompson.Travels
X: @jt_travels
Muck Rack: @jt_travels 

If you’re ready to explore how Heliconia can film with you to showcase your urban travel stories, schedule a call with our Tourism Partnerships Manager, Stefanie Manton.

👉 Book a call with Stefanie here

About the Author
McKenzie Dolan is a seasoned marketing professional with a deep-rooted passion for the outdoor and adventure travel industry. McKenzie brings several years of expertise in digital marketing strategies, project management, and creative marketing. McKenzie’s work focuses on elevating brand awareness and visibility through compelling outdoor adventure content. 

About Heliconia
Our mission is simple – to ‘Guide People to a Lifetime of Adventure’. Heliconia specializes in creating and producing travel TV shows like Adventure Cities, that are broadcast into over 100M+ US TV households on platforms like Discovery Channel, PBS, FanDuel Sports Networks, and OutsideTV. From outdoor adventures to family escapes and culinary journeys, our productions inspire audiences to explore the world. Curious about who Heliconia is? Watch our promo reel 

For Advertising Opportunities:

Adam Best
Ad Sales Manager
adam@heliconia.ca 

For Brand Partnerships:

Malvin Young
Brand Alignment Manager
malvin@helipress.com 

For Media & Press Inquiries:

McKenzie Dolan
Marketing & Account Manager
mckenzie@heliconia.ca