Editourism: Wallpaper* magazine plays tour guide

London – Tourism and editorial expertise meet with a new travel concept by Wallpaper* magazine. The design-conscious lifestyle title has begun offering readers and enthusiasts the chance to experience holidays straight from the publication’s pages.

With the print medium continually under threat, and advertising space falling at an alarming rate, the publishing industry is fighting back by spreading its renowned brand names further afield, and offering new knowledge-based services. After a number of magazines, with their extensive knowledge of consumer products, played at being shopkeeper, assuming the role of tour guide seems an obvious next step.

Wallpaper* has teamed up with travel company Black Tomato to offer a series of travel experiences, from skiing in Norway to a long weekend in Miami, which can be tailored to suit individual needs. The trips offer travellers the chance to experience the best of each location – visitors stay in top design hotels and have personal local guides show them around. Wallpaper* currently offers four holiday packages, and plans to add more throughout the year.

For a full rundown of the travel and leisure market – key to understanding how people will be travelling in 2009 – look out for The Future Laboratory’s forthcoming ‘Leisure and Hospitality Futures’ report.