The blurring line between press trips and influencer events
As a co-organiser and, recently, a participant in press trips for the MICE industry, I’ve noticed a growing trend: these familiar media events are increasingly taking on the feel of Instameets.
But what exactly is an Instameet?
An Instameet is typically a meetup organised for mobile content creators and Instagram users. Participants are often part of the Igers (Instagrammers) community, people who have connected through Instagram and gather offline to explore, create, and share content together.
These events focus on discovering a destination – whether it’s a museum, hotel, local attraction, or a hidden gem – while capturing authentic visual content, such as short videos, Reels, and photos, in real time.
Instameets are about more than just posting photos. They offer real-time storytelling, emotional connection, and a strong sense of community-driven content creation. The result is a flood of unique posts that offer a destination or venue visibility from multiple angles and through many creative lenses.
More about the global Igers community at instagramers.com.
Behind the scenes of a press trip to Mövenpick Grand Hotel Wrocław
In June, I joined a press trip hosted at the Mövenpick Grand Hotel Wrocław. The agenda included more than just a hotel presentation and expert panel (discover more here, The Architecture of Tomorrow), it featured a guided walking tour of the city and an exploration of Wrocław’s culinary scene.
What surprised me most was the skillset of the attending journalists, both from Poland and abroad. Many were adept at mobile content creation. They used smartphones to expertly frame shots, make use of reflections and lighting, and capture aesthetically rich details.
Instagram-style posing came naturally to them, and they created Reels and Stories with ease, often using editing apps like Instagram Edits or VN directly during the trip.
Their Wrocław storytelling began the moment they boarded the plane or train and continued seamlessly until the final thank-you posts. With several participants, I instantly recognised a familiar vibe – it felt like a classic Instameet, but within the format of a traditional press trip.
Rethinking the value of press trips and fam trips
How can we make even better use of events like press trips or fam trips?
Yes, the traditional aim remains: generating editorial coverage in print and online media. But in today’s real-time digital landscape, the content that participants post on Instagram, LinkedIn, or other platforms is just as impactful, if not more so.
These posts are usually:
- More spontaneous
- More emotionally engaging
- Delivered in the moment
They also may outperform scheduled publications in terms of reach and authenticity. This is an added value for press trips organisers.
This is where Instameet best practices can be incredibly useful. For example:
- Use a dedicated event / press trip / fam trip hashtag to collect all participant posts into a shared story.
- Encourage multi-platform sharing (Instagram Reels, Stories, LinkedIn photo carousels).
- Curate and amplify participant content through your official event, hotel, restaurant or destination profiles.
A hashtag is not just a tracking tool – it’s a way to build a shared narrative, offer proof of engagement, and create a sense of digital community around the event.
The evolution of the journalist’s role in the MICE industry
The journalist’s role has evolved dramatically. Today, media professionals are not only writers and photographers – they are real-time content creators who multitask as storytellers, editors, and community builders during the event itself.
I know this first-hand. During a press trip or fam trip, after dinner – or sometimes first thing in the morning – I find myself editing images, polishing Reels, or uploading Stories so the content doesn’t lose its emotional edge. Waiting until after the event is often too late. Daily life resumes quickly, and the content window closes fast.
That’s why most organic content from these trips is posted within a week – that’s the natural rhythm of content creation today.
If you’re planning to invite journalists or other media representatives, take a look not only at their published articles, but also at their presence on:
- Podcasts
- YouTube Shorts or TikTok
This broader view gives you a clearer picture of their storytelling power and how your destination or brand might benefit from their influence.
I also recommend my blog post “How Editorial Teams and Journalists use Social Media”
Want to Get Inspired? Join an Instameet
If you’re looking to tap into the creative energy of the Igers community, joining an Instameet can be eye-opening, especially if you’re working in tourism marketing, event planning, or destination promotion.
Some of you already know that mobile photography and community building through Instagram are two of my biggest passions. In 2011, I founded and managed Poland’s first city Igers group @igersgdansk, where we also organised the first Instameet in Poland.
Since 2014, I’ve been running @igersPoland and supporting local Igers groups nationwide. This April, I helped revive @igersWarszawa_.
While living in the UK, one of the first events I attended was an Instameet hosted by @igerslondon, and later I launched the @igerscambridge_uk community.
Whether in Warsaw, Gdańsk, Poznań, Kraków, Katowice, or further afield, Instameets offer an alternative, authentic way to experience a city – ideal for brands, destinations, and creators alike.
Why Instameets matter for the MICE World
Yes, social media can have its downsides, but Instameets represent something different – a positive bridge between digital life and the real world, driven by genuine passion, creativity, and connection.
For event organisers, DMOs, and hospitality brands, there’s real value in adapting some of these formats:
- Encourage user-generated content during FAM trips / press trip or other events.
- Highlight mobile-first storytelling techniques.
- Build a sense of shared purpose and community.
You might just find that the Instameet mindset brings new energy, visibility, and depth to your next event.
Read also:
- Don’t Count Followers, Count Influence
- Gdansk and Wroclaw as second-tier cities
- The Instagramisation of the Meetings and Events Industry
A special letter
When I entered the room in a hotel, there was a special letter waiting for me. It said:
Dear Jarek,
It’s so good to have you with us in Wrocław.
Your perspective – both through the lens and through your experience – brings a completely different dimension to this gathering. You have a real talent for capturing places as they truly are, while at the same time showing them in a new light.
We hope this time will also be a chance to see people from a different perspective – and simply to feel good. We’re really glad you’re here with us!
It was truly touching and such a thoughtful gesture. Thank you, Mövenpick Grand Hotel Wrocław Team.
View this post on Instagram
All photos featured in this article were captured using a smartphone (#ShotonIphone) during the press trip to the Mövenpick Grand Hotel Wrocław, organised by Accor in partnership with the Wrocław Tourism Organisation (the city’s official DMO). The event also included a panel discussion on “The Architecture of Tomorrow”, with the Poland Convention Bureau of the Polish Tourism Organisation represented by its Head, Aneta Książek.
