What’s the next Brooklyn? Comparing new destinations to familiar ones helps readers quickly understand a place. Photo by: Matthew Rutledge
When you want to generate interest and buzz in a travel destination, follow this time-honored titling format:
“X is the New Y.”
It’s a classic headline construction of the travel publishing world. You see examples and iterations of this in print and online all the time:
In the past 15 years the title of “the next Costa Rica” has passed from Panama, to Nicaragua, to Colombia, to Ecuador. (And maybe back to Nicaragua.)
For travel destinations, this metaphor just works. A line like “Oakland is the new Brooklyn” creates a snap impression. Just like Brooklyn boomed after hipsters fled there when priced out of Manhattan, Oakland is overflowing with San Franciscans being squeezed by Tech3.0 boom.
In both places, urban pioneers are finding bigger spaces perfect for backyard chicken coops, and funky shops dishing out microbrews and artisanal sausages.
The New Y, According to Travel Writer You
As a writer, you can spin the structure in many ways. Remember: You’re the travel destination expert, so stake your claim boldly.
Back them up with facts and examples explaining what makes Savannah the next New Orleans, or Steamboat Springs the next Tahoe:
- “Savannah boasts historical squares, a bustling riverfront and killer shrimp dishes.”
- “Steamboat is a four-season resort town with a ski jumping facility and a summer bike park covering 50 miles of terrain.”
“X is the new Y” works for travel activities, too. A statement like Coffee Tasting is the New Wine Tasting or “Architecture is the New Food” can be backed up with evidence such as the cold brew coffee boom or rise of boutique roasters like Philz Coffee, or celebrity architects behind signature developments like Walt Disney Concert Hall in L.A., or The High Line in New York.
As a travel writer, make bold statements with your “X is the New Y” ideas. If you think that “surfing is the new yoga,” because it’s a mind-body activity that appeals equally to both genders and can be pursued in exotic locales worldwide, then stake that claim.
And back it up with evidence based on your destination expertise. That’s what travel writers do.