How to Turn a Celebrity Podcast Launch (Like Ant & Dec’s) into a Destination Marketing Win

Hook: Your DMO’s next big visitor spike might start with a mic drop

Problem: DMOs are flooded with one-off influencer pitches and outdated PR plays while missing timely opportunities tied to celebrity podcasts and digital channels. Opportunity: When big names launch shows tied to regions — like Ant & Dec’s new podcast and digital channel in early 2026 — destinations that prepare can turn a few episodes into months of bookings, earned media and viral social content.

The moment: why 2026 changes the rules for destination marketing

Late 2025 and early 2026 brought two industry shifts that matter to destination marketers. First, household names such as Ant & Dec launched podcast-first, multi-channel entertainment outlets (their Belta Box initiative and Hanging Out with Ant & Dec premiered in January 2026), signaling celebrities will use layered digital formats to connect with local audiences and locales. As Declan Donnelly put it, “We asked our audience if we did a podcast what would they like it be about, and they said ‘we just want you guys to hang out’.”

Second, traditional broadcasters are accelerating platform-native deals: the BBC was in talks to produce bespoke content for YouTube in January 2026, a landmark move that signals video-first distribution and cross-promotion will dominate discovery channels this year. Together, these trends mean celebrity podcasts are rarely audio-only. They become multi-format, social-first campaigns with powerful potential to spotlight destinations.

Why DMOs must act now

• Lower barrier to impact: Podcasts and short-form video are cheaper to activate around than full broadcast partnerships, but they drive high-intent curiosity and visits.
• Cross-channel amplification: Podcast clips, YouTube mini-episodes, and TikTok behind-the-scenes create multiple touchpoints for discovery and bookings. Plan for cross-channel amplification in your editorial calendar.
• Search and social lift: Guests who name-check places send Google and social signals that lift organic search and local queries for months.

What “podcast tourism” looks like in 2026

Podcast tourism used to mean a few branded walking routes and an audio guide. In 2026 it’s a channel strategy. When celebrities record episodes on location, they create visceral moments — laughs, stories, soundscapes — that spur travel intent. Expect the following effects:

• Immediate spikes in destination searches for specific places mentioned in episodes (restaurants, pubs, beaches, museums).
• Social trends: short-form reenactments and “I went where they hung out” UGC on TikTok and Reels.
• Booking micro-waves: 48–72 hour booking surges for next-available experiences featured in an episode.

High-level DMO play: prepare, plug-in, profit

Think of your role as three stages: Prepare (before launch), Plug-in (during launch), and Profit (post-launch monetization and measurement). Below is a tactical playbook you can execute in 8–12 weeks around any celebrity podcast tie-in.

Phase 1 — Prepare (8–12 weeks pre-launch)

1. Intelligence & listening: Monitor celebrity channels and public statements. Subscribe to press releases (example: Ant & Dec’s announcement in January 2026) and set alerts for show names, hosts, and branded channels like Belta Box.
2. Stakeholder alignment: Convene tourism businesses, PCC (police/community), local operators, and cultural institutions to build a rapid response team. Create a single point-of-contact for talent managers and production teams.
3. Map “talkable” assets: Identify ten locations with strong on-camera appeal, quick permissions, and operational readiness (parking, access, lighting). Prioritize spots within 20–40 minutes of major transport hubs for same-day activations.
4. Create quick-win product packs: Develop 24–48 hour experiences (e.g., dining + mini-tour + merch) that agents can sell immediately after an episode drops.
5. Legal & logistics toolkit: Draft standard location release forms, expedited filming permits, and insurance checklists so production teams encounter low friction.

Phase 2 — Plug-in (launch week)

• Rapid outreach to production: Send a one-page offer to the podcast production team: location options, talent-friendly itineraries, concierge support, and local stories that fit episode themes.
• Co-create episode moments: Pitch tangible storytelling beats — a local artisan, a hidden viewpoint, an unscripted Q&A with residents — that make for memorable audio and visual clips.
• Activate earned & owned channels: Coordinate socials to match the episode cadence: teaser clips, reaction posts, and “Where they hung out” itineraries. Use short-form verticals aggressively (TikTok, Reels, YouTube Shorts).
• Host live ancillary events: Arrange a governed public meet-up or pop-up tied to the recording (fan Q&A, local food stalls). Require pre-registration to control capacity and safety.
• Offer exclusive content: Provide the podcast team with B-roll, archival stories, and local experts for follow-up episodes and behind-the-scenes content to be used across their multi-channel networks.

Phase 3 — Profit (post-launch, 1–12 months)

• Monetize spikes: Push limited-time offers and themed packages that match the episode’s tone within 72 hours of airing.
• SEO & content tie-ins: Publish evergreen “how to visit” guides, itineraries, and audio snippets optimized for keywords like Ant & Dec, podcast tourism, and the specific attraction names mentioned.
• Track and retarget: Use paid social and search remarketing to convert listeners who clicked through your episode landing page.
• Measure earned value: Report on OTS (opportunities to see), social engagement, organic search lifts, footfall, and bookings tied to promo codes or unique UTM links.

Actionable templates DMOs can use today

One-page pitch to podcast production

Subject: Simple, camera-ready locations for [Show Name] in [Region]

Hi [Producer Name],

We’re the regional tourism office for [Region]. We can provide 2–3 camera-ready locations within 30 minutes of [airport/train hub], local talent (artisan, chef), and a production-friendly permit path. Sample options:

• Location A — iconic viewpoint, natural soundscape, on-site parking.
• Location B — atmospheric pub with private room and local stories.
• Location C — micro-museum with archival film and eager curator for interviews.

We can host the crew, provide local parking permits, and arrange a pop-up meet-up if you want audience engagement. Available for a quick call today.

— [Name, title, contact]

72-hour social launch calendar (sample)

1. Day 0 (Tease): Short clip or still with caption “They’re in [Region] — stay tuned”
2. Day 1 (Drop): Owned article + episode landing page + 30-second highlight on Reels/Shorts
3. Day 2 (UGC push): Encourage fans to recreate moments with a hashtag; repost best clips
4. Day 3 (Conversion): Limited-time package with UTM and promo code exclusive to episode listeners

Channels that matter in 2026 (and how to use them)

With broadcasters like the BBC leaning into YouTube partnerships, and celebrities launching multi-channel brands, leverage these platforms strategically:

• YouTube & Shorts: Clip key visual moments and produce a 60–90 second “Where they hung out” summary tied to the episode.
• TikTok: Create challengeable moments and low-cost paid pushes to micro-communities who follow the celebrity or local themes.
• Instagram & Reels: Use carousel posts for itineraries and leverage Guides for long-form visit tips.
• Podcast show notes & website: Secure a presence in episode notes with links to booking pages and local stories.
• Email & newsletters: Ship a targeted blast to subscribers who have booked similar experiences before.

Partnership mechanics: what DMOs should negotiate

When working with celebrity teams, structure agreements that balance visibility and cost. Key clauses to include:

• On-air mentions: Ask for one explicit destination shout-out and clear call-to-action (where appropriate).
• Cross-promotion: Negotiate clip rights for your owned channels and permission to repurpose social assets.
• Exclusivity: Time-limited exclusivity windows (e.g., first two weeks) can preserve the destination’s edge.
• Permits & releases: Ensure the production secures location releases from property owners and obtains a hold-harmless clause.
• Measurement commitments: Ask for download metrics, clip reach, or at least a qualitative summary of listener response.

Case use-cases and real-world examples

Experience matters. Here are compact examples DMOs can replicate in 2026:

1) The