Insights from Portia Jones, host of the Travel Goals podcast
In an industry full of glossy photos and polished editorial, Portia Jones is betting on something simpler: a microphone and a good conversation. As host of the Travel Goals podcast, named one of the best travel podcasts by Audible, she believes audio is one of the most powerful ways to bring a destination to life.
Let the Locals Talk
Travel Goals is built around destination episodes recorded on location, from St Lucia, Iceland, and Peru to Orlando and Porto. Jones doesn’t want to spend 45 minutes telling listeners about Morocco. She wants them to hear from the people who live there, about what they do, what they love, and what they struggle with.
Together with her husband, Luke, who produces the show, she weaves those voices into a narrative that tells a single story about a place. Luke is also a talented musician, so the show’s music is entirely original.
A Taste of the Destination
Audio can do something photography and editorial cannot: put you in the middle of the scene. Recording in stereo captures rich soundscapes. Listeners can hear the bustle of a marketplace, walk through Machu Picchu in 360-degree sound, or hear the ocean as a local explains what makes snorkeling in St Lucia special.
What People Crave in a Digital World
Even in a world dominated by big tech, Jones sees a strong appetite for stories. People still want to know what is happening in destinations, and podcasts offer a direct line between locals and potential visitors. Listeners can sit in a women-owned café in Jordan and feel placed inside the moment. What they are really after, she says, is authentic experiences and good storytelling.
Emerging Destinations on Her Radar
Jones loves emerging destinations and the chance to ask people what makes their home special. Her current wish list includes:
- Greenland: high on her list, with plenty of stories that make her want to go and meet the people who live there.
- Albania and Georgia: places where tourism is still developing, which makes for great conversations with locals.
- Jordan: where villagers, cookery class hosts, and café owners were generous with their time, sharing how a drop in tourism has affected them and why travelers should still consider visiting.
The Art of Respectful Storytelling
Why do people open up in a podcast interview? Jones says it’s the medium. Put a camera in front of someone and they may clam up, but a subtle microphone and a relaxed conversation can run for hours.
The challenge comes afterward. With three hours of audio, the question is how to tell someone’s story in the best way and the most respectful way, while still making listeners excited about the destination. That, Jones says, is where the real skill lies.
Stories That Connect
Jones’s approach shows that in a crowded digital landscape, the simplest tools can be the most effective: real voices, real places, and the patience to listen. For destinations still finding their place on the map, a well-told story may be the best invitation a traveler can receive.
Watch the full interview here.