Local perspectives
Recommendations from people with personal connections to a destination help travellers discover places and experiences they might overlook.
ABOUT THE PROJECT
Travel is more than ticking places off a list.
Beyond the Postcard is a travel concept built around a simple idea: getting to know a place means looking beyond its most famous attractions.
THE IDEA
See a place from another perspective.
When we plan a trip, it is easy to rely on search results, popular social media posts and lists of must-see attractions. Those recommendations can be useful, but they do not always show what everyday life in a destination is really like.
This project explores another way of travelling: learning from people who know the place personally. Their favourite cafés, everyday meals, neighbourhoods and cultural observations can add another layer to the travel experience.
The goal is not to avoid famous places. It is to understand what makes each destination special beyond the pictures we usually see.
WHAT MATTERS TO US
Three ideas behind the project
Cultural curiosity
Every country is more complex than its stereotypes. We want to encourage visitors to ask questions, stay curious and learn with an open mind.
Travel your own way
There is no single correct way to explore a place. Whether you prefer food, history, nature or city life, the experience should feel like your own.
FOUR DESTINATIONS
A starting point for exploring
The project currently focuses on Mongolia, Japan, South Korea and Taiwan. Each destination has its own culture, food, everyday routines and stories worth discovering.
Explore local recommendations