Here some good articles I've found on the net about the good benefits of adding a pr campaign to promote a small business in the adventure tourism industry.

The most common ways to start create buzz and on-line traffic is to focus on Public Relations and Bloggers.

These 2 means have much power because can give the opportunity to
get Google rankings indirectly (More buzz = more links = better
rankings).

Blogger are good sneezers too. Popular blog have a good number of subscribers that could help spread the word exponentially.

I you can conquest a big blogger attention with a good following,
its subscribers could help you too. Each subscriber has its own
following and so on…

For those of You looking for real example of these strategies, please have a look here:

Health + Travel = Cycling 

Adventure Travel For Autistic People