Viva Lifestyle & Travel brings travel, culture, food, fitness, fashion and music to an experience-hungry generation in one life-affirming journey. Each content is tailor-made for the Millennial experience, and it’s all about experiences that matter: lasting experiences rather than flashy trends. Viva listens to the soul of this vibrant audience and curates inspiration and suggestions that inspire interest and further engagement with the world.
Readers love the way culture takes centre-stage, realising the arts, culture and history of a whole planet. Writers discuss how cultural traditions define societies, from the cities of today to remote villages where tradition and ritual are still pristine. The magazine creates curiosity and in so doing opens up readers to the reality and depth of cultures all over the world.
Cultural experimentation is the Viva DNA. The magazine also explores through inimitable storytelling traditions, new world subcultures, and the arts influencing modern societies. Millennials, who are multiculturalists, see in Viva a platform that reimagines the combination of tradition and creativity. Whether it’s a new street art movement in South America or a traditional Asian festival, the material links audiences to the world’s many different forms of culture.
It conceives of exercise as an indispensable aspect of health, an easy addition to the traveling life. Viva is movement and meditation-based and has workouts, outdoors and alternative wellness for the mobile lifestyle. It reminds readers to take care of their bodies and embrace the unknown, and presents exercise as something to add to the adventure, not interfere with it.
Wellness and fitness are central parts of the Millennial world, and Viva seamlessly weaves this into its narrative. The magazine reports on fitness fashions in tune with the generation’s active, wellness culture, from rooftop yoga in New York City to high-altitude trekking through the Andes. It’s also an ode to mental health, offering advice on mindfulness holidays, online detox spots, and the growing connection between travel and development.
Music sections include a variety of genres and profiles — all about the people that give us music. Whether festival lists or exclusive artist interviews, Viva records the feeling music injects into the everyday. It also illuminates the ways in which music relates to culture, identity and travel, and provides new insights into its universality.
A second strength of Viva’s appeal is the power of music to link readers with the sounds that evoke their own time. From finding indie acts in Berlin to writing about music festivals on every continent, Viva offers an audio street map of the world. It describes how music can collaborate with culture, how music and song can shape populations and amplify shared experience. Through global music news, Viva keeps readers on the beat of inspiration.
It’s the online nature of the magazine that pushes the reach of the material and it takes the help of multimedia storytelling to do so. Social media is an active version of Viva’s dream: it is an environment for collaboration, growth and networking. For connected and realmillennials, Viva is an ally who mirrors their aspirations and choices. Viva is an open platform where people share with one another and the community finds them through sharing.
The magazine’s tone is that of the magazine’s readers: they are talking to themselves about why they are here, and why they are trying. Each article is researched so each sentence can have a point that the readers would come away inspired and enriched. Ahead of the world, Viva is always changing to keep up with what’s new in its audience’s interests.
Viva Lifestyle & Travel is not just a magazine; it is a movement that celebrates the Millennial drive to live big, travel wide, connect deep. Offering readers a combination of travel, culture, food, fitness, fashion and music, Viva creates a map to create their own worlds.