In the tourism niche, one of the great challenges is showing off what you have to offer. Specifically, you need to figure out a way to convince customers to make a long journey to use your services. One of the best ways to do this is creating video content.

If you operate in the tourism niche, videos are pretty much the best way to communicate your value proposition to potential customers. Today, we’re going to dig into the practical side of how to publish and edit video for tourism businesses.

But first, let’s cover some of the basics.

Video for Tourism Businesses

As the name suggests, a video content strategy is a subcategory of content marketing, which utilises videos to attract, convert and retain customers. Typically, this involves distributing video content across your site, social and email marketing.

The strategic element of this requires you to match your videos with the wants and needs of your target customers, so you can drive bookings or sales.

As such, creating a video content strategy is a fairly in-depth process, including research, planning, video creation, publishing and distribution. For many tourism business owners, this can make video content appear to be out of reach.

However, tourism businesses are in a unique position to benefit from creating great video content. There are a couple of reasons for this:

• Tourism businesses are generally visually engaging.
• Users seeking tourism companies are seeking a flavour of the experiences on offer.
• High volume search queries in the tourism sector often relate to specific experiences in a given location, making keyword research for video content much simpler.

With that in mind, let’s look at some of the specific benefits of video content for tourism businesses.

Opportunities for Tourism Businesses

As we said already, the goal of video content is essentially to help you reach more people and convert them into paying customers. This works in a whole range of different ways. Specifically, video can attract users through the following channels:

• SEO
• Social
• Email
• PPC
• YouTube
• Other in-app and referral channels

Once you’ve attracted users, video content is also an incredibly powerful selling tool. In fact, almost all users are more likely to make a purchase when the product or service is accompanied by a video of some description.

It’s worth noting that this is across all industries. In reality, the proportion of consumers who want to see video content is much higher in the tourism sector, given the experiential nature of this industry.

So much about why you’d want to create video content, let’s get into the nitty gritty of actually creating amazing videos as a tourism business.

Creating Tourism Videos

One of the main reasons that tourism businesses fail to make the most of video content is that they think they need to be some kind of Spielberg to produce and edit video. This couldn’t be much farther from the truth.

The reality is that producing and editing video content has never been easier. That is, with advances in technology, just about anyone with a smartphone or a half-decent computer can create passable video content.

But is passable really good enough?

Well, of course, we’d all like our video content to look as professional as possible. However, depending on the exact nature of your business, there are a bunch of different practical concerns to take account of.

With that in mind, let’s consider some of the different places you might choose to spend your money on while producing and editing video content as a tourism business.

DIY vs Outsource

This is probably the biggest decision you’ll need to make when producing video for your content strategy. That is, if you want to do it yourself, or if you’d like to outsource to a specialist. If you’d decide to do it yourself, be sure to check out: Automatic Video Editing Software.

Many tourism businesses operate on a shoestring marketing budget. This can make creating video content in-house an attractive prospect. However, if you don’t know what you’re doing, creating your own video content can actually end up being pretty pricey.

For one thing, you’ll have to source all of the equipment, which doesn’t come cheap. Then, by the time you factor in the cost of the time you’ll spend figuring out how to use this, it can often end up more expensive than simply outsourcing.

Let’s take a closer look at what it takes to produce and edit video content for tourism businesses.

Technical Skills

Videography is a highly specialised skill. Specifically, it’s at the crossroads of a number of technical and creative disciplines. Specifically, videographers are responsible for:

• Arranging, lighting and creating appropriate sets and locations
• Shooting video
• Recording sound
• Editing
• Publication

If you are unsure about whether or not you have the time to pick up any of these skills, it’s probably a good idea to go down the route of outsourcing your video content strategy, or the bulk of it.

Equipment

We said earlier that video content can be created by just about anyone with a modern smartphone. This is true, but what is the ideal equipment stack for creating video? Depending on your exact needs, this can include:

• Cameras
• Professional lighting equipment
• Sound recording devices
• A high-spec computer for editing
• Other accessories, like tripods, gimbels, or even Go-Pros

If you have very simplistic videos in mind, you can definitely get great results with your phone. For example, if you simply want to create shareable content for your social media accounts.

However, if you’re thinking of something a little more in-depth, it’s worth at least speaking to an agency in order to decide if outsourcing would be the most cost-effective option for you.

Top Tips for Creating Tourism Videos

So much about the technical side of things. Producing and editing video also involves making creative decisions, as well as figuring out how to most effectively use your content to reach customers.

After all, there’s not much point in having professional looking video content, if you have no idea how to present it to your audience across different channels. With that in mind, here are some of the key things you should keep in mind about creating video content for tourism businesses.

Use User-generated Content

As the name suggests, user generated is anything which is created by your customers. This can include any content they post on your site, as well as third-parties in the industry, and social media.

In terms of video content, this has the obvious benefit of cutting the costs of production.

UGC can be utilised in a number of ways. One great example is encouraging customers to create short clips of their experience with your business, which can then be cut together as marketing content.

Similarly, you can engage influencers to come and make longer form content about your offerings.

Most customers report visiting a tourism destination after seeing a video on social media at some point, especially among younger age groups:

Create Short Social Cuts

Social cuts are a great way to ensure the ROI of your video content. Essentially, these are short clips, which are aimed at being engaging on social media. Often, this involves taking a snippet of a longer video.

The great thing about these, is that they’re so cheap to create, especially if you’re already investing in longer form video content.

These days, the algorithms on most social media platforms privilege video content over text or images. As such, social cuts are an excellent way to cut through the general buzz and reach your customers.

Focus on Storytelling

Another thing to keep in mind is that most tourism businesses are selling experiences with their video content. This makes it important to focus on telling compelling stories in your videos.

This can mean a few different things, depending on your specific business. For example, if you run a business which centres around the culture or history of a specific location, then it’s easy to create compelling story based video content.

Every tourism business can also use their customers to create great video content to tell stories. Specifically, customer success stories and video testimonials are an excellent way to attract and convert users.

Use Interviews and Partnerships

Tourist-focused businesses are some of the most likely to lean on partnerships with other players in their local industry. This comes down to the fact that customers in this niche often want to book a number of experiences in the local area, and individual businesses often can’t meet this need without cooperating.

For example, if you run a food tour business, you’ll likely have a large network of restaurants, cafes, bars and suppliers who you regularly partner with.

Interviews are an excellent way to utilise this fact to create a steady stream of high-quality video ideas. Video interviews are also incredibly cheap and simple to create. Additionally, this is an excellent way to add value to your partners, in order to secure long lasting relationships.

Storytelling for Tourism Videos

In the competitive world of tourism marketing, video reigns supreme. But simply showcasing beautiful landscapes isn’t enough. To truly captivate viewers and inspire them to visit your destination, you need the power of compelling storytelling. By weaving a narrative that taps into emotions and promises unique experiences, your video can become a powerful conversion tool.

Stories create emotional connections that resonate with audiences, evoking feelings of excitement, wonder, and inspiration. A well-crafted narrative not only informs but also encourages viewers to take action, transforming awareness into a desire to book a trip.

Moreover, compelling storytelling leaves a lasting impression long after the video ends. By immersing viewers in the journey, destinations become more than just locations; they transform into experiences people yearn for. Through storytelling, you can showcase the heart and soul of a place, highlighting its culture, traditions, and people, thus creating a deeper connection with today’s experience-driven travelers.

Tips for Captivating Tourism Video Storytelling:

• Find Your Unique Angle: What sets your destination apart? Is it a hidden gem experience, a unique cultural tradition, or an adrenaline-pumping adventure? Focus on what makes your story special and authentic.

• Hook Early, Captivate Throughout: Grab viewers’ attention within the first few seconds with stunning visuals or a thought-provoking question. Keep them engaged with a clear narrative arc, suspenseful moments, and a satisfying resolution.

• Show, Don’t Tell: Instead of simply describing your destination, immerse viewers through captivating visuals, authentic sounds, and genuine emotions. Let them experience the destination through the eyes of others.

• Highlight Hidden Gems: Go beyond the usual tourist spots and showcase unique experiences your destination offers. Feature local businesses, cultural events, or lesser-known attractions that spark curiosity and a desire for exploration.

• Focus on Emotion: What feeling do you want viewers to have after watching your video? Excitement, relaxation, adventure, or cultural awe? Evoke that emotion through visuals, music, and the overall tone of your storytelling.

Examples of Successful Storytelling Tourism Videos:

• New Zealand Tourism’s “100% Pure New Zealand” campaign: This series of videos beautifully captures the diverse landscapes and adventure possibilities of New Zealand, weaving a narrative of breathtaking beauty and endless possibilities.

• Iceland Tourism’s “Welcome to a different world” campaign: This video uses stunning drone footage and evocative music to showcase the otherworldly landscapes of Iceland, creating a sense of awe and wonder that ignites the desire to explore.

• Visit Portugal’s “Portugal: No filter needed” campaign: This video utilises everyday people’s authentic experiences to showcase the warmth and charm of Portugal’s culture, sparking a connection with viewers and a desire to immerse themselves in the local way of life.

Remember, storytelling is an art, not a science. Experiment, find your unique voice, and let your passion for your destination shine through. By crafting compelling narratives that resonate with viewers’ emotions and aspirations, you can create tourism videos that inspire more than just clicks; they can inspire journeys.

Choosing the Right Video Format

In the diverse world of tourism video marketing, one size doesn’t fit all. Using the right video format is crucial for achieving your specific goals and resonating with your target audience. However, before we explore the most popular formats, let’s see how you can choose the right one:

• Consider your budget: Different formats have varying production costs. Choose based on your resources and desired quality.

• Know your target audience: Tailor your format to their preferred content types, viewing habits, and interests.

• Align with your goals: What do you want to achieve with the video? Each format suits specific marketing objectives.

• Experiment and track results: Don’t be afraid to try different formats and analyse their performance to see what resonates most with your audience.

Now, let’s explore some common formats and their strengths.

Explainer Videos

Explainer videos are ideal for introducing your destination, showcasing key features and amenities like hotels and attractions, explaining travel packages, or providing clear instructions for booking or visiting. Their strengths lie in being concise, informative, and easily digestible, with the option to incorporate animation, graphics, and voiceovers for added clarity. Explainer videos are particularly suitable for budget-conscious businesses, destinations with complex offerings, or those targeting first-time visitors.

Testimonial Videos

This approach is perfect for establishing trust and credibility by highlighting genuine traveller experiences, showcasing positive reviews, and emphasising the emotional resonance of your destination. Testimonial videos, then, boost authenticity and relatability, fostering an emotional connection with potential visitors.

This format is particularly effective for enhancing brand reputation, targeting specific audiences like families or adventure seekers, and promoting unique experiences.

Drone Footage and Timelapses

Nothing is better than drone footage and timelapses to show breathtaking landscapes, iconic landmarks, and stunning scenery while offering unique perspectives of your destination. Timelapses are particularly effective for condensing experiences, such as sunrises or vibrant cityscapes, into captivating visual stories.

These two formats can also evoke awe and wonder, providing viewers with a sense of scale and immersion. They’re especially suitable for destinations rich in natural beauty, promoting outdoor activities, or creating shareable content for social media.

Event Promotion Videos

Event promotional videos are short, engaging videos designed to generate excitement and awareness for upcoming events, festivals, or cultural occasions by highlighting unique experiences, local flavours, and the vibrant energy of each event.

What’s unique about this type of video is that it’s time-sensitive, which creates a sense of urgency. Event promotional videos can also incorporate interviews, music, and fast-paced visuals, which builds anticipation. This format is particularly suitable for promoting specific events, attracting targeted interest groups, and driving ticket sales or registrations.

360° and VR Videos

360° and VR videos provide an immersive experience that allows viewers to explore a scene from every angle. Unlike traditional videos, which present a fixed perspective, 360° videos capture the entire environment, enabling users to look around as if they were physically present. Virtual Reality (VR) takes this a step further by immersing viewers in a fully interactive environment, often using VR headsets to create a sense of presence and realism that traditional formats cannot replicate.

The uniqueness of 360° and VR videos lies in their ability to engage audiences on a deeper level, allowing users to navigate through a space, making them feel like active participants rather than passive observers. This level of engagement can enhance storytelling, which makes it more compelling and memorable. That’s why it’s especially valuable for marketing, tourism, and education, where showcasing experiences and environments is crucial.

Livestreaming

Livestreaming videos are powerful tools that offer real-time engagement, allowing creators to connect directly with their audiences while showcasing live events or behind-the-scenes experiences. This immediacy fosters a sense of community and interaction, as viewers can participate through comments, questions, and reactions, making them feel more involved in the content being presented.

However, there are some considerations to keep in mind when using livestreaming. Technical expertise is often required to ensure a smooth broadcast, and the reach of the livestream may be limited depending on the chosen platform. Additionally, continuous engagement strategies are necessary to maintain viewer interest and participation throughout the stream, making it essential for creators to plan effectively to maximise the impact of their livestreaming efforts.

Conclusion

Creating impactful tourism videos requires planning, creativity, and a commitment to showcasing your destination authentically. By leveraging the insights and strategies discussed in this article, you can equip yourself with the knowledge and tools to craft compelling videos that captivate viewers, inspire wanderlust, and ultimately drive bookings and success for your tourism business.

Remember, video is a powerful tool, so use it wisely to tell your story, connect with your audience, and leave a lasting impression on potential travellers.

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