Videos are increasingly becoming important to travel marketing. Effective and catchy videos, especially those that go viral, can increase brand recognition. Videos convey stories, and those are the most compelling type of content to create an emotional connection between the market audience and the brand, for whichever product or service we want to market.

So, How About Destination Videos?

Imagine if your own destination video received 100 million views in two weeks: That means millions of potential traveler eyeballs on your destination!

As a growing marketing channel, online videos are key to marketing destinations. This is because on the traveler’s side, online videos are essential in travel planning. Videos not only inspire people to plan their next trip, but also prompt them to decide which destination to visit in the future.

2013 study by Google reveals that viewing an online video influences the choice of next travel destination of 63% of leisure travelers and 66% of business travelers. See the graphic below on how the travel funnel works, and the significant role videos play in the initial steps of the process.


As videos are the fastest growing marketing channel, “online videos are expected to account for up to 30% of marketers’ total digital budgets by the end of 2014,” according to another report by eMarketer. Certainly humor, surprise, and celebrities get attention. However, there are many ways to approach a tourism destination video. They can be serene, energetic, broadly focused on a whole country or specific to one distinct cultural characteristic.

Thus, it’s important to produce and promote destination videos that will convey the atmosphere and sense of one’s place and transport the viewers to your destination. Moreover, destination marketers need to make sure that their video will stand out from the stream of videos that are released every day.

Incredible India

It’s difficult to forget the phrase “Incredible India”, highlighting India’s diverse landscapes, cultures, and people, this video immerses you with India’s colorful and festive delights.

Shetland Ponies in Cardigans

Focusing on the unique and adorable practice of warming their ponies with sweaters, this video offers a quick and unforgettable glimpse of a special Scotland attraction.

There’s Nothing Like Australia

This video for Tourism Australia evokes “romantic” feelings by showing picturesque sceneries and relaxing activities while playing Dewayne Everettsmith’s “It’s Like Love” in the background. 

Pride of Namibia

Thanks to the integration of conservation into its constitution and to firm practices of responsible travel, Namibia’s wildlife has flourished. This video, which tells of Namibia’s commitment to protect its wildlife, recently won the Adventure in Motion 2014 competition of the Adventure Travel Trade Association.

Las Islas, Colombia

Made as part of a Geotourism Project with National Geographic in the San Andres, Providencia, and Santa Catalina archipelago, what makes this video special is that the locals tell the story of their islands. Local voices talk and sing what they love most about the region. Directed by Gregg Bleakney, the video combines stunning visuals, enchanting music, and overall a great authentic destination story. (To learn more about the Las Islas Geotourism Program, read this blog post.)

This blog post has been re-posted with permission from

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

One Comment

  1. good show Jordi. Even plan on these in India? I’m from Goa and can direct you to a few unique places that few know of and would love to know about. let me know. Cheers.



Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s