The Power of Destination Marketing: How Video and Photography Drive Tourism in 2025
In 2025, the way people choose where to travel has changed. Platforms like Instagram, TikTok, YouTube and Pinterest now rival traditional travel guides, with travellers basing their decisions on short-form video and photography shared online. For tourism boards and destination marketing organisations (DMOs), investing in cinematic content and authentic storytelling has never been more essential.
What is Destination Marketing?
Destination marketing is about showcasing the unique character, culture, and experiences of a place to inspire visitors. For tourism boards, this means more than glossy brochures — it’s about using visual storytelling across digital platforms to:
Increase visitor numbers
Drive longer stays
Boost local spending with independent businesses
Build long-term brand identity for the city or region
Why Video and Photography Matter in 2025
Travelers discover destinations on social media. Studies show 60%+ of Gen Z and Millennials use TikTok and Instagram for travel planning. A single Reel can influence thousands of bookings.
Short-form video drives action. HubSpot’s 2025 report lists short-form video as the highest ROI content format, beating blogs and ads.
Visuals build trust. High-quality photography reassures visitors of professionalism and safety, while authentic video brings the atmosphere and culture of a destination to life.
Search visibility increases. Google prioritises rich media. With proper video SEO, destination films can appear in search snippets, video carousels, and AI-driven results.
What Destination Content Should Include
Hero Brand Film
A 1–3 minute cinematic video that communicates the essence of the destination.
Used on websites, YouTube, and as a social pinned post.
Social-First Content
Instagram Reels, TikTok edits, YouTube Shorts.
Showcasing food, nightlife, culture, design, nature, and experiences.
Photography Libraries
Professional imagery of landmarks, hotels, restaurants, and cultural venues.
For use in press packs, campaigns, and social feeds.
Local Stories and People
Featuring cafés, bars, independent makers, cultural spaces.
Builds authenticity and supports local communities.
How Destination Marketing Drives Tourism ROI
Increases international visibility → attracting overseas visitors.
Boosts economic growth → more footfall for local hotels, restaurants, and attractions.
Strengthens cultural positioning → making a city or region known for design, wellness, food, or innovation.
Encourages sustainable tourism → focusing on responsible, slow travel narratives.
FAQ: Destination Marketing with Video and Photography
Why should tourism boards invest in content?
Because visual storytelling drives tourism decisions. Without high-quality video and photography, destinations risk being overlooked in favour of competitors who present themselves better online.
What platforms matter most in 2025?
Instagram, TikTok, YouTube Shorts and Pinterest dominate, especially for younger travellers. However, a strong hero film also performs well on websites, PR campaigns, and global travel fairs.
How long should a destination film be?
Between 60–180 seconds is ideal. Short enough to keep attention, long enough to tell a story. Cutdowns (15–30s) are repurposed for social.
Do destination films support local communities?
Yes — by spotlighting independent cafés, restaurants, shops, and cultural venues, content can funnel visitors (and money) into local economies.
What kind of budgets are needed?
Destination marketing is a significant investment. Campaigns typically start around £10,000–£50,000 for regional boards, with larger cities and national boards spending £100,000+.
Final Thoughts
Destination marketing is no longer about posters in train stations. It’s about authentic, cinematic content that resonates globally and travels instantly across digital platforms. For tourism boards and city PR managers, investing in photography and video is not an expense — it’s a growth engine for the region.
At Co Studio, we create destination films, photography libraries, and social-first content that connect travellers to places in ways that feel aspirational, responsible, and unforgettable. Through Compendia, our media platform, we also amplify campaigns to an audience already engaged in conscious travel and lifestyle.