Use Photography & Video to Boost Tourism with Visual Storytelling

Bringing Destinations to Life Through Visuals

Ever noticed how some destinations seem to leap off the screen—while others feel flat and forgettable? That’s the power of strong visual storytelling in tourism. And the good news? You don’t need a film crew or a studio budget to make it work.

For destination marketers, BIAs, museums, and tourism pros, well-crafted photography and video can bring your stories to life, build trust, and drive real-world visits. In this post, we’ll show you how to use visuals to turn casual interest into booked trips and foot traffic.

Travellers are 2.5x more likely to book after watching a video about a destination. Social video generates 1200% more shares than text and image content combined. These aren’t just stats—they’re signals that people crave immersive, visual experiences before making travel decisions.

Why Photos and Video Matter More Than Ever

Visuals are your first impression. For many visitors, your website or app might be their only look at your destination before deciding whether to visit. Authentic images and videos help them picture themselves there—engaging with a local business, walking through a museum, or exploring a historic district.

Want to see this in action? The Michigan Heroes Museum used visual storytelling inside their Driftscape tour to connect with visitors more deeply—resulting in a measurable uptick in both engagement and foot traffic.

Build an Immersive Story—On Any Budget

Great visuals don’t require fancy gear or big budgets. You just need a clear story, authentic content, and a few smart techniques.

Craft Photos That Resonate

• Skip the stock. Use real images of your community—local landmarks, seasonal events, or recognizable street corners.

• Highlight emotion. Tourists don’t just want to see the view—they want to feel something. Show curiosity, joy, or connection in action.

• Encourage UGC. User-generated content (like tagged social posts) is a great way to show visitors enjoying your destination through their own lens.

Show Real Interactions

• A couple sampling food at a weekend market

• A guide giving a walking tour of historic downtown

• A family learning together at your local museum

Vary Perspectives for Impact

• Wide shots = atmosphere (festivals, landscapes, historic architecture)

• Close-ups = texture (hands crafting, food plating, smiling faces)

• Drone footage = scale and wow-factor (ask around for friends who have drones and are willing to help you out)

How to Make Tourism Videos That Actually Work

Video lets you tell dynamic stories—combining movement, personality, and place in one shot. Use short clips to:

• Highlight a single feature or moment (e.g., chef plating a local dish)

• Show behind-the-scenes moments at cultural attractions

• Create teaser content for new events or exhibits

Use This Simple Video Formula:

Hook → Curiosity → Reveal → CTA Example: A drone shot rises over your main landmark → cuts to a local guide waving hello → reveals a quick tour highlight → ends with “Plan your visit today.”

And remember: smartphones today shoot excellent video. No need to hire a pro on day one. Focus on story first—production second.

Real-World Example: Thunder Bay Haunted House Tour

Before launching their interactive tour, the team at Thunder Bay Lifestyle wanted a way to deepen visitor connection with the city to show off the growing number of Halloween House decorations in the community. Using Driftscape, they created a house tour, and filmed a video highlighting key houses and the vibe of touring their community. This formula was quick to film, edit and post, using a simple cell phone and a little storytelling. See the video here: https://www.instagram.com/p/DBZhQHwv-w9/

Low-Cost Ways to Get Started with Visual Storytelling

If you’re short on time or budget, try these scrappy but effective tactics:

• Work with student creators from local colleges or media programs

• Host a seasonal photo contest and feature top picks in your tour or app

• Use what you have: repurpose clips from your events or archives

• Batch your shoots: film or photograph multiple locations in one afternoon

• Use a self-guided tour app to give your content context and reach

Connect Your Stories to a Digital Platform

Creating visual content is one thing—making sure it reaches the right audience is another.

That’s where platforms like Driftscape help. You can embed photos, videos, and audio directly into your tours—letting visitors access them as they explore your area. From guided city tours to museum walk-throughs, visuals add richness, accessibility, and personalization.

You can also update content anytime, track what visitors interact with, and offer experiences in multiple languages—all without needing a web developer.

Make It an Ongoing Practice

Visual storytelling in tourism isn’t a one-time campaign. It’s an always-on strategy that builds trust and engagement over time.

Set up a simple calendar to collect fresh photos and clips throughout the year. Collaborate with local businesses, artists, and guides. Keep the story alive—and make visitors part of it.

Ready to Bring Your Destination to Life?

Want to turn your visual content into powerful visitor experiences? Driftscape helps DMOs, BIAs, and attractions create interactive maps and self-guided tours powered by photography, video, and local storytelling.

Explore Our Visual Storytelling Tools Book a Demo