The Future of Destination Marketing: Why Video-Based Tours Are a Must for Tourist Boards

Tourism plays a vital role in the economy and cultural exchange of many destinations worldwide.  As digital technologies advance, tourist boards are constantly searching for innovative ways to promote their destinations and attract visitors and foreign direct investment.  

Virtual tours have emerged as a powerful tool for showcasing unique aspects of a location, but not all virtual tours are equal. We will discuss the limitations of 360 tours in destination marketing and highlight the benefits of video-based virtual tours for tourist boards, focussing on the unique needs of tourists.

The Limitations of 360 Tours for Tourist Boards

360 tours are also known as panoramic tours and are composed of still images stitched together to create a 360-degree view.  They can be useful tools in small spaces, such as a hotel bedroom, but they lack the immersive and interactive qualities of video-based tours.  Here are 3 limitations:

1. Lack of Immersion and Engagement

As 360 tours primarily comprise of static panoramic images, they can feel less immersive and engaging compared to video-based tours.  They often fail to capture the true essence and atmosphere of a destination, making it difficult for potential visitors to form a strong emotional connection that would lead them to book.

2. Restricted Coverage

360 tours are typically limited in scope, often focussing on a single viewpoint or attraction.  This can leave potential tourists with an incomplete picture of the destination, making it challenging for them to fully appreciate the range of experiences and attractions on offer.

3. Technical Limitations 

360 tours can sometimes suffer from a ‘fisheye’ effect, which can distort images and negatively affect the user's perception of the destination. The quality of 360 images can vary significantly, depending on the equipment and production techniques used by the provider(s).

Why Video-Based Tours Are Ideal for Tourist Boards

Millennials and Gen Z (born between 1981 and 2012) now represent more than 50% of the global traveller market.  The growing influence of this adult traveller cohort has significant implications for destinations looking to attract and engage these generations.  With both cohorts having grown up in the digital era, they have unique expectations and preferences that drive the need, not only for destinations to be more digital but for destinations to utilise more sophisticated methods to connect with and engage this cohort.  Video-based virtual tours connect with some of these key expectations:

1. Authenticity and Storytelling 

Video-based virtual tours, like E X P L O R E, deliver a more authentic and engaging experience by capturing the dynamic nature of a destination.  By incorporating high-quality footage, narration, and background music, they can tell a compelling story, allowing potential tourists to connect with the destination on an emotional level.

2. Comprehensive Coverage

Video-based virtual tours can cover a wider range of attractions and experiences, providing potential tourists with a more comprehensive understanding of the destination. This helps tourist make more informed decisions about their travel plans, it generates ideas of what they can do, placing them in the destination in their head, which psychologically increases the likelihood of a visit.

3. Customisation and Interactivity

E X P L O R E includes interactive elements, such as clickable hotspots, which can provide additional information or direct users to relevant supporting websites or partners where tourists can make a booking.  These features allow tourist boards to tailor the virtual tour experience to the specific interests and needs of potential tourists, enhancing engagement and satisfaction.

As competition for tourists’ attention continues to grow, tourist boards must embrace new technologies and strategies to stay ahead.  Video-based virtual tours, such as E X P L O R E, offer an immersive, engaging, and comprehensive way to showcase a destination and its unique attractions. By investing in video-based virtual tours, tourist boards can not only differentiate themselves from competitors but also enhance the overall experience for potential visitors, ultimately boosting tourism and benefiting the local economy.