The Journal

Last month, I had the opportunity to speak at and join global leaders, operators, and creators in Patagonia for the Adventure Travel Trade Association World Summit (ATWS)—the annual gathering for people shaping the next chapter of adventure travel. The ATTA community is united by a simple belief: that travel should leave the world better than we found it.

If you work in the travel industry, you may have seen some of the buzz coming out of this year’s event. One keynote in particular, delivered by Aizaz Sheikh, Head of Global Brand and Content at TourRadar, sparked an important conversation about how marketing, storytelling, AI and value driven content are changing the way destinations reach and inspire travelers.

Even if you weren’t at the keynote, the themes he presented should matter for every destination:

• Algorithms are the deciding factor in who sees your content.
• Niche messages outperform content aimed at a broad audience.
• Authentic, creator-led stories are the leading content theme for inspiring travelers.

In this insight piece, I’ll highlight ideas that resonated with me and share practical examples from my marketing team, illustrating how real-world content strategies can apply to your DMO or tourism board.

From “Everyone” to Specific Passions

One of Aizaz’s core points was that platforms prioritize interests, not followers. Content now reaches people who show a clear passion for something specific, trail running, bird watching, mountain biking, hiking, or kayaking. Tailoring content to niche audiences typically outperforms broader, vague messaging.

This mirrors what we see at Heliconia: destinations that focus on storytelling around specific experiences reach their target audiences more effectively and cut through the noise in a crowded tourism market. It’s also an effective way to tell unique stories about the people and places in your region. Our recent article, How Niche Activities Help Destinations Stand Out, explores this theme in depth and provides concrete examples of how you can attract the right visitors, and not just more visitors.

For DMOs and tourism boards, this means:

• Being known for a few distinct experiences rather than “outdoor adventures” in general.
• Having a clear vision for the passions your region owns.
• Creating high-value content around those passions.
• Algorithms and audiences associate your destination with specific experiences.

Examples of Niche Passions in Action: Kayaking the Waitukubuli Sea Trail in Dominica

A key example is our partnership with Discover Dominica to showcase the Waitukubuli Sea Trail. In the video, paddling expert and host Ken Whiting meets Wes and Kerry, owners of the Soufriere Outdoor Centre, to “tell a deeper story of the trail.”

This video is one of many pieces created in partnership with Discover Dominica to showcase the region as a top paddling destination, while also highlighting the people and culture of the area. The campaign reached over 700,000 viewers on YouTube and 30 million across broadcast TV, demonstrating the power of niche content.

A good place for any destination team to start is by asking: What are the two or three passions or signature experiences we genuinely want to be known for? Once that is clear, the rest of the content strategy starts to fall into place.

Storytelling That Matches How Audiences Watch

Another major point from Aizaz’s keynote was storytelling. While stories always connect with audiences, how people engage with them has changed.

We explored this earlier this year in our article titled, Finding the Story: How to Unlock Your Unique Travel Voice. When posting content on social media, impactful destination storytelling should:

• Hook viewers within the first 3 seconds.
• Be authentic, not overly polished or scripted.
• Be crafted for a specific type of traveler or audience.

Here are a few examples from recent Heliconia projects that show these ideas in action:

Discover Dominica reel: Paddling-focused content highlighting dynamic, in-the-moment footage of the region.

Lafayette Adventure Cities reel: A food tour compilation that ties into trending social media themes (“I don’t know the secret to happiness, but…”).

Quebéc City ice hotel reel: POV-style videos that immerse viewers in the hotel’s experience, while aligning with ambient social media aesthetics.

Sizzle reel of Catalina Island: Stunning landscapes open the video, paired with trending audio for broader engagement.

POV reel: POV footage of eating on the beach to connect with paddlers or paddling enthusiasts who have shared similar experiences.

Educational style reel: Highlighting Ken’s real advice and takeaways from 30+ years of paddling experience.

These storytelling principles also guide our television productions, helping us keep viewers engaged while showcasing the people and places that define a destination.

West Coast Fishing Adventure on the Puget Sound: This Road Trip Angler episode hooks viewers with the thrill of catching Chinook salmon or lingcod, enhanced by local fishing guides’ narration whose authentic voices bring the story to life.

Solo Kayaking on Lake Superior: This Facing Waves episode opens with the emotional and physical intensity of paddling on the largest Great Lake, immediately immersing viewers in the raw, humbling power of nature.

For DMOs and tourism boards, your stories are already there, deep, layered, and unique. The challenge is packaging them in ways that align with modern content consumption: hook-driven, niche-specific, and grounded in real human experiences that resonate with your target audience.

Working With Content Creators as True Media Partners

Aizaz also underscored something that should be central to every destination’s 2026 roadmap: content creators are no longer a box to tick. They are now a core part of modern distribution. The real shift is moving away from one-off influencer posts and toward long-term media partnerships that build momentum over time.

For destinations, this means moving beyond a few influencers posting a handful of social posts. Content and the strategy should be intentional:

Shared goals
Partner with creators who understand your destination’s objectives, not just want to generate likes and followers.

Co-created storylines
DMOs and creators should collaborate on themes and stories through a creator’s niche lens.

Multi-channel thinking
Content should seamlessly spread across channels, and long-form formats like blogs, TV episodes, and YouTube.

Questions DMOs Should Consider:

Does the creator’s voice connect with the travelers we want most?

Can the creator tell stories that are aligned with long-term positioning?

Can we build a relationship over time with this creator rather than a single campaign?

Can the creator help us show up consistently across channels?

Québec Case Study: Expert-Led Storytelling

Our team partnered with L’Alliance de l’industrie touristique du Québec to showcase diverse outdoor adventure experiences, using local expert voices. By treating creators as true media partners, the campaign prioritized long-term evergreen storytelling across TV, social, and YouTube. As of today, the results include:

11,000+ episode airings

340 million TV views

$34 million media value

2+ million YouTube views

28,000+ YouTube engagements

Destinations can maximize a content creator’s value by viewing them as trusted narrators who consistently showcase authentic stories. The goal isn’t endless influencer trips, it should be about building a small, trusted network of collaborators who deliver impactful content.

Read more about the success story here

Making Smart Use of Algorithms Without Letting Them Lead

Algorithms constantly test and distribute content based on performance. Used deliberately, they are powerful tools to:

• Track which stories, themes, or personalities generate engagement.
• Build content buckets around top performers.
• Use paid strategies to amplify proven content.

Practical takeaways:

• Protect your long-term narratives and don’t chase every viral trend.
• Balance demand by steering interest to shoulder seasons or lesser-known regions.
• Close the loop with local partners by sharing insights to maximize benefits.

Algorithms should support your destination’s long-term goals, not dictate them.

Using Trends and Culture Authentically

A final theme that should shape destination marketing in 2026 is the role of trends and culture. They can significantly extend your reach, but only when they are used in a way that feels authentic to your destination.

For destinations, this means:

Utilizing trending formats (POV shots, “day in the life,” audio, verbiage, and visuals).

Fill formats with authentic local content, such as guides, communities, landscapes, food, language, and humor.

A few examples of how we’ve done this on social media to connect with local experiences:

On a paddling trip in Florida, this reel captured Ken Whiting’s reaction as an alligator approached, paired with trending music. The reel showcased the landscape, wildlife, and Ken’s true reactions. The reel organically generated over 2 million views and 15,000 engagements across Facebook and Instagram.

In Lafayette during an Adventure Cities shoot, this reel was posted to Jonathan Thompson’s and Heliconia’s social media profiles featuring a swamp boat tour clip of an alligator, which was then paired with trending audio. The reel got over 2 million views and 30,000 engagements organically on Facebook and Instagram.

These examples show how trending formats, paired with authentic local content, can create shareable stories that resonate on a huge scale.

Bringing It All Together for Your Destination

Aizaz’s keynote aligns with trends seen in 2025 reports like the Adventure Travel Market Sizing and the New Adventure Traveler report. The “Open to Adventure” market is booming, but the key remains: focus on a clear niche that your destination can showcase, and tell human, place-based stories that let travelers see themselves in those scenarios.

For DMOs, the main trends for 2026 are:

• Niche beats generic: Own specific passions and let them guide content.
• Real stories win: Center guides, operators, and local voices.
• Creators are infrastructure: Treat the right creators as long-term media partners.
• Algorithms are tools, not bosses: Let data inform, but filter through values and goals.
• Formats can change; your voice shouldn’t: Use trends to tell stories only your destination can tell.

Our team has been lucky to explore these ideas alongside some of the world’s leading destinations and brands through our projects and campaigns focused on paddling, hiking, culinary, urban adventure, and more.

As algorithms play a greater role in what audiences see, the destinations that will succeed in 2026 and beyond are the ones that are crystal clear about who they are, who they serve, and how they show up in the world.

If this sparks an idea, or a question about how it might apply in your own destination, we’d love to hear them. Schedule a call with my team at the link below and let’s chat. 

Brendan Mark
CEO of Heliconia
LinkedIn

About Heliconia

Heliconia is an award-winning media company with a simple mission: to guide people to a lifetime of adventure. We produce creator-led travel and outdoor TV series that reach millions on social media and are broadcast to more than 100 million U.S. households on networks such as Discovery Channel, PBS, Outside TV and FanDuel Sports Network. From hiking, paddling and fishing adventures to urban travel and culinary storytelling, our content inspires audiences to get outside and explore the world. Curious to see more? Watch our promo reel at Heliconia.ca

If you’re ready to explore how Heliconia can film with you to showcase your destination, schedule a call with Stefanie Manton, Heliconia’s Tourism Partnership Manager.

👉 Book a call with Stefanie here

If you’re interested in finding out more about Heliconia’s new Television ads platform, please schedule a call with Heliconia Ads Manager, Adam Best.

👉 Book a call with Adam here

For Media Inquiries:

McKenzie Dolan
Marketing & Account Manager
mckenzie@heliconia.ca