In the digital age, YouTube has become more than just an entertainment platform—it is now a vital tool for inspiration and planning trips, especially for adventure travelers. For Destination Marketing Organizations (DMOs), YouTube offers a unique opportunity to showcase a region’s experiences, culture, and natural beauty through immersive visual storytelling.
What is one of the most effective ways to showcase a region? By creating a video guide to your destination. A video guide on YouTube can provide a significant increase in Awareness and Consideration for a destination. This type of strategic content is an excellent way to connect with travelers considering or planning a trip to your destination.
YouTube video guides work best when a DMO is running a promotional campaign or is featured in a recent television program. A TV episode featuring a destination can generate a significant amount of awareness for a location, but a YouTube video guide can convert this awareness into interest, desire and action.
Ken Whiting, host of PaddleTV and Facing Waves, canoeing in Killarney Provincial Park
Why Create a Video Guide on YouTube?
With over 2 billion monthly users, YouTube is the second largest search engine in the world. People turn to YouTube for everything from “best places to hike in Utah” to “top things to do in Nova Scotia”, and a well-optimized and engaging video guide can place your destination directly in front of highly motivated travelers. These are the types of travelers who are actively researching where to go and what to do when they get there.
“TV has surpassed mobile and is now the primary device for YouTube viewing in the U.S. (by watch time), and according to Nielsen, YouTube has been #1 in streaming watch time in the U.S. for two years.”
YouTube CEO Neal Mohan
What Is a YouTube Video Guide?
A video guide is a curated series of content, or even a single comprehensive video, that highlights a destination’s top attractions, experiences, hidden gems, and practical travel tips. Think of it as a modern, visual version of a guidebook. Video guides can be more engaging, immersive, searchable and shareable for travelers as opposed to a guidebook.
Mike Fink, host of BackpackingTV and Epic Trails, hiking in George Washington National Forest
How to Create a Destination Video Guide on YouTube
Instead of trying to cram everything into one long video, break the content down into bite-sized, themed videos, and create a playlist on YouTube to feature the video guide to your region. This creates more content, improves discoverability, and keeps viewers coming back for more. Conduct keyword research to see the attractions or adventures people are already interested in learning more about, and work with local experts to conduct useful interviews so you don’t have to narrate the entire video guide. Additionally, work with a skilled content creator who has already created video guides for YouTube.
Travelers don’t just want to see your destination—they want to feel what it’s like to be there. Interviewing local outfitters, experts, chefs, artists and guides adds authenticity to a video guide.
Finding the stories that bring your destination to life and showcase them on a video guide, brings together strong visuals and crisp audio to create immersive experiences for the viewer. Content that includes drone footage, cinematic b-roll, and natural soundscapes (like waterfalls or bustling markets) can additionally enhance the viewing experience for your target audience.
Optimize Video Guides for Search Strategy
To make your content discoverable:
✓ Use keyword-rich titles like “Best Hikes in [Region]” or “Things to Do in [City]”
✓ Write detailed video descriptions and include relevant links (your website, guide services in the region, special attractions)
✓ Add subtitles and closed captions for accessibility
✓ Include location tags and hashtags
✓ Include other content creator channels if you are collaborating
Jameson Redding, host of the Road Trip Angler YouTube channel and TV show, fishing in the Pamlico Sound
Collaborate With Content Creators
Collaborating with YouTubers who align with your DMOs values and audience can provide authentic, third-party validation and help your destination reach new viewers who already trust the content creator.
DMOs should work with a YouTube content creator and channel that already has a consistent visual and editorial style, as these people have an established audience and use branded intros, thumbnails, and a content calendar.
Promote Across Digital Platforms
Don’t just post and hope for views—share your videos across all your marketing channels:
✓ Embed on your website’s landing pages
✓ Share clips on Instagram Reels or TikTok and boost the post to the target audience
✓ Send a newsletter to email subscribers
✓ Interview a local expert to highlight their knowledge of the area and ask them to share the video to their network
✓ Offer the video to local outfitters and guides for use to promote the area
✓ Promote the video on YouTube using ad targeting people who watch this type of content
Ken Whiting, and Le Boat tour guide, in the Rideau River
Video Guides Are Evergreen
Creating a video guide on YouTube is one of the most powerful ways a DMO can bring a destination to life. It blends education with inspiration, and when it is done right, it doesn’t just inform, it sparks the desire and action to book a trip. By investing in strategic, well-crafted video content, your DMO can turn curious browsers into eager visitors. Search traffic will continue to find the video long after it is created, making them evergreen content.
About the Author
John Deming works for Heliconia as the Marketing Director, and is a seasoned professional with over 14 years of specialized experience in digital marketing. John’s background includes working in Consumer Packaged Goods (CPG) at companies like Unilever and Keurig. John holds an MBA, extensive expertise in social media, email marketing, SEO, SEM, and digital advertising. His strategic approach has empowered brands and destinations to grow and succeed in today’s dynamic digital landscape.
About Heliconia
Heliconia specializes in producing and filming video content specifically tailored for YouTube, and manages over 20 outdoor-focused channels. Our top two channels alone attract more than 6 million views each year. Interested in learning how Heliconia’s digital marketing strategies can elevate your destination? Schedule a call with Stefanie Manton, our Tourism Partnerships Manager.
👉Click here to schedule a call with Stefanie
For Brand Partnerships:
Malvin Young
Brand Alignment Manager
malvin@helipress.com
For Commercial Sales:
Adam Best
Ad Sales Manager
adam@heliconia.ca
For Media Inquiries:
McKenzie Dolan
Marketing Manager
mckenzie@heliconia.ca
Lacey Conrad
Marketing Coordinator
lacey@heliconia.ca
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