In our previous article, How Niche Activities Help Destinations Stand Out, we explored how specialized outdoor experiences like paddling can serve as powerful tools in destination marketing, especially for regions seeking to attract travelers looking for connections to places, not just for the scenery.
To continue the conversation, we sat down with Ken Whiting, world champion paddler and host of Facing Waves – the only international TV series dedicated to paddling. Ken has spent the last decade filming in both iconic and lesser-known destinations, while using paddling to stimulate curiosity and uncover stories that resonate deeply with viewers.
In this article, Ken shares his insights on how tourism boards and DMOs can use niche activities to unlock authentic storytelling, reach broader audiences, and reframe how they present their destinations to the world.
“Paddling is a great way to show off a destination’s beauty from a unique perspective and introduce locals who are passionate about their region.” Ken explains. “Those two things (people and perspective) are key to sparking interest in a destination.”
For many regions, especially those with lakes, rivers, or coastlines, paddling is more than just a fun and interesting activity to showcase. Paddling adventures provide a visual hook, to grab a viewer’s attention, generate curiosity, and set the stage for deeper storytelling.
“In some destinations, paddling is the draw on its own. But more often, it’s a gateway,” says Ken. “It’s how we introduce viewers to what really makes a place special.”
Ken Whiting exploring the Mendocino National Forest
Tourism marketers often hesitate to lean into niche activities, worrying that they are too specific. Ken however, sees niche activities differently.
“Niche activities are powerful storytelling tools because they cut through the noise,” he says. “They don’t just appeal to the core enthusiast — they appeal to adventure travelers, curious families, food lovers, and cultural explorers.”
Ken’s TV and digital content doesn’t exclusively cater to paddlers, and that’s by design.
“One of the keys to reaching a broad audience is showcasing experiences that feel inspiring and accessible,” he says. “We want people to say, ‘That looks amazing, and I could do that.’ Instead of, ‘That’s cool, but I’d never try it.’”
Ken Whiting with Far and Wild Adventure exploring Inchiquin Lough, in Northern Ireland
When Ken and his team plan a shoot for Facing Waves or PaddleTV, their first question is: what makes this place unique and worth sharing?
“That’s what travelers want to know,” Ken says. “The team and I use an activity to hook viewers in, but the focus quickly shifts to the destination — its culture, its people, its surprises.”
Over the years, Ken’s own definition of a “great destination” has evolved.
“A great destination doesn’t need a Machu Picchu or The Louvre,” he explains. “Some places stand out because of one incredible experience, while others offer a combination of smaller things that add up to something unforgettable.”
The most successful tourism content, according to Ken, is when a destination becomes a character, not just a pretty backdrop.
“To do that, you need to go beyond the scenic views,” he says. “It’s the people, their love for their home and their excitement to share it. That brings a destination to life.”
Ken points to his trip to Dominica as a perfect example. “I went to explore a new sea kayak trail. What I found was a country that was culturally, visually, and spiritually unlike anywhere else in the Caribbean. And I never would’ve discovered that if it weren’t for the paddling hook.”
Facing Waves crew filming with the Soufrière Outdoor Centre in Dominica
While planning is essential for travel content, Ken says that being adaptable is just as important, especially for tourism marketers.
“Locals often overlook what makes their region unique because they’re so familiar with it,” he says. “Once we’re on the ground, we’re always listening, and ready to pivot the story based on what we uncover.”
This ability to be flexible often leads to the most impactful content for audiences.
When building travel-driven content, Ken doesn’t separate the adventure from the cultural experience.
“For us, discovering the local culture is part of the adventure,” he explains. “Our viewers want to be entertained, but they also want to learn something real about the place.”
This is where niche activities shine, as they give creators and tourism boards a reason to go deeper, to meet people, and to build emotional context around a destination.
Ken Whiting paddling the Waitukubuli Sea Trail in Dominica
Ken’s team has just 30 minutes to tell a destination’s story during a Facing Waves episode, and sometimes less in digital content such as Instagram reels. So, the question is, how does Ken and his team bring out the heart of a destination in that short amount of time?
“The trick is in the pacing,” Ken says. “If the content moves too fast, it feels like scrolling through TikTok. Too slow, and you’ll lose the viewer’s attention. It’s a balance of finding a rhythm that holds viewers’ attention and making sure that key moments land.”
For tourism marketers creating their own content, this means prioritizing clarity and focus over trying to show everything.
Ken has clear advice for destinations looking to use niche activities as a storytelling tool: lead with authenticity.
“It’s hard to tell your own story and come across as genuine,” he says. “People are constantly being advertised to, and they know it. So don’t try to sell. Try to inspire, educate, and spark curiosity. Give viewers a reason to want to learn more.”
This, he says, is where niche activities like paddling are invaluable as they provide a natural, non-commercial entry point into a region’s identity.
Ken Whiting filming Facing Waves in Lapland Finland
For tourism organizations seeking to reach modern travelers that crave meaning, connection, and originality, niche activities can offer more than just content ideas.
“Every trip I take feels like a discovery,” Ken says. “The paddling might get us there, but it’s always the people, the culture, and the unexpected stories that stay with us. That’s what makes someone want to visit. That’s what makes someone fall in love with a place.”
About Ken Whiting
Ken is a world-champion kayaker, author of 12 books and videos about paddling, and the host of the world’s largest paddlesports YouTube channel, PaddleTV. He is one of the most accomplished and respected paddlesport professionals. Through his project, Ken hopes to help get people outdoors and have positive, enriching experiences that will result in them being life-long outdoor participants.
Undoubtedly an expert of his craft, Ken’s strong presence and high engagement with the watersports community provides destinations and brands with an authentic ambassador to inspire people to get outdoors and travel!
Follow Ken Whiting on his adventures!
Instagram: @paddle365
Facebook: @GoPaddle
YouTube: @PaddleTV | @KenWhitingAdventures
About the Author
McKenzie Dolan is a seasoned marketing professional with a deep-rooted passion for the outdoor and adventure travel industry. McKenzie brings several years of expertise in digital marketing strategies, project management, and creative marketing. McKenzie’s work focuses on elevating brand awareness and visibility through compelling outdoor adventure content.
About Heliconia
Our mission is simple – to ‘Guide People to a Lifetime of Adventure’. Heliconia specializes in creating and producing travel TV shows like Facing Waves, that are broadcast into over 100M+ US TV households on platforms like Discovery Channel, PBS, FanDuel Sports Networks, and OutsideTV. From outdoor adventures to family escapes and culinary journeys, our productions inspire audiences to explore the world. Curious about who Heliconia is? Watch our promo reel or explore any of our other shows here: Adventure Cities, Great Family Adventure, Outdoor Eats, Epic Trails or Road Trip Angler
If you’re ready to explore how Ken Whiting and Heliconia can showcase tourism in 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 Advertising Platform, please schedule a call with our Ads Manager, Adam Best.
Heliconia’s Partner Portal offers a powerful solution for tourism boards and destinations to track their campaign performance. Our Partner Portal offers real-time analytics across television, social media, and YouTube, as well as on-demand access to a library of royalty-free photo and video assets. To learn more about Heliconia’s Partner Portal, book a call for a demo or walkthrough of this innovative platform.
👉 Book a demo of our Partner Portal
For tourism partnership inquiries, contact:
Stefanie Manton
Tourism Partnership Manager
stefanie@helipress.com
For Commercial Sales:
Adam Best
Ad Sales Manager
adam@heliconia.ca
For Brand Partnerships:
Malvin Young
Brand Alignment Manager
malvin@helipress.com
For Media Inquiries:
McKenzie Dolan
Marketing & Account Manager
mckenzie@heliconia.ca
Lacey Conrad
Marketing Coordinator
lacey@heliconia.ca
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