Keeping up with content as a tourism board isn’t just part of the job anymore—it is the job.
From what we’ve seen working in and around travel content, the expectations around what needs to be created—and how often—have changed faster than most teams have been able to adapt.
It’s no longer about planning a few seasonal campaigns, scheduling posts, and calling it done.
Now it’s:
- Daily content across multiple platforms
- Constant visual updates
- Staying relevant in a fast-moving travel landscape
And for most tourism teams, that’s a lot to carry.
The Reality of Modern Tourism Marketing
Platforms don’t just want content—they want consistency
It’s not just about being present anymore.
It’s about being active and consistent across:
- Your website
- Email marketing
And each of these platforms requires something slightly different.
A video that works on Instagram might not work on Pinterest.
A photo that performs well on your website might not get saved or shared.
So now it’s not just more content—it’s more types of content.
Small teams, big expectations
This is the part we see the most.
A lot of tourism boards are working with:
- Lean teams
- Multiple roles per person
- Limited time for actual content creation
So content becomes something that’s squeezed in between everything else.
And even when there is time, it’s hard to keep up with the volume needed to stay visible.
Why This Isn’t a Team Problem
This isn’t about teams not doing enough.
It’s about how much the landscape has changed.
Expectations around travel content have shifted dramatically:
- Visual quality has gone up
- Video is now expected
- Authentic, real experiences matter more than polished campaigns
Travel planners are not just looking once.
They’re:
- Saving ideas
- Comparing destinations
- Coming back later
Which means your content needs to exist in more places, more often, and in more formats than ever before.
That’s a big ask for any team.
What Travel Content Actually Requires Today
From what we’ve experienced, high-performing travel content isn’t about one big shoot or one great campaign anymore.
It’s about building something ongoing.
A constant flow of fresh visuals
Travel content has a short shelf life.
Even great photos and videos can start to feel repetitive if they’re used too often.
People want:
- New angles
- Different seasons
- Real-time experiences
And that requires more than a single content push.
Platform-specific thinking
Not all content works everywhere.
Pinterest, especially, works differently from most platforms.
It’s not about what’s trending today—it’s about what people are planning for later.
Content needs to be:
- Searchable
- Saveable
- Timeless
Which means creating with intention, not just posting what you already have.
Content that people want to keep
The best-performing travel content doesn’t just get seen—it gets saved.
That’s what keeps it circulating long after it’s posted.
And that kind of content usually comes from:
- Strong visuals
- Clear storytelling
- A sense of place
What Most Teams Try (And Why It’s Hard to Sustain)
Most tourism teams are already doing what they can.
We see a lot of:
- Repurposing older content
- Using user-generated content
- Scheduling occasional shoots
And all of those things help.
But they don’t fully solve the core issue, which is scale.
There’s only so much you can repurpose before it starts to feel repetitive.
UGC can be inconsistent.
And occasional shoots don’t create enough volume to support always-on marketing.
A More Sustainable Approach to Content
What tends to work better isn’t doing more—it’s structuring things differently.
Treat content like an ongoing system
Instead of thinking in terms of campaigns, it helps to think in terms of systems.
Content becomes something that:
- Builds over time
- Supports multiple platforms
- Works beyond a single moment
Separate creation from strategy
One of the biggest challenges is that content creation and content strategy often fall on the same people.
But they require very different things:
- Creation requires time, travel, and production
- Strategy requires consistency, planning, and distribution
Trying to do both at scale internally is where things start to break down.
Bring in support where it actually helps
This doesn’t mean replacing your team.
It means supporting them in the areas that are hardest to sustain—especially content creation and long-term distribution.
Common Questions We Hear
“Can’t we just use what we already have?”
You can—and you should.
But over time, even strong content loses its impact when it’s reused too often.
New content keeps your destination feeling current and relevant.
“Is Pinterest really worth focusing on?”
From what we’ve seen, yes—especially for travel.
Pinterest acts more like a search engine than a social platform.
People use it to:
- Plan trips
- Save destinations
- Come back later when they’re ready to book
Which gives your content a much longer lifespan compared to other platforms.
“Do we need more content or a better strategy?”
Usually both—but they solve different problems.
More content gives you visibility.
Better strategy makes that content work harder.
What Becomes Possible With the Right Support
When content is consistent and intentional, things start to shift.
We’ve seen:
- Stronger engagement across platforms
- More saves and long-term visibility
- Less internal pressure to constantly create
And most importantly, a more sustainable way to keep showing up.
Bringing It All Together
Tourism marketing didn’t become more demanding because teams are doing something wrong.
It became more demanding because the expectations changed.
More platforms.
More content.
More consistency.
And trying to keep up with all of that internally isn’t always realistic.
How We Can Support Your Team
If this is something your team is navigating, this is exactly where we tend to come in.
Travel Content Creation
We create photo and video content specifically designed for destinations—built to work across multiple platforms and seasons.
Pinterest Management
We help turn that content into long-term visibility through Pinterest, so it continues working long after it’s published.
Let’s talk
If you’re looking for a more sustainable way to keep up with content, we’re always open to connecting and seeing what that could look like for your destination.