The tourism market is more fragmented than it has ever been, and destinations now have to reach consumers across digital and social channels wherever they happen to be. For Rob Holmes, founder of GLP Films, video is the most powerful way to do it.
Holmes, whose agency has produced sustainable tourism storytelling for more than 15 years, argues that high-quality video works because it is engaging, informational and memorable in a way other formats are not. When the storytelling is strong, people share it, like it and engage with it.
Two shifts are driving the change. The first is generational. Millennials and Gen Z will make up close to half the travelling population within a handful of years, and they travel differently. They want culture, community, unique and authentic experiences, and above all they want their trips to have an impact.
The second is the rise of sustainability, regenerative travel, stewardship and conservation. Awareness of the need to protect resources, not just nature but culture, heritage and community, has grown sharply since the pandemic. Over-tourism is already degrading both the visitor experience and the quality of life for residents in affected destinations.
Holmes said the biggest gap his team sees is not marketing but capacity. Travellers want to be self-directed and use AI and other technology, yet destinations themselves often need education on why tourism matters and what sustainability or regenerative travel means for their brand.
“It’s not about marketing promotion as much. It’s more about really how do we make tourism a better product, a better experience,” Holmes said.
He cautioned that the shift is a journey rather than a quick fix, requiring patience and buy-in from industry stakeholders. The goal is to attract high-value travellers who stay longer, spend more and leave a positive mark.
Destinations should take a step back, be more strategic, collaborate with their stakeholders and support the local communities behind their tourism product.
Why it matters for the trade
Destinations are competing for a younger, values-driven traveller who rewards authenticity and impact over volume. GLP Films is positioning itself less as a video supplier and more as a capacity-building partner, which signals where budgets are moving. Trade suppliers who can help destinations build internal understanding of sustainability, not just produce assets, are likely to win the longer briefs.