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This study provides an in-depth analysis of the strategic role, benefits, contemporary trends, and best practices of digital audiovisual communication within the tourism and hospitality sector, with a particular focus on small and medium-sized enterprises (SMEs). Drawing on datasets from the Tourbit project’s thematic workshops and expert insights, the paper explores the increasingly pivotal role of audiovisual content in brand positioning, stimulating tourism growth, attracting target audiences, and fostering the creation of new tourism products.
The research also examines emerging trends such as vertical video formats and immersive technologies (virtual reality, augmented reality), while emphasizing the necessity of coordinated mechanisms between the public and private sectors to maximize effectiveness.
Introduction
In the contemporary context, digital audiovisual communication has become an indispensable component of marketing, communication, promotion, and branding strategies in the tourism, hospitality, and gastronomy industries. The rapid development of digital platforms, alongside shifts in consumer behavior, has positioned video as a core tool for customer engagement and interaction.
The workshop “Digital Audiovisual Marketing for SMEs in Tourism and Hospitality”, held under the European Union’s Tourbit project, provided an academic forum to discuss the importance of audiovisual communication, introduce prevailing trends, and share effective concepts and practices.
The Strategic Role of Digital Audiovisual Communication
Audiovisual content plays a decisive role throughout the tourist journey, particularly during the initial stages of awareness and consideration.
- Inspiration and Travel Decision-Making: According to Expedia’s Travel Trends Report, 66% of travelers considered visiting a destination after seeing it featured in a film or television series, with 39% subsequently booking a trip based on that inspiration. This demonstrates that film has emerged as a leading source of travel inspiration, surpassing even social media platforms.
- Creating Competitive Advantage: Effective audiovisual communication enables businesses to differentiate themselves, reach broader audiences, and drive revenue growth.
- Optimizing Communication Effectiveness: Video possesses a unique capacity to evoke emotions and deliver concise messages, thereby establishing a deeper emotional connection with audiences.
Benefits of Audiovisual Production in Tourism
The production of films and television programs in a given territory or tourism facility generates four major impacts on film-induced tourism:
- Destination Branding and Image Enhancement: Film tourism strengthens the positioning and brand image of destinations within the global tourism landscape.
- Stimulating Demand and Managing Tourist Flows: Audiovisual production supports tourism recovery and mitigates the effects of seasonality, thereby reducing overtourism.
- Attracting New Market Segments: Driven by cultural motivations, film tourism encourages off-season travel and diversifies tourist profiles.
- Creating Film Tourism Products: It enables the development of unique tourism products and attractions that complement traditional landmarks, thus alleviating pressure on overcrowded sites.
The Importance of Video in Tourist Purchase Decisions
Visualization has been identified as a core factor influencing consumer purchasing behavior, as tourists increasingly demand “experience-through-images” before committing to travel.
- Key Statistics:
- 54% of travelers prioritize video when searching for accommodation information.
- 66% du khách xem các video liên quan trong giai đoạn cân nhắc về một chuyến đi.
- 66% watch travel-related videos during the consideration stage.
- Impact on Trust and Sales: Research indicates that 88% of consumers admitted being persuaded to purchase a tourism product after watching a video. Video thus strengthens trust and familiarity with target audiences, facilitating conversion.
Emerging Trends and Technologies in Audiovisual Communication
To remain competitive, the tourism sector must adapt to evolving audiovisual communication trends.
- Humor in Storytelling: The subtle integration of humor in video content is becoming a proven strategy for engagement.
- Visual Aesthetics and Consistency: Borrowing stylistic elements from cinema, such as the distinctive aesthetics of director Wes Anderson, can help tourism content creators reinforce brand identity.
- Vertical Video and Short-Form Content: Platforms like TikTok and Instagram Reels have cemented the dominance of vertical, short videos (15–20 seconds), catering to mobile-first consumption. Destinations such as Benidorm (Spain) have invested in specialized teams to leverage this trend.
- Immersive Technologies:
- Augmented Reality (AR), Virtual Reality (VR), and the Metaverse offer transformative, immersive travel experiences.
- Companies such as Lavinia and Idea Barcelona are pioneering immersive tourism projects within visitor centers and heritage sites.
Case Studies and Best Practices
- Llorèt de Mar (Spain): With an active film office operating for 17 years, the town exemplifies the use of audiovisual content in destination branding. Hosting more than 40 productions annually—including major projects from Warner Bros, Netflix, and Movistar—it generates both direct (lodging, services) and indirect (global promotion) economic impacts.
- Terra/Terra Check-in Festival: An international event celebrating innovation in hospitality, providing a platform for Destination Management Organizations (DMOs), marketers, and content producers to identify emerging trends.
- “Porto and North Portugal” Campaign: Awarded as the world’s best tourism video in its category, this campaign underscores the importance of clear strategy, deep audience understanding, and appropriate distribution channels.
Impacts on Brand Loyalty and Economic Outcomes
- Brand Loyalty: Investment in audiovisual production fosters brand awareness and customer loyalty, particularly within the hospitality industry.
- Return on Investment (ROI): Recent studies reveal that well-executed digital marketing campaigns can yield ROI ratios exceeding 1400%.
- Local Economic Impact: Film production activities generate substantial economic benefits for destinations through expenditures on accommodation, food, transportation, and local service providers.
Public–Private Collaboration
Maximizing the benefits of audiovisual communication requires strong collaboration between public institutions (tourism authorities, film offices) and private stakeholders (tourism enterprises, producers, service providers). Such partnerships ensure integration and coherence in management plans and marketing strategies.
Conclusion
Digital audiovisual communication has evolved from an optional tool into an indispensable strategic component in modern tourism and hospitality. From inspiring travelers to fostering brand loyalty and driving revenue, video content delivers multifaceted and measurable benefits.
Tourism enterprises, particularly SMEs, must proactively embrace new technological trends such as vertical video formats and immersive technologies, while investing in high-quality content production. Ultimately, synchronized collaboration between the public and private sectors represents the key to unlocking the full potential of audiovisual communication, enabling destinations and businesses to sustain competitive advantage and advance toward sustainable development.
