A Guide to Travel Video Production: How to Create Compelling Stories

As more people plan trips based on what they see online, whether that’s on travel agencies websites or social media channels, video production has become a powerful tool in influencing travel decisions and promoting tourism. Travel films don’t just show off beautiful landscapes or landmarks, they immerse viewers in the destination’s culture and experiences and offer a real-world glimpse that photos or written reviews often can’t match.

A well-made travel video can inspire confidence, painting a picture of what awaits and often tipping the scales for those undecided on a destination. By incorporating a brand’s personality into these videos, they become more than just promotional content - they turn into stories that leave a lasting impression, vividly showcasing the experience a brand offers to its customers.

The power of storytelling

In video production, storytelling is key, as it builds trust in a way that goes far beyond traditional sales tactics. A well-told story has the power to captivate your audience, drawing them into a journey they can’t help but follow. Like any good narrative, a travel video should have a beginning, middle and end, creating a cohesive flow that draws viewers in and keeps them engaged throughout. Even if they’re not ready to book a trip right away, they might share it with friends or remember it when planning their next adventure.

Picture this: A boy sits at home on a rainy day, lost in daydreams of an upcoming holiday. He glances at a calendar, where a holiday date is circled in red. Downstairs, his mum is cooking dinner, but her attention drifts to the holiday countdown on her phone. The excitement builds, and soon we transition to the family arriving at their sunny resort. The grey, mundane scenes of everyday life are replaced by vibrant images of the family exploring the resort, with the mother now being served delicious meals by resort staff.

This kind of narrative, instead of a series of disconnected shots, keeps viewers emotionally invested and eager to see where the story will lead. It’s this emotional connection that makes storytelling so powerful.

Capturing the spirit of a destination

To truly capture the essence of your destination, it’s not just about visuals - it’s about telling the story that makes it unique. The culture, natural beauty and unique experiences it offers all come together to create a sense of place that resonates with viewers. By showcasing a variety of activities, from thrilling adventures like hiking and paddleboarding to relaxed dining experiences, a brand can appeal to a wide range of interests, painting the full picture of what visitors can expect.

To add an extra layer of authenticity, consider featuring interviews with locals or staff. Their insights provide a deeper connection to the destination and give a face to the experiences visitors will have. It’s also an excellent opportunity for your brand to highlight standout individuals who make the destination truly special.

Pre-production planning and requirements

Research the destination

Research is the foundation of any great travel video. Before the cameras roll, it’s important to dive deep into the history, culture and people of the place you’re about to capture. 
To do this, we collaborate with local experts known as "fixers". These individuals offer an insider’s knowledge of the best spots to film and the cultural nuances of what is acceptable and what’s not, ensuring that our content is both authentic and respectful. Through detailed conversations with our fixer, we then develop a well-informed plan, guiding everything from where we shoot to who we feature, making their insight invaluable to the success of our production.

When it comes to obtaining legal permissions for filming, it can be a tricky process, with each country having its own regulations. It’s therefore important to allow plenty of time, at least a couple of months, to obtain the necessary documents, as timelines and processes vary widely. Starting this early ensures that everything is in place when it's finally time to shoot.

Select the right equipment

Filming travel content is often similar to shooting a documentary - it’s dynamic and fast-paced. We refer to this as “run and gun” filming, meaning you always have to be ready to capture the moment. For this, lightweight, handheld cameras like the Blackmagic Cinema Camera 6K Pro are ideal, offering the flexibility to shoot spontaneously without missing a beat. 
However, for a project with a more structured narrative, it's worth bringing in a larger crew and using high-end cameras like RED or ARRI. This allows for more detailed planning and precise composition. Ultimately, the choice of equipment depends on the nature of the shoot, the client’s vision and the budget.

Plan the shooting schedule

A well-planned shooting schedule is key to a smooth production, and that's where a dedicated producer comes in. They handle all the organisation and logistics, both before and during the shoot. Working closely with the client, the producer outlines each day’s schedule, ensuring enough time is allocated for each location. This role is essential for keeping the production on track. While the creative team might get caught up perfecting the shot, the producer keeps an eye on the clock and provides timing updates. This helps us make the most of every location and keep the project flowing at just the right pace.

Conveying the atmosphere during production

Visual and cinematic techniques

Visual storytelling is the heart of any travel video. The goal is to showcase the destination in a way that captures its beauty, vibrancy and character, bringing the essence of the place to life on screen. To keep viewers engaged, a variety of camera angles and techniques come into play. From slow-motion shots to time-lapses and underwater footage, like in our shoot for The Moorings in Saint Lucia, we use every tool available to create a captivating experience. We incorporate a range of techniques to create a seamless flow, including clever transitions to connect scenes effortlessly, cinematic drone shots and smooth gimbal movements for those long sweeping shots. 

Handheld shots can add a sense of excitement and adrenaline. Meanwhile, close-ups of actors or models help convey emotion, fostering a personal connection with your audience. One of our favourites is that close-up, reflective shot of someone taking a deep, contented breath of relaxation, instantly transporting the viewer into the moment.

Lighting techniques

Natural light is used for most outdoor shoots, which make up a large portion of travel video projects. We work with the available light, adjusting it by diffusing or bouncing it to further enhance the scene. Whether it’s the soft glow on a historic building or the way sunlight filters through the trees, lighting plays a key role in setting the mood. Early mornings and late afternoons usually offer the most magical lighting, casting a warm, golden light that outshines the harsh midday sun.

When shooting indoors, like in restaurants or hotel lobbies, we recommend keeping lighting setups simple and efficient. With tight shooting schedules, minimal lighting is key; usually just one or two lights are enough to achieve the desired effect without overcomplicating things.

Post-production techniques

Editing techniques

In post-production, a variety of editing techniques are used to elevate the film. Smooth transitions and creative overlays work together to connect different shots and add excitement into the narrative. While some transitions are planned ahead, others emerge naturally during the editing process. We also often integrate brand messaging into the film in a way that feels natural and makes it feel part of the environment. This not only captures the viewers’ attention but also keep them engaged, seamlessly weaving the brand into the story without disrupting its flow.

Colour grading techniques

Colour grading is extremely important in setting the mood and tone for the final film. It ensures that all shots are visually cohesive, especially when using multiple camera systems. 
But it's more than just matching colours, it's about crafting a look that reflects the essence of the location and aligns with your brand. Are you aiming for a dreamy and warm feel, or a bold and punchy vibe? Should the tone be cold and crisp, or inviting? The right colour grading can make your footage come alive, capturing the atmosphere as intended and making the film truly memorable. Without those thoughts going into it, even the most stunning footage can fall flat.

Audio enhancements and sound effects 

Good sound design is key to immersing your audience in the location, adding depth and truly bringing your film to life. 
Sound effects are typically added during post-production, allowing us to layer in ambient sounds captured on set. For instance, in our project with Travel Republic, we added the sound of phone notifications and the ambient noise of an aeroplane cabin to enrich the viewer's experience. Similarly, during our Sunsail shoots, we had a lot of fun creating the sound design - from the rhythmic pull of ropes and the cranking of the winch to the crackle of sails and the gentle crash of waves against the boat. These sounds collectively enhance the overall quality and immersive nature of the final product.

Background music

Choosing the right background music is often as time-consuming as the editing process itself, a point often joked about among filmmakers. But the right soundtrack is crucial; music dictates the way your edit is going to flow, setting the pace and tone of the video. Whether opting for an upbeat, fast-paced track or a slow, serene melody, the music needs to align with the visuals. Does the track’s energy match the moments you want to highlight? Often, a single track doesn’t capture all the emotional nuances needed, so it’s common to blend two or three tracks with sound effects and sound design to achieve the desired outcome. Music and sound are key in guiding viewers through the journey, complementing the visuals and creating moments of calm and excitement.

As a full-service video production company, Gaff Studio has many years’ experience and can take on all aspects of filming travel videos for tourism boards, adventure holidays, hotel shoots and more. Call us on 020 7046 0470 or email hello@gaffstudio.com to start your project.