In our earlier article, How Area of interest Actions Assist Locations Stand Out, we explored how specialised outside experiences like paddling can function highly effective instruments in vacation spot advertising and marketing, particularly for areas searching for to draw vacationers searching for connections to locations, not only for the surroundings.
To proceed the dialog, we sat down with Ken Whiting, world champion paddler and host of Going through Waves – the one worldwide TV collection devoted to paddling. Ken has spent the final decade filming in each iconic and lesser-known locations, whereas utilizing paddling to stimulate curiosity and uncover tales that resonate deeply with viewers.
On this article, Ken shares his insights on how tourism boards and DMOs can use area of interest actions to unlock genuine storytelling, attain broader audiences, and reframe how they current their locations to the world.
Paddling as a Gateway to Tourism Storytelling
“Paddling is a good way to indicate off a vacation spot’s magnificence from a novel perspective and introduce locals who’re enthusiastic about their area.” Ken explains. “These two issues (folks and perspective) are key to sparking curiosity in a vacation spot.”
For a lot of areas, particularly these with lakes, rivers, or coastlines, paddling is greater than only a enjoyable and attention-grabbing exercise to showcase. Paddling adventures present a visible hook, to seize a viewer’s consideration, generate curiosity, and set the stage for deeper storytelling.
“In some locations, paddling is the draw by itself. However extra usually, it’s a gateway,” says Ken. “It’s how we introduce viewers to what actually makes a spot particular.”
Ken Whiting exploring the Mendocino Nationwide Forest
Why Area of interest Actions Work in Tourism Advertising
Tourism entrepreneurs usually hesitate to lean into area of interest actions, worrying that they’re too particular. Ken nevertheless, sees area of interest actions otherwise.
“Area of interest actions are highly effective storytelling instruments as a result of they minimize by way of the noise,” he says. “They don’t simply enchantment to the core fanatic — they enchantment to journey vacationers, curious households, meals lovers, and cultural explorers.”
Ken’s TV and digital content material doesn’t completely cater to paddlers, and that’s by design.
“One of many keys to reaching a broad viewers is showcasing experiences that really feel inspiring and accessible,” he says. “We would like folks to say, ‘That appears superb, and I might try this.’ As an alternative of, ‘That’s cool, however I’d by no means strive it.’”
Ken Whiting with Far and Wild Journey exploring Inchiquin Lough, in Northern Eire
What Makes a Vacation spot Story-Worthy?
When Ken and his group plan a shoot for Going through Waves or PaddleTV, their first query is: what makes this place distinctive and price sharing?
“That’s what vacationers wish to know,” Ken says. “The group and I exploit an exercise to hook viewers in, however the focus shortly shifts to the vacation spot — its tradition, its folks, its surprises.”
Over time, Ken’s personal definition of a “nice vacation spot” has developed.
“An incredible vacation spot doesn’t want a Machu Picchu or The Louvre,” he explains. “Some locations stand out due to one unimaginable expertise, whereas others provide a mixture of smaller issues that add as much as one thing unforgettable.”
From Scenic Backdrops to Cultural Characters
Essentially the most profitable tourism content material, in line with Ken, is when a vacation spot turns into a personality, not only a fairly backdrop.
“To do this, you must transcend the scenic views,” he says. “It’s the folks, their love for his or her house and their pleasure to share it. That brings a vacation spot to life.”
Ken factors to his journey to Dominica as an ideal instance. “I went to discover a brand new sea kayak path. What I discovered was a rustic that was culturally, visually, and spiritually not like wherever else within the Caribbean. And I by no means would’ve found that if it weren’t for the paddling hook.”
Going through Waves crew filming with the Soufrière Outside Centre in Dominica
Staying Versatile: The Energy of On-the-Floor Discovery
Whereas planning is crucial for journey content material, Ken says that being adaptable is simply as essential, particularly for tourism entrepreneurs.
“Locals usually overlook what makes their area distinctive as a result of they’re so aware of it,” he says. “As soon as we’re on the bottom, we’re all the time listening, and able to pivot the story primarily based on what we uncover.”
This capability to be versatile usually results in essentially the most impactful content material for audiences.
Balancing Journey and Native Storylines
When constructing travel-driven content material, Ken doesn’t separate the journey from the cultural expertise.
“For us, discovering the native tradition is a part of the journey,” he explains. “Our viewers wish to be entertained, however in addition they wish to study one thing actual concerning the place.”
That is the place area of interest actions shine, as they offer creators and tourism boards a purpose to go deeper, to satisfy folks, and to construct emotional context round a vacation spot.
Ken Whiting paddling the Waitukubuli Sea Path in Dominica
Pacing Issues: Don’t Overwhelm the Viewer
Ken’s group has simply half-hour to inform a vacation spot’s story throughout a Going through Waves episode, and typically much less in digital content material equivalent to Instagram reels. So, the query is, how does Ken and his group carry out the guts of a vacation spot in that brief period of time?
“The trick is within the pacing,” Ken says. “If the content material strikes too quick, it looks like scrolling by way of TikTok. Too sluggish, and also you’ll lose the viewer’s consideration. It’s a stability of discovering a rhythm that holds viewers’ consideration and ensuring that key moments land.”
For tourism entrepreneurs creating their very own content material, this implies prioritizing readability and focus over making an attempt to indicate every little thing.
Recommendation for DMOs: Don’t Simply Promote — Encourage
Ken has clear recommendation for locations trying to make use of area of interest actions as a storytelling software: lead with authenticity.
“It’s exhausting to inform your personal story and are available throughout as real,” he says. “Persons are always being marketed to, they usually understand it. So don’t attempt to promote. Attempt to encourage, educate, and spark curiosity. Give viewers a purpose to wish to study extra.”
This, he says, is the place area of interest actions like paddling are invaluable as they supply a pure, non-commercial entry level right into a area’s identification.
Ken Whiting filming Going through Waves in Lapland Finland
Area of interest Actions Assist Locations Present Who They Are
For tourism organizations searching for to succeed in trendy vacationers that crave which means, connection, and originality, area of interest actions can provide extra than simply content material concepts.
“Each journey I take looks like a discovery,” Ken says. “The paddling would possibly get us there, but it surely’s all the time the folks, the tradition, and the surprising tales that stick with us. That’s what makes somebody wish to go to. That’s what makes somebody fall in love with a spot.”
About Ken Whiting
Ken is a world-champion kayaker, writer of 12 books and movies about paddling, and the host of the world’s largest paddlesports YouTube channel, PaddleTV. He is likely one of the most completed and revered paddlesport professionals. By his challenge, Ken hopes to assist get folks outside and have constructive, enriching experiences that can lead to them being life-long outside individuals.
Undoubtedly an professional of his craft, Ken’s sturdy presence and excessive engagement with the watersports neighborhood offers locations and types with an genuine ambassador to encourage folks to get outside and journey!
Comply with Ken’s Adventures
Instagram: @paddle365
Fb: @GoPaddle
YouTube: @PaddleTV | @KenWhitingAdventures
In regards to the Creator
McKenzie Dolan is a seasoned advertising and marketing skilled with a deep-rooted ardour for the outside and journey journey trade. McKenzie brings a number of years of experience in digital advertising and marketing methods, challenge administration, and artistic advertising and marketing. McKenzie’s work focuses on elevating model consciousness and visibility by way of compelling outside journey content material.
About Heliconia
Our mission is straightforward – to ‘Information Individuals to a Lifetime of Journey’. Heliconia focuses on creating and producing journey TV reveals like Going through Waves, which are broadcast into over 100M+ US TV households on platforms like Discovery Channel, PBS, FanDuel Sports activities Networks, and OutsideTV. From outside adventures to household escapes and culinary journeys, our productions encourage audiences to discover the world. Interested by who Heliconia is? Watch our promo reel or discover any of our different reveals right here: Journey Cities, Nice Household Journey, Outside Eats, Epic Trails or Highway Journey Angler.
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