Why Tourism Boards Are Quietly Burning Out on Social Media

Talk to enough people who run social media for a tourism board and a pattern shows up fast. Nobody says it in the official meeting, but off the record, most of them are tired. Not tired of the destination. Tired of the treadmill: another Reel due Thursday, another trending sound to learn before it stops trending, another format that worked for a competing region last month and now has to be copied before the window closes.

The strange part is how little any of it seems to add up. A post does well for two days and then it is gone, buried under whatever else the algorithm decided to reward that week. There is no pile building up anywhere. Next month starts back at zero, and so does the month after that. A marketing team can work at full speed for a year and be left with a folder of clips and a follower count that still does not explain whether any of it brought someone to the destination.

None of this is a comment on the people doing the work. Most of them are good at it, often better than the budget or the headcount should allow. The treadmill is just built into the format. Short-form content has to be constant to matter at all, because its whole value depends on being fed to an algorithm that forgets it within days.

We think there is room for something that does not ask for that: a channel filmed once that simply keeps running, for years, without needing to be reinvented every week just to stay visible. Not instead of everything else a destination does. Just one thing in the mix that does not need to be caught up on. If that sounds like a relief rather than another project, tell us about your destination, and we can talk about what a channel like that would actually take.