I’ll be honest. I didn’t expect to leave a tourism forum feeling like I needed to completely rethink how I create content on my website in the most hopeful way–
But that’s exactly what happened when I sat in on Session 3 of the Destination Marketing Through Digital Content forum, held right here at the Radisson Blu Hotel in Cebu last June 11–12, 2026. The event was organized under the ASEAN framework to strengthen tourism between the Philippines and South Korea through digital storytelling, and the speaker lineup did not disappoint.
The one that resonated with me the most was the talk by Mr. Kang Hwasong, Editor-in-Chief of Korea Travel Times and a full-on Korean travel influencer who has clearly figured out what makes travel content actually work in today’s algorithm-driven world.
I was attending as a blogger (alongside content creators, key opinion leaders, influencers, and fellow influencers from across the country), so I was scribbling notes the whole time. And because I know a lot of you are also travel writers, content creators, or just someone trying to grow a presence online — I’m sharing everything he said. Consider this your cheat sheet. 🗒️✨
The Hard Truth: Scenic Photos Are No Longer Enough
Mr. Kang opened with a deceptively simple observation: the travel audience has moved on from consuming scenery. They now consume experiences.
What people really come to watch, he argued, can be grouped into four things: Information, Emotion, Situation, and Character. Simply scenic videos, he was blunt to say, are already oversaturated. The implication for creators and tourism marketers alike is significant — a gorgeous drone shot of Cebu’s coastline no longer competes the way it once did. What wins now is the story layered beneath it.
Think about the last travel video you actually stopped scrolling for. Was it a drone shot of a beautiful beach? Or was it a creator losing their luggage at the airport and figuring it out in real time? Was it a perfectly composed sunset or someone eating something unexpected and having the most genuine reaction?
Yeah. Exactly.
This was my wake-up call, honestly. And maybe yours too.
How Travel Content Has Changed (And Where People Find It Now)
Remember when people used to find travel inspo from TV documentaries? Or coffee table guidebooks? Or (and this one dates me) personal blogs hosted on Blogspot?!!! 😂
Mr. Kang laid out the shift clearly. The channels have completely changed:
- Before: TV travel shows, travel magazines, guidebooks, personal blogs, travel agency packages
- Now: Instagram Reels, YouTube Shorts, TikTok short-form content + AI, influencer recommendations for routes AND restaurants, and travel planning that starts on a social media feed
Social media isn’t just where people discover content anymore. It’s where they start planning their actual trips…
Step 1: Know Your Channel Position Before You Post Anything
One of the most practical things Mr. Kang shared is that you need to set your channel position first before you worry about content ideas.
He described four types of travel content channels:
01 — Informational Travel tips, prices, routes. Focused on practical value. Think: the friend who always knows the exact jeepney route and how much the terminal fee is.
02 — Experiential “Travelling in their place.” Focused on a sense of immersion. You’re not just telling people about a place — you’re putting them there.
03 — Emotional Visuals, music, atmosphere. Focused on mood and feeling. This is the cinematic, goosebumps kind of content.
04 — Character-based Built on the creator’s personality and the fandom that forms around them. Think: people who watch not just for the destination, but because it’s you.
Now here’s the interesting part: the fastest-growing combination right now is Informational + Experiential. Centered on situations people are curious about, and prioritizing context over just location. So instead of “Top 5 Things to Do in Cebu,” think “What Actually Happens When You Take the Longest Bus Route in the Philippines Alone.” See the difference? 👀
The 4 Types of Travel Content Performing Right Now
Mr. Kang also gave us a breakdown of what’s getting views. This part I basically memorized because it’s so applicable:
1. Real Life Verification (gets stable view counts) Are those viral Instagram spots actually worth visiting? What’s the actual standard of a 5-star hotel vs. what they show on the website? Audiences are hungry for reality checks. They want someone to go and report back honestly.
2. Extreme Experience (YouTube loves this) The most expensive. The cheapest. The oldest. The most remote. Superlatives still drive clicks because people are endlessly curious about the extremes of things.
3. Comparison (strong click-through rates) Japanese vs. Korean convenience stores. First class vs. low-cost carrier. 5-star vs. 3-star. Comparisons work because they tap into decisions people are already trying to make.
4. Failure & Unexpected Situations (authentic content that feels human) Missed flights. Booking disasters. Getting lost. Chance encounters with strangers. This is the content that builds the most trust because it shows you as a real person, not a highlight reel.
I personally felt so seen by that last one. Some of my most-read posts are the ones where things went sideways. There’s something about honesty that readers and viewers cling to.
The 3-Step Storytelling Framework That Changes Everything
This is the part that really made me rethink how I structure my articles. Mr. Kang’s three-step storytelling framework:
01 — Give Meaning to the Place
Don’t just describe where you went. Start by answering: why does this place matter? Give the overall context. What makes it special? What are the voices and emotions you felt there? This is the foundation everything else builds on.
02 — Connect Through the Senses
This is where the magic happens. The first bite of food. The noise of an early morning market. The smell of the sea at low tide. Descriptions that you can feel through sight, smell, taste, sound, and touch — these make your reader or viewer feel like they’re right there with you.
03 — Lead to Action
Design the flow: Emotion → Desire → Action. Lower the entry barrier by giving specific, usable information. Present the possibility of “my own experience” — let your reader see themselves in your story. That’s what converts a passive reader into someone who actually books the trip.
The 30-Second Hook Formula (Works for Blog Intros TOO!!!!)
For short-form video, Mr. Kang shared a structural formula, but I’m telling you, this maps perfectly to the opening paragraph of a blog post:
- First 3 seconds / sentences: Hook Question or Situation. Something that makes people decide immediately whether to keep watching or reading. Example: “This hotel costs ₱50,000 a night, yet it’s always fully booked — and I stayed there.”
- Seconds 3–30 / next few paragraphs: Expand the core curiosity. Reveal something, present a problem, build anticipation. Don’t give everything away — yet.
- Main content: A balanced rhythm of Information + Experience. Not just facts. Not just feelings. Both, woven together.
He specifically said that repeated explanations are boring and that just listing impressions reduces watch time. Information and impressions should always be well-balanced. This is genuinely advice I’m going to tape to my laptop. 😂
For Food Bloggers: The Culinary Content Structure
Mr. Kang had a whole breakdown specifically for culinary video content that I thought was gold — and again, it applies directly to food writing too:
- Hook (1 sentence): One strong, desire-creating line. Example: “If you travel to Cebu in the Philippines, you will definitely end up eating this food.”
- First few seconds / opening: Detail shots — lighting, tableware, hand movements, the space.
- Middle section: Context — the philosophy of the chef, the locality, the evolving food culture, why this meal is meaningful.
- Ending: Leave a question. Encourage agreement. Ask your audience who they’d bring to eat this. Make them feel like part of the conversation.
That last point — ending with a question — is something I’m definitely going to start doing more intentionally. It doesn’t close the story, it opens a dialogue.
The 6 Non-Negotiables of Engaging Travel Content
Mr. Kang closed with six key elements he said every piece of travel content should have.
- Emotional Resonance — Create that “I want to go there too” feeling. Prioritize scenes that carry personal emotion over ones that are just technically perfect.
- Visual Impact — The first shot or first line has to stop the scroll. You have about 3 seconds after the click before someone decides to leave.
- Authenticity and Relatability — A vivid sense of presence matters more than excessive direction or over-produced polish. Honest experiences build strong trust.
- Specific Practical Information — Where, how, how much. Emotion creates desire; information completes the action. You need both.
- Exclusivity and a Sense of Discovery — “Hidden spots only those who know” content drives exceptionally high saves and shares. Be the person who knows.
- Actively Encourage Content Participation — DM your info, create reasons for people to engage directly. Make your audience feel like collaborators, not just consumers.
Platform-Specific Tips (Because One Size Doesn’t Fit All)
He also broke down how the same story should be packaged differently per platform — something I think a lot of us forget:
Instagram: Visual impact first. The first frame is everything. Keep reels to 15–30 seconds. Use Stories for behind-the-scenes. Location tags + consistent account theme matter for discoverability.
YouTube: Thumbnails drive click-through rates more than almost anything else. The first 30 seconds must preview the key content of the video. Focus on situations over just locations. Use chapters and captions to increase rewatch rate.
TikTok / Shorts: Under one minute, and the first 2 seconds are the most critical. Use trending audio and sound effects actively. Design for silent viewing — captions are essential. “Hidden [place] only locals know” formats are gaining serious traction right now.
Your Pre-Publishing Checklist (Save This!)
Before Mr. Kang wrapped up, he shared a checklist to run every content project through before publishing. I’m keeping this forever, and you should too!!!!!!
| # | Check | Ask Yourself |
|---|---|---|
| 01 | Content Overlap | Am I already repeating my own content? |
| 02 | Distinctiveness | Is this a unique, uncommon story, different from others? |
| 03 | Seasonality & Timing | Is this needed for this season and timing? |
| 04 | Virality & Trends | Is it relevant to current trends? |
| 05 | Online Search Keywords | Is it a keyword people search for frequently? |
| 06 | Appeal | Is it interesting enough? |
| 07 | Visual Elements | Is there an eye-catching element? |
| 08 | Content Personality & Style | Does it align with my tone and manner? |
| 09 | Content Consistency | Does it harmonize with my other content? |
And beyond the checklist — he added one more thing that resonated so much: your own expertise and genuine areas of interest. That’s where your most sustainable content lives.
Why This Talk Stayed With Me
I’ve been to a lot of events. I’ve sat through a lot of presentations. But there was something about the way Mr. Kang Hwasong laid everything out — with zero fluff, just real, transferable strategy — that made me feel like I was getting a masterclass rather than a keynote.
The thing is, everything he said applies whether you’re making 60-second TikToks or writing 1,500-word blog posts. The format changes. The principles don’t.
Tell a real story. Make people feel something. Give them information they can actually use. Be specific. Be present. Be you.
That’s the whole game, honestly.
If you’re a fellow blogger, travel writer, or content creator reading this — I hope you got as much from this summary as I did sitting in that room in Cebu. And if you ever get a chance to see Mr. Kang Hwasong speak in person, please go. Bring a notebook. 📓
Until the next adventure — explore, sweat, and shine! ✨
— Erica Jahn
Kang Hwasong is the Editor-in-Chief and Influencer at Korea Travel Times. This session was part of “Destination Marketing Through Digital Content: Driving Innovation with Storytelling,” held June 11–12, 2026, in Cebu, Philippines, organized under the ASEAN Digital Economy Framework Agreement (DEFA) and the ASEAN Tourism Sectoral Plan 2026–2030.
