Instagram Reels for Tourism: What Works & What Doesn’t in 2025

Here’s what’s working (and what’s not) when it comes to Reels for tourism in Nova Scotia and beyond.

✅ What Works on Reels in 2025+

1. Behind-the-Scenes Moments

People love to see what’s real. Show the behind-the-scenes of your day: getting the boat ready, prepping lobster rolls, greeting guests, or tidying a cabin before check-in. These authentic glimpses build trust and charm.

Idea: A time-lapse of your sunrise tour prep, with text overlays and soft folk music.

2. Scenic and Satisfying Shots

Think slow-mo waves, fog rolling over the water, or drone shots of a cliffside hike. These types of videos are pure scroll-stoppers and often get saved or rewatched.

Bonus: Use trending audio that fits the vibe — but don’t overdo it. Keep the scene front and centre.

3. Reels with Local Storytelling

Instead of just showing scenery, talk about it. Share a short voiceover or captions with an interesting fact, a guest quote, or a story about the location.

Example: “This quiet cove once welcomed rum runners — now it’s your private picnic spot.”

4. Quick Tips & Lists

People love bite-sized takeaways. Try Reels like:

• “3 Hidden Beaches Near Lunenburg”

• “What to Pack for a Coastal Tour”

• “Best Coffee Stops Before Your Whale Watch”
  
  Lists are great because they’re educational, saveable, and shareable.

5. Reels that Feature Guests

With permission, share joyful moments such as: families seeing a seal, friends clinking glasses, solo travellers journaling on a dock. These real moments are your best marketing.

Encourage UGC (user-generated content) by tagging guests and using your branded hashtag.

❌ What Doesn’t Work Anymore

1. Overused Trends Without Context

Doing a trending dance or using viral audio with no connection to your business can feel inauthentic or just confusing. Trends work when they make sense for your setting.

If the trend doesn’t support your brand story, skip it.

2. Heavily Filtered or Staged Content

Today’s audiences crave realness. Glossy, over-edited videos might look nice but often don’t perform as well as natural, in-the-moment content.

Let your location’s natural beauty shine through.

3. No Text or Audio

Many users scroll with sound off — so if your Reel has no captions, you’re losing a big audience. Use Instagram’s text tools or add your own overlay with apps like CapCut or Canva.

4. Videos with No Point

Every Reel should have a purpose: to entertain, inspire, inform, or connect. A clip of waves is nice — but it’s better if it has a hook, a message, or a next step.

Tips for Reels Success in 2025

• Hook viewers fast: The first 3 seconds matter most.

• Keep it under 30 seconds: Attention spans are short.

• Post consistently: Aim for 1–2 Reels per week.

• Engage in the comments: The algorithm loves interaction.

• Use 3–5 relevant hashtags: Skip the generic ones and go local or niche.
  
  
  

Summary:

Instagram Reels are a huge opportunity for Nova Scotia tourism businesses to show what makes them special. Whether it’s a puffin sighting, a foggy morning paddle, or a heartwarming guest moment — Reels let you tell your story in a dynamic, authentic way. Focus less on perfection and more on connection.

Ready to take your tourism business to the next level?

If you're looking for personalized guidance on marketing strategies, website optimization, or social media growth, let's chat! Book a free, no-obligation consultation with Shelley Bellefontaine, your trusted tourism marketing consultant, and get expert advice tailored to your business needs.

Book Your 60-Minute Consultation Now