2026: A New Season for Storytelling

As we step into a new year, we’re want to spend less time asking our partners what should we make and more time asking why it matters.

2026 feels like a turning point for destination marketing and for Mountainwater Films. Not because trends are changing for the sake of change, but because communities, destinations, and travelers are asking deeper questions. About place. About meaning. About connection.

For us, this year is about clarity, alignment, and intention.

From Blanket Marketing to Belonging

One thing feels increasingly clear: blanket destination marketing no longer works.

In a world shaped by niche algorithms and intentional travel, success is no longer about promoting everything and hoping something sticks. It’s about clear messaging that connects with the right visitors, not just more visitors.

We’re excited about helping destinations:

• Move from broad attraction lists to aligning visitor avatars with experiences

• Speak directly to people who align with their values

• Set expectations before visitors ever arrive

When messaging is intentional, destinations don’t just gain attention. They build trust.

Community Buy-In Is the Foundation

If there’s one resolution guiding our work this year, it’s this: community buy-in comes first.

The most effective destination storytelling starts from within... Local businesses, artists, outfitters, cultural stewards, nonprofits, and people who live the story every day. Not everyone will agree on everything, but when destinations lead with respect for their communities, it shows. And visitors feel it.

In 2026, we’re doubling down on:

• Alignment with local stakeholders

• Listening before producing

• Storytelling that reflects lived experience, not just a flash in the pan

Community isn’t a layer added at the end. It’s weaved throughout.

A New Season After Helene

Here in Western North Carolina, the past year has been marked by reflection and recovery. Hurricane Helene reshaped the landscape and dominated the narrative for months. That coverage was important, but it does not define what comes next.

As we look ahead, we feel the region is ready for a new season.

One that acknowledges where we’ve been while confidently looking forward. One where visitors are reminded that this is still the place they loved. Still creative. Still welcoming. Still deeply rooted in culture, craft, land, and community.

This idea of “new season” is something we see resonating far beyond WNC. Destinations everywhere are navigating transitions. Growth. Change. Renewal. Video has a unique ability to hold that nuance.

Sense of Place Will Matter More Than Ever

In 2026, we believe sense of place will be the most valuable currency in destination marketing.

Not polished perfection. Not stock footage. Not generic messaging.

Real voices. Real stories. Real moments.

Travelers aren’t just looking for activities. They’re looking for connection:

• Time with their kids at the lake, not just water sports

• A meal that tells a story, not just a restaurant

• A trail that invites reflection, not just adventure

We’re excited to keep helping destinations uncover and articulate the deeper meaning behind the experiences they offer.

Video as Infrastructure, Not Just Content

Another shift we’re leaning into this year is how video is used.

More destinations are realizing that sustainable marketing isn’t built on one-off hero videos. It’s built on systems:

• Tiered content for different platforms

• Short and mid-form storytelling

• Asset libraries that teams can use internally over time

In 2026, we’re excited about creating content ecosystems that are flexible, cost-effective, and providing long-term value.

Looking Ahead

As Mountainwater Films enters this new year, our focus is to be a strategic partner for destinations that care deeply about their communities, their culture, and the land they’re inviting people into.

To help tell stories that are honest, nuanced, and forward-looking.

And to continue capturing the spirit of places in ways that feel true, responsible, and lasting.

We’re excited about what’s ahead and grateful to work alongside destinations that believe tourism can be thoughtful, intentional, and deeply human.

Here’s to a new season.