Back to professionally produced video content for third parties.
Cathy Bartrop of travelguru.tv says the days of a big budget producers - say, for example, a TV channel - coming along with a huge film crew, shooting footage for days on end, throwing a five-minute segment into a travel programme and disappearing with the copyright are over.
Nowadays - mostly because of the emergence of the web as a significant and valuable distribution channel - tour operators and tourist boards will rather pay for an independent production company to come along, hand over varying lengths of footage and do as much as they can to retain the copyright.
The attractiveness of this is twofold: firstly, securing the copyright means that DMOs et al have plenty of footage at their disposal for ads, online brochures, exhibition stand feeds, etc; and, secondly, a recording tank full of footage can be sliced and diced to create a multitude of clips for a number of parties.
For example, Travelguru spent six days in the British Virgin Islands recording for the local tourist office.
Eight hours of footage was condensed into four hours of a high quality edit. This in turn was edited into a six-minute showcase.
From the four-hour segment came two individual 30-second spots, which now run on Vimeo, featuring a sailing promo and a clip of a hotel at the destination.
From only the big TV companies winning, (almost) everyone wins.
Sugar Mill hotel promo from travelguru.tv on Vimeo.