The winners of the World Tourism Organisation's annual video competition all create an emotional connection with the viewer. These submissions provide excellent case studies for tourism bureaus about the future of video storytelling that defines the essence of place with a specific point of view. Among all the videos, there is a palpable sense of being immersed in the destination through the use of point of view perspective and movement that makes viewers feel like they are along for the ride. The majority of destinations among the submissions highlight their natural environments and opportunities for outdoor activities. These are expressed through high-adrenaline adventure and serene moments of calm reflection that lead to transformative travel experiences with a spiritual rush. The primary destination marketing message today seems to suggest that travellers need to slow down and focus on the essential. Click here to view the videos.