What happens when a DMO decides that resonating with its own community matters as much as reaching global audiences? Marta Káradóttir, Content & Communications Manager, and Olivia Døgg Fríðfinssdóttir, Digital Marketing Assistant, from Visit Faroe Islands, built a compelling case for why slowing down might be the smartest strategic move a destination can make. Their approach offers a blueprint for DMOs questioning whether traditional content strategies still serve their communities and visitors alike.

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The HEIM Strategy

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The transformation of Visit Faroe Islands' marketing approach began with HEIM, the DMO's tourism strategy for 2030. With the strategy's literal translation meaning 'home', a focus on engaging with locals was a core element of its development. Rather than relying on industry benchmarks alone, Visit Faroe Islands invited every resident to share their views on tourism's future. The response was overwhelming. 10% of the archipelago's entire population participated, offering opinions that included what they liked, their concerns and even a few calls to shut down the DMO entirely.

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Through this bottom-up approach, residents told the DMO, with raw honesty, that they did not feel represented in destination marketing. The polished landscapes and curated influencer content, however beautiful, failed to capture the essence of daily Faroese life. This disconnect between marketing image and lived reality became the catalyst for fundamental change. As Marta noted, when "the entire nation shows up and takes the time to respond, you pay attention".

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This process resulted in a clear strategic focus. To resonate with global audiences, Visit Faroe Islands first needed to resonate with its own people. This meant the DMO needed to prioritise earning the trust and support of the local community. This recognition shifted the entire strategic foundation from destination promotion to something closer to community representation.

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Beyond the Postcard Image

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Based on this community feedback, Visit Faroe Islands decided to abandon the proven approaches that had successfully put the Faroe Islands on the map, taking what felt like a considerable risk. This meant abandoning safe choices and predictable content in favour of material that truly reflected island society.

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This boldness shaped an entirely new approach to content creation. Rather than chasing trends or reacting to the latest algorithmic shifts, Visit Faroe Islands committed to protecting their identity through slow, intentional, human-first storytelling. The goal evolved from simply attracting visitors to showing how travellers might become a little more Faroese when visiting. In this framing, tourists are not just visitors but guests in someone's home.

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While the practical challenge of reframing the marketing approach was considerable, it also enabled time to reflect on the past. Working with international influencers had historically resulted in repetitive content, with creators consistently gravitating toward the same iconic locations. For example, Visit Faroe Islands had accumulated nearly 500 virtually identical images of Gasadalur, a village with a population of just 15 people. These photographs represented both the success and limitations of conventional influencer marketing. Breaking this cycle required a fundamentally different model of content creation, one built on the recognition that some stories can only be told by the people who live in the Faroe Islands.

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The Faroencers

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Visit Faroe Islands' response was the creation of a local creator collective — Faroencers — that has become central to the DMO's content strategy. The concept emerged from a growing sense that the traditional influencer model was losing its effectiveness. Rather than flying in creators for brief visits, the programme recruited islanders to show their home through their own lenses. This helped to address the fundamental tension between global reach and local authenticity.

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The initial implementation two years ago proved more challenging than anticipated. Marta and Olivia acknowledged that Visit Faroe Islands was highly idealistic in their selection criteria, recruiting participants who represented the breadth of Faroese society rather than those with established content creation skills. The roster included a priest, a multimedia artist, fishermen and various community figures who brought authentic perspectives, but had limited social media experience. Despite workshops and support, the model demanded resources that the small team could not sustain.

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This lesson informed subsequent iterations of the programme, with recruitment focused on creators who already produce social content as part of their daily lives. This adjustment has yielded a strong collective of regular contributors, with content pieces now scheduled ten months in advance.

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The question of algorithmic unpredictability hangs over any long-term content strategy, but Visit Faroe Islands' approach reflects their broader philosophy. You cannot predict algorithmic preferences, but authentic stories from real Faroese people will have relevance regardless of platform changes. Perhaps the most compelling benefit has been the unexpected content that emerges from this approach. One mountain rescuer captured a dramatic sheep rescue, complete with the animal being abseiled down a cliff face. Such moments, impossible to plan or commission, have become a signature of the programme. They deliver stories that professional influencers simply do not create.

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Faroese Folklore and Legends

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Cross-departmental collaboration unlocked another unique storytelling opportunity. Working with Heidrik á Heygum, a multimedia artist and storyteller, Visit Faroe Islands created a series visualising traditional folklore. These stories, passed down verbally through generations, had never been captured on film before. This provided the basis for creating content that was rooted in the identity of each Faroese legend.

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The initiative succeeded because of close collaboration between Visit Faroe Islands' marketing and destination development teams. This integration meant the content was tied to real places and authentic cultural heritage, combining the development of in-destination infrastructure and signage with the awareness provided by the cinematic reels.

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Self-Navigating Cars

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The tendency of social media algorithms to reward the same familiar scenes creates a narrow view of what a destination provides. Visit Faroe Islands recognised the need to make a bold statement, using a more daring storytelling narrative that moves beyond predictable landmarks to reveal the depth and diversity of undiscovered areas. The Self-Navigating Cars campaign offered an inventive solution to this pressing challenge.

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Using a simple system built on Google Maps, Visit Faroe Islands created pre-programmed journeys to lesser-known destinations with one crucial element: travellers would not know where they were going. Following only directional arrows without seeing their destination, visitors would discover hidden corners of the islands that Instagram algorithms had never promoted. Each itinerary was carefully curated by locals, blending hidden gems with cultural storytelling and sensory moments. Travellers were also never on the same route at the same time, ensuring every trip felt personal and unpredictable.

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The campaign's execution revealed the value of long-term creator relationships. With only two weeks to produce content and a limited budget, Visit Faroe Islands relied on established partnerships. One creator, making his ninth visit to the Faroe Islands, demonstrated exactly why such relationships matter. His content captured nuances that first-time visitors would miss, including a moment where he filmed a painting in a small museum before capturing the exact same view in the landscape outside. This attention to detail emerged from the trust that had already been built over multiple collaborations.

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Reflecting on the New Approach

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The strategic shift has delivered measurable results. Visit Faroe Islands reported an Instagram engagement rate of 8.68%, significantly exceeding industry benchmarks. Whereas many companies are reporting declining engagement rates, Visit Faroe Islands continues to see engagement rising. This contrast proves that the revised and more personal approach to storytelling is resonating among travellers, particularly as there is a growing interest in transformative travel and meaningful connections.

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The visual evolution of Visit Faroe Islands' Instagram profile tells its own story. Where the feed was once dominated by landscape photography, it now features diverse formats and recurring series that capture the unfiltered pulse of Faroese communities. These new content formats lead the narrative through a strong, engaging personality, acting as a knowledgeable guide that offers a warm and educational look into the destination's true character.

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The relationship between PR and social media has also shifted fundamentally. Where social media was previously an afterthought following major PR campaigns, the two functions must now move together from the start. Perhaps most counterintuitively, letting go of control often yielded better results. When negotiations with creators reached impasses, flexibility frequently enabled stronger stories to emerge. In choosing to prioritise meaning over metrics, Visit Faroe Islands' experience suggests that thoughtful, values-driven content strategies can achieve sustainable engagement and community alignment.

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However, it is important to recognise that changing direction takes time. Convincing stakeholders takes even longer. Leadership buy-in proved essential, requiring budget, trust and a willingness to embrace approaches that felt risky. Even after two years, many Faroese residents still believe Visit Faroe Islands posts picture-perfect postcards, highlighting the need for better communication about how the content strategy has evolved. This shows why DMOs should evolve from occasional consultation to a more sustained dialogue with residents.