Storytelling and Communication

Identity and unexamined bias shape tourism marketing. Learn how positionality impacts travel storytelling and how to help travelers shift their perspective.

High travel demand meets record strain. Solve labor, AI, and climate pain points in tourism with strategic marketing and transparent storytelling.

People want “authentic” experiences, but travel companies must ask what authentic means, what it demands, and how to communicate about authenticity.

With strategic communication, travel brands can attract and inspire aligned travelers, engage people before leaving home, and turn trips into experiences.

To avoid greenwashing, travel companies and destinations may fear sharing sustainability and climate goals, but greenhushing in tourism is a problem too.

Sustainability jargon in the tourism industry is a problem. Here’s how to avoid buzzwords and how travel companies should communicate about sustainability.