What Does “Authentic” Mean — and Why Does It Matter?

The word “authentic” can be used in the tourism context, but it is important to understand why it causes confusion.

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3 Ways Tour Companies Can Embrace Radical Transparency

Being open and honest about business operations is increasingly expected by consumers and one way companies can hold themselves accountable.

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4 Key Features of Well-Told Stories

The very best stories steer clear of too much data and lean into shared human values told with a memorable flair instead.

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Why Mindful Communication Must Play a Key Role in the Future of Tourism

Dismantling harmful tourism practices also requires dismantling the harmful communications practices that supported them.

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Connecting the Customer Journey and Traveler Journey with Storytelling

In tourism, the customer journey and traveler journey are two different phases, but both are enhanced when storytelling connects them.

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9 Ways to Defeat Destination Homogeneity with Storytelling

It is easy to fall into tired travel content creation habits, but doing so makes every destination look like every other destination.

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