Tourism is often packaged as “pristine” and “perfect” — a way to “escape” reality. But there isn’t a place or experience that actually fits this “perfect” definition. Life is inherently messy, but that’s also what makes it interesting and rich. Instead of hiding behind a sanitized story, the tourism industry needs to embrace the diversity and complexity that is woven into the fabric of life. Adopting responsible storytelling practices is less destructive and far more powerful than presenting the world as a two-dimensional destination.
Destination marketing and community prioritization don’t have to be at odds. In fact, marrying the two creates vibrant places worth visiting.
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The dominant narratives present in tourism can only be shattered by giving storytellers the power to share their own perspectives.
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Booked travelers are invested and ready to go. Pre-trip communication is the perfect vehicle for delivering purposeful content.
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Inspirational travel content shapes travelers’ expectations, which has given the tourism industry little reason to curb the harm it causes.
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Travelers are often focused on where they are going and what they will do when they get there. Let’s take those questions a step further.
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Your company’s product or service isn’t unique, but your purpose and origins are. Are you successfully sharing this travel brand story?
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