Storytelling and Communication

Travel writing that perpetuates stereotypes and clichés keeps the tourism industry from attracting travelers with appropriate expectations.

Intentionally tying elements together with a storytelling structure helps travelers make sense of sites with which they have no connection.

Asking “why” is a powerful tool in maintaining a sense of curiosity, building a company, and encouraging people to have better experiences.

Responsible storytelling is a foundational building block that can help guide ethical business operations.

Right now, the tourism industry has an opportunity to reflect on the past, consider the present moment, and step boldly into the new year.

Travel media’s content strategy has historically avoided innovative journalistic approaches, controversy, and local writers.