Step 7: Tell the story
Step 7
Storytelling is vital in strategic communications and stakeholder engagement, weaving narratives of a destination’s environmental, social, and economic initiatives.
Yet, its potential is often overlooked hindered by obstacles like lack of understanding and limited information.
Tell the story
Stories have the unique capacity to engage, enlighten and inspire action among diverse audiences. By narrating your journey through the challenges and triumphs of adopting regenerative practices, destinations can make a deeper connection with their audience, inspiring new products, attracting visitors in the off- season and highlighting innovative events.
Great stories enable the destination’s brand to become more:
- Relevant
- Inspiring
- Trusted
- Innovative
- Differentiated and unique
Inspire action through stories
In shaping communication strategies, reflect on how your destination actualises the transformative aspirations of today’s responsible visitor. Consider the following:
- Positive transformation: Good communication can demonstrate to visitors and event organisers how they can contribute to improving a destination, whether by preserving its natural beauty or enriching its cultural heritage.
- Certification promotion: Support those accommodation providers, visitor experiences and restaurants that have achieved sustainability certifications. Spread the word and make this information readily available to visitors, as well as tour operators and event planners. This helps them to support responsible businesses.
- Community engagement: Where can your communications shine a light on the active support for local community projects - from food distribution programmes to educational initiatives and nature-based actions, as well as community led tourism projects?
- Honesty and transparency: Be careful of overstating and keep your communication honest in its sustainability claims and challenges. An open dialogue about these challenges not only builds trust but also invites collaborative solutions.
- Integrated marketing: Make sure your brand values include the regenerative goals embedded within your strategy. Each campaign should be appealing to responsible travellers and position your destination as a leader in responsible tourism.
A destination’s storyline does not just inform, it inspires action and builds stronger bonds between your destination, visitors, and the wider world.
