Telling New Stories in Tourism

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Stories have the power to shape our perspectives. They can engage our emotions and inspire us to take action. Storytelling has always been at the heart of tourism — in things like guided tours or historical and cultural presentations — but for the most part, tourism managers and researchers haven’t paid it much attention.

If more people know about Magnetic Island from Netflix’s Izzy’s Koala World than from any traditional tourism marketing campaign, shouldn’t we be focusing on creating storytelling content that emotionally resonates with travellers? Do tourism destinations want pretty influencers or good social media storytellers?

Join JCU’s Professor Gianna Moscardo as she discusses the importance of stories in destination development and branding and the need to move beyond storytelling to story co-creation in destination tourism practice.

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By: JCU: James Cook University, Australia
Title: Telling New Stories in Tourism
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