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    Inspire potential visitors with storytelling

    26 July 2016

    Graphic illustrating the concept of Tourism Stories

    Why do some consumers choose one tourism business over another when it comes to making a booking? One factor could be that the tourism business they choose does a better job of ‘telling their story’ via their website and social media channels.

    Your website is your shop window to the world. Your ‘story’ starts on your website and should extend throughout your online channels – social media profiles, email newsletters etc.  If you tell a captivating story about your business through your use of imagery, descriptive language, anecdotes etc., then you will succeed in inspiring potential customers and hopefully encouraging them to make a booking with you.

    Powerful stories are extremely motivational. Think about your tourism business. Does it have any connections with historical figures? Have any celebrities visited your tourism business? Have you won any awards for your tourism business? Perhaps you run a family business and have stories to tell about how you or your parents started the business. 

    Emigration can be a powerful theme, particularly for the U.S. market – do you have any stories to tell about emigration in relation to your tourism business? Personal insights can lend a very human touch to the story of your tourism business, when used appropriately.

    Visit Australia showcases a number of tourism stories on its website; one of them is an article about the Aboriginal people. Visit Australia uses captivating language and strong imagery on their web page for this story to inspire potential travellers to experience Aboriginal culture. Just take a look at the opening line of the full story section:

    ‘The world’s most ancient living culture, Australia’s Indigenous people, have a continuous history spanning more than 50,000 years. Theirs is the oldest story on Earth, providing an irrevocable understanding of the birth of our land, its cragginess, spirituality and wonder.’

    As an Irish tourism business, there is tremendous scope for telling your story, using similar language and personalising it. Start with your homepage. Source inspirational imagery/video for your homepage and have a brief section with an introduction to your story. You can avail of the imagery/video that is free to download from Ireland's Content Pool for this purpose, once you credit the copyright owner.

    It may be helpful to have a dedicated page (About us/Our Story) where you tell your story in full with further imagery to support it. You could also consider offering some free content for potential visitors to download in relation to your story in return for sign up to your email newsletter – a PDF guide to your local area for example. You can also do social media updates in relation to your story, anecdotes, imagery and snippets of information that support the themes that you are trying to promote.

    Whatever your story may be, it is yours to tell. How you tell it may just succeed in generating additional bookings for you in the future.

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    Find out how Visit Australia are telling their story of the Aboriginal People

    View our webinar on how to inspire visitors through storytelling