Storytelling

Use your story to promote responsible travel

Storytelling is a way for DMOs to inspire responsible behavior.

Storytelling is among the most effective ways for destinations to shift from “visit our destination” to “discover it alongside us.” Video storytelling, in particular, creates visual and emotional connections between travelers and the communities they explore. It highlights values, voices, and authentic stories that shift tourism into a collective journey of understanding and compassion. It helps visitors connect emotionally to the people and landscapes they explore, and, in turn, encourages them to leave those places better than they found them.

Leading with values: Scotland’s approach

In Scotland, storytelling through video has become a cornerstone of promoting responsible tourism, and visitors’ slowing down is emphasized. Rather than focusing solely on stunning scenery, local businesses and tourism partners are encouraged to use digital marketing to share narratives about cultural preservation, community pride, and environmental care. They showcase activities like cycling, walking, and off-season travel. Scotland’s video campaigns help visitors visualize how to travel lightly while contributing more meaningfully to local economies. The tone is welcoming, but the message is clear: appreciating Scotland’s beauty means protecting it, too.

Tip: DMOs can use video storytelling to encourage slow travel, through storytelling, show the joy of experiencing local culture by staying longer, exploring lesser-known places, and visiting in the off-season. Highlight eco-friendly ways to explore, like biking or walking, that make travel more rewarding for visitors and lighter on the environment.

A community-driven tourism: lessons from the Azores

The Azores in Portugal is a good example of how storytelling and video can strengthen the bond between travelers and the place. The tourism strategy here relies on sharing stories of resilience, community, and love for the land. The Azores show how destinations can protect their environment, promote responsible consumption of food and drink, and strengthen the local community.

The Azores uses storytelling to manage visitor flow, promoting lesser-known islands like Pico and São Jorge to disperse tourists and tourists and reduce the pressure on more famous ones. Through the voice of islanders, videos featuring local islanders, visitors see what makes the Azores special and worth protecting. By balancing promotion with preservation, the Azores demonstrate how storytelling can both educate and distribute tourism responsibly.

Tip: Feature authentic voices from your community, show real stories of locals to build a stronger relationship between tourists and the destination. Highlight how tourism contributes to their well-being, and how visitors can play a positive role. Travelers connect deeply with real people and real stories.

Turning Stories into Action:

For DMOs everywhere, the lesson is clear: effective storytelling is about sharing destinations’ values. Videos are a chance to show, not just tell, what responsible tourism looks like. Video storytelling helps bridge the gap between awareness and action. For DMOs, this creates a ripple effect: responsible visitors inspire others to travel with intention, helping build a culture of care that benefits everyone.