Tourism storytelling: the art of telling a story and persuading

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Storytelling is the communication, often by improvisation or embellishment, of events, through words, images and sounds . And what is so persuasive about this communication? The attitude and the art of the one who tells the stories, the storyteller. He tells and communicates messages by capturing the audience's attention, telling stories with a unique and distinctive style and guided by a central idea throughout his story. Whoever listens to him can identify with the stories told, get excited and create emotional bonds from that story . And emotion is fundamental in tourism, as it is present in many moments, before, present and after a trip.

Storytelling. Joantxo Llantada

Storytelling was born in the 1990s in the United States , and betting data was initially used as an art dedicated to children. Its adaptation to the political sphere makes it a powerful tool for communicative persuasion. Why is it so powerful? The story told has the following elements :

– It is an authentic, honest, interesting story.

– It has meaning from beginning to end.

– It adapts to the audiences that listen to it and identifies with their interests and expectations.

– It has a theme, a plot, a meaning, and one of its components is a conflict that evolves and may even be resolved.

– It stimulates, excites and drives decision-making.


Who uses storytelling as part of their company philosophy?

The Sheraton Hotel is one of the brands that use storytelling in the experiences that its visitors live in its tourist establishments. Also Omni Hotels , which plans activities based on storytelling , and the region of Flanders , which has carried out a study on cultural tourism and storytelling .

What is it for?

– To connect in a direct and exciting way with the audience.

– To create expectations and communication from person to person.

– To promote knowledge , direct social relationships and excitement about the story.

– To promote decision-making , reflection, emotional connection with a situation, a place, a brand.

Joantxo Llantada , Antonio Núñez ( who has published the book «You better tell it» ) and Paula Martínez , among others, are specialists in this technique, in case you want to learn more about it. Or to become a Storyteller . Would you be interested?