Good tourism thrives on great stories and memories. They are the threads that connect visitors, locals, and businesses into one tapestry. Facts may inform, but stories inspire — and they travel further. A shared story creates belonging, builds pride, and gives people something bigger than themselves to join in with.

Why it matters

Tourism is built on memory-making. A story ensures that your town, your business, and your people are remembered long after the visit. Visitors might forget the details of a menu or ticket price, but they will retell the story of the farmer who grew the apples, the legend of the smugglers’ cave, or the quirky origin of a local gin. Those retellings are the most powerful form of marketing — authentic, emotional, and free.

When businesses echo the same story threads, the destination feels joined-up and special. This is how you build critical mass: a single voice is easily lost, but many voices telling connected stories create momentum. Most importantly, a shared story helps attract the right visitors — people seeking meaning and connection — making tourism Better, Not Busier.

Think about it in practice

Stories can be told in many places: a menu that explains a seasonal dish, a guide sharing a personal memory at a viewpoint, a shopkeeper who knows the maker of every item on the shelf. Online, the same story can be carried further with short videos, reels, or posts that reveal the human side of what you do. A behind-the-scenes glimpse of a workshop, the history behind a trail, or the reason you chose a particular supplier can travel far beyond your door.

It also matters what visitors see and feel. This is the “Visitor Lens.” From signage and menus to décor and welcome, ask yourself: what story is the visitor piecing together? Does it feel like part of a wider destination narrative, or does it stand alone? When the fragments connect — nature, history, creativity, food — the whole town tells a story together.

And don’t forget: visitors want to tell their own stories too. Give them reasons to share — a photo-worthy backdrop, a meaningful hashtag, or a postcard they can send home. Their version may look different, but it still carries your shared narrative further.

Keep it authentic

The most powerful stories are honest ones. Avoid stretching the truth or adding gloss that doesn’t hold up in person. Consistency matters more than exaggeration: if every café, shop, and attraction shares something real, visitors will trust the place and want to return. Storytelling isn’t about gimmicks; it’s about deepening connection.

Outcomes

When storytelling works, you’ll notice it in the words visitors use. They will quote your stories in reviews, repeat key phrases online, or share images and clips that echo what you intended. That’s the measure of success: not how loudly you shouted, but how naturally others carried the message for you. And when they do, the destination grows stronger without becoming busier — proof that Better, Not Busier is more than a slogan.