A quick thought …

When VisitEngland published their conclusions from their Staycations research last autumn, one phrase stood out for me: People need INSPIRATION and INFORMATION.

This is a handy maxim for anyone working in destinations. Information is important. But too many people jump straight into informing, when they need to inspire people first.

Of course, that’s easier said than done. Among all the ‘noise’ from the worldwide tourism industry, how do you go about lighting that emotional spark that makes someone say “take me there”?

Stories are the answer. Destinations need to use narratives that speak to the heart, not just lists of facts. Because information alone doesn’t change behaviour … stories do.