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In this tough economic climate, the consumer spends their money wisely bringing both opportunities and challenges for domestic tourism.

Challenges facing the domestic travel and tourism

Against the backdrop of the savvy shopper proactively researching breaks which offer value and experience while reactively being bombarded with an endless stream of information, how do travel and tourism businesses cut through the noise and deliver campaigns with impact?

Storytelling at the heart of differentiation marketing

Brand success is no longer about just reaching target audiences, it’s about genuinely connecting with them. In today’s world the most effective way to create that emotional connection is through storytelling, painting evocative pictures that appeal specifically to your niche audience.

In leveraging storytelling, we’re not just selling a product – we’re selling a lifestyle that the target consumer genuinely buys into and wants to be part of.

Whether it’s the wild beauty of the British coast, the open skies of our countryside, the cultural tapestry of our cities or the amazing local larders on our doorstep, every part of the UK has a story waiting to be discovered, told and of course experienced. But it has to be authentic, engaging, evocative, immersive and compelling.


Crafting compelling narratives, painting a brand picture

For tourism businesses, storytelling isn’t about fabricating tales, it’s about shining a spotlight on the natural assets you have on your doorstep that builds a picture for your audience.

Identifying unique stories

Every destination has its own stories – heritage, characters, landscapes and experiences that can be woven into compelling and authentic narratives.


Customising this narrative to resonate with different target audiences enhances that connection and engagement. What story does a young family on holiday want to hear and live, versus a retired foodie couple? Push the right buttons.

Multi-sensory engagement

Stories should be warm, aspiring and engaging and not just about words. They need to be visual, have sound and even tactile elements through innovative marketing campaigns, social media, and virtual reality experiences.


In an age underwritten by AI, fake news, engineered social media and scepticism, genuine storytelling resonates more powerfully than polished but superficial content. Sharing real experiences adds layers of authenticity and in turn trust.

Wealth not riches

The 2020s have become defined by more traditional, wholesome values. COVID took its toll on families, individuals and communities and while the lockdown years now seem a little unreal, the aspirations for wellbeing, health, and emotional contentment have remained. Gone are the days when a holiday in the UK involved the perfect 2.4 children family, bright blue skies and big smiles. Today’s consumer wants to be immersed in a world which is about wealth not riches, experiences and time well spent – these are the stories we need to tell.

Taking part

The best stories invite the audience to become a part of them, encouraging user-generated content through social media or personal blog posts. This adds to the authenticity of the destination and that all important proof that we look for now in whatever we buy. We wouldn’t buy a toaster or TV without checking the reviews first – so why not a holiday?

Eco credentials

Sustainability is no longer a ‘nice-to-have’ but a ‘must-have’ in consumer marketing. Sustainability and responsible travel are in the consumer spotlight, with eco-conscious travellers looking for destinations and providers that align with their values. Authenticity here is absolutely key. Adopt practices that really make a difference, commit fully and only then talk to your audiences about your eco credentials. Forget greenwashing – there’s a real risk that it will come back to bite you.

The result? Deeper connections and enhanced experiences

Embedding storytelling into marketing strategies of UK travel and tourism businesses can establish deeper emotional connections with their audience.

Storytelling also amplifies the value of the travel experience. It’s no longer just a visit but an immersive, memorable experience. In a crowded marketplace, this can really set you apart from your competitors.

Looking forward for the UK travel and tourism sector

As we look to the future of UK travel and tourism marketing, it’s clear that storytelling will play a pivotal role. It’s an approach that requires creativity, authenticity, and a deep understanding of both our destinations and our audiences. But the rewards – creating meaningful connections and inspiring journeys that leave a lasting impact – are immense.

In a world where every destination is vying for attention, the stories we tell can make the UK stand out. They can transform our historical sites, landscapes, and cities from mere attractions into vivid scenes for travellers from around the globe.