storytelling and destination development · storytelling and destination development • the...

Storytelling and destination

development• The objective of this

project is to analyze the potential of storytelling as a tool for destination development.

• The project will explore five different storytelling cases, one in each Nordic country.

Common areas for storytelling in destination development:

• Book tourism• Film tourism• Dark tourism• Events• Theme parks• Food/culture/nature/industrial tours• Tourist attractions…

Why do we suggest storytelling as a strategic tool in destination development?

• Stories are hard for others to copy

• Good stories can result in lots of word-of-mouth

• Myths can be created

• Fascinating stories create curiosity

• Stories as catalyst of destination development

The cases

• Iceland – Sagas• Denmark – The tales of Limfjorden• Norway – Medieval week in Numedal• Finland – The wolf cave family• Sweden – The sea food tour

The Swedish case on using local food and storytelling in destination marketing and develo pment

”The Tales of Limfjorden”

The NICe project will show:

• Many examples of businesses and destinations which have applied storytelling and therefore be of great interest for the industry

• How storytelling can be used to “wake up”sleeping destinations

• How storytelling can involve and create networks between organizations across sectors

• How the work can be done (organizational processes and procedures)

• How different techniques can be applied to storytelling development

Contribution to the industry/society

Industry• Packaging in competitive and new ways• Extend seasons • Develop destinations around stories

(branding, networks, training)Society• Strengthen identity• Generate employment