Solimar International Internship where are they now?

Solimar’s Sustainable Tourism Internship – Where are Former Interns Now?

Written by Stephanie Gerson on November 23, 2021. Posted in Uncategorized.

Former Solimar International Sustainable Tourism Internship Stories

Solimar International is a marketing firm that specializes in sustainable tourism. Three times a year, we recruit talented interns to our sustainable tourism internship to help with strategic planning, sustainability research, blog writing & communications, social media marketing, tourism development, and so much more on all of our projects. It is our goal to give our sustainable tourism interns the opportunity to learn the skills necessary to further thrive in the tourism and international development industries. We’re spotlighting some of our former interns to talk about their experiences with Solimar and where they are now! Let’s meet them:

Tesia Smith – Tourism Research Intern, current Japan and Thailand Specialist at Audley Travel

Tesia Smith is a former Tourism Research Intern at Solimar International, current Japan and Thailand Specialist at Audley Travel — Tesia in Japan

Tesia interned at Solimar International in the summer of 2007 in the DC office and in 2008 in Costa Rica. During her first summer with Solimar, she was a research intern, and had the opportunity to contribute to the Global Sustainable Tourism Alliance portfolio. She conducted research, created surveys, and analyzed data on several projects with National Geographic and Expedia. While in Costa Rica, she traveled throughout the country to various growing eco tourism destinations, collecting data and researching hotels, tours, and locations to produce content for Solimar. During the internship, she gained experience interacting with destination managers and other important contacts within the travel industry. Working for Solimar sparked her interest in travel and pursuing a career in the industry.

“The Solimar internship program really introduces you to the travel world and opens your eyes to a variety of roles which you could have in the future in the industry. Sustainable tourism and responsible tourism is becoming more and more important, and is not solely about the environment which most people think when you say sustainable. Sustainability is about the environment, but also the culture, the people, and creating an industry that helps support cultures and maintain authentic experiences. Sustainability is a lot about local laws, partnerships, and more.”

Tesia is currently working at Audley Travel as a Japan and Thailand Specialist. Audley Travel is a tailor-made travel company that customizes private itineraries. Tesia specializes in Japan and Thailand because she lived in Japan for 5 years after graduating college and her internships at Solimar, where she traveled extensively throughout South East Asia and enjoyed life in Japan. We are glad that her experience serving as a sustainable tourism intern led her to the field she is in now!

Find out more about Tesia and the work she is doing now on her LinkedIn!

Jenny Lundt – Former Tourism Marketing Intern, current Project and Communications Asssociate + director of Sustainable Tourism Internship program at Solimar International

Jenny Lundt - Former Solimar International Tourism Marketing Intern, current Project and Communications Asssociate at Solimar International — Jenny in Granada, Spain

While conducting research in Timor-Leste related to women’s livelihoods and tourism, Jenny ran into a local consultant for Solimar who told her about the Tourism for All project and gave her his contact information. Due to her unique on-the-ground experience and experience in tourism writing, CEO Chris Seek and COO Natalie Sellier (also a former intern) extended a tourism marketing internship offer to join Solimar’s first virtual cohort of interns.

She had recently graduated from Colgate University with a Bachelor’s Degree in both Peace and Conflict Studies and Middle East & Islamic Studies when she started her internship. Much of her coursework was related to sustainable development, talking about inequalities in all shapes and forms. Her internship with Solimar allowed her to combine my professional and personal passions while gaining insight into a world she knew very little about previously.

The internship at Solimar provided her with access to some of the industry’s greatest minds, such as Chris Seek, as she eagerly engaged with the learning course material covering a wide berth of content. She also believes the Solimar International internship is especially unique because the company trusts the interns with significant responsibility. In her case, she wrote the content for the entire Atauro Island website based on her experience living in the country. This led to a part-time job offer from Solimar, which has since become a full-time role.

She recently wrapped up the Southern Tanzania project, her first Solimar project from start to finish. Throughout the last year, she learned how rewarding consistent effort and client relationship management can be. Additionally, as a member of the first remote internship cohort, Jenny has worked each semester to improve the experience of subsequent virtual tourism intern cohorts. Working to recruit and expand the skills of diverse and talented minds from across the world is one of her favorite parts of her job.

She writes of her experience, “With such a small, dynamic company with operations across the world, there are always a million ways to learn, grow, connect, and improve. Working with Solimar is the best job out of college I could have imagined”.

If you are interested in learning about Jenny’s work at Solimar, check out her LinkedIn!

Jim McCaul – former Solimar International Tourism Specialist Intern, current Senior Vice President of Destination Stewardship

Jim started working with Solimar while at The International Institute of Tourism Studies’ Consulting Practicum while completing his Masters in Tourism at George Washington University. He quickly discovered that he and the CEO, Chris Seek, shared a passion for tourism and its ability to be a profound force for good in communities. The internship was a unique opportunity to utilize the knowledge and skills Jim had developed in graduate school and apply them in a real world setting, working on a tourism development project with the Namibia Tourism Board.

“The internship helped me understand how to manage stakeholder engagement processes in polarized communities riven with differing agendas and perspectives on the future of the destination. It also gave me a profound understanding of the hyperlocal impacts that tourism, when managed effectively, can have on communities.”

After his Solimar sustainable tourism internship, Jim landed a job working at Destinations International, the global trade association for Destination Marketing and Management Organizations. After nearly seven years with that organization, he moved over to the consulting world, and for the past three years has been working with destinations across North America to develop tourism master plans and other long-term strategies which balance sustainable visitor growth with the health and vibrancy of their communities.

“I believe that to be a leader in the tourism sector today is to be an architect of future economies, societies and possibilities. My goal is to work with the public and private sectors to make tourism a powerful driver of socio-economic progress in communities.”

If you are interested in learning about the work Jim is doing now, check out his LinkedIn!

Barbra Anderson, former Strategic Tourism Planning intern, current Founding Partner & Story Curator at Destination Better

When asked why Barbra chose Solimar as her internship opportunity, she responded, “I had a mutual colleague who was kind enough to connect me to Chris. Barbra found Solimar while in a Master’s of Global Sustainability program at the University of South Florida, which required an internship. She was connected to the program from a mutual colleague that knew Chris Seek. Prior to earning a Master’s, Barbra had been in the travel industry most of her life working with various corporate firms such as Sabre, American Airlines, Hertz and Budget Rent-a-car. She left being the head of Global Corporate Responsibility for Sabre and went back to school full-time.”

After working in most segments of the travel industry, she was enlightened about sustainable tourism marketing by assisting with a once-in-a-lifetime project with the Royal Government of Bhutan.

While in the Master’s program, Barbra met her current business partner, teaming up to create a consulting firm, Destination Better. Since that time, they have partnered with companies as large as Fortune 10 to develop their ESG (environmental, social, and governance) strategies, communications, and reporting. Their clients are global and span several industries, including pharmaceutical distribution, banking, call centers/AI, commercial printing, food service, robotics, construction, and government organizations. They also host an educational podcast, Creating Responsible Companies.

Barbra and her business partner plan to continue to build Destination Better by shifting from only a 1:1 consulting model to a 1:many model by offering masterminds, a membership, and online courses for ESG and sustainability professionals.

Barbra reflects on her time, “I have complete respect for Chris as an expert in this field and as a business leader. I can only imagine the number of students he has assisted in their careers, both inside Solimar and in his involvement with GW and local community organizations.”

If you are interested in learning about the work Barbra is doing now with Destination Better, check out her LinkedIn!

Marina Lopes – Former Solimar destination marketing intern, current Solimar Project Assistant

Marina chose Solimar because of the numerous opportunities to work within the sustainable tourism industry. Before applying, she looked on the website and found that many of the projects that Solimar was working on sparked her interest, and she thought it would be fascinating to collaborate on them. She was successful in applying to the sustainable tourism internship program.

During her undergraduate degree, Marina studied International Relations, but decided to switch to tourism for her master’s degree. She knew Solimar would be a perfect fit because she could gain experience in the new career field she was entering. She noted Solimar’s internship as a way of exploring options as to what to do after she finished school.

After completing her destination marketing internship, Marina was hired as a part-time project assistant at Solimar this fall. During her time in the internship, she got closer to some of the managers that recently invited her to come back and work in the position she is in now. Marina is grateful for all the opportunities Solimar has given her, especially when it comes to completing her masters. She says,

“It was also a delightful opportunity to start thinking about my master’s thesis through Solimar’s projects.”

She would like to keep working with sustainable tourism and development. In the future, she wants to be able to occupy a position where she can see the impact of her work in a destination or specific business.

If you are interested in connecting with Marina about her work, reach out to her on Linkedin!

Conclusion

We take great pride in the incredible interns who have worked hours per week with us nearly twenty years. Our internship program has evolved with technology, from an onsite internship program in our Washington D.C. office to completely remotely across five continents. Our former interns are involved in nearly every aspect of the tourism industry, from Destination CEOs to consultants to travel advisors, and more. We believe we offer the world’s coolest remote internship, in part because of our projects, but also thanks to the incredible intern peers you can learn from and collaborate with. Our interns have helped launch Solimar into its position as a leading tourism consulting firm.

We are now recruiting for our next sustainable tourism internship cohort. Apply today to join the team and gain real world experience in the intersection of international development and tourism: https://www.solimarinternational.com/who-we-are/join-our-team/internship-program/

By: Stephanie Gerson and Cate Enrooth

A beautiful sunset in Wakatobi, Indonesia

Developing a Tourism Management Plan – A case study from Sulawesi, Indonesia

Written by Lelie Liana on November 23, 2021. Posted in Uncategorized.

Developing a tourism management plan is challenging for any destination management organization. Working for a destination management organization across multiple islands is even more! Since each island is different, each one is prioritizing different things. Between plastic trash pollution, climate change, access to clean water, and food security, there are many problems that are on the agenda to solve. Wakatobi, a group of four main islands in southeast Sulawesi, Indonesia, face these complex issues in pursuit of sustainable tourism development.

Developing a Tourism Management Plan next to the beautiful ocean where diving is common on Sulawesi, Indonesia — Photo by Lelie Liana

Wakatobi is a rising tourism destination made up of four main islands in Southeast Indonesia. The name “Wakatobi” is derived from the first two letters of each island’s name. Wangi-wangi is the main administrative island and sets the policies for the other three islands; Kaledupa, Tomia, and Binongko. A hidden gem of tourism, it is described as one of the 10 “new Balis” for tourism by many destination management companies. The beautiful white sand beaches, seemingly infinite availability of fresh seafood, and biodiversity give Wakatobi characteristics of a tropical island that is rare today, prime for sustainable development. It’s also commonly referred to as “The heart of the Coral Reef Triangle”, and you’ll soon understand why. After spending 18 months in this unforgettable travel destination, I understand why the name translates to “enjoying the sunset”.

By marveling at the beautiful pictures above, most wouldn’t have thought of the problems they may be facing, much less imagined an approach for tourism planning to deal with those complex issues. Here are the four main questions to consider and answer that can help you in your destination management development process:

What is Inter Island Development?
How can mission goals be identified?
How to pick a decision maker?
How can you promote sustainable development?

1.What is Inter Island Development, and how should you address it?

As with other destination development challenges in islands, Wakatobi also faces the inter-island development issue. This issue is caused by the diverse character of people on each island, creating the need for different approaches for each island’s development. People who live on the main island of Wangi-Wangi Island have a different language and lifestyle than people on every other island. The question becomes: how can a destination management organization address these diversities?

It is a dilemma – how can the quality of life of the native population be improved while acknowledging we may not all share the same vision due to the diversity of stakeholders.

While each island has its issues, there will always be one more prevalent than the others, and that should be focused on uniting each place under one organization. Even if everyone has a different language, character, or mission, focusing on this key point will bring everyone together.

To start, identify the most prevalent issues in the community. Take a look around you and determine if the community is living in wellness with regard to tourism management. Is the community involved in the tourism management industry? Are there many artisans from the local community? Try to talk with them and find out what issues they may face. This can be done by conducting key stakeholders mapping, and categorizing each issue under a key-stakeholder. Each issue should belong to the main category, and in-depth interviews can be conducted if needed.

a beautiful image of the sunset on Wakatobi, Indonesia a great tourism destination — Beautiful sunsets everyday in Wakatobi. Photo courtesy of Lelie Liana.

2. How Can We Identify Destination Mission Goals?

Once you have finished mapping the key destination stakeholders and identified the main issues, it is easier to identify the incentives that could bring the stakeholders together. In Sustainable Tourism Development, we call these the destination mission goals. Once you can deliver the incentives to everyone, the challenge of finding a destination management leader begins. Yes, everyone now understands the key issue and what the incentives are once the issue is fixed, but who will decide now to take action? Everyone can’t be a decision-maker, so it’s important to pick one or a few to standardize the issue so everyone understands.

Your next job is to figure out who is the highest official position in that place that is capable of being a “decision-maker”. Deliver the incentives to this person, then let them work on their way to spread the incentives to the larger target in your destination.

Beautiful white sand beach with not many visitors around on Wakatobi, Indonesia — Photo Courtesy of Lelie Liana

3. How to Pick a Decision Maker in Destination Management?

Imagine yourself now with your friend in a jungle, where there is an immense lion that’s ready to attack you. You know you’re in a dangerous situation, and of course, you know that your friend has no idea how to save you. The issue here is that you don’t have time or resources to ask for help, but you know exactly what the condition is. “Who does what?”

This analogy relates to the topic of destination management, where the key stakeholders have already identified both the issue and the key actor as decision-makers. However, there is a missing part about how the plan will be made; the system. The system was created to ensure everything will be run officially, with certain tasks and roles. Those in the system need to understand their roles, so there will be no overlap with others.

Wakatobi, as previously explained, is made up of 4 islands with differences in their communities and culture. To ensure a solution for everyone in the islands, the Bupati (Regent) improved their ecosystem for sustainable tourism development by creating a Tourism Governance Forum. Under this forum, there was an Inter-Island Working Group that each island used to deliver their main tourism issue. This ecosystem worked because it was headed under by the Bupati and acknowledged by the Ministry of Tourism. Their centralization also included official assignments, roles, objectives, and programs.

fish market in Wakatobi, Indonesia. a big potential for tourism — by author Lelie Liana

4. How Can You Promote Sustainable Development Through Developing a Tourism Management Plan?

Sustainable Tourism Development should always be spearheaded by the destination when thinking of sustainability. Destination refers to the ecosystem, key stakeholders, issue, program, and goals of an area. When Wakatobi created Forum Tata Kelola Pariwisata, it created a system that worked for itself. Just because this form of Sustainable Tourism Development is working for inter-island communities doesn’t mean it works everywhere. If needed, destinations can adapt these 4 “How” questions from Wakatobi to fit their own needs.

Interested in developing a tourism management plan for your destination? Take one of our courses to learn more about DMO Development, and learn from other case studies how you can ensure sustainable development. Learn more from the tourism master plans we created in the Northern Great Plains, Republic of Georgia, the Cayman Islands.

Solimar International is proud to be a signatory of the Glasgow Declaration oon Climate Action in Tourism

Solimar International Committed to a Decade of Tourism Climate Action

Written by Jenny Lundt on November 17, 2021. Posted in Uncategorized.

Solimar International is proud to be a signatory of the Glasgow Declaration on Climate Action in Tourism.

The world’s dependence on fossil fuels, unsustainable land use, and wasteful consumption patterns drive climate change, pollution and biodiversity loss. Rebalancing the relationship with nature is critical to regenerating both its ecological health and our personal, social and economic well-being. It is also critical for tourism, which relies on and connects humans with flourishing ecosystems.

As a leading sustainable travel consulting and marketing firm, Solimar International has engaged with over 300 destinations and community leaders around the world to develop tourism-based initiatives that support communities and conservation. The local communities that we work with are on the front lines of climate change: contributing least to the crisis, they are facing the worst consequences. We are committed to helping these communities adapt, mitigate, and transform in the face of these impacts—from promoting regenerative tourism that centers community and nature first, to guiding tourism businesses in adopting nature-based solutions—and we call on the countries and parties present at COP26 to do the same. Our planet cannot wait.

How do Solimar’s activities reinforce our commitment to sustainable tourism?

Solimar International has long been working on the tourism development projects tackling challenges within sustainable tourism development, regenerative tourism, climate resilience, community-based tourism, cultural heritage, nature conservation, and more. So it was a natural thing for Solimar to join The Glasgow Declaration to stand next to some of the most influential organizations in the sector to fight climate change.

The Glasgow Declaration on Climate Action in Tourism was officially launched on November 4, 2021 at the COP 26 UN Climate Change Conference. The aim of the pledge is to raise the climate ambition of tourism stakeholders and secure strong actions to support the global commitment to halve emissions by 2030 and reach Net Zero as soon as possible before 2050. Transforming tourism through climate action is crucial for the sector’s competitiveness, sustainability and resilience.

The intent of the Glasgow Declaration is to urge all travel and tourism stakeholders to unite and commit to aligning the sector’s climate ambitions with scientific recommendations and international agreements.

By defining a clear and consistent sector-wide message and scientific approach to climate action; outlining the pathways and specific actions that will accelerate tourism’s ability to transform tourism and achieve Net Zero and encouraging signatories across all sectors of tourism to demonstrate their public support for scaling up the sector’s response to the climate emergency the Glasgow Declaration intends to intensify the attention to climate action in tourism industry.

The Declaration aims to:

Define a clear and consistent sector-wide message and approach to climate action in the coming decade, aligned with the wider scientific framework and urgency to act now.
Outline the pathways and specific actions that will accelerate tourism’s ability to transform tourism and achieve net zero emissions as soon as possible.
Encourage signatories across the tourism industry to demonstrate their public support for scaling up the sector’s response to the climate emergency

The signatories of the Glasgow Declaration agree on five shared pathways to ensure climate action is aligned across all of the tourism sector:

Measure: Measure and disclose all travel and tourism-related emissions;
Decarbonise: Set and deliver science-based targets to accelerate tourism’s decarbonisation;
Regenerate: Restore and protect ecosystems, supporting nature’s ability to draw down carbon, as well as safeguarding biodiversity, food security, and water supply;
Collaborate: Share evidence of risks and solutions with all stakeholders and our guests, and work together to ensure our plans are as effective and co-ordinated as possible;
Finance: Ensure organizational resources and capacity are sufficient to meet objectives set out in climate plans.

All the signatories pledge to commit to joining the climate action:

“We declare our shared commitment to unite all stakeholders in transforming tourism to deliver effective climate action. We support the global commitment to halve emissions by 2030 and reach Net Zero as soon as possible before 2050. We will consistently align our actions with the latest scientific recommendations, so as to ensure our approach remains consistent with a rise of no more than 1.5°C above pre-industrial levels by 2100.

See the list of signatories here.

visit Souther Tanzania, Africa's best travel secrets Solimar International

Southern Tanzania is one of Africa’s Best Travel Secrets

Written by Cate Enrooth on November 16, 2021. Posted in Uncategorized.

Less than 1% of travelers to Tanzania venture to the country’s south… find out why skipping a visit to Southern Tanzania is a huge mistake

Despite its bountiful national parks, game reserves, and beautiful beaches, few visit Soutthern Tanzania. It is the least traveled part of Tanzania, but has so many hidden gems just waiting to be discovered. It is home to an astonishing range of wildlife, has incredible parks and offers stunning scenery. The southern part of Tanzania is on the Indian Ocean coastline, offering tourists relaxing beach destinations and an array of marine wildlife. Southern Tanzania is an unforgettable getaway for those who have an adventurous side and want to see a destination unlike no other. Here is a list of five reasons why Southern Tanzania is the best place to get off the beaten path:

1. Massive National Parks home to hundreds of animal species

A resting lion in Nyerere National Park, Southern Tanzania

Southern Tanzania is home to a diverse range of wildlife and parks, and is gaining a reputation as one of the best places to safari in Africa. Two of Southern Tanzania’s most popular parks are Nyerere National Park and Ruaha National Park. Nyerere National Park has the reputation as Africa’s best wildlife sanctuary, and is inhabited by over one million animals. Here you can find the world’s biggest elephant and wild dog populations, whilst enjoying views of the expansive scenery. Ruaha National Park is the second largest wildlife sanctuary in the country, holding a massive population of big game and birds. Here you can see the popular sand rivers providing water to the animals that inhabit the area. On safari you are sure to see gazelles taking a sip from the river, and who knows, maybe even four of the big five – African leopards, African lions, Cape buffalo, and African elephants. Both parks are off the beaten track destinations anyone should visit for a once-in-a-lifetime experience.

Lilac Breasted Roller, a beautiful bird that is a favorite among visitors to Southern Tanzania

2. Pristine hidden beaches and marine life

Pristine beach and water of Mafia Island in Southern Tanzania — Pristine beach and water of Mafia Island. Photo courtesy of Travel Weekly

Southern Tanzania is home to many hidden beach getaways along the Indian Ocean coastline. The beaches are perfect for those looking for adventures off the beaten path, preferably in the water. Their astonishing coral reefs make scuba diving and snorkeling a favorite among those who love the ocean. One beautiful beach destination is Mafia Island, a must-see location just off the coast of Southern Tanzania. The island is the premier diving, snorkeling, and fishing destination in the country. The striking reefs that follow along the shore line are made up of 50 species of coral and are inhabited by over 400 species of fish, making for beautiful scenery and an array of colors while snorkeling and diving. The main wildlife attractions found on and around the island are the whale sharks and sea turtles. Mafia Island is also home to Tanzania’s first marine wildlife center. Another wondrous place to go diving is in Mikindani, close to the border with Mozambique.

Swimming with whale sharks Mafia Island, Southern Tanzania — Swimming with whale sharks Mafia Island

3. Southern Tanzania’s tourism is focused around sustainability

Photo courtesy of the World Bank Group. Showcases how management of sustainable techniques can get rivers flowing again.

The African Wildlife Foundation is dedicated to implementing sustainable techniques in Tanzanian tourism, and has been implementing the Sustainability and Inclusion Strategy for Growth Corridors in Africa (SUSTAIN) since 2015. The program aims to promote agriculture that is better suited for the landscape, whilst preventing the overuse of Tanzania’s land and resources. As a destination that has rarely been touched by tourists, it is extremely important that the health and wellness of both the environment and local communities are thought of first. With a vast array of wildlife preserves, the implementation of sustainable techniques in Tanzania is vital to ensure the future of the tourism economy. Tanzania is also home to a number of large desert environments, and therefore providing the environment with the right resources will help ensure that the rivers continue to flow each season.

4. Historical destinations that give tourists a glimpse of the past

Photo courtesy of National Geographic. Overview of the Kilwa ruins showcasing the vast ruins of the port city.

Along with all of the amazing wildlife Southern Tanzania has to offer, there are also some historical attractions off the beaten path that are must-sees. One of them is the ruined medieval port of Kilwa, which lies on Kilwa Kisiwani. This is a UNESCO World Heritage site, one of only two in all of Tanzania. Kilwa was the main port in a series of port cities that ran along the Swahili Coast. The city was well known for importing cotton, ceramics, Chinese porcelain, and silk, causing the city to grow in wealth. Today, the remaining structures of the Husuni Kubwa palace, Great Mosque, and the Gereza Fort make this ruined city a spectacular place to visit and learn about the history of the gold trade in Africa. The site also offers some impressive views over the Indian Ocean and some dreamy accommodation options.

5. Engage with Unique Traditional Cultures

There are seven regions in Southern Tanzania: the Iringa, Morogoro, Mbeya, Njombe, Rukwa, Ruvuma, and Songwe regions. Each region contains unique cultures and traditions, born from the tribes who have lived there for centuries. At each point of your visit, you can participate in cultural activities to interact with local people. Interact with the Makonde of Southeastern

Tanzania and buy intricate masks and wood carvings from the black bark of the mpingo tree. In the Ruvuma, you can watch the Mganda traditional dance where dancers adorn white outfits to perform. In the rainforest climate of Morogoro, learn from the Waluguru tribe, as they tell you about their matriarchal society and teach you traditional agricultural techniques. These are just three examples of the dozens of cultures in the region. Come and see for yourself!

Aerial shot of Iringa Town, the gateway to the South

Tourist destinations in Northern Tanzania like Serengeti, Zanzibar, Ngorongoro, and Mount Kilimanjaro get all of tourist attention while the gems of the South remain unvisited. There are so many amazing tourist opportunities within Southern Tanzania. There is an abundance of wildlife and reserves, and the actions that they are taking to ensure a sustainable future will make it a destination for tourists to visit for years to come. Take a leap of faith and explore this incredible place. You won’t be disappointed!

If you would like to learn more about Solimar International’s project in Southern Tanzania, check it out here. Keep up with Solimar – don’t forget to like us on Facebook and LinkedIn!

Zitna beach, Croatia. Destinations are storyscapes, Jonathan Atari photography

Storytelling and Digital Destination Marketing – Why is it Important and What to Consider

Written by Jonathan Atari on November 9, 2021. Posted in Uncategorized.

Travel storytelling must be at the heart of any digital destination marketing strategy. Every destination has an infinite amount of stories that can be utilized for celebrating its uniqueness, and fostering emotional relationships with potential and past visitors. This translates to a rise in visibility, consumer-brand trust, visitation, and eventually – profit.

This blog post will elaborate on why storytelling matters, and provide information as to what a DMO should consider when incorporating travel storytelling into their overall digital marketing strategy. DMOs should not only curate engaging stories through collaboration with local stakeholders, but also take advantage of the stories tourists share online. Digital storytelling in destination branding can therefore be seen as a co-creation process, where a DMO, as its official representative, can guide the flow.

Local stories are the base for Lewis and Clark National Historic Trail, a Solimar project

Why Storytelling Matters?

Let’s start with a short story, a quasi-anthropological experiment.

A few years ago, two authors initiated the project Significant Objects to check if narratives can affect an object’s value objectively. They went out to thrift stores and garage sales and bought 100 objects for the average price of $1.28. Next, they listed every object for sale on eBay, and the winning bidder was mailed with his selected object. The objects were sold for no less than $3,612, a rise of 2700% in value in trade! So, how did they do that?

All they did was partner with dozens of authors who wrote a fictional story around every object (not without stating its falseness). Through this, they proved storytelling is not just another buzzword, but rather an approach that brings tangible results.

So why is storytelling important for branding? Apart from stories being interwoven in every aspect of human experience, life, and history, they are simply more memorable. Research shows that information conveyed as stories can be up to 22 times more memorable than facts. Moreover, they help create emotional connections between brands and consumers. These are deeper, longer-lasting and create a community around common values which are reiterated through the stories. Their personal nature leaves space for the consumer to dream, relate and engage with the brand, thus increasing interest, brand loyalty and ultimately, a transaction.

Travel Storytelling and Destination Marketing

Traveling is all about stories, and every destination has unique stories to tell. A DMO should have a clear vision about what the destination’s major value proposition for a determined target customer segment(s) is. What differentiates a destination? What can it offer that others cannot? Focus on the feelings your destination evokes, and capture it through storytelling.

Zitna beach, Croatia. Destinations are storyscapes, Jonathan Atari photography

Through local, authentic, and creative stories, a destination can portray itself as human and trustworthy. Instead of loud marketing campaigns, people want to have a sense of discovery, especially when it comes to traveling. In the pre-travel stage, destination storytelling gives potential tourists that exact feeling. They long for a journey or holiday, and discover quality content that nourishes this desire.

A good travel story will ignite a target audience reader’s imagination, and make them lose himself in the story. In a way, his attitudes would change to reflect the story, immerse in it. A DMO should hence create digital content, travel writing, that will move a buyer down the decision making process by inspiring rather than informing. After all, decisions are mostly emotional, not logical, so storytelling is your destination’s best card.

Starting a travel blog can be a fantastic way to share the richness of life at your destination. It is perfect for building a sense of a place through real experience, beyond must-see lists, itineraries, practical information or events. People can comment, share and engage with passionate local people at the destination. This in turn, provides the potential tourist with a more holistic experience of the destination.

As opposed to social media, blog posts are “evergreen”, as they never disappear in constantly changing feeds. It is also beneficial for SEO purposes, targeting certain terms, and this increases visitation to your website and builds authority on the web. For an effective travel blog, keep a well-organized editorial board, to ensure you are reaching your goals. Consider integrating calls to action in your posts, to facilitate and encourage conversion. In other words, through travel articles and storytelling you have more tools to address some of the most fundamental aspects of digital marketing.

How to use storytelling in digital destination marketing?

Here are some pillars you can use for your strategy. It is by no means a complete guide, but introduces the most important tips for what makes dependable destination branding storytelling:

Know your audience – Yes, also in digital storytelling. The more you understand your (potential) visitors and what they care about, the more you can convey a storyline that resonates with what they’re looking for.

The customer is your hero – instead of considering the destination as the main subject, think about the visitor. They should allegorically be the protagonist of your destination stories, and the destination, in its widest sense, the enabler for them to fulfill their desires, overcome challenges or go through transformative experiences.

Be thoughtful, be creative, be deep, be human. Think outside the box, share meaningful stories, be funny, unexpected, nuanced, tell stories for good. Experiment. Ask why? Promote values you believe in and that are at the heart of your destination’s brand. Be authentic. Storytelling is essentially about human experience, and the content about your destination should emphasize its uniqueness and foster deeper connections with readers.

Go local – Immerse in your community to get a deeper understanding of local life, that is, your destination storytelling raw material. There are so many inspiring stories to capture – past and contemporary traditions, local entrepreneurs, artisans, seniors, initiatives, engaged activists, and many more… Don’t shy away from stories about struggles, conflict or success – sometimes they turn to be the most inspiring and personal stories of all.

Go visual – Integrate images and videos into your destination storytelling strategy. When done thoughtfully, creatively, and aesthetically, they can attract your audience’s attention, give them a different perspective of the destination, and intrigue strong feelings that foster a connection to what the destination has to offer.

Explore Minnesota visual storytelling campaign

Social Media Storytelling in Destination Marketing

Some say sharing travel experiences back home is not less important to tourists than the holiday itself. Whether it’s true or not, the digital world, and social media particularly, are saturated with stories about destinations. A DMO cannot ignore it, and must take user generated content (UGC) into account, and online social networks in its marketing strategy to ensure a coherent and impactful destination brand. Storytelling in destination marketing is thus twofold – both creating content and mediating relationships and messages amid this storytelling complex.

Destination branding is a complicated process which involves factors which can’t be fully controlled. A DMO cannot directly influence the quality of food served in a local restaurant or whether the sun would shine on a given day. Added to that is everything every visitor has ever shared about your destination on Facebook, Instagram or any other digital platform. Instead of seeing it as a threat, DMOs can harness these social media posts to enhance the brand, and treat it as an in-depth database to learn about their audience.

Consumers see user generated content as more reliable, accurate and authentic, because it is written by fellow visitors (seemingly without an ulterior motive). In fact, it’s a constant stream of stories describing and shaping a destination’s image. DMOs can sensitively guide these story lines, reacting, engaging, and involving users (including influencers) and stories that benefit their preferred narrative and target market. Lastly, they should consider promoting designated spots within the destination that can be used by visitors for taking photos and sharing them online.

visual and social media destination storytelling about local life in denmark — Visit Denmark shares hand-picked Instagram stories on their homepage.

At Solimar International, we acknowledge the benefits of digital storytelling in destination marketing. We keep that in mind for every tourism industry marketing strategy we plan or implement. It proves right over and over again – we see it in engagement figures, online visibility, and ultimately in visitor numbers and visitor satisfaction. Lately, a project Solimar has been working on in Atauro Island’s (Timor Leste) has been selected as part of the 2021 top 100 destination sustainability stories. It’s a win-win situation where users receive original and relevant stories, and local stakeholders, as well as DMOs, have another channel for sharing their passions and promoting their destination effectively.

Storytelling must be at the heart of any marketing plan. Take one of our courses to learn more about destination marketing and management. Visit our Institute for Sustainable Destinations website today: https://institute.solimarinternational.com/

WE DEVELOP, MANAGE, AND MARKET SUSTAINABLE TOURISM DESTINATIONS

Category: Uncategorized