Tourism has always been built on stories. Long before websites, social media, or travel guides, destinations were discovered through word of mouth, shared experiences, and vivid descriptions that sparked curiosity.

What is changing is who tells those stories. As traditional media shrinks and newsroom coverage becomes harder to secure, destinations can no longer rely solely on earned media to shape their narrative. Instead, destinations, attractions, and hospitality brands are becoming their own publishers.

That is why “storyteller” is no longer a poetic title in tourism. It is a business necessity

Today’s tourism storyteller wears a lot of hats, turning a simple weekend itinerary into a standout reel, transforming a business owner’s passion into a blog that drives bookings, capturing authentic visitor moments through podcasts, newsletters, or short‑form video, and ultimately making a destination feel human, welcoming, and worth the trip.

Storytelling is no longer a “nice to have” skill. It is central to visitation, reputation, and long-term brand trust.

Tourism has always been about storytelling. The difference now is that we are finally calling the role what it is