Volume 57

The art of storytelling is inextricably linked with tourism development and management. Significantly, every place or destination tells its own story. Storytellers make space into place and places into stories. Tourism research focuses on tourists’ stories to understand their experiences, and this is highly important in the digital age built on social media, immersive technologies, AI, User-generated content, and conversational marketing supported by Web 2.0. Nonetheless, this modernity has also leveraged the capacity of destination brands to make promotional videos embedding the principles of storytelling. Following a short presentation on the narratological analysis of six promotional videos to deconstruct the art of brand storytelling by destinations, the panel will focus on the link between tourism and storytelling and how the latter helps destination brands promote transnational tourism.