Episode Overview:

In this episode of Destination Discourse, Stuart and Adam are joined by Sarah Peter, founder of the research and strategy consultancy No Luggage. Together, they tackle the critical question: Are DMOs nailing their strategies but failing when it comes to tactical execution? The conversation dives into whether the current approach to storytelling in destination marketing is getting stale and how DMOs can push beyond video-driven content to create real, impactful connections with their audiences.

Guest: Sarah Peter

Key Discussion Points:

1. The State of Storytelling in DMOs:

 • Sarah kicks off by expressing concern that while many DMOs have honed in on their strategy, they may be using outdated or overly formulaic tactics, particularly with a heavy focus on similar storytelling methods and video content.

 • Stuart and Adam challenge and build on this idea, discussing how storytelling can become overly reliant on one medium and fail to differentiate destinations.

2. Beyond Storytelling: Incubating Ideas:

 • Sarah introduces the concept of DMOs acting as incubators, where they facilitate and nurture stories instead of simply telling them. This involves understanding the root of community issues or opportunities and fostering product innovation to create better experiences.

 • The hosts discuss how being an incubator can help a DMO address deeper community needs and create a more resonant impact.

 

3. Creative Tactics that Break the Mold:

 • Examples are shared from the Netherlands’ tourism board, which used AI to show what streets would look like if they were designed with biking in mind. This demonstrates how innovation can reshape perceptions and inspire change in ways traditional advertising cannot.  https://dutchcyclinglifestyle.com/

 • The Space Coast’s award-winning “Countdown Campaign” is highlighted for its successful integration of an authentic destination story using NASA’s countdown audio to highlight a variety of regional experiences. https://spacecoastdaily.com/2024/08/space-coast-office-of-tourism-scores-flagler-awards-during-florida-governors-conference-on-tourism/

 

4. The Role of Emotion in Storytelling:

 • Adam emphasizes that good storytelling—whether it’s humor, drama, or human interest—must evoke emotion. Just creating a video for the sake of it without making the audience feel something is not enough.

 • Stuart and Sarah reinforce that a great story must have a strong “why” and that DMOs should question the purpose and potential impact of each piece of content.

 

5. Practical Takeaways for DMOs:

 • Think beyond video: Consider tactile, real-world products, events, or experiences that tell your story in a more immersive way.

 • Embrace the role of being a facilitator: Don’t focus on being the hero of the story; instead, be the enabler of meaningful connections.

 • Focus on improving people’s lives: The best content, campaigns, and products are born out of a genuine desire to enhance the lives of both visitors and residents.

Memorable Quotes:

 • Stuart Butler: “DMOs need to stop seeing themselves as the hero of the story and start facilitating the stories that matter most to people.”

 • Sarah Peter: “We need to be thinking about how we can incubate real change, not just tell stories that look good on paper.”

 • Adam Stoker: “Storytelling isn’t just about pulling heartstrings—it’s about making people feel something, whether it’s joy, curiosity, or even humor.”

Call to Action:

If you have a topic you’re passionate about or if you think your destination is pushing the boundaries of storytelling and strategy, reach out to us! We’d love to have you on the show. Send us an email or connect