To mark World Book Day during the Year of Stories 2022, we've released new insights into the importance of storytelling in tourism.
A research paper on the subject highlights how Scotland’s stories can have a positive impact on our tourism industry.
The paper discusses how the use of stories by destinations and tourism businesses is on the increase. From the verbal tradition to the written word and prose, through film and television and now the digital world and its user generated content and influencers stories, storytelling continues to inspire visitors to travel to Scotland.
Before the COVID-19 pandemic, there were more than three million visits to literary attractions across Scotland (2013-2019). Figures released by the Moffat Centre for Travel and Tourism Business Development at Glasgow Caledonian University detail visitor numbers to places with literature links including Abbotsford – The Home of Sir Walter Scott, Robert Burns Birthplace Museum, the Grassic Gibbon Centre, the Writers’ Museum, JM Barrie’s Birthplace, Scott Monument and Burns Monument Centre.
Our Soul Seeking in a Destination – the Importance of Storytelling in Tourism research paper explores consumer demand for meaningful engagement with specific destinations as part of a holiday or short break. For example, through opportunities for immersive and authentic storytelling.
We're encouraging tourism businesses and organisations to use storytelling and Scotland's Year of Stories 2022 as a focus for this year's activity. The research suggests ideas which range from using visitor feedback to shape a strong narrative for social media channels to engaging with locals to find lost traditions and history that connect place and past. Understanding how local visitors and international visitors will react differently to the same story is another potential way to engage with storytelling.
To support Scotland's Year of Stories 2022, there's a rich programme of events for 2022 where stories are shared and celebrated, including more than 60 book and literary festivals which have received funding from this themed year.