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Book for the soul
To mark World Book Day during the Year of Stories 2022, VisitScotland has revealed new insights into the importance of storytelling in tourism.
A research paper on the subject has been created by the national tourism organisation highlighting how Scotland’s stories can have a positive impact on the country’s tourism industry.
It states that this impact has been felt since the days of Sir Walter Scott. The publication of the famous writer’s The Lady of the Lake poem in 1810 is believed to have inspired visitors to come to Scotland – meaning stories could be credited with the beginning of modern tourism.
The paper also discusses how the use of stories by destinations and tourism businesses is increasing. 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 travel.
Pre-Covid19 there were over 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.
VisitScotland’s 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, through opportunities for immersive and authentic storytelling across Scotland. This is evidenced by a recent VisitScotland survey of Scottish resident holidaymakers finding that six in 10 agreed with the statement “In the future, I am likely to take fewer trips and spend more time at a single destination”.
Scottish tourism businesses are being encouraged to use storytelling and the Year of Stories 2022 as a focus for their activity going forward. Using visitor feedback to shape a strong narrative for social media channels, going beyond the obvious and engaging with locals to find lost traditions and history that connect place and past and understanding how local visitors and international visitors will react differently to the same story, are just some of the ways to engage with storytelling suggested in the paper.
As well as tourism businesses and attractions capitalising on the benefits of storytelling, there is a rich programme of events for 2022 where stories are shared and celebrated.
Scotland hosts more than 60 book and literary festivals throughout the year and festivals which have received funding from the Year of Stories 2022 include:
Edinburgh International Book Festival: Scotland’s Stories NowBorders Book FestivalWigtown Book FestivalChris Greenwood, VisitScotland Senior Tourism Insight Manager, said:“They engage locals and visitors on many levels but need to be based on key factors such as people, history, landscape – all of which Scotland boasts in abundance.“In the age of saturated social media, brands and destinations need to attract people’s attention and reach their hearts. They must be able to tell a remarkable story and develop emotional connections, to stand out in a sea of content and advertising.“Scotland’s Year of Stories helps the country stand out as it draws on the wealth of literary traditions and storytelling to highlight the characters, landscapes, and legends which visitors may already be aware of, along with the infinite potential of generating stories about Scotland’s future through sustainability, nature, and the voices of the generations.“2022 provides a prime opportunity for tourism businesses, attractions, and events to tell their own unique stories and shape their brands in a way that appeals to visitors, both local and international. As the tourism industry starts to recover from the devastation of COVID-19, finding ways to position Scotland as a unique and special holiday choice is vital.“This is because tourism is not just a holiday, it is a force for good, creating economic and social value in every corner of Scotland and enhancing the wellbeing of everyone who experiences it.”Giles Ingram, Chief Executive of The Abbotsford Trust said:“These romantic tales put Scotland on the world map and found their way into our nation’s heart, so much so, that many of the images we think of when we think of Scotland owe their orgins to his storytelling. Go on, discover them for yourself, you’ll love them.”Book for the soul
VisitScotland highlights importance of storytelling in tourism