Issues & Trends (2H2018)

The Impact of Storytelling on Traveller Choices and Behaviours: Opportunities For DMOs
Authored by TCI Research

PATA members: Complimentary
Chapter members US$300
Non-members US$400
*This publication is provided in two separate volumes at one single price.


Travellers of all ages and profiles love to share their travel experiences and destination stories – either the memorable or the frustrated – during and after a trip.

On average, 19 percent of international travellers worldwide (around 250 million visitors) share their travel experiences on their favourite social networks, forums and blogs (with people they may not know). Asian travellers share at an even higher percentage (27%), indicating the Asian travel experience is particularly susceptible to storytelling-based marketing.

In this issue of Issues & Trends, TCI Research summarises storytelling’s influence and shares tips on why and how destination marketing organisations (DMOs) should continue to aggressively invest in storytelling communication channels.