Storytelling the foundation of building authentic travel experiences
The experience economy has redefined authentic storytelling and has become the foundation stone of successful tourism, according to EarthCheck founder and CEO Stewart Moore.
Moore says today’s travellers are seeking a deeper connection with the people they meet and places they visit, with three quarters of the Millennial travel market wanting to know the story behind local attractions and are seeking authenticity and cultural connections.
“Activating precincts and developing unique experiences and products are important for the local community as well as visitors,” Moore said.
“The potential is there for new technology and creative ideas to add an exciting new dimension to underutilized tourism destinations.”
Moore points to the Field of Light at Uluru as an example. “These creative installations may seem spontaneous, in reality they are the result of careful planning, design and investment,” Moore said.
EarthCheck’s collaboration with companies such as Urban Art Projects offers storytelling experiences through public space installations by utilising the skills of emerging and established artists, architects, developers and designers to deliver creative outcomes for travel destinations.
“Art and design activation in precincts and destinations have become key techniques to drive tourism product development together with deeper connections to both sustainability and community story lines,” Moore said.
EarthCheck has recently partnered with the Little Veggie Patch Co. to develop new projects around urban farming and green activation in city spaces that are underutilised and undergoing urban renewal.
Little Veggie Patch Co. founder Mat Pember says urban farms have an unprecedented power for bringing people together in something we all have an interest in and rely upon.
“Naturally, urban spaces need to be carefully designed. But the capability of connecting people with experiences can attract key traveller segments seeking authentic experiences,” Pember said.
“Creating everyday experiences that are unique to the region or lesser-known urban destinations can create a tourism windfall.”
Research shows that what attracts a visitor to a destination is the opportunity for emotional connection and engagement with special places, people and cultures, says Moore.
“Holistic destination management strategies that consider the entire ecosystem of place – history, culture, people, environment, commerce – and explore ways to showcase these qualities through creative platforms and activation have the power to fuel authenticity, connection and visitation,” Moore said.