PERSPECTIVES ON STORYTELLING SHIFTING DMO ROLES

William Price#DTCC2016

We only have a few minutes here to inspire

Origins of people and storytellingHuman origins in South Africa

We use sensory language, dream language, and add props and pictures to help communicate the experience

more vividly

to better share the experience

we share inspiration and hope and ideas and attitudes that truly change the world

So how well have certain DMOs told their destination experience stories

So how do we bring the context to our modern day DMO story

The WOW is about who, what, what, where and how it made me think and feelThat’s what makes it my story

The story or the narrative is what becomes the universal connection between people that can reshape and move them to think and feel

differently about something

How do DMOs tap into this primal instinct and behaviour in order to make the next evolutionary shift?

How does South African Tourism do it?

Getting comfortable with the uncomfortable

Setting the scene and making it easy for them to take ownership and to share is the key

Sharing those stories may mean starting to use new storytelling techniques and platforms too

For a DMO, is going to be far more about less control and more orchestration around your destination

How does Cape Town Tourism do it?

Destinations (as the meaning of the word implies), wait for the traveller to come and experience them, so getting the stories to tell

and to share, in an authentic and open way, is the territory DMOs now need to start to become more familiar and comfortable in, so that their

storytellers can do that job for them, better than they could themselves

To shift the story of the DMO is difficult Finding the stories of the destination can be easier

Challenge: How will we do it after #DTCC2016?

That’s exactly why we have changed the format to the Content Campus Welcome to the shift…

#DTCC2016

@william_price