Destinations, experiences, and places: the role of storytelling in tourism advertising

Abstract

This theoretical essay examines the role of storytelling in advertising communication, specifically focusing on its application to destination branding. Tourism, as a dynamic and intangible sector, faces unique communication challenges. This paper critically analyzes storytelling as a tool to bridge these gaps, emphasizing its symbolic and emotional power to enhance destination image, authenticity, and visitor engagement. By synthesizing tourism communication and place branding literature, this study analyzes Portugal’s promotional campaign "Can't Skip Portugal" as a strategic storytelling use in destination promotion. This approach provides theoretical insights and practical implications for stakeholders in the tourism industry.