Beyond borders: emotional storytelling and authenticity drives destination marketing success

Pent-up demand for travel continues to surge but the overwhelming choice of destinations and deluge of cookie-cutter marketing can leave customers with decision paralysis. Often, they can’t see the wood for the (palm) trees, so how can marketers promoting countries, regions or cities stand out? This piece highlights the importance for authentic experiences and avoiding stereotypes to bridge the gap between the audience and destination.