What is Destination Sustainability

Tourism destinations must be encouraged to tell their stories and share them with visitors. The objective of this study is to, firstly, increase the understanding of the role of storytelling in tourism destination promotion and, secondly, to ascertain the impact of storytelling on tourism destination promotion. In this chapter, tourism destinations are approached through the intriguing stories that are told about them. Stories have the potential to enhance and promote the qualities of a destination; hence, the chapter discusses the potential of storytelling as a strategic tool in “wrapping” or promoting destinations. It also provides the platform for discussion between various stakeholders at the destination in finding creative ways of promoting the destination. This chapter also discusses place storytelling and emphasises its relevance in promoting tourism destinations, and how stakeholders such as tour guides are employed as storytellers to promote key attributes of the destination.