Award-Winning Writer, Public Speaker, Consultant | Solutions Advocate | I help tourism professionals reimagine travel experiences and support sustainability using ethical marketing and strategic storytelling.
We need better storytelling in tourism. I have worked on both the B2C side and B2B side of tourism. The harmful storytelling practices I witnessed as a travel writer, communicating directly with (potential) travelers, is a big part of why I established Rooted and moved to the B2B side. I think there is immense potential in empowering travel service providers – from destination reps to travel agents – to tell better stories. This then trickles down to travel media and content creators and, ultimately, to travelers. It was so lovely to chat with Rebecca Woolford of Kiwano Tourism about this journey – and about the opportunity and potential I see within the tourism space to improve our storytelling … and so much more! (Because, after all, storytelling doesn’t exist in a silo!) On this episode of the Tourism Reset podcast (the second episode!), we talked about: > Why we need to switch FROM ‘community-based’ TO ‘community-led’ tourism > Inspiring case studies and trips that put women’s empowerment front and center > How witnessing a culmination of negative impacts from tourism changed my perspectives about tourism and, ultimately, my career path > The problems with travel brands focusing on ‘locals’ and why it’s super nuanced https://lnkd.in/ghqZTJx9
Rebecca Woolford
1mo
Thank you, JoAnna Haugen - you're always an inspiration. I've been thinking a lot about what it means to be 'local'. Living/working in Samara, Costa Rica I met an incredible lady called Celia, who has been here in Costa Rica for 10 years, we visit her road side food truck each day where she serves fresh plant based dishes. Her mum is from Angola, she was born in Russia, she lived most of her life in Italy, moved to Switzerland, and now she's here. I consider her a local but is that right?!?
Rob Holmes
1mo
Amen. The power of strategic and #sustainability #storytelling. We could not agree with you more, JoAnna. 😉👍 GLP Films
Ridwan Tulus
1mo
Thanks for connecting and hope will bring something to share. Thanks for being a Green Friend of Indonesia ! www.sumatraandbeyond.co International Green Tour Operator Support for Green Tourism Institute.
Ruth Franklin
1mo
Adding to my saves to listen too over a coffee.
Love this JoAnna Haugen thank you for your amazing role and positive impact!
Ruben Samaryan
1mo
Great advice!
Interesting!
Freelance food & travel writer at ShoyuSugar.com
1moSuch an incredibly nuanced topic. I love the idea of a community-LED focus and looking at who designed and who profits from tourism initiatives. “Like a local” is such an SEO strategy/trend these days, I find myself thinking about it daily! I think we originally met more than a decade ago JoAnna Haugen - it was my first real travel writing opportunity when I was hired for WhyGo Hawaii. I’m 4th generation born and raised on Maui, so I’m often considered “local” and still get opportunities to write about it even though (like so many) I’ve been priced out of being able to afford living there. I still find myself hesitating when taking these jobs, in part because I’m not of Native Hawaiian ancestry. I think I can potentially do a better job of seeking out voices who are than a writer who parachutes in, but i have also passed up jobs or encouraged editors to seek Native Hawaiian candidates. It’s hard knowing where to draw the line at times, I also have bills to pay! :( I’m living abroad currently, but struggle with the label of “local” despite living here for nearly a decade now. This was a very thoughtful conversation, thank you for all that You do in this space. I’ve passed it on to a writing group I’m in. Mahalo!