‘Cutting through the clutter: Storytelling in the Digital Age’ was the focus of a break-out panel discussion at the 2024 NSW Visitor Economy Forum.

Moderated by Destination NSW General Manager Consumer Marketing Kathryn Illy, panellists included Leo Burnett CEO Clare Pickens, Brightworks creative agency and Sierra Escape accommodation owner Cam D’arcy, Tiktok Creative Strategist Ankita Shetty and Seven Network and regional NSW accommodation business owner Edwina Bartholomew.

In a world where cost-of-living concerns and geo-political conflicts are dominating the news, effective storytelling plays an increasingly key role in tapping into the escapism and adventure that travellers are seeking.

Dizzying effects of back-to-back crises has left people fatigued and longing for respite. Travel has become a self-care mandate, but as culture research specialists Fiftyfive5 reports ‘infobesity’ is hindering the customer experience. Two thirds of travellers get stressed while planning a holiday because of information overload.

The challenge lies in engaging an audience that craves Instagram and TikTok-worthy experiences that tap into the power of storytelling, provide spending hacks and curate travel planning.

Ms Illy said: “We know storytelling has always been central to good marketing. But in a world of endless, on-demand information, growing competition and fragmented digital channels, how do you use storytelling to cut through the noise, stay relevant, reach your audience and ultimately grow your business?

“Crafting our ‘Feel New’ narrative, for example, has shown the power of storytelling for building the NSW brand for Destination NSW.”

The panel shared tips finding your authentic story by listening to the story you tell yourself about your business or destination, about educating visitors about an experience through storytelling on various platforms, and about working with partners to grow your audience.

‘Feel New’ is the NSW visitor brand underpinning Destination NSW’s marketing activity across Sydney and regional NSW. The brand celebrates and taps into the unparalleled experience of travelling throughout the state by representing a collision of diverse natural wonders and vibrant culture that energises travellers long after they visit.