Tourism StoryLAB ®

Researching and applying the power of narrative communication and storytelling

The art and science of narrative communication and storytelling are indispensable for those responsible for managing and marketing tourism destinations and heritage sites.

Strategy development, stakeholder alignment, heritage interpretation, visitor experience design, branding and content development: the application of story assists in many ways and enriches communications.

The Tourism StoryLAB is dedicated to the exchange of knowledge – research results and best practices – of narrative communication.  We enjoy inspiring and educating organisations and assisting them in developing storytelling and narrative management skills.

The Tourism StoryLAB was established in 2013. It is a registered trademark.

Strategy and Story MasterClass

In-company | Dutch or English

A highly focused knowledge and skills master class on the art and science of storytelling and narrative communication by Karin Elgin & Co.lleagues.

The master class will empower you to:

  • Understand your city, community or heritage site as a storyscape
  • Develop a master story for your organisation, destination or heritage site
  • Adopt a narrative approach to strategy and brand development
  • Storify service design and visitor experience development plans
  • Incorporate story in content creation and copywriting
  • Apply canvasses and Design Thinking methods.

Now available

Handbook on Heritage, Sustainable Tourism and Digital Media

Editors: Silvia De Ascaniis and Lorenzo Cantoni,
USI – Università della Svizzera italiana, UNESCO Chair in ICT to develop and promote sustainable tourism in World Heritage Sites, Lugano, Switzerland.

Includes the chapter:

“Digital media can CONNECT residents, visitors, and heritage”
about heritage interpretation and storytelling.
Authors:  Silvia De Ascaniis and Karin Elgin-Nijhuis

Published: Edward Elgar Publishing, 2022
ISBN: 978 1 78897 007 5

Book cover Heritage Sustainable Tourism Digital Media Karin Elgin-Nijhuis

Related projects

A selection
Zeeland Heritage Lines

Zeeland Heritage Lines

June 2022 – March 2023 | Research and story-based visitor experience development for the Province of Zeeland, Zeeland Heritage and partners.

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Assisting Visit Flanders

Assisting Visit Flanders

December 2019 – June 2020 | Research and advice on the potential of specific periods in history for destination marketing, using a narrative approach to strategy and planning.

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Teaching & Mentoring

Teaching & Mentoring

November 2019 | Teaching branding and marketing, narrative communication and storytelling at GUtech in Oman and learning from students’ stories.

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The Value of Narrative Elements

The Value of Narrative Elements

August 2014 – February 2015 | RSM/EUR trainee Saskia Schäfer assisted us in testing the effect of the narrative element “Return with the Elixer” in travel writing.

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ICOMOS & Storytelling

ICOMOS & Storytelling

November 2018 | A most interesting Annual Contact Day of ICOMOS Netherlands and ICOMOS Flanders-Brussels in Middelburg on “Heritage, Tourism and Storytelling”.

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