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 the management and marketing of tourism destinations and heritage sites.

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

The Tourism StoryLAB is dedicated to the exchange of knowledge of narrative communication and the development of skills in storytelling and narrative management.

The virtual LAB brings together researchers, students and professionals to share research results and best practices and offers organisations inspiration and education.

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
  • Incorporate story in content creation and copywriting
  • Apply canvasses and Design Thinking methods.

Now available

Handbook on Heritage, Sustainable Tourism and Digital Media (2022)

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

Publisher:  Edward Elgar Publishing
ISBN: 978 1 78897 007 5

Book cover Heritage Sustainable Tourism Digital Media Karin Elgin-Nijhuis

Previously in the LAB

a selection
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 | Looking back with much pleasure on teaching narrative communication and storytelling at GUtech in Oman and learning from students’ stories.

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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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