What does responsible travel storytelling mean in 2024?
Recently, I came across an Instagram account whose posts have stayed on my mind ever since. The creator of the account uses AI to generate nostalgic images of travel destinations back in the day i.e. Stockholm in the 1970’s, Acapulco in the 1960’s, Paris in the 60’s and so on. I say travel destinations rather than cities because these images are pure fantasy. Far removed from the actual realities of the place and time, everyone in the images appears to be extremely wealthy and well-dressed, and the places themselves look like a travel marketer's dream.
After initially being excited when I first saw them, some things started to seem off. First, it was noticing that mostly everyone in the images was white. Apparently locals didn’t exist in Bali and Mexico back in the day. And of course, a trip to Africa doesn’t involve any Black people at all, because the only reason to go there is for safari. Then it was the comments. I looked to see if anyone else had noticed what I had, only to discover an upsetting number of anti-immigration comments from people who really believed this is what the past looked like. I’m not sure what the ethics of using AI to reimagine the past are (especially when people don’t know it’s AI), but something definitely doesn’t sit right.
While I don’t feel equipped to talk about those ethics, there’s so much to unpack here from a travel perspective. Though extreme, this account represents what many travel stories still do today; reinforce colonial narratives, repeat the same stories about the same places, glamourise the past, erase the local community, and show a destination fantasy that’s often very different to the real thing. These narratives are so deeply embedded in travel storytelling that they’re usually not questioned or realised (it’s something I didn’t even notice myself on a recent trip to Marrakech). The responses in the comments show how influential these narratives can be and can contribute to a skewed understanding of the world.
I wanted to share this story because I think it’s a perfect example for what responsible travel storytelling should mean in 2024. Yes it involves being conscious of environmental issues and using stories to increase awareness and minimise the impact. The potential environmental consequences of marketing a destination should always be considered beforehand. But responsible storytelling also needs to go beyond that to think more deeply about how destinations and the people who live there are being represented and what the broader implications are. In 2024, many of us are living in multicultural, fast-changing and also divided societies. We need to consider whether travel is being used to bridge the gap or to reinforce stereotypes and differences. Are travel stories up-to-date with the current communities who reside there or are they perpetuating outdated and inaccurate representations? What are the consequences of presenting a fantasy version of a destination that exists solely for the tourist? Who is telling the story and who is being left out of the story? That these narratives are now being reinforced by new technologies also highlights the importance of having more culturally-sensitive and informed storytellers working in travel.
Moving beyond outdated tropes and bringing travel stories up to date is also important from an engagement perspective. One of the major issues with responsible tourism branding is that it’s not very exciting or appealing to younger travellers. There’s so much potential for the travel industry to engage with a younger generation who are more culturally and climate conscious. I’m drawn to visit Paris because of its Little Africa neighbourhood, Vietnamese restaurants and Black American history. My interest in African cities such as Kigali, Lagos, and Johannesburg has grown due to the explosion of creatives coming from those destinations. Why are the same stories being repeated about the same places when there is so much potential and alternative perspectives waiting to be explored?
There is only so much that travel storytellers can do to tackle overtourism and the environmental challenges that we face. But we can play a key role in shaping the perception of a destination and influencing how tourists engage with them. By tapping into the interests and values of younger travelers—sustainability, cultural immersion, and social impact—we can create compelling stories that both attract tourists and support local communities, highlight lesser-known places and cultural experiences, and inspire a new wave of travellers to engage with places on a deeper, more meaningful level.
People who are doing a great job of modernising travel stories:
Trippin - I love how Trippin shares accurate portrayals of destinations and embeds inclusivity in everything they do. Their travel guides include sections on racial politics so that travellers know what to expect in the destination and they also highlight minority-owned businesses around the world.
I also love this Instagram account which sets out to romanticise African countries and show the beauty of its every day life.
If you’re looking for insights or support on creating modern, inclusive and responsible travel content, then get in touch!
