Storytelling is not only intended for tourism, but it is a set of storytelling skills that are universal. From the role of parents, in sales, education and certainly in tourism. Because it is the stories, emotions and experiences that make up the very essence of tourism. What do you remember most from your last trip? The story of Scotland has no end, it goes on and on… but these examples show the way in which modern communication, promotion, branding and the importance of storytelling go in tourism, ie tourist destinations. Scotland is a “world champion” in storytelling, they know very well how much stories connect, inspire and follow us throughout life. Especially in dark and cold Scotland where the stories just connected them and made them “alive”, so the stories and the narration itself are deeply rooted in the way and culture of living. Sell me a story, not a product – the mantra is storytelling, both in tourism and everything around us. And so to business and marketing, where for a long time big brands do not sell products but just stories, emotions and experiences. The strength of a story is that it has the ability to connect with people on an emotional level. And that’s why Coca Cola hasn’t sold drinks in a long time, Nike doesn’t sell sneakers, and Harley Davidson doesn’t sell motorcycles. There it is Portal AR i.e. a new Augmented Reality (AR) application developed in collaboration with Google, in which Visit Scotland invites “Step into Scotland”. In each episode, host Grant Stott tells a rich history found only in Scotland, with guests who know it best – tour guides or interpreters. These native storytellers retell their personal experiences and reveal some secret stories pertaining to special places in Scotland. Each podcast contains a narrative of guides sharing their expertise on locations or local attractions, and for now it is planned to release ten podcasts, which are available on all major podcast platforms. Cover photo: Lina Kivaka, Pexels.com In addition to the story, it is crucial to know and tell the story. And that’s why in Scotland they work carefully to educate and promote tour guides, interpreters, storytellers aka storytellers. Scotland is known as a land of fascinating fairy tales, legends and stories and that is why through the new project Tour Guide Talks through its guides and interpreters Visit Scotland decided to give a wider and deeper context to stories using modern technologies and new media tools. The website of course contains real locations and attractions from the stories, as well as other attractions that you must visit. But that’s not all. See how they further narrated and presented Scotland through whiskey on website (and of course as they have Scotland’s Whiskey Map and special organized tours). “The AR portal allows you to literally step into Scotland, where you can experience a stunning array of 360o videos and images. Whether you want to live, work, study, visit or invest, travel through each of our portals and get a detailed overview of what to expect!”Is emphasized in the description of the Portal AR application. Learn more about Portal AR HERE And finally, my favorite saying, which has accompanied me my whole life. “The story is told eye to eye, mind to mind and heart to heart- says an old Scottish proverb, which is the guiding thought of the Scottish Storytelling Center (Scottish Storytelling Center ). Tour Guide Tales is VisitScotland’s latest digital initiative to connect people with Scotland through podcasts, animated stories and short videos. “If you can dream it, you can make it ” – Walt Disney. Croatia is a country of potential, but we do not know, ie we do not want to turn them into quality resources. And we have the most valuable, authentic and true stories. Not legends, but true stories. For now, at least as far as I know, this is the best way and proof of how timeless stories are, but how the tools and media of storytelling are changing. In fact, Visit Scotland has embraced new technologies, and in addition to the podcast, which is certainly a novelty, in the right corner is the FB Messenger logo, which offers tourists the option of direct communication. “The concept is simple – share fascinating, fun and sometimes unexpected stories from Scotland’s most exciting tour guides. ” Eva Kwiecinska, Senior Marketing Director of VisitScotland, points out and adds: “For those who may not be able to travel at the moment, this is an opportunity to catch a small part of Scotland from home. We hope this will encourage people to explore our country more, book a guide, to discover all the stories of Scotland” Here it is important to emphasize that there is a big difference between a dreamer and a dreamer who dreams with open eyes. The difference is in desire and purpose. Desire is one thing, but the goal is something else entirely. It is one thing to dream, to fantasize, but without action, while when we have a goal then we know how to fulfill that dream, what are the steps and prerequisites to reach the goal, or at least actively fight to fulfill it and we are focused on the goal. Are we going to Scotland? They bought me hehe Of course, the path from point A to point B is never easy, and is full of curves, holes and various obstacles. What is the formula for success? There is none, at least not unique. How would Sasha Tenodi from Crude Passions in the show Entrepreneurial mindset, said: “The formula for success is differentiation and consistency. Differentiation is actually everything, while consistency would mean that when you start something you just continue with that pattern for the rest of your life. Whether it was a blog, a podcast or whatever. It is important that this consistency exists. But again, differentiation without consistency means nothing. ” Tenody points out. That’s how Scotland’s new tourist promotional video starts – Why Scotladn need you! Awareness and the importance of storytelling in Scotland have also been best incorporated in tourism, and we can learn the most about storytelling from Scotland. The power of storytelling or storytelling is best explained through the phenomenal performance of Andrew Stanton of Pixar (Disney) at TED, a video I’ve watched hundreds of times and each time delights me. And which of course starts with the story. Enjoy Habia una vez… “Welcome to Tour Guide Tales, an exciting new podcast in which you will hear the captivating stories of Scotland from people who know and tell them best – enchanting tour guides in the country. Join our host Grant Stott to hear expert guides and born storytellers who will retell their enchanting stories and personal experiences. In each podcast, a tour guide from different regions will share their stories, telling an incredibly rich history found only in Scotland from those who know it and tell it best.”Is highlighted in the introduction to Tour Guides Tales which guides give a broader context to specific stories. Stories are key to human survival. They carry our emotions, memories and values. They connect us as families, communities and nations, and follow us from birth, throughout life, and even when we leave this world, they still tell stories about us. Kat Brogan, CEO of Mercat Tours, whose guides are included in a podcast that went deep into Edinburgh’s history, said: “History consists of stories, and stories bind us to our past, our memories, and each other. Weaving stories and making connections for visitors and locals is what we love to do since 1985. Telling a story is not just visual; the traditional human craft of storytelling encompasses the imagination and brings people together. We are excited to be part of a project that celebrates Scottish tourism and culture. “Points out Kat Brogan, director of Mercat Tours, whose guides are included in the podcast. And since we started with a story, it’s time to end with one story. Of course from Scotland or with the story of the best whiskey in the world – Scotch whiskey. It’s time for a reset and a fresh start. We have excellent foundations, all potentials and prepositions, we have knowledge, money, stories… we just have to know how to put the story together nicely, pack it and sell it, ie tell it. Stories are not the icing on the cake, stories are the cake. Yes, you read that right. In Scotland, they have a storytelling center. Storytelling is a set of skills and patterns that can be learned and learned. An ad for sneakers?