Destination storytelling 2020: A guide to telling great stories

How destination marketing organizations are positioning themselves in 2020.

Published On
Feb 06, 2020


What makes a good story? SkiftX teamed up with Brand USA set out to discover how Destination Marketing Organizations (DMOs) can tell stories about their destination that move people and inspire them to travel.

Our findings derived from a comprehensive industry survey (served to 400+ destination marketers and content creators) on storytelling strategy, campaign goals and success, content distribution, and what’s top of mind for 2020. To balance the data with professional insights about the creative process, we interviewed seven destination leaders responsible for the best content marketing in 2019 including Tourism Australia, Faroe Islands, Destination DC, Newfoundland & Labrador, Travel Oregon, Las Vegas Visitors and Convention Bureau, and Brand USA.

This came to life at our conference Skift Global Forum 2019, the industry’s largest creative business event, with an executive panel discussion, “How Great Stories Inspire Travel” between representatives from Brand USA, Travel Oregon and Las Vegas Visitors and Convention Bureau.




To learn more, visit:


Feb 06, 2020
Agency :
SkiftX Creative Studio
Sponsor :
Brand USA

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