As expectations for transparency and accountability grow, tourism storytelling is under increasing scrutiny. Destinations and businesses must move beyond promotional messaging towards credible, evidence-based narratives that build trust, reflect real impact, and catalyse action. This session introduces the GDS-Movement’s 3Hs framework, showing how organisations can structure their sustainability storytelling to be clear, honest, and aligned with data and standards. Through a short presentation with theory, case studies and interactive discussion, participants will explore how to apply the framework in practice:
- Hope: Inspiring action through credible progress and a vision for positive impact Participants will gain practical insights to strengthen their narratives, avoid greenwashing risks, and use storytelling as a tool for accountability and change.
- Hook: Capturing attention with clear, relevant, and evidence-based insights
- Heart: Connecting through authentic stories that reflect people, place, and purpose
Through real-world examples, interactive discussion, and hands-on exercises, participants will explore both the challenges and solutions and leave with actionable ideas and adaptable strategies to strengthen sustainability, resilience, and impact in their own work.
- Guy Bigwood – CEO, Global Destination Sustainability Movement (GDS-Movement)
Due to live technical difficulties, the beginning of this recording contains audio issues. We apologize for the inconvenience and thank you for your understanding.
