Colombia-based Impulse Travel offers community-led tours in different parts of Medellín that are helping to change the city’s narrative. The aim is to let community leaders paint a more realistic picture of the city for visitors whose image of Medellín is still associated with the drug lord Pablo Escobar.
Are there needs, wants, and desires common to all (or most) individuals within your community? How might travel & tourism serve them? In this “Good Tourism” Insight, K Michael Haywood explores the challenge all destinations face if they wish to create ‘community shared value’.
Great storytelling always wins, in that it reminds us what travel should be about — the place and its host communities. It's a skill that more tourism campaign creators need to harness as part of "building back better."