“Coming of place” in slow tourism (part 2)

Why a “coming of place” strategy is the BEST tourism strategy going

We all know the power of story. Whether you prescribe to the buzzwords of LinkedIn and TEDx Talks – or you are well versed in the resilience and traditions of indigenous cultures – you know the power of story.

There is none more powerful, more iconic, and more inspiring than the relationship between a master and his apprentice. I believe our attraction to stories that focus on the transfer of knowledge lies in the vulnerability of the apprentice and the conviction of the master. Both participants exhibit an extraordinary commitment to each other and their shared cause.

They both know that the other is needed in the play of their purpose.

We know vulnerability creates connection - for better or worse. Sometimes we take it too far with trauma bonding or creating psychological safety for manipulation. But, as it stands today, we are vulnerability-aware and (dare I say) obsessed. So why not harness this power for good?

By this I mean, use this magnetic thread to weave a fool-proof (and fool-inspired) storytelling marketing strategy for place-based, authentic tourism. Pairing someone who has lived experience (with the land) with someone who has an unwavering desire to absorb. Create content where the Padawan documents their learnings.

What makes this so powerful – when done beautifully and authentically – is the audience’s desire the have their own experience as an apprentice in pursuit of mastery. In the context of tourism, it breeds the desire to visit a destination. Not just visit, but experience the wisdom of the master.

This dynamic is unique and classic. In some ways, it is the coming of age story, which is why I refer to it as “coming of place”. We know this mentorship dynamic has resonance because it explains the box-office success of movies like Star Wars, The Karate Kid, The Matrix, and even Harry Potter. (See image below).

The next time you find yourself in a conversation about how to “sell” or market a place-based tourism experience, invest in a "Coming of Place" Strategy. One that celebrates the experience of the local master and creates accessibility for the non-local apprentice.

A final note: Hannah Kirshner's book Water, Wood & Wild Things serves as an exemplary case study of this approach. Kirshner had firsthand experiences in Yamanaka, Japan, where she engaged in 16 different apprenticeships with masters of (in many cases "lost") craft.

Article FAQs
1. What is the concept of “slow tourism”?
Slow tourism is a travel philosophy and approach that emphasizes sustainable, immersive, and mindful experiences, prioritizing quality over quantity and fostering a deeper connection with the destination and its culture. It encourages travelers to explore at a leisurely pace, engage with local communities, and minimize their environmental impact. Slow tourism advocates for experiencing destinations authentically, supporting local economies, and embracing a slower, more meaningful way of traveling that allows for reflection, appreciation, and genuine cultural exchange.

2. What are some potential challenges or considerations when implementing a "coming of place" strategy in tourism marketing, especially in terms of balancing authenticity, cultural sensitivity, and commercial objectives?
When implementing a "coming of place" strategy in tourism marketing, several challenges and considerations arise, particularly in balancing authenticity, cultural sensitivity, and commercial objectives. Maintaining the integrity of the mentor-apprentice relationship and respecting the traditions and values of the local community is paramount to avoid cultural appropriation or exploitation. Additionally, ensuring that the marketing strategy aligns with the destination's branding and tourism goals while remaining transparent and genuine in its storytelling can be challenging. Striking the right balance between authenticity and commercial viability requires careful planning, stakeholder engagement, and a deep understanding of the destination's cultural context and audience preferences.

3. How can this strategy avoid perpetuating "othering" that has so often been a part of shaping the tourism narrative in general and stories about specific places and experiences?
The "coming of place" strategy must prioritize inclusivity, respect, and cultural sensitivity. This can be achieved by ensuring that the storytelling approach celebrates the shared humanity and interconnectedness between the local master and the non-local apprentice, rather than exoticizing or romanticizing the destination or its people. Additionally, actively involving local communities in the storytelling process, amplifying diverse voices and perspectives, and promoting authentic cultural exchange can help counteract harmful stereotypes and foster a more inclusive and equitable tourism experience. Moreover, the strategy should emphasize the mutual learning and growth that occurs through the mentor-apprentice dynamic, highlighting the value of cultural exchange and collaboration in promoting understanding and empathy across different backgrounds and identities. Ultimately, by centering on shared experiences, common values, and the richness of human connection, the "coming of place" strategy can contribute to a more respectful, responsible, and meaningful approach to tourism storytelling that transcends the pitfalls of "othering."