CCIL and Destination Mekong

Tourism Storytelling

Partnership for Capability-Building in Tourism Storytelling

Due to its cross-cutting economic nature and deep social footprint, tourism is uniquely positioned to help societies and communities return to growth and stability and lead wider recovery. The tourism industry has the potential to be reshaped in more meaningful and authentic ways that give opportunities to smaller players, women, youth, and minorities who can, in turn, enable further economic growth. For larger organisations, storytelling frameworks support the development of sustained, engaging content strategies that will lead to higher conversions and audience retention.

Storytelling a key intervention in tourism recovery.


Storytelling offers individuals and organisations the opportunity to talk to audiences about who they really are and what they stand for.


Storytelling allows players in the tourism industry to co-create narratives with travellers, inviting consumers to be active participants in a culture or region.


Storytelling foregrounds experiences, creating content that draws audiences into unique narratives and spaces.


Storytelling creates opportunities to hear diverse voices, with opportunities to disrupt dominant ideas and create rich and multilayered narratives.

Partnership details and initiatives

The Centre for Communication and Information Literacy Pte Ltd (CCIL) is a Singapore-based company with 17 years of experience in training, research, and advisory support in the fields of communication, digital content, language, and audience engagement. CCIL is supporting key industries as they transition out of the pandemic, specifically healthcare, arts & culture, NGOs, and tourism/hospitality. This capability-building partnership between CCIL and Destination Mekong focuses on:

Training to convey the trends and changes in consumer behaviour and values that have been shaped by the pandemic and influence brand storytelling, particularly with regard to sustainability, inclusivity, and culture.

Brand Storytelling for Tourism and Hospitality, a sector-specific modular training programme

The Idea Toolkit Talks, a series of free sessions for Destination Mekong members

Capacity-building and skills needed to create audience engagement and increase reach through a storied commerce approach, using inspiring stories of authentic experiences to build stronger consumer relationships, thus supporting sector recovery from and transformation out of the pandemic.

Storytelling Skills Audit, an initiative to understand and identify skills gaps in the sector

Storytelling Skills Roadmap, a strategy that comprises capability-building approaches, goals, learner profiles, and progress tracks

The Idea Toolkit

A curated series of four free talks covering storytelling and communication concepts.

Idea Toolkit 1: Brand Storytelling 101

Learn how to use brand storytelling to build stronger relationships with tourism audiences and create high-quality conversions with authentic, scalable strategies.

• 17 January 2023, Tuesday, 10am-11am SGT
• Duration: 60 minutes
• Delivery: Online, via Zoom
• Cost: free

Idea Toolkit 2: Writing for Impact

Get an overview of digital writing strategies you can implement immediately to express your ideas and impress your audiences.

• 1 March 2023, Wednesday, 10am-11am SGT
• Duration: 60 minutes
• Delivery: Online, via Zoom
• Cost: free

Idea Toolkit 3: Communicating Culture

Incorporate the culture, heritage, cuisine, and arts of your region into your digital content to showcase what makes you unique.

• 25 April 2023, Tuesday, 10am-11am SGT
• Duration: 60 minutes
• Delivery: Online, via Zoom
• Cost: free

Idea Toolkit 4: COVID-19 and Risk Communication

As the post-pandemic era remains unpredictable, learn how to weave in techniques to communicate in a way that reassures travellers, increase compliance, and reduces travel anxiety.

• 1 June 2023, Thursday, 10am-11am SGT
• Duration: 60 minutes
• Delivery: Online, via Zoom
• Cost: free

Brand Storytelling for Tourism and Hospitality

Connect with audiences and showcase your value with meaningful stories. This training programme comprises four modules that can be taken together or separately. Every module features hands-on learning and storytelling best practices to craft your brand story and align your narrative with consumer values. The strategies and frameworks are designed to be implemented on any platform, and can be used by people with varying levels of digital knowledge.

Fees per module: SGD 150. Fees for all four modules: SGD 540. Destination Mekong members receive a 45% reduction in fees for signups 4 weeks before the course date. Reduction in fees for all early signups requires participants to sign up and make full payment. GST is not charged for these courses.

Module 1: Consumer, Content, Community

Techniques for positioning, uncovering authentic stories that make the brand stand out, and building relationships with diverse audiences to spark future travel demand.

17 February 2023, Friday, 9.30am to 12.30pm SGT

Duration: 3 hours

Delivery: Online, via Zoom

Module topics

The changing consumer landscape and its significance for brand stories in tourism

Showcasing the relevance of a travel/hospitality brand

Storytelling principles in the tourism industry

Post-pandemic audience insights to build long-lasting digital communities

Module outcomes

Understand how to position your brand’s stories against the current industry backdrop

Develop audience insights that lead to long-term relationships

Module 2: Storytelling Strategy

Planning a big picture strategy for storytelling that incorporates short, medium, and long term goals across digital and non-digital platforms to drive consumer relationships.

24 February 2023, Friday, 9.30am to 12.30pm SGT

Duration: 3 hours

Delivery: Online, via Zoom

Module topics

Developing a storytelling strategy for yourself or your organisation

Developing content pillars to showcase your unique selling points, and strengths

Platform evaluations and audits to choose the right social media or digital platform(s) for your strategy

Demystifying metrics to understand how your stories are performing online

Module outcomes

Understand what goes into a storytelling strategy

Learn how to plan and implement a storytelling strategy

Module 3: Approaches to Story Structure

Structuring an individual story in text, image, or video format across websites, blogs, and social media platforms to drive leads and stimulate demand

3 March 2023, Friday, 9.30am to 12.30pm SGT

Duration: 3 hours

Delivery: Online, via Zoom

Module topics

Reliable and unreliable narrators — choosing your storytellers

Storytelling frameworks and the multiple digital formats available

Micro and macro storytelling structures and shapes

Story and content repurposing to get more out of your initiatives

Module outcomes

Understand storytelling structure and the brand’s role

Learn and use techniques to structure compelling stories

Module 4: Storytelling Elements

Using language and visuals to develop high-impact value-based stories across any platform

10 March 2023, Friday, 9.30am to 12.30pm SGT

Duration: 3 hours

Delivery: Online, via Zoom

Module topics

Verbal storytelling principles to write compelling stories on digital and social platforms

Language and sensory triggers to create immersive experiences for your audiences

Developing visual narratives with simple design and video techniques

Invisible storytelling that incorporates sound and music to create impact

Module outcomes

Understand the multiple elements of a story

Be able to make language and design decisions that make stories more compelling


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CCIL Courses

The Quantico Centre for Communication and Information Literacy invites learners to engage with thoughtful content and design experiences which result in well-timed, well-informed choices. By studying and thoroughly understanding the nature of information and its accompanying communication challenges, we are able to design courses that respond effectively and creatively to the needs of every participant.

Fee reduction for Destination Mekong members: 25% DM standard subsidy on all listed fees. 45% DM early-bird subsidy on all listed fees, when you enrol and make payment 4 weeks before the course start date. Please indicate ‘Destination Mekong member’ in the ‘Special Instructions’ section when you enrol.


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Consumer Behaviour in Post-Pandemic Tourism

Download the report.