In my years as a creative producer, I’ve found that places like Dubai offer more than meets the eye. Yes, there are the well-known landmarks and the popular tourist spots, but there’s also a depth of story that often goes unnoticed, and expectations that may not match with reality.
Dubai, for instance, is not just about its modern architecture and luxury. It’s also about the stories of the people who live there, the history that shaped it, and the cultural touchpoints that make it one of a kind. Take KSA for instance. While the kingdom’s Al-Ula is known for its historical significance, the stories of the local communities add an extra layer of depth to its experience.
One of the responsibilities I personally feel is to address some of the evolving perceptions. Through our work, I am always aiming to present a more balanced view of these destinations, shedding light on lesser-known aspects of the culture. By highlighting authentic stories and experiences, I hope we can bridge the gap between perception and reality, and offer viewers an informed understanding of what life is really like in these cities.
The Process of Crafting a Story:
When my team and I set out to create content for a destination, we typically start with research because it’s not just about capturing beautiful shots but understanding the place and its people. We use data and audience analytics to recognise what travelers are genuinely interested in. It’s a balance between showcasing a destination’s key attractions and landmarks, and uncovering its lesser-known narratives.
The Modern Traveler’s Quest:
Today’s travelers are discerning. Many of them are looking for experiences that go beyond the typical tourist hotspots. They are also looking for more affordable things to do. A video of a family navigating a local market, for example, offers insights into daily life and local customs. It’s these authentic glimpses that resonate with viewers and inspire them to explore further.
Narrative’s Role in Tourism:
I truly feel a compelling story can influence someone’s travel decision. And it’s our job to make the viewer already feel connected to the place even before they arrive. When people see a destination through the lens of genuine experiences, they’re more likely to consider it for their next trip.
What Lies Ahead:
The tourism content landscape is constantly evolving. As technology advances, so do the ways we tell stories. But regardless of the medium, the essence remains: it’s about connecting viewers to places through authentic narratives.
To me, no matter what, the future of tourism content lies in its ability to tell genuine stories. As producers, our challenge is to capture the essence of a place, making it both relatable and inspiring for potential travelers.
