When the narrative turns the destination into a choice of journey

Ali Khaksar, Deputy Director of Tourism of the General Directorate of Cultural Heritage, Tourism and Handicrafts of Hamedan province wrote in a note: Hamedan is not only a collection of historical monuments, natural landscapes and local rituals; It is a destination that can show a different and inspiring image of itself in the frame of new narratives. From this point of view, the trip of the "Iran Narrators" group to Hamadan is more than just a propaganda program; An attempt to link the tourism heritage and capacities of the province with today's language of media, social networks and personal experiences.

At a time when many tourists choose their destination among pictures, videos and narratives published in the virtual space before traveling, a correct and attractive narrative can create the first spark of interest in a city in the audience's mind.

From being seen to experiencing Hamadan

Hamadan has a high capacity in terms of historical, cultural and natural heritage; But the main challenge is not only the lack of attraction, but the transformation of these capacities into a product that can be experienced and has a real demand in the tourism market. The presence of narrators will be effective when they link the introduction of attractions to the travel experience, suggested routes, tourism services and the final decision of the audience to travel.

Introducing Ganjnameh, Bu Ali Sina Tomb, Hegmataneh Hill, Ali Sadr Cave, Saman Underground City, Malair Mini World, Hamedan's target villages for tourism, diverse and experience-oriented handicrafts, local foods and souvenirs, will be more effective when the audience knows how to visit these places, how long to stay in Hamedan, where to stay and what experiences should not be missed. Hamadan's local souvenirs, from clay and ceramic products and handicrafts to local foods and products, can be a lasting part of the travel experience. Introducing these souvenirs, along with explaining their origin, use, method of preparation and cultural value, helps the tourist to make an informed choice and take home a part of the destination's identity.

Hamedan handicrafts, from pottery and ceramics to carving and other local arts can also be part of the travel experience; Especially when the tourist has the opportunity to observe the production process, talk with the artists and participate in making or consciously purchasing the products. Getting to know the stages of pottery production, from flower preparation and shaping to drying, glazing and firing, or observing the process of inlaying and other traditional arts, creates a deeper experience than buying a ready-made product. In this case, the content goes beyond a pretty picture or short report and becomes a practical travel guide; A guide that introduces both attractions, local souvenirs and the production process of local products to the audience.

One of the strengths of this program is planning to republish content in several stages; An action that can increase the life of the campaign and deliver its message to more audiences. However, the success of such a plan should not be measured by the number of views, likes or followers alone.

The most important indicators include the level of audience interaction, the increase in the search for the name of Hamedan, the growth of travel demand, the reservation of accommodations, and finally the change in the number and pattern of tourist arrivals. It should also be checked which type of content, which attraction or which narrative has created the most reaction. This data helps tourism managers and activists to design future plans more precisely and focus their resources on the sectors that have the greatest impact on tourists' decisions.

network cooperation; A condition for the success of narratives

The development of tourism in Hamedan is not achieved only by producing attractive content. This path requires cooperation between the General Directorate of Cultural Heritage, municipalities, private sector, local community, media activists and other related institutions.

If the published narratives are not accompanied by improved services, proper access, accurate information, education of the local community and support of tourism businesses, there may be a gap between the image presented in cyberspace and the actual experience of the traveler. Maintaining the harmony between narrative and reality is essential for building trust and turning the virtual audience into a real tourist.

From a media trip to a sustainable model

Its goal is to make the Iran Storytellers tour a successful model for destination marketing; A model that goes beyond a temporary media journey and becomes a continuous, data-driven and measurable campaign. The path of this campaign should end from "being seen in Hamedan" to "choosing Hamedan for travel".

Achieving this goal requires continuing communication with narrators, producing regular content in different seasons, introducing diverse experiences and paying attention to different groups of tourists. Hamadan can have different narratives for those interested in history, nature, culture, food, handicrafts, local souvenirs, adventure and family trips; Narratives that each attract their own audience.

summary; A destination that must be experienced closely

Finally, the goal is not to see how many people see Hamedan in cyberspace; The goal is for the audience to plan a trip to Hamedan after seeing these stories and experience this city closely. This is where the border between tourism advertising and real tourism development is formed.

The success of this program becomes meaningful when the visibility of Hamedan leads to increased interest, travel planning, more stays, prosperity of local businesses, introduction of local souvenirs and products, and the formation of a stable and positive image of this destination. Hamedan has the capacity to find a lasting place not only in the frame of narrators, but also in the final choice of tourists.