This Themed Year is particularly suited to all categories of tourism, offering considerable and significant potential for every sector to capitalise on. Whatever their type, size or location, every tourism business has stories to tell. Great stories are at the heart of outstanding consumer experiences. Creating and delivering engaging and memorable stories has the power to drive footfall, generate public interest and engagement, and increase secondary spend.


The Year of Stories will celebrate and shine a spotlight on the wealth of stories inspired by or created in Scotland, and the extensive programme of funded and partner events across the country over the next 12 months will ensure consumer awareness and promote involvement, so tourism businesses can align their activities to make the most of the benefits.  There has therefore never been a more important or appropriate time for tourism operators to unlock the full potential of their stories.


In recognition of this, a series of ten Complete Storytelling one-day workshops has been organised at venues throughout the country over the next couple of months to arm businesses with the practical tools they need to reap the benefits of storytelling. These highly inspirational sessions will teach delegates theory and practical aspects of communications and sales skills to enable them to enhance customer service delivery and re-build income streams. The training is being delivered by storytelling experts from Complete Works (who – attendees at Scotland’s Tourism Industry Conference in November will remember – delivered an outstanding, dynamic presentation on the power of storytelling). Using performance, body language and voice techniques that are tried, tested and utilised by actors and presenters, the experienced trainers will teach workshop attendees how to create and deliver stories that result in exceptional consumer experiences and generate increased income.


This highly practical course is being offered at the vastly reduced rate of just £50 inclusive of VAT as a result of funding support from Skills Development Scotland (SDS) and the Scottish Government. (This calibre of tailored training would normally cost in the region of £150-£200 per delegate.)  


The Complete Storytelling workshops are based on a course piloted by ASVA last summer at five events throughout the country. Delegate feedback on these was superb: 97% of attendees said the workshop either fully matched or exceeded their expectations and over 90% said they would implement its content and guidance. In addition to benefitting from the wealth of skills they learned, participants took away increased confidence, motivation and positivity.  This specialist training therefore comes with a strong track record of industry approval.


Places for the February and March events in Aberdeen, Dundee, Edinburgh, Falkirk, Glasgow, , Inverness, and Perth are selling quickly. Booking as soon as possible is therefore recommended to avoid disappointment – particularly as this training opportunity is open to businesses across Scotland’s entire tourism industry.


Details of the workshop dates and locations, plus booking links, can be found here.