Recorded live at the 2025 Tasmanian Tourism Conference, this episode of Talking Tourism features a conversation with storytelling expert Barb McGregor, who shares powerful insights on how Tasmanian tourism operators can craft meaningful, authentic brand stories that truly connect with visitors.

Hosted by Tracy Mallett, this conversation explores the unique elements that set Tasmania’s tourism brand apart — from its wild-yet-serene landscapes to its deep cultural heritage and strong sense of custodianship. Barb introduces her practical “4 Ps” framework — People, Place, Product and Performance — and shows how these can be used to build rich, emotive narratives that go beyond just listing features.

Whether you're just starting out or looking to refresh your brand messaging, Barb offers strategies for finding your business’s storytelling voice, using sensory language to spark emotional engagement, and standing out in a saturated digital landscape. She also highlights the importance of storytelling imagery, emotional hooks, and user-generated content that aligns with the authentic Tasmanian experience.

This episode is proudly supported by TICT Major Partner, Business Events Tasmania, the peak body championing Tasmania’s business events sector and helping deliver world-class experiences across the state.