Rather, it is a powerful content tool to promote discovery and exploration. It is the art of bringing together experiences, weaving in human stories, and layering it with the practical details that leads to action. It balances narrative that excites, with the nitty gritty to make it happen.

Experiences over places

When we focus on places, it can easily start to feel like a rigid list of instructions. Instead, the core of any itinerary narrative should be focused on uncovering experiences (as you can see in the example below). Visitors can find a place on a map, but where you add value is by curating a set of unique experiences that showcase the best of your area. You want to make your audience feel like they are in control and have the confidence to explore – you are guiding, not prescribing.


“A map provides no answers. It suggests where to look: Discover this, examine that, orient yourself, begin here.” – Miles Harvey


Newcastle Coast to Culture Walk

Scale the coast along Bather’s Way, wander through the cultural heart, fill up, slow down. Newcastle is a big city with a small feel. World-class beaches are only a 5 min walk from great food & wine. If you’re happiest when you’re outdoors, or soaking in the culture of a city, this is the guide for you.


A human element adds authenticity

Foster an emotional connection between your audience and your stories. If we were to scrape back the top layer of your destination, what would we find? What personalities or experiences make up the fabric that makes this place special? Who are the creators, doers, makers, trailblazers? Who has witnessed changes, and who is making change?

Make it actionable

A common mistake of content creators is to be either be too general in their suggestions – making it hard for your audience to piece together anything actionable – or they focus too heavily on making it instructional. When curating itinerary content, you need to find a balance.

If you wanted to take this itinerary and follow it, could you do it without needing to source additional information?

Your content needs to overcome travellers’ rational barriers – distance, scale, direction and travel time, while also considering irrational barriers – what will I find there? Am I going to like it? Is it worth the effort?


Not a one-size-fits-all approach

Don’t try to make an itinerary be everything to everyone – focus it on a specific target audience. If you make it too general, you will alienate your audience with experiences that are not relevant to them. Once you’ve lost their confidence in your suggestions, it is hard to build that trust again. So be specific, and make it clear upfront who the itinerary is suited to.


Start curating your experiences with Alpaca.


Written by Zoe Manderson