Tourism NI launches sound-driven digital storytelling at famed destinations

Tourism NI has launched its first ASMR (autonomous sensory meridian response) track, marking a shift toward sound-driven digital storytelling in destination marketing.

The project, titled Giant Awakening, features detailed soundscapes recorded across well-known Northern Ireland locations, ranging from natural landmarks to cultural venues. By producing an audio-first piece, Tourism NI is exploring new ways to engage potential visitors through platforms typically associated with relaxation and long-form listening.

This approach reflects growing interest in ASMR formats among tourism boards seeking alternative content strategies that go beyond traditional video-led campaigns.

The audio piece includes recordings from major attractions such as the Giant’s Causeway, Marble Arch Caves, Glenariff Forest Park, and seasonal events in Derry. It also incorporates urban soundscapes like Belfast’s St. George’s Market. The variety of captured environments demonstrates how audio can highlight diversity without relying on visuals, opening opportunities for operators and creative agencies to rethink how destinations are represented in emerging media formats.

To produce the track, Tourism NI partnered with Felbryn Studios and Redcap Productions. The teams followed a sound-first approach, emphasizing field recordings, foley work, and voice-over. This collaborative structure showcases how tourism organizations can work with specialized audio firms to create high-quality content while highlighting local talent.

Narration is provided by a Belfast-based female actor and audio-book specialist with her contribution adding a professional storytelling layer. For production companies, the project underscores growing demand for voice artists capable of delivering long-form audio suitable for platforms like Spotify and YouTube.

A therapeutic sound practitioner contributed to the concept, noting the calming effects of natural sounds while aligning with an industry trend of incorporating wellbeing-focused storytelling into visitor economy campaigns.

Broad Representation of Tourism Assets

Giant Awakening references a wide array of attractions, including the Ulster Orchestra, Long Meadow Cider, Armagh Observatory and Planetarium, Galgorm, Titanic Belfast, OM Dark Sky Park and Observatory, Hillsborough Castle and Gardens, and Larchfield Estate. This extensive selection positions the track as a cross-sector promotional asset rather than a single-site initiative.

The project holds value for operators across multiple sectors, from heritage sites and outdoor destinations to cultural institutions and hospitality venues. Highlighting each location through sound also creates potential for digital extensions, such as interactive maps or extended audio series.

Tourism NI’s entry into ASMR content highlights the potential for sound-led media to complement existing video and social campaigns. As more audiences access relaxation-focused audio on mainstream platforms, tourism boards and destination organizations may explore similar formats to maintain visibility in crowded digital spaces.

The full audio experience is available through Tourism NI’s channels, with an audio-only version on Spotify to maximize reach.

(Source: About Experience UK)

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