If anyone mentions that they're travelling to Ushuaia in Argentina I instinctively want to tell them about the guest house in which we spent 3 memorable nights. The two young owners were on hand for anything we wanted but otherwise left us in peace to enjoy their beautiful property and its outstanding views. It's a simple formula that is so rarely applied elsewhere. As a result we felt relaxed and have never more at home in a foreign land. Once home we joined the legions of satisfied people and added our 5 star raving review to TripAdvisor. And if anyone tells me they'll be in northern Laos I'll insist that they visit a particular cafe in Nong Khiaw where the lovely owner will fuss over you like a doting aunt, and given a day's warning will bake you a sensational key lime pie and serve it with a heart-melting smile.

Why do I have such strong memories of these experiences? They are not the only examples of wonderful service I've encountered on our travels. A big part of these experiences is the personal attention of the business owners, and the way in which they demonstrated a great pride in what they do. In both cases I left feeling satisfied not only for the quality of my own experience, but also for the fact that I’d found a ‘hidden gem’, a place that was full of charm and one that I would want to spread the word about, to anyone who would listen.

Perhaps this gets to the heart of the matter of 'going local', whether that is in a faraway exotic land or even in our home town. It’s about our own role in championing the cause of the little guy whose values we admire. Whenever we make a recommendation to others, people will see a little bit of us in the experience they have as a result of our endorsement. As a result we often make suggestions according to how we wish to be perceived; we recommend the smiley, happy shopkeeper or the gritty woman fighting against impossible odds because they might be the qualities that we admire and with which we wish to be associated.

When we leave that amazing locally-run establishment we feel good. Good for having enjoyed a good stay/meal on one hand, but it runs deeper. We also might feel good for supporting a local enterprise and for having had that encounter with the owner who checked in on us and even shared a little of his own story. After all, most of us value the chance to learn a little of the life of the people we meet.  And beyond these emotions we also congratulate ourselves for having found a fantastic place to tell others about as soon as we get the chance. How many of us can claim to have had those positive feelings in a five star 2000 room resort?

And here’s the challenge for the small local business: how can those happy emotions be packaged up and marketed to prospective customers? You can’t exactly tell people how lovely and modest you are in a brash promotional campaign. For many people even labels suggesting fair trade, cooperative support or carbon awareness convey little more than evidence of a recent visit by a consultant with a checklist.

That’s not to say that these wonderful local businesses shouldn’t promote themselves; quite the opposite. But perhaps that magic, that unforgettable quality that makes us sing the praises of a restaurant, hotel or tour company from every rooftop (and web page), is something that can only be experienced at first hand. And as these encounters are in many ways the essence of the travel experience, maybe that’s just as well.