A cheap souvenir comb in Cordoba becomes the starting point for a wider question: does tourism sustain the crafts it profits from, or hollow them out? Batten travels from Andalusia to Portugal's Serra da Estrela, visiting hotels that have gone beyond stocking local pottery and textiles to actively keeping the skills behind them alive buying a failing weaving mill, arranging maker-led tours, building new markets for centuries-old techniques. Along the way, she talks to hoteliers, artisans and academics about what turns a craft from a marketing prop into a genuine point of connection. As she puts it, "Storytelling is what moves culture from a commodity to an experience."