For anyone in or interested in the tourism industry to explore issues associated with branding a country, region, destination, attraction, hotel, tour etc

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7 of the Top Destination Brands of 2023

  Visit Maldives Over the past decades, destinations in Europe, North America, and the Caribbean have been the stars in both destination branding and popularity among travelers. And while all the above certainly remain among the world´s most powerful performers in tourism, the World Travel Awards (dubbed “the Oscars of travel”) in 2023 have underscored strong showings outside these traditional areas, particularly in Asia and the Middle East. Here´s a quick rundown of this year´s winners:…

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How brands can manage a travel-industry crisis like coronavirus

Travel isn’t always a bed of roses. There are natural disasters, tainted products, bad actors, data breaches, regional and global viruses, and events big and small that require industries to step up, speak up, and do whatever it takes to care of their employees and customers.  As the coronavirus outbreak tops more than 135,000 in some 140 countries, it’s an appropriate time to offer advice on how to handle an industry crisis. read post

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Cross-border migration and tourism

All across the world - Europe, the United States, Australia, Asia, and elsewhere - immigration and refugees are hot topics. But little attention has been paid to how this issue meshes with the other great mass movement of our era: tourism. An integral part of tourism is the exchange of cultures and the appreciation of the “other”, and the industry is often dependent on "importing” guest workers from abroad, who provide needed services and often also give a sense of the exotic…

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What's behind Costa Rica's new country brand?

Costa Rica’s newly launched country brand, “Essential Costa Rica” (Esencial Costa Rica), centers on a complete image of the country – from its “peaceful, down-to-earth” people who proudly preserve their environment and happily enjoy a high quality of life, to a modern world of technology, trade and commerce, all set in the world’s premier ecotourism destination of rich complete post

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  • I did not know about this slogan, but - really. Lets hope the tourism sages of Omaha can do better for the new one.
    Nebraska’s ‘not for everyone’ tourism slogan being phased out
    A tourism slogan some have called divisive is going away.
  • I happened to come across this on the Daily Mirror website, and I must say, I too am underwhelmed. Did they actually pay somebody for this?
    New Sri Lanka Tourism tagline fails to impress branding and marketing experts - Business | Daily Mi…
    Sri Lanka Tourism officially revealed its new branding early this week, aiming for success and uniqueness. However, the response from the country’s b…
  • Here's a sobering look at how Ecuador's promotion of ecotourism in the Galápagos is actually helping to undermine its ecosystem:
    The Galápagos Islands Are Marketing Themselves to Death - The Atlantic
    Tourism campaigns tout the archipelago as a diorama of prehistory. But that narrative could help degrade the islands even further.
  • Oops!
    Agency behind ‘Love the Philippines’ tourism video sorry for using shots of other countries | Phili…
    Agency DDB Philippines apologises for using ‘highly inappropriate’ images that stock footage providers offer from Brazil and Indonesia
  • The Arabian Travel Market took place a few days ago in Dubai, and CNN took the occasion to run an interesting piece on how history, heritage, and archaeology are looming increasingly large in the tourism branding of Middle Eastern countries:
  • Fiji Tourism has just launched a new campaign to broaden an emphasis on its people, culture, and "authentic" experiences beyond the beaches, with the tagline "Where happiness comes naturally." Here's a report about it in the mostly UK-based site, which covers marketing and the media:
  • Here's an interesting look at some of 2022's most notable country branding campaigns:
    The weird ways destinations tried to get you to visit in 2022
    Good or bad, marketing videos can bring awareness to a destination. So how did they do in 2022, when places were clamoring for post-pandemic dollars?…
  • Interesting piece from Skift on how some travel brands are bidding to rope in more "digital nomads" to their online communities:
    The Struggle to Make Free Spirit Digital Nomads Your Travel Brand Ambassadors
    A host of travel brands are ramping up efforts to tap into remote workers and digital nomads. Their number one challenge? Authenticity.
  • Kenya's recently unveiled five-year plan for tourism development aims to diversify beyond safaris and beaches and includes more emphasis on country branding:
    Kenya launches five-year tourism strategy
    Kenya has a new strategy to diversify away from dependence on safari and beach tourism promoting itself as a multi-product destination
  • United States tourism is still struggling to recover from the pandemic, with visitor numbers in early 2022 still under what they were three years earlier. So last month the Restoring Brand USA Act was passed by Congress and signed into law by President Biden, among other things approving $250 million in funding for the country's main marketing organization:
    Brand USA Receives $250 Million in Funding to Attract International Visitors
    In long-awaited good news for the U.S. travel industry, the Biden administration signed the Restoring Brand USA Act on Tuesday.
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