For anyone in or interested in the tourism industry to explore issues associated with branding a country, region, destination, attraction, hotel, tour etc
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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I agree with Paul Barnett that more channels are used, faster a new tagline or logo proliferates. Also, if the shift is very dramatic. The United States required only one year and one President to dramatically shift its image abroad. That still doesn't mean that the country has strong brand for tourism. The USA is rated very low for culture, for example, in spite the great cultural importance that it has for the world. Or in nature, or beaches, etc.
A brand to become successful destination brand (or the way in this group is called "Tourism Brand") it needs:
1. Branding all assets for tourism, not only one aspects
2. Proliferating the brand in all possible channels. See brand Hong Kong - it is from commercials to shopping bags, and from youtube to national carriers, boats, city transportation, "Made in...." labels, etc.
3. Converting all stakeholders, including the local population into brand ambassadors, not only leaving the efforts to the marketers and advertisers. For the USA to become this year brand Nr. one there were millions (from the plazas in Berlin and New York to every single home) of people investing their hope in President Obama and becoming its evangelists around the world.
In answer to the question, how long does re-branding take and does it recquire a lot of commercials - for sure it is not a quick. How long depends on how well the concept was conceived, how inclusive and well supported it is by stakeholders, whether the reality matches the message being presented and of course communication to establish awareness. The communication should be a broad mix to include some commercials, but these days I think the emphasis should be much more focused on new media and PR as a means to communicating stories, something hard to do in a commercial. As the market has fragmented so much, and people look for different sources of value when travelling commercials are a less effective solution when trying to communicate different messages to different tourist niches. It is far better to narrowcast in a trageted way, than broadcast in a generic way in this situation, especially in terms of value for money. The real importance is in carefully identifying the match between the value that can be offered, which segments to appeal to, and the best way to talk to each group. I also suggest that branding should be ongoing and evolutionary, not re-branding everytime the story gets tired or looses appeal.
Another very good example of Korea. As they have re- branded them self third time in 2007 " Sparkling Korea" and still on the top list of international tourist destination.
I would like to understand how much time a brand takes to go for re- branding phase or it is just a perception of the NTO's or Marketing company where lots of commercials involve.???
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