Tourism Branding

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:…

Started by David Paul Appell

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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

Started by Tripatini

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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…

Started by David Paul Appell

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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 biodiversity...read complete post

Started by Tripatini

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Alan 'Brand' Williamson January 20, 2010 at 9:24pm

David
I think there's another aspect in play here, and that is the length of the brand name. English language versions generally tend to be shorter and therefore easier to say.

So
Turin (2-syllables) vs Torino (3-syllables)
Rome (1-syllable) vs Roma (2-syllables)
Milan (2-syllables) vs Milano (3-syllables)
Italy (3-syllables) vs Italia (4-syllables)

Hey, what's with the Italian brand names? Maybe I'm letting my bias towards my favourite European country show. Ciao.
David Paul Appell January 20, 2010 at 9:00pm

Thanks Alan, I don't think I'd heard that one before. Do you think that applies to Turin vs. Torino, as well? It's just that I can't think of any good reason why we suddenly have to change how we refer to certain destinations that have perfectly good traditional names in English (and the adjectival form, "Andalucian," seems particularly clumsy). For political changes, yes, of course -- Belize instead of British Honduras, for example, or Zimbabwe from Rhodesia. But even then...the case isn't entirely closed on Burma vs. Myanmar!
Alan 'Brand' Williamson January 20, 2010 at 8:45pm

David & Paul
Andalucia or Andalusia for the English language speakers?
My take is that since both brand names are so similar, stick to the authentic Spanish version even if English Language speakers get the pronunciation wrong.
However, when it comes to Espana or Spain, here both names are very different, so it's Spain for the English language speakers.

Rafa
Thanks for the Andalucia video which as you say is 'a perfect example' to start the cultural immersion with. Please show that video to every person that's involved with the future of Brand Andalucia.

With regard to the Birthplace of the Flamenco big brand idea, please let me know if anyone in Seville or elsewhere has mashed Hip-Hop with Flamenco - and if so, a short video would be appreciated. In fact if there is a site just dedicated to Nuevo Flamenco please let me know. If there isn't, we'll just have to start one.Thanks.
David Paul Appell January 20, 2010 at 7:31pm

Andalusia, please, Paul! We be speaking English here... lol...
Paul Barnett January 20, 2010 at 4:25am

The Andalucia story so far has been really interesting. I guess it may well continue too. But I wonder if we might move the discussion on and look at other cases that we thing are great examples - and no self promos please! What great works have you seen recently and why were they so good?
Rafa Luque January 20, 2010 at 12:06am

Alan,
Not everyone down here is happy with the concept of "Andalucia Loves You". Andalusian politics are strange mixture of North African-Spanish cultures :(

Andalucia is the spirit of Spain. Everyone outside Spain will recognize bullfighting, flamenco or sherry as Spanish but the cradle is here.
Within Spain we're consider to be a lazy, easy-going and joker community. I drop you here a link (in Spanish) about our idiosyncrasy. https://www.youtube.com/watch?v=Rf3KwoDL33M
I think is a perfect example to start with those promising areas you mentioned.
Rafa Luque January 19, 2010 at 11:45pm

David,
No idea but just bear in mind that our main market is Spain, specially Andalucia itself. I'll ask tomorrow in Fitur.
David Paul Appell January 19, 2010 at 4:44pm

That's a pretty good strategic assessment of the campaign, Alan, thanks -- any thoughts on my question about Andalucía vs. Andalusia?
Alan 'Brand' Williamson January 19, 2010 at 4:40pm

Culture-Clash
A brand-development journey deep into the murky waters of culture clashes, conflicts, collisions and contradictions – the source of many future-focused big brand ideas.

Brand Andalucia
Andalucia Loves You, is sadly, a heart-breaking concept destined for the tragic-romantic graveyard occupied by I LoVermont, Fall in Love with Louisiana, Oregon – We Love Dreamers, Love Cyprus, Live It! Love It! Hong Kong and its identical twin: Live It! Love It! Leeds. The only notable exceptions being: Virginia is for Lovers, and I Love New York.

Andalucia's latest video, whilst beautifully composed, could well be anywhere in Spain. Actually, the golf and horse scenes are promoting Portugal's Algarve region - to the sub-conscious mind.

It's time for Brand Andalucia to find its future-focused big brand idea within the cultural collisions facing its people. Here are some promising areas for investigation:
1.The North African-Spanish cultural collision
2.The Gibraltar Question between Britain and Spain
3.The Bullfighting and Animal Freedom Movement conflict
4.The traditional v modern Flamenco (dance and music) cultural movement

Let's dive a little deeper into culture-clash No.4. As the Land of the Flamenco, Andalucia is perfectly positioned to future-focus this powerful cultural movement of self-expression and beauty. Nuevo Flamenco's fusion with salsa, rumba, rock and so on goes way beyond music and dance and penetrates deep into the soul of both Hispanics and non-Hispanics ie. Duende.

Brand Andalucia's sub-brands – provinces, cities and resorts – to be brought in to focus on the region's other strengths.

Then, complete with its future-focused big brand idea, it needs to inspire Brand Spain and its capital city Brand Madrid. But first Spain needs to pension off its toothy 'smile' campaign if it ever wants to recover its World No.2 destination position from Brand America. And Madrid needs to re-visit its Madrid Only Happens in Madrid campaign as it under-performs Spain's second city – Barcelona – in terms of spend per foreign visitor.

The culture clash between the Hispanic 'Old World' and the 'New World' could well be the source of a future-focused big brand idea for Brand Spain led by its Capital city: Madrid [30-sec Video]

OK brand developers of Tripatini - it's back to you...
David Paul Appell January 19, 2010 at 3:54pm

This is turning out to be a great discussion forum. Rafa, maybe you know -- I've always wondered why the Andalusia folks have always insisted on branding themselves even in English-language campaigns as "Andalucía" in Spanish, against the still prevailing English-language media and general preference for the traditional name in English, "Andalusia." After all, the SNTO for example hasn't been trying to make us all switch to "España."

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