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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A look at the top international hotel brands of 2026

It will come as no surprise to anyone thatin the world of hospitality, chain dominate as they have done for quite some time. And here I take a look at the world´s top brands and sub-brands, ranked in order of size and influence - and while most are familiar, there are a couple which might not be (thanks, China!). read post

Started by Max Pesling

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7 of the Top Destination Brands of the Year

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: read…

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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José Balido January 12, 2010 at 10:11pm

An interesting angle on destination branding: how to address destinations with serious image problems. Take the case of Colombia: despite recent advances, to this day many if not most Americans imagine a country overrun with druglords, guerillas, kidnappers, and random violence. Today some parts of Colombia are anything but, and recent personal trips to Bogotá and Cartagena de Indias have shown it to be a beautiful and promising destination indeed. How is Colombia, however, to change its image abroad?

They could have tried to sweep the bad rep under the rug and highlight the many wonders of the destination; or they could be upfront and address the problem head on, turn it on its head, and show the appeal of the destination in the process. Colombia has opted for the latter. Their slogan?

"Colombia. The only risk is not wanting to leave."
My first reaction? They're crazy. Nobody wants to see the words "risk" and "Colombia" in the same sentence. And yet... cruise ships are now docking at the port of Cartagena, and tourists are walking the streets of Bogotá. Is the slogan working? Defusing fear of risk by boldly addressing it head on, with a dash of humor?

Or... would Colombia be getting even more tourists, with a slogan that didn't highlight the "risk" factor? Impossible to know, of course, but what do you all think?
chuck lennon January 12, 2010 at 8:17pm

Good concept to establish this thread...need to grow it.
Paul Barnett January 12, 2010 at 7:22pm

I established this group to discuss issues arising, and thoughts provoked, as I research and write a book on the subject. This I am doing in collaboration with The Binder Group.

For the record, my background is marketing, specifically brand strategy development and implementation. I used to run a boutique angency in London with clients predominently in the luxury goods industry. Around 6years ago I moved to northeast Brazil to pursue a more meaningful life. Now I am developing a new type of travel guide publishing business, Pearl Travel Guides, with the aim of helping responsible independent travellers discover real and authentic experiences, initially in Brazil. The Binder Group has focused on developing tourist destinations and attractions around the world for over 15years, and has a bias towards cultural tourism.

Currently we are considering what has worked, and what hasn´t, in relation to the branding of countries, regions, destinations etc, and the reasons for both. This is where I will start the discussion. Please add thoughts and opinions in the Discussion Forum.

http://pearltravelguides.com
http://thebindergroup.com/

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