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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Paul Barnett March 11, 2010 at 3:42am

The spain project looks interesting andI will look at in more detail soon. Initial impressions are: Some interesting use of tech, nice graphics, Like Alan I don´t see the relationship between the two messages if there is intended to be one, execution could be better in terms of details, especially the language - would have been good to get a native English speaker to edit, which does not seem to have happened.
Alan 'Brand' Williamson March 11, 2010 at 12:24am

Rafa, thanks for the heads up on Spain's newest marketing campaign. Much appreciated.

Is there a relationship between the 'I Need Spain' campaign and 'Spain: A Country to Share' ?

Here's an extract of what I said on my Twitter blog: 'I Need Spain'. Translation: 'Spain Needs Me'
Rafa Luque March 10, 2010 at 11:39pm

New Spain's marketing campaign, with a new claim (I need Spain). Drop you here a link https://www.youtube.com/watch?v=GJ68EQSaU4E
A Country to Share http://www.spainacountrytoshare.com/
I like it!
Alan 'Brand' Williamson March 9, 2010 at 9:13pm

The Googles
Britain's Best Street Brands as voted for in Google's Street View Awards 2010

Birds of a feather flock together - with a little help from a destination brand developer and their property developer friends.
Paul Barnett March 7, 2010 at 4:59pm

Korea Sparkling - BlandTrashtic for sure!! And "Your Singapore" is a bore for sure. Will it be followed by Your America, Your Australia, Your Holland?
Alan 'Brand' Williamson March 7, 2010 at 11:25am

Uniquely Yours
Brand Singapore leaves ADjectiveLand with new tagline: Your Singapore

Should Korea Sparkling replace Uniquely Singapore as one of the infamous seven BlandTrashtic Country Slogans?

Tripatinos, it's YOUR SPARKLING decision!
Paul Barnett March 6, 2010 at 6:40pm

David, How long to mediocre places remain popular as a result of blanket advertising, how much bigger is the investment required than other methods? Is the value of the brand, and the value of tourism to the destination being optomised this way? Is this a sustainable strategy?
David Paul Appell March 6, 2010 at 4:23pm

I agree with your last point especially, Paul -- when destinations try to brand themselves "cool" or "romantic" by mere fiat, it always rings false to me. But on the other hand we shouldn't underestimate the power of blanket advertising -- I've seen too many a mediocre product and destination become popular more through clever and incessant marketing than for any actual reasons of quality.
Paul Barnett March 6, 2010 at 3:04pm

Jose, Thanks for the post a great article!

Romance is of course, but one possible experience that hotels or destinations could focus on to differentiate themselves. So, my key take-away from the article is the power of experience not of romance particularly, though for sure it is one of the most powerful motivating experiences. Other experiences could relate to adventure, discovery, culture, gastronomy etc, and actually they can be combined e.g. gastronomy and romance.

Unlocking the power of the experience as a brand differentiator is, as the article suggests, not in the advertising message. It is in delivering the details that make it real and authentic. Then it will get talked about. It will be newsworthy. The reputation (i.e. the brand) then gets strengthened. And probably the best way to promote the brand is by word of mouth and more subtle methods than regular ads. Claiming a place is romantic is a bit like someone calling themselves "cool". If they say they are they are not. But if tourists go home saying it is then it is, like when your frineds say you are "cool" you are.
José Balido March 2, 2010 at 4:55pm

An interesting read courtesy of eTurboNews/CNN: Insights Into Tourism Branding: The romance of the brand. At the heart of its message is the need to reconnect romantically while on holiday, and how it applies to tourism branding. Thoughts?