I'm a country | I'm a region | I'm a city
I'm an attraction | I'm a hotel | I'm an event
Destinations come in many shapes and forms - a nation, a region or sub-region, a resort, a city, an attraction, a hotel, even an event...
At first glance you might think there is little that these ‘destinations’ have in common when it comes to their branding or communication needs.
Yet there is a fundamental common thread - brand personality. For many reasons - some of them quite new (such as the growth in independent travel, the surge in short breaks, the proliferation of new ‘destinations’ thanks to low-cost airlines, and above all the web) - every destination depends on developing and sustaining a distinctive brand personality:
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which is capable of making them stand out from among their competitors
- in ways that are relevant and motivating to each and every one of their target audiences
- and that will grab the interest of new tourists
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which is also capable of evolving to meet the changing attitudes and behaviours of today’s tourist
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capable of encouraging repeat visits
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and capable too of advancing the interests of other economic activities and employment.
You have almost certainly thought carefully about the sort of ‘brand image’ you project. But is this image is as sharply focused as it could be for your foreign and non-native markets? Is it being expressed in the best possible way to them, and making the best use of the latest communication techniques? And - crucially - are you taking full advantage of the opportunities that the massive and changing tourism market offers.
Let’s pause for a moment’s reflection. You may well not find your specific ‘category in the menu above or below. These are examples only, but much of what we say is equally relevant across the vast number of categories that exist.
I'm a country | I'm a region | I'm a city
I'm an attraction | I'm a hotel | I'm an event
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