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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

Members: 163
Latest Activity: Aug 16

State Sponsored Spin

Here is an interesting video on the subject of Nation Branding and why it does not always work, or as Simon Arnholt puts it, is often a complete waste of taxpayers' money. The story includes interviews with Jeremy Hildreth of Saffron Brand Consultants and Robert Jones of agency Wolff Olins. The argument is that mass-communication marketing campaigns are no way to build a country brand. What do you think?

Discussion Forum

Cross-border migration and tourism

All across the world - Europe, the United States, Australia, Asia, and elsewhere -…Continue

Started by EnLinea Media May 16, 2016.

What's behind Costa Rica's new country brand?

Costa Rica’s newly launched country brand, “Essential Costa Rica” (Esencial Costa Rica),…Continue

Started by Tripatini Sep 26, 2013.

Is there really such a thing as environmentally friendly tourism?

Although it's no longer a rare to find on a hotel bed a sign asking the guest to reuse…Continue

Started by Tripatini Sep 14, 2013.

Tourism truth, advertising, and brochures

Tourism is to a great extent a world of marketing.  In reality there are three major parts to the tourism product 1) the product itself, 2) the way the product is presented by both the provider…Continue

Started by Tripatini Aug 14, 2013.

Comment Wall


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Comment by Portugal Dream Coast on February 18, 2011 at 10:42am

In terms of branding, events are making regions and of course people that organize, have ideas to develop. Nowdays, we will have 5th edition of Atlantic Tour its a reality and will start in 20th February till 20 March on Comporta at Portugal Dream Coast . Some figures : 450 horses, 200 riders from 20 different countries. Confirmed the inscription of the leader of worldwide ranking and European Champion, Kevin Staut. For the 2011 edition of Atlantic Tour .Prize money of 366 thousand euros.


With this event we will bring also to our region the European Child Championship on July. Beaches, Wine, food, golf, equestrian events, culture, music, diversified options to tourists or weekend break visitors. What do you think , does it make or not a brand region ?

Comment by Max Pesling on December 2, 2010 at 8:39am
Is anybody else getting sick of the Seychelles? Or its brand-building strategy, anyway. I regularly read, the for-pay travel press release distribution site run by eTurboNews, and I am just flabbergasted by the number of press releases from the Seychelles (12 of the most recent 30 on the front page of the site, a stunning 40%!!!!). They include step-by-step coverage of situations, such as "HRH Princess Anne to arrive in Seychelles next week," followed by "HRH Princess Anne arrives in Seychelles," then the likes of "Princess Anne meets staff from EU Naval Force and Seychelles Coastguard." Ho-hum! Is this carpet-bombing publicity blitzkrieg a valid or productive way to build a nation's brand? Or do they risk annoying people and having them tune out the Seychelles? I know I'm annoyed, but maybe I'm just a cranky ol' dog.
Thoughts, please!
Comment by joao cabral on November 24, 2010 at 7:15am
Wine Guided Visit Tour to Manour House of José Maria da Fonseca
Comment by Tom Buncle on November 22, 2010 at 9:49am
Maybe it's a challenge for the Philippines to punch above its weight.

Seems they've been on the ropes for some years with their slogans. Do you remember "Philippines - More than the Usual"? Here's hoping the country gets a slogan worthy of its true appeal.
Comment by Jose Balido on November 22, 2010 at 8:20am
Seems Philippine president Benigno Aquino III agrees with me that their tourism slogan Pilipinas Kay Ganda, which translates as "Philippines, What a Beauty" is lame beyond words (though still an improvement over the previous gem, "Wow Philippines"). So he's ordered the tourism minister to come up with something better, while simultaneously appointing national boxing icon Manny Pacquiao to serve as the poster boy to promote Philippine tourism abroad.

Am I missing something here, or is this mighty weird? What do you guys think of having a boxer serve as a country's tourism image abroad?

If, on the other hand, we simply can't dissuade Mr. Aquino (something tells me he won't listen to us), then I propose a slogan for the Manny Pacquiao campaign: "The Philippines -- we'll knock you out."
Comment by David Paul Appell on November 5, 2010 at 1:48pm
Future Brand released the initial version of its annual Country Brand Index. Canada snagged #1 thanks in part to the Winter Olympics.

The USA has slipped three notches to No. 4 in an annual ranking of nations with the most favorable brand performance, says a new study.

1 Canada
2 Australia
3 New Zealand
5 Switzerland,
6 Japan,
7 France,
8 Finland,
9 United Kingdom
10 Sweden

The bottom three: Zimbabwe, Iran, Pakistan.

Whew, I guess North Korea and Somalia can breathe a sigh of relief.
Comment by Alan 'Brand' Williamson on September 12, 2010 at 5:35am
Paul, thanks for raising the issue of branding tourist routes - mega opportunties for the future of destinations - at trans-local, trans-regional and trans-national level.

I would love to see private-sector led projects with the support of the public-sector developing in the future.

Monique, I believe your own exciting 'Black Paris' project sort of falls into a trans-city tourism route category?

In the UK, Project England's Vineyard, will be developing trans-county wine routes based on the cultural source codes for the various destination hierarchies:
England: CLASS (Higher Social Status)
SouthEast England: HOME (Home Counties)
Sparkling Wine: CELEBRATION
and so on across the various counties comprising England's Vineyard.

Going forward into the future, co-branded routes with wine regions around the world are an exciting prospect.
Comment by Tripatini on September 10, 2010 at 12:50pm
Congratulations, Paul, and congratulations to all the members of Tourism Branding on Tripatini for hitting 100 members. This group has hosted some very interesting and lively discussions. Here's to the next 100!
Comment by Paul Barnett on September 10, 2010 at 12:41pm
The train routes are interesting. Is it the routes or the trains that get branded? e.g. Orient Epxress, Blue Train etc? The air and sea routes I am not familiar with. I just wonder if, related to the trends in culture and heritage tourism, there isn't an opportunty to establish more branded routes that link places. I personally believe there is, and that there are big advantages in doing so. I think journeys of discovery relate well to a number of social and cultural trends.

Although not thought of as a brand perhaps, I think The Grand Tour of Europe undertaken by British nobels from the early 17th Century was indeed a branded tourist route, and it's impact was great, socially and economically, for over a century. Not all of the impact was good of couse. This was also an early example of sex tourism and had significant environmental impacts.
Comment by Raymond Hall on September 10, 2010 at 4:27am
There are famous train routes (I could list a dozen off the top of my head, from Russia to Asia to Africa and australia) as there are famous sea routes (how about the transatlantic route), most of which are marketed to some extent. There are even air routes such as scenic journeys over Antartica. I think that we would be surprised at the great number, when we set about listing them!



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