Building a collaborative culture, as in any culture change process, requires appropriate leadership. Collaborative leaders are therefore the first and most important change driver.
As with most strategies, but actually above most of them, branding strategy needs to be consistent and long term lasting to be effective. Therefore, beyond the need for consensus among destination stakeholders, it is necessary that destination executives respect the “branding legacy” of their predecessors and look for consensus in case they see any need for change
One of the hallmarks of destinations 3.0 is the power of the collaborative culture. However, building such kind of culture is sometimes a daunting challenge, which needs to take into account several success factors