With the marketing digitalization, destination branding has gained significant relevance, so long as the brand is subject to continuous and visible comments, news and opinions which eventually determine the brand image of a destination.
Destination branding principles remain invariable to some extent. However, the evolution of marketing makes it mandatory to update the branding principles and adapt them to the latest marketing trends.
Beyond the advantage for tourism development, caring about the city’s image and landscaping also has many benefits for other sectors of the economy, so long as it gains an advantage at gaining talent and therefore also further investments.
Many towns which have never focused their attention on the tourism industry are now trying to define their identity to build their destination brand. This challenge requires a thorough process to follow.
The digitalization of marketing is for destinations -as for most brands- a major challenge, not for the new technologies integration, but for the increased complexity and exposure of its blueprint, the touching points between the brand value and its customers.
Disney once disrupted the tourism industry with its development of Theme Parks, and many others followed. However Disney best practices in destination development are not only useful for Theme Parks. Traditional destinations have a lot to learn. This article summarizes 10 key lessons on destination development by Disney
So long as the destination brand promise is delivered through each of its service business and local population, a successful brand delivery requires not only convincing all local stakeholders to buy in but also to make them collaborate
So long as the tourism industry landscape and marketing trends evolve, DMO development has to adjust necessarily to this changing environment. This article is about a book on DMO design, development and management.
Among the various elements that convey the values and attributes of a brand, the tagline is probably the most explicit and direct. But crafting an attractive tagline for a destination requires to consider some important reflections and rules