Destination Branding & its importance for the Future of Tourism

1. DESTINATION IMAGE
Driving the Future of Responsible
Travel and its Revenues

2. THREE QUESTIONS ANSWERED
• Are places brands?
• Are places products?
• What to do with tourism marketing?

3. ARE PLACES BRANDS?

4. ARE PLACES BRANDS?

5. BUT BRANDED LIKE OLIVE OIL?

6. YET THESE ARE STRONG BRANDS
The country of quality engineering?
The country of style en design?
The country of freedom and opportunity?
6

7. SO WHAT BUILDS IMAGE?

9. USA
Germany
UK
France
Canada
Japan
Italy
Switzerland
Australia
Sweden
Spain
Netherlands
Austria
New Zealand
Denmark
Finland
Ireland
Belgium
Brazil
Greece
Russia
China
Argentina
Singapore
Poland
Korea
Hungary
Czech Rep.
Mexico
India
Turkey
Thailand
Croatia
South Africa
Peru
Chile
Malaysia
Egypt
Indonesia
UAE
Ecuador
Colombia
Saudi Arabia
Qatar
Kenya
Botswana
Nigeria
Iran
0
25
50
75
100
125
0 10 20 30 40 50
Anholt-GfK Nation Brands Index 2013 rank
GoodCountryIndexrank
USA
Germany
UK
France
Canada
Japan
Italy
Switzerland
Australia
Sweden
Spain
Netherlands
Austria
New Zealand
Denmark
Finland
Ireland
Belgium
Brazil
Greece
Singapore
Poland
Kore
0
25
50
0 10 20

10. IT’S ABOUT CONTRIBUTION
TOP NATION BRANDS: TOP CITY BRANDS:

11. 11
CONTRIBUTION BASED ON IDENTITY

12. THE SCHOOL OF PLACE BRANDING

13. ARE PLACES PRODUCTS?

14. SO BRANDING ≠ MARKETING

15. DESTINATION BRANDING NONSENSE

16. SO WHAT TO DO?…DEPENDS!
WEAK BRAND
• Have the product build
the brand
• Work with ALL
stakeholders
• Develop ‘on-brand’
products/campaigns
STRONG BRAND
• Have the brand sell
the product(s!)
• Use the brand in
smart creative ways

21. THE IMAGE IS THE FUTURE
THANK YOU!