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Handbook on Tourism Destination Branding

Publication date:
Aug 2009


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Tourism has become one of the worlds fastest growing economic sectors in recent years. Governments around the world are increasingly recognising the power of tourism to boost their nations development and prosperity. As more tourism destinations emerge and competition for visitors becomes more intense, a destinations ability to project itself on the world stage and differentiate itself from others is ever more important.

Recognizing the value of successfully building and managing a destinations brand, the European Travel Commission (ETC) and World Tourism Organization (UNWTO) have commissioned this Handbook to provide a useful and practical guide for both marketing novices and experienced destination managers.

Introduced by an essay by Simon Anholt on the importance of building a national brand image, the Handbook on Tourism Destination Branding provides a step-by-step guide to the branding process, accompanied by strategies for brand management. Case studies are featured throughout the Handbook to illustrate the various concepts, present best practices from destinations around the world and provide fresh insight into destination branding. The Handbook concludes with a section on evaluating brand impact and a set of practical recommendations.

Executive Summary

Table of Contents