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Compass: Insights into Tourism Branding

• #11 The Six Senses of Travel (PDF)

  • For the millions of people who board planes, trains, ships and automobiles each and every day, so often the visas stamped in their passports feel undeserved as the place visited was not really ‘touched’ at all. People often seek to take home mementos as touchstones of being there, yet they would find that the most precious moments of travel are taken home not through their luggage, not through their purchases, not through their cameras…but through their senses.

• #10 The Romance of the Brand (PDF)

  • Romance is, and will undoubtedly remain one of the most compelling promises of leisure travel. From holiday getaways to couples massages to special occasion meals, the range of romantic options is endless. Ultimately, there is one dimension of the traveller experience which holds at its heart the essence of true romance.

• #9 Festivals - A Tourism Invitation to the World (PDF)

  • As destinations all fight to stand out among a fiercely competitive tourism landscape, there is one edge that every destination has at its disposal - its festivals.  Across the globe, thousands of festivals take place each year, bringing people together to celebrate the traditions and beliefs of a culture. Extending a unique form of invitation to the world's travellers, festivals bring to life the energy, engagement, and emotion of a destination like few other experiences can.

• #8 The Role of Film in National Identity (PDF)

  • Over the past decade the film industry has become a highly sought after vehicle for destination development. Feature films can be a powerful way of building destination awareness but of key importance is managing the impact on destination identity.

• #7 Destination Advertising - Fuel for Crisis Recovery (PDF)

  • The ability for a destination to recover and rebuild its infrastructure and its image becomes heavily dependent on the destination’s ability to communicate to the world that it is ‘open for business’.  Destination advertising is, therefore, vital to national profiling and perception change – shifts in mindset critical to attracting travellers and investors and thereby creating a sustainable, equitable tourism industry.

• #6 Travel & Tourism in a Turbulent 2009 (PDF)

  • The recession has forced many to cancel travel plans. The stress and emotional fatigue of the economic crisis has increased the need to go on holiday to escape/recover from the burdens of reality. Even just the thought offers some relief. And so, as 2009 unfolds, more and more travellers will be asking not IF they should travel, but where, when, and for how long.

• #5 The Role of Government in Tourism (PDF)

  • The excitement of growth in the tourism sector is not purely about travel and travellers. It is about the underlying impact which it is having on our world socially, philosophically, economically and in many ways spiritually. It is impossible for a region or nation, for any destination, to open its doors to the world and not be ‘touched’. Simply put, in buying into the Tourism phenomena, a destination can face the risk of selling its soul.

• #4 Silver Linings Around Dark Economic Clouds (PDF)

  • In 2009, the business models of Travel and Tourism sectors across the globe are being tested, which is why it is important for all companies to reconnect with the market.

• #3 Sustainable Tourism: Protecting the Principle (PDF)

  • The term Sustainable Tourism has become so widely used today that, sadly, it has become a cliché. Before we move on to the next fashionable, soon-to-be clichéd terminology we owe it to ourselves and to the Tourism industry to pause, look closer at those words and understand what is meant when we speak of sustainable tourism.

• #2 Tourism Branding: Using your Voice (PDF)

  • Destination Branding has become one of the most exciting and competitive aspects of today’s tourism industry. This article provides a valuable framework for creating or examining your own Destination Brand, ensuring that it is truly ‘working’ as a powerful, effective asset and driver of your Tourism identity and aspirations.

• #1 Tourism: Unwrapping the Gift (PDF)

  • The Travel and Tourism sector is generating unprecedented levels of excitement, activity and wealth for nations. Tourism provides nations with a proven, solid source of revenue.