The power of brands in the destination economy

Travel destination status is a prized asset that requires nurturing. Many countries courting foreign direct investment present themselves in very similar ways, but locations need to avoid becoming 'clones' or they risk losing their competitive edge.

The power of brands in the destination economy

Destinations need to be marketed as brands with a differentiated image and a story to tell, says Emma Johnson

What is a destination? At its simplest, a destination is a place where people want to be. A destination could be a shop, a street, a city, a country or even a continent. But, in every case, destinations are special places that attract talent and create opportunities to generate prosperity. Destination status is not a rite of passage, it is a prized asset that requires nurturing and constant attention.

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