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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