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GLOBAL: Hong Kong is the most visited city in the world, after attracting 26.6m global travellers in 2016, according to new rankings that are dominated by Asian cities.

News

AUCKLAND: New Zealand is one of the hottest tourist destinations in the world but the country’s wider brand was almost a victim of its own success, which prompted a focus on developing a more inclusive national masterbrand.

Case Study

The Singapore Tourism Board (STB) used humorous videos posted on social media to raise awareness of the need for travel insurance among Singaporeans.

Article

New Zealand created a business-orientated masterbrand which broke stereotypes and went beyond the country's reputation as a tourism destination.

Case Study

VisitBrussels, the tourism office of Brussels, transformed the perception of Brussels across Europe by launching a campaign that connected Brussels locals with the rest of Europe to give them an accurate picture of the country.

Case Study

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

News

SHANGHAI: Destinations in Asia remained the most popular for Chinese tourists during last week’s Golden Week holiday, but there is growing evidence that more travellers are seeking out holidays in new and sometimes surprising locations.

Case Study

Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.

News

BEIJING: As Golden Week approaches for Chinese travellers, political tensions between the regional superpower and South Korea will disrupt package holidays, a miss that will see the peninsula miss out on a slice of an estimated 590 billion yuan ...

News

SHANGHAI: Around six million Chinese tourists are expected to travel abroad during China’s National Day holiday period, according to a recent forecast, which also highlights a number of new destinations that are growing in popularity.

News

SINGAPORE: The first quarter of 2017 saw a 15% year-on-year increase in tourist spending in the city-state, reaching SG$6.4 billion, according to the country’s Tourist Board, due to higher arrivals and significant increases across all major ...

News

NEW DELHI: Indian travellers are taking advantage of aggressive deals from travel companies, delivering record year-on-year growth.

Case Study

This case study shows how Visit Qatar, a tourism organisation, was able to rebrand Qatar as a sought after destination for Eid celebrations and successfully increase its number of tourists.

Case Study

This case study describes how Egypt Tourism used branded content and traditional media to entice tourists back to the country.

Case Study

This case study explains how Swedish Tourist Association (STF), which manages hotels and hostels across Sweden, increased membership sales in Sweden by helping people be more proud of their country and connecting them with people from abroad via a mobile app.

Case Study

This case study explains how VisitBritain, the British government's tourism body, increased visits from China by inviting people to give British landmarks Chinese nicknames in a campaign that ran across TV, outdoor and social media.

Case Study

This case study explains how American state agency Tennessee Department of Tourist Development used highly personalised pre-roll video ads to increase visits during the summer holiday period.

Case Study

This case study explains how Pure Michigan, a state travel company, generated 27 million visitor trips and rebuilt the state's economy, reputation and pride among consumers in the US and Canada.

Case Study

This case study details how Inspired By Iceland created a radically new tourism campaign, 'Ask Gudmundur' in the US and Canada, using responsive content to change the attitudes and behaviour of tourists.

Case Study

This case study explores how Oetztal Tourismus, a range of hiking hotels in Austria, launched a ski pass in the local area of Soelden, which would be the first of its kind to have a built-in chip to make skiers locatable.

News

NEW DELHI: Content marketing has always been a mainstay of the travel industry, but travel habits are changing and marketers must move with the times, according to a senior agency expert in the category.

Article

The article explores how content marketing can be used effectively in the travel category, offering examples of localisation and experimental marketing.

News

SEOUL: As China and Japan prepare for an extended holiday period next week, Korea's tourism and retail sectors are bracing for a downturn.

News

NEW YORK: The US appears to be losing its appeal as a tourist destination, as a combination of political events and security concerns deter overseas visitors and threaten to hurt a $1.8 trillion industry.