Belarus Brand Basics: Seeking a Country’s Competitive Identity
A Challenging Task
Capturing the spirit of a country is never easy. Less so when it shares so many characteristics with its neighbours – from history to culture, nature to customs, and architecture to cuisine. Explaining our approach and initial ideas at an International Branding Conference in Minsk:..........
Overtourism: The End of the Dream?
Keep Moving at the Front
The dream is disappearing for many visitors and the nightmare beginning for many destinations. The 'sharing economy' is, for an increasing number of people, more about sharing less and less space with more and more people than any romantic notion of "what's mine is yours". Visiting the Sistine Chapel has become an exercise in self-preservation rather than artistic reflection; that backstreet cafe 'only the locals know about' is a fantasy; and, as for that idyllic deserted beach, forget about it.
Of course, there are exceptions. But my question is: “Are we reaching peak tourism?”
The answer varies from country to country, place to place, and season to season. But peak season congestion in many tourism hotspots worldwide is threatening to destroy not just the visitor experience, but also the natural and cultural environment.
Anatomy of an Asian Icon: How ‘Cuteness’ Drives Tourism
Understanding your customers is the perennial first principle of marketing - a mantra so well-worn that it is almost easy to forget. Even more so, as businesess increasingly rely on algorithms to predict what we're going to do and buy before we even think about it. So it's refreshing to come across completely different ways of thinking, which challenge our own views of the world. But it's also reassuring, no matter how different the culture, to be reminded of the need to get inside our potential customers' heads and hearts, even when we might find it hard to empathise.
Tourism and Terrorism
The impact of terrorism on tourism: a changing attitude to risk in holiday-taking.
Article in UK Tourism Society Journal, Summer edition 2016, by Tom Buncle. Click here
(Full article on pg 7)
How is Business Shaping Up for 2016?......Snapshot 3
Snapshot 3: Finding a Way Out of Trouble - What Can you Do?
“The best way to predict your future is to create it ”.
- Abraham Lincoln
In ‘How is Business Shaping Up for 2016?’ Snapshots 1 and 2, I reported on what I had picked up at recent trade fairs from a variety of sources about prospects for travel in 2016. This was dominated by issues depressing travel to certain destinations, primarily as a result of fears about personal safety, mostly related to terrorism.
In this final Snapshot, I want to shine a more positive light on the future, by demonstrating there is light at the end of the tunnel and suggest a way forward, particularly for destinations experiencing fear-induced decline.
There may be no silver bullet, but there are steps destinations can take to minimise the damage and accelerate recovery.