Using the power of Tourism Branding
Branding is what drives a client to the seller’s goal, and National Tourist Offices (NTOS) have an equally important task of ‘branding’ their host country with the very best that they have to offer. reports.
the age of tourism branding. Branding has emerged as the most powerful marketing weapon for tourism products, be they destinations, hotels or restaurants. With destinations being a composite bundle of different components that include tourist infrastructure; tourist attractions; art and heritage, and nature; National Tourism Organisations (NTO) are digging deep and casting far to establish their distinct brands in the consumer’s psyche. to France. In their role as travel counsellors, it is travel agents and tour operators who add this USP to make a ality is welcoming, irreverent, high-spirited and down to earth – human characteristics that they associate with their brand and represent to
‘Amazing Thailand’ has evolved as a slogan with great branding strength
ent people. Moreover, changing a country’s brand can be a Herculean task as images tend to stick. Changing environments and scenarios can also be harmful for a brand. While products can be rebranded when necessary, one can’t easily rebrand a country.
Indians want to experience things not available in India, which makes some countries particularly attractive for them.
Canada is globally known for its four seasons - winter, summer, spring and fall; maple syrup; friendly people; polar bears; the Rocky Mountains; and the untamed wilderness. Macau is famous for its scrumptious food like egg tarts; and historic Portuguese edifices and world heritage sites. The Philippines is known for its 7,107 islands; crescentshaped beaches; uninhabited tropical islands and lush impenetrable jungles. Philippines has recently changed its tag line from Wow Philippines to Its More Fun in the Philippines. Munich is world-famous for its beer and Oktoberfest, the largest annual beer festival.
Mohit Batra of Scandinavan Tourism feels it’s extremely important to brand, position and communicate what is unique about a destination. A well thoughtout strategy impacting both intellectual and emotional communication must be thoughtfully executed over a period of time to be able to create a lasting brand. Indians are generally a brand-conscious society and more so when it comes to selecting their next travel destinations. Choosing the destination is no longer only about the destination’s offerings, but also has impact on both their social and professional circles. Perception is catching up with the real experience in today’s virtual world. Travel agents play an important role since over 75 per cent of holidays are booked through this line of distribution in India. As such, agents can be a vital tool in establishing and building a unified destination brand and communicating its unique offerings.
Hanneli Slabber, Country Head, South African Tourism, is all for branding, which she feels gives an edge to destination promotions. A good brand provides solid backup to marketing efforts. South Africa’s brand-tag of being a superb mix of her- itage, natural splendours and wildlife, has given its marketing a distinct direction and enormous overall thrust. It’s been a great boost in promoting the country in the Indian market. Kruger National Park
Branding is the essence in the luxury sector and very important for hotels
and The Garden Route are prime examples of excellent tourist products that sell to a large extent on their brand values. Director Tourism Authority of Thailand, feels branding plays an important role in promoting and selling a destination. For instance, ‘Amazing Thailand’ has evolved as a slogan with great branding strength, engendered through factors like Thai hospitality; variety; value for money; uniqueness; and all– year- round activities.
Kruger National Park and The Garden Route are prime examples of excellent tourist products
Didier Picquot, Director General, La Mamounia Marrakech, feels branding is the essence in the luxury sector and very important for hotels, as clients like to be associated with branded goods including hotels. Branding includes an image being created, and this image starts to work powerfully for a product. Branding applies particularly well to hotels like La Mamounia since it is a stand- alone property. But branding must be carefully managed, and one must always be clear about the image one wants to convey.