Marketing, Travel & Tourism

The destination branding illusion

By William Bakker | 11.24.09 | 16 Comments

Perhaps the most annoying thing you can tell me is that some DMO is re-branding their destination.

A destination brand is:

  1. The sum of experiences of a traveler during a trip (but not all experiences are equal)
  2. The sum of all stories somebody has hears about a destination (but not all sources are equally credible)

That’s it.

To re-brand a destination, you need to change the stories people tell when they get home. In order to do that you need to change the experiences travelers have. Changing your story doesn’t mean anything if yours is different from the real one.

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