Every tourist destination in the world has a brand image. A carefully developed brand serves to differentiate a destination from the competition. However, the disparate nature of the industry can lead to inconsistent marketing campaigns and materials, creating a confused image to prospective customers. Image must be controlled by a clear projection of brand identity.
Simply put, protection and projection of an inspirational brand attracts more customers. But if you don’t manage your brand well, brand consistency erodes and your potential customer could choose a rival provider.