Tourism Branding Series


Welcome to the Tourism Branding Series

Together, we’re going to spend seven posts talking about what branding is, as well as how branding works specifically for tourism. 

With each post, we’ll spend time breaking down an essential branding question. Then we’ll finish with an activity that can be done in 10 minutes.

That way, by the end of this series, your tourism brand will be in great shape. Whether you’re launching a new project, refreshing an old one, or just want to touch up on the basics of branding, I’m excited to have you along for the ride.

Let’s get to it.

What Is A Brand?

A brand is a way of identifying a business. From your side, the business owner, the entrepreneur, it could be a name, a term, a symbol, another feature which distinguishes you from someone else - or all of the above.

But your brand isn’t only yours. A brand is also a person’s perception of a product, service, experience, or organization.

So for as much work as you put into designing a fancy logo or coming up with the most creative name, your reputation is decided by your customers, too.

How Does Tourism Branding Work?

Branding works in a similar way for tourism. Destinations can have brands. Cities can have brands. Hotel chains can have brands.

And you and your tourism company have a brand. 

Like above, you have control over a good portion of that. You can create your logo. You can design your website. You can run your social media.

But your brand is also how people experience your service or your product. That’s the key word. Wherever it’s possible to experience what it is you offer, your brand comes into play.

So, where does that happen?

  • On social media, like Instagram, Facebook, Twitter, and others
  • On your website
  • Through references from other tourism providers
  • By actually using your service or product
  • Official destination websites
  • Review website and, influencers
  • Local word-of-mouth
  • And through Online Travel Agents, like Tripadvisor and

In fact, there’s likely more. I’m sure you’re thinking of others - hit reply and send ‘em my way!

Today’s exercise:

Using the list above, make a list of where you believe your customers (past and future) can and do interact with your tourism brand. 

If your business exists, be honest and critical. If you are still developing your idea, think of where they could go/what they could do. 

You can reply back to this email with your ideas and I’ll be happy to look them over and suggest others. Or you can keep them to yourself and work on this independently.

Tomorrow, we get into the fun stuff. Tomorrow, we ask…

What makes you… you? It’s all about tourism brand stories, Unique Selling Propositions, and how to make sure yours stands out!

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