Destination marketing is different from destination branding. It can be seen from the objectives. Destination branding is identic by its history, culture, topography, way of life, built and natural environment, and people. Destination marketing is about how we promote our destination branding by communicating it to others outside the destination.
To make it more detailed, we will explore the definition of destination marketing and branding.
What is destination marketing?
Destination marketing is all about promoting a place to visit. It’s usually done by a group of travel experts who know the area well. They work together to show off all the cool things you can do there and try to attract certain types of people who would love to go.
The key to a great destination marketing strategy is having a specific theme. For example, if you’re by the ocean, you might want to focus on how relaxing it is to hang out on the beach. On the other hand, if you’re in the mountains, you could market yourself as a ski town. The important thing is that everyone in the group agrees on the theme and makes it the main focus of all their marketing stuff.
Destination marketing is all about promoting a specific place or spot to potential visitors. For the example – Visit Scotland’s “Scottish Spirit” campaign. They’re all about showing off Scotland’s awesome culture, breathtaking landscapes, and famous landmarks to get people excited about exploring the country.
Another rad campaign is “Incredible India” by the Indian government’s tourism board. They’re all about showcasing India’s amazing history, diverse culture, and natural beauty to attract tourists from all over the world. Both of these campaigns focus on the destination itself, rather than a specific brand or product. They want to create a deep connection with potential visitors by tapping into their sense of adventure, curiosity, and wanderlust.
What is destination branding?
So, when it comes to destination marketing and branding, they’re pretty similar in the sense that they both aim to promote the whole region. But there are a few key differences between these two strategies that we should know about.
Instead of trying to attract a bunch of tourists during a specific time, destination branding focuses on improving how people see the place overall. It’s all about changing the general perception of the destination among a big group of people.
To get started, a destination branding organization needs to figure out what people already know about the region and what they might not know. Sure, everyone knows that a city by the ocean has awesome beaches. But do they know that your town also has a cool historic downtown area with lots of cool stuff to see? With destination branding, the organization tries to highlight these lesser-known facts to make people see the region in a new and improved way.
So, there are a few cool examples of destination branding that have really hit the mark. Take “I Amsterdam” for Amsterdam, Netherlands, for instance. It’s become this super iconic symbol of the city’s awesome and welcoming culture. Then there’s “Pure Michigan” for the state of Michigan in the US. This one really highlights the state’s natural beauty and all the amazing outdoor activities you can do there. And down in Australia, the state of Queensland has gone with “Beautiful one day, perfect the next” to show off its warm weather and breathtaking beaches.
Set your goal
When it comes to promoting a place and the cool stuff you can do there, that’s destination marketing. But branding is all about giving that place a special and easily recognizable vibe that shows off what makes it awesome. If you’re a tour operator, it’s super important to know the difference between destination marketing and branding. That way, you can make sure your business fits in with the place’s identity and gives your customers an unforgettable experience.
If one desires to initiate a destination branding endeavor, Prawara.id is an ideal starting point. We possess a fervent determination to enhance the value of your destination, thereby directly contributing to the advancement of local products and businesses. Our foremost goal is to offer steadfast assistance to both enterprises and destinations, nurturing their development and success in conjunction with our own. Through our diligent endeavors, we strive to transform your aspirations into inventive solutions, propelled by an unwavering dedication to research and a steadfast commitment to collaboration.
__________
References:
- https://placebrandobserver.com/difference-between-destination-branding-and-destination-marketing/
- https://rezdy.com/blog/difference-destination-marketing-destination-branding/
- https://www.taylorfrancis.com/chapters/edit/10.4324/9780080569437-18/destination-branding-marketing-role-marketing-organizations-chris-ryan-huimin-gu
