Is destination marketing heading in the right direction?

As we enter the holiday season I thought it would be timely to review how different tourist boards lay out their pitch to get a higher share of the global travel market.

Some years ago when my creative partner, Alan Jarvie, and I were at M&C Saatchi we got to work on what was perhaps the world’s toughest marketing brief: how to get people to get back on a plane to visit the US after 9/11. Alan’s brilliant solution “You’ve seen the movie, now visit the set” leveraged all the imagery that was already in people’s heads about America, thanks to Hollywood. It not only restored visitor levels within the year it also achieved the highest ROI ever seen in the tourism sector anywhere on the planet ($80 increased visitor spend for each $1 of ad spend).

I therefore thought it would be interesting to take a look at how other countries today are dealing with the challenges and opportunities presented to them in 2017.

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