tourism branding consultants

We work to unlock the potential in every place

– to create places and experiences that are rich in culture and meaningful to our lives.

At CTConsults we believe that when you find the essence of a place, you can positively redefine and shape people’s experience and enjoyment of it, in ways that are inspiring and transformative for visitors, local residents and businesses alike.

City of York – Who do you think you are?

Northern Ireland

Northern Ireland – Starting to share its cultural power

Manchester – The rise of a Northern cultural powerhouse

Fáilte Ireland

National online distribution strategy for visitor experiences

Bristol and Bath

Bristol and Bath – A tale of two cities

Marketing Northern Cities

Northern cities assemble

An agency in three parts

CTConsults offers industry-leading expertise in cultural tourism, heritage, destination marketing and place branding insight. In direct response to our client’s needs we have built our agency in three parts to offer:

• Strategies in cultural heritage tourism and place marketing
• Stakeholder consultation and community engagement
• Funding bids and case-making
• Destination auditing and mapping
• Place-brand insight and positioning
• Research and analysis
• Partnership building and mentoring
• Experience development planning
• Action planning

• Website design and development
• Digital optimisation
• Content and channel management
• Digital marketing campaigns
• Monitoring and reporting
• Digital skills training & mentoring
• Bookable product development and activation online

• Culture Hosts
• Creative Tourist
• Cultural tourism healthchecks

And this is how we do it

We are creative,.

No two clients are the same – we never, ever deliver off-the-shelf solutions. We see every project as an exciting opportunity for us to use our curiosity, imagination and expertise to breathe new life and possibilities into your place.

We passionately believe that culture is the dynamic expression of place. It’s what animates and inspires and draws people to it. In seeking out culture we look for inspiration from the past, present and future, travelling to less obvious quarters, researching long forgotten stories.

collaborative,

We believe that transformational change comes through working in partnership. This is how we will work with you, not remotely, but as part of your team, united by a shared vision to shape and enable places that thrive. Whatever the shape of the team, we help you to achieve future success in your markets.

consultative,

We are driven by insight. Whether sourcing community or stakeholder opinion, tracking trends, monitoring sales returns for marketing spend, we have robust, tested methodologies for gathering and reviewing research evidence that will inform your decision-making and deliver a measurable difference to the sustainability of your project or place.

and ‘can do’.

When we encounter problems and challenges we find the solutions you need. We’ll even build them ourselves, including dynamic websites and partnership platforms. We want your place experience to be as visible, compelling and credible in the digital world as it is in reality. Understanding consumer behaviour and destination needs is what sets us apart.

The story so far...

Who have we worked with.

We have worked with many clients who all want to create vibrant and culturally thriving places that matter to people. As we are often brought in at the very beginnings of a place’s journey, we sometimes we have to play the long game to see the impact which our work delivers. The wait is more than worthwhile when we see places beginning to show exciting and sustainable results.

We have recently wrapped up on our biggest place brand project to date with Hemingway Design and For the Love of Place, working with the City of York to identify and develop a distinctive brand narrative for a city which is currently seen as a destination for tourism and heritage but arguably little else.

Fáilte Ireland appointed CTConsults to conduct a feasibility study to evaluate options & opportunities, and make final costed recommendations on the optimum solution for the development of a National Online Distribution Strategy for Visitor Experiences, such as Attractions, Activities and Festivals & Events.

Examples of Activities include sightseeing tours, walking tours, land-based and water-based adventure and sporting activities etc. Examples of Attractions include Museums, Cultural and Historical Attractions, Heritage Centres etc. Examples of Festivals / Events include St Patrick’s Festival.

Nationally-funded place-based projects – Discover England Fund, Great Place, Creative People and Places spring to mind – are important devices to galvanise places and clusters, but the trick is always to ensure that when the funding runs out, the momentum does not. Not all maintain momentum, but by taking a longer-term vision and committing to it, Bristol & Bath have been able to progress more than most. 

Their Cultural Destinations programme connected two neighbouring but very different city offers and 28 partners. We started by conducting a ‘root & branch’ destination audit. That identified key priorities and opportunities to focus the collective energy.

A young, recently emerged tourism destination, Northern Ireland is playing rapid catch-up. The success of recent capital developments like Titanic Belfast and Seamus Heaney’s Homeplace, plus the global popularity of Game of Thrones , has indicated a genuine visitor interest and connection. 

The big opportunity lay in what they simply couldn’t do 25 years ago – being dynamic, strategic and creative in partnerships – transforming good heritage into genuinely distinctive experiences found nowhere else. We found a warm, edgy and contemporary personality emerging

We were appointed by Visit Leeds to deliver a product audit and additional development support to identify opportunities to create bookable products for the tourism market. This had a number of delivery facets to it:

• A detailed product audit that mapped and evaluated the product portfolio of the Visitor Economy in Leeds – no assumptions, except for modest budgets;
• An educational programme of stakeholder engagement and support that encouraged the development of the quality and depth of the city’s visitor offer to attract new national and international audiences;
• A suite of themed tours and itineraries that can be used across consumer and trade activity – spotting gaps, categorised in a market-facing manner, and designing cluster-based projects to maximise potential;
• A travel trade tool kit to assist Visit Leeds with its programme of travel trade engagement.

In international terms, the north of England is a viable destination, but the product offer, connectivity and infrastructure might beg to differ. How can the powerful cultural offers of some of the region’s great cities – Liverpool, Manchester, Leeds, Hull and NewcastleGateshead – come together in a way that is accessible and appealing to growing international visitor markets – especially millennials?

In 2015 London was announced as the most visited cultural destination in the world. No.1. Top dog. Job done? Not quite. London has always led by continually innovating and setting cultural trends. Pausing isn’t an option. 90% of London’s visitors follow the path of least resistance (but most congestion) and head to the top 20 attractions. London is so much more, both centrally and when striking out a little further. If encouraging people to explore, London has to then be navigable so that visitors can find the great stuff, the new stuff, in a city where Time Out lists 150,000 events across 55,000 venues daily.

How can a city’s position as a cultural tourism destination be strengthened in the lead up to 2021, and in the process equip its main partners (21 in this case) with the skills, knowledge, experience, and confidence they will need to deliver integrated digital engagement strategies for culture and tourism?

Carrickfergus is a walled, medieval garrison town, with an intact Norman castle. This place holds many keys to understanding the Northern Ireland cultural heritage story. The invasion of William of Orange into Northern Ireland landed here – just one of the many stories of UK-wide significance – often fraught with contention and used to support sectarian agendas to the serious detriment of the town’s appeal to developers, investors and visitors, diminishing the community in the process. We were commissioned to look at a heritage-led tourism strategy, with the Castle at its heart.

Cheltenham, a charming town that often tops the ‘best places to live’ rankings, also has some outstanding cultural assets, notably its festivals – music, jazz, science and literature. It is also a gateway to the ever-popular Cotswolds, an Area of Outstanding Natural Beauty and tourist hotspot since tourism was invented. If that is not enough, it hosts the biggest National Hunt horse-racing festival in the world, the Cheltenham Gold Cup Festival. However, its major festivals deliver programmes for a fraction of the year.

Torbay is an historic seaside resort – cheekily nicknamed the English Riviera! As a UNESCO Global Geopark, it unsurprisingly has some outstanding natural assets alongside its cultural venues and programmes. But how to knit these assets together into a cultural tourism strategy that works for the arts, hoteliers and fits in an events and attractions portfolio that has everything from an air show to a zoo, across a bay of three very distinct towns?

A hands-on team of creative consultants

We are a permanent team of 7 – smallish but well-crafted and supplemented by trusted associates.We share values, have complementary skills but different personalities and styles. We enjoy each other’s company and we work hard to build the same trust and rapport with our clients and associates.

How can developing a cultural strategy be truly inclusive?

Challenging ourselves, and our clients, to think differently

Our Digital Team goes from Strength to Strength

A Big CTC Welcome

Rugby – ‘the Game-Changer’?

How does the town of Rugby live up to its name?

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Case studies.

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Top 13 Travel & Tourism Marketing Agencies in the U.S. (2024)

• What Makes a Top Travel & Tourism Agency
• Why Hire One of the Best Travel & Tourism Marketing Agencies?

Looking for a travel & tourism marketing agency to take your brand to the next level?

In a competitive industry where setting your brand apart from the rest is a necessity, selecting the right agency becomes a critical decision.

But don't worry!

We've created the ultimate list of top-tier agencies that will help you with social media marketing, compelling video production, strategic branding, SEO optimization, website development and PR.

Are you eager to explore further? Let's get to it.

What Makes a Top Travel & Tourism Agency

What criteria have we factored in while curating the agencies on this list? We could have taken the easy route and simply chosen agencies based on their Google rankings, but we understand that such rankings can be manipulated and may not necessarily reflect the agencies that can genuinely elevate your brand.

Every travel and tourism agency featured in this compilation boasts a proven track record of exceptional outcomes. They've been recognized and awarded for their outstanding campaigns, backed by many case studies from similar brands within the travel and tourism industry.

So, what should you consider when on the hunt for a Travel & Tourism Marketing Agency?

1. Case Studies

Case Studies serve as a beacon, offering tangible proof of an agency's ability to deliver remarkable results. By examining real-world examples and data from clients in the same industry, you gain insight into what each agency could achieve for your brand.

Ensure the agency has a roster of clients akin to your business and operating within your specific market. This demonstrates their proficiency in catering to travel and tourism companies similar to yours.

3. Expertise

It's not just about the duration an agency has spent working with travel and tourism clients; it's also about having specialists within their team who understand your brand's unique needs intimately.

Partnering with an agency that has earned accolades is a promising sign. When a respected external institution acknowledges the excellence of a campaign, it's a green signal for you to explore its potential.

However, above all, trust your instincts when considering the onboarding of an agency.

Now that you know what to seek in a premier travel and tourism agency, let's explore the finest Travel & Tourism marketing agencies available in the United States!

1. The Social Shepherd

It's us, The Social Shepherd , and you might wonder why we're so confident in our capabilities. Let us demonstrate how we back our claims with tangible results.

We are not just another marketing agency; we are a performance-driven powerhouse specializing in social media and paid media marketing, committed to propelling travel and tourism businesses to new heights.

Our comprehensive array of marketing services tailored for Travel & Tourism brands includes:

Paid Social & Paid Search : Harnessing the power of paid social and search to fuel your brand's visibility and reach.

Feed Optimization & Management : Meticulously curating and managing your content to ensure it captivates your audience.

Social Media Management : Adeptly handling your social media platforms to engage and connect with your audience.

TikTok Marketing & TikTok Shop : Navigating the exciting world of TikTok to give your brand the spotlight it deserves.

Influencer Marketing : Collaborating with influencers who can authentically promote your brand.

Creative Production : Crafting captivating and high-performing creatives, including graphic design, user-generated content, hero videos, and more.

We’re proud to boast a team of performance and creative specialists, offering a holistic social and paid media marketing approach. We've earned the trust of industry leaders in the travel and tourism sector, both in the U.S. and globally.

Our track record includes a remarkable 52% reduction in cost per acquisition for a U.S. travel brand, with an 84% increase in ad spend. We're pioneers in creating tailored, unmatched reports and possess expertise in analyzing multiple attribution models. Our creative team is committed to crafting high-performing content, from graphic design to captivating hero videos.

60+ Strong Team : Our skilled team comprises over 60 dedicated individuals.

Award-Winning : We're proud recipients of industry accolades for our exceptional work.

Global Presence : With offices in New York, Miami, and the UK, we have a global reach to serve your needs.

So, if you're seeking a marketing partner with the expertise and results to elevate your travel and tourism brand, contact us today. The Social Shepherd is here to transform your marketing aspirations into a thriving reality.

Dune7 , founded by former clients, addresses the issue of over-reliance on paid marketing channels, like Facebook and Google Ads. Their core services, rooted in SEO, content, and branding, provide a strong foundation for growth, known as Sustainable Strategies.

Services include:

Digital Strategy

Content Marketing

Brand Strategy

B2B Communications

Their client roster includes Sherpa, CzechTourism, and CIBTvisas—headquarters in Brooklyn, NY.

3. Noble Studios

Noble Studios is a creative digital performance marketing agency specializing in transforming armchair travelers into enthusiastic trip bookers. Their expertise lies in award-winning design, brand storytelling, personalized experiences, and innovative digital destination marketing solutions.

Clients include San Luis Obispo, VLT, and Santa Monica Travel & Tourism. With offices in Reno, NV, Las Vegas, NV, and Bristol, UK, Noble Studios provides a gateway to digital success.

4. MMGY Global

MMGY Global is one of the world's leading integrated marketing firm, specializing in the travel, tourism, and hospitality industry. They represent multiple agency brands with a singular mission: inspiring people to explore new horizons.

Their communications practice includes top-tier brands like Travel Intelligence, Grifco, and more. With 550+ experts worldwide and U.S. offices in Austin, Denver, Detroit, Overland Park, Culver City, New York City, and Washington, D.C., MMGY Global is a trailblazer in travel marketing.

What inspires individuals on Instagram to pack their bags and explore new places? Spark , a trusted destination marketing agency, understands that the answer varies for everyone. They've crafted city brands, executed international campaigns, and transformed locals into passionate advocates for their states.

With full-service research, design, social, and content teams, Spark drives tourism economies across the country. Notable clients: Visit Florida, Luminary Hotel & Co, Experience Kissimmee. Headquarters in Tampa, FL, with additional locations in San Diego, Atlanta, and New York.

6. Madden Media

Madden Media is a comprehensive destination marketing agency dedicated to igniting imagination, fostering curiosity, and connecting with communities. Their client list includes Destination Door County, Visit Aurora, and Explore St. Louis. Their wide-ranging services encompass:

Strategic Planning

Destination Intelligence

Creative Expertise

MarTech Solutions

Media Management

Public Relations

Headquartered in Tucson, AZ, Madden Media is a suitable option for your travel and tourism marketing needs.

7. Slingshot/ Explore

Slingshot/Explore deep dives into destination marketing organizations and leisure travel brands, uncovering the secrets of creating lasting human connections for sustainable growth. Their expertise has benefited clients like Hyatt Regency, Marriott, and Greyhound.

Based in Dallas and Austin, Slingshot is an award-winning integrated marketing, media, and advertising agency, offering brands of all sizes the tools to engage customers and foster significant growth. Slingshot is a proud member of AMIN Worldwide, a global alliance of over 50 independent marketing agencies with 82 offices in 23 countries.

With AMIN partners, Slingshot provides unparalleled access to strategic insights, robust media buying capabilities, and global exposure.

8. Agency Tourism Marketing

Agency Tourism Marketing has been a steadfast partner to DMOs, CVBs, Tourism Offices, Regions, Attractions, Resorts, and Ski Areas since 2007. As a full-service digital marketing agency, they cater to travel and tourism brands of all sizes.

With a client roster that includes Travel Oregon, Colorado AgriTourism Association, and Willamette Valley, their expertise is trusted in attracting visitors while focusing on the sustainable impact of destination marketing and management. Headquartered in Portland, OR, Agency Tourism Marketing is a driving force in the travel and tourism marketing industry.

9. Evok Advertising

Evok Advertising specializes in tourism destination marketing and is adept at increasing visitation across leisure, sports, and conventions. Their core focus is on authentic brand positioning, ensuring pre-visit marketing accurately reflects the traveler's in-market experience.

They excel in crafting conversion-driven campaigns encouraging prospective visitors to dream, plan, and eventually become brand advocates for destination clients. With offices in Lake Mary, FL, Tallahassee, FL, and Memphis, TN, Evok Advertising is committed to boosting tourism bed tax collections and fostering economic growth for their clients, with an unwavering understanding of the modern traveler's mindset.

Trusted clients include Elizabeth City (North Carolina), Do Orlando North, and St. Cloud (Florida).

10. Advance Media

Advance Media New York Travel & Tourism recognizes the significance of capturing travelers' attention during their vacation planning phase. Utilizing first-party data, market analysis, and expert knowledge of decision-making processes, they deliver impactful messaging through search, social media, display, and content channels.

Their award-winning creative team has earned international accolades, producing engaging videos, photos, ads, and content that tell your destination's story. With 25 International Creative Awards and 55 New York Advertising and Marketing Awards, Advance Media excels in bringing destinations to life. Clients, including Montgomery County, Experience Cortland, and Destiny USA, trust their expertise.

Based in New York City, Advance Media is a premier travel marketing partner.

11. From the Future

From the Future has harnessed world-class digital marketing, an award-winning content studio, exclusive travel influencers, and unique ad inventory. This multi-faceted platform offers new-age marketing strategies to genuinely connect with your audience, drive bookings, and share your unique story.

With clients like Sandals, Beaches, and Hotel Covington, they are a full-funnel customer acquisition partner. Headquartered in Philadelphia, Pennsylvania.

12. Single Grain

Single Grain , a leading marketing agency, propels travel brands to new heights with innovative digital strategies, bolstering online presence and stimulating growth in the tourism sector. Notable clients include Airbnb, McDonald's, and BlueHost.

With a wealth of experience and a deep understanding of the travel industry, Single Grain excels at transforming marketing challenges into success stories. Their comprehensive marketing services, tailored to the travel sector, encompass:

Business Analysis

Brand and Content Strategy

Digital Campaign Creation

Social Media Engagement

Based in Los Angeles, Single Grain can give you a competitive edge in the travel market.

13. Imagine

At Imagine , a destination marketing agency and consulting firm, their mission is clear: to cultivate thriving, resilient communities through strategic marketing, branding, and consulting. Established in 2004, Imagine's team of inquisitive destination marketers champions authentic branding, bold advertising, and inspiring work.

Clients such as Massanutten, Enjoy Oxford Ohio, and Endless Caverns RV Resort have benefitted from their expertise. With offices in Norfolk, VA, Northern Virginia, and Central Florida, Imagine is committed to community vitality.

Why Hire One of the Best Travel & Tourism Marketing Agencies?

Thriving in the competitive travel and tourism industry demands an edge. The Social Shepherd provides that edge, connecting you with your ideal audience and driving conversions through the expertise of our in-house specialists.

Whether you seek to fortify your online presence, devise a strategic paid media approach, or collaborate with influential travel figures, we've got you covered. Reach out to our team, and let's embark on your journey to success.

Want to see other top marketing agencies in the United States? See our list below to find yours:

• Social Media Marketing Agencies (U.S)
• Digital Marketing Agencies (U.S)
• Facebook Ads Agencies (U.S)
• TikTok Agencies (U.S)
• Influencer Marketing Agencies (U.S)
• eCommerce Marketing Agencies (U.S)
• Performance Marketing Agencies (U.S)
• Paid Social Agencies (U.S)
• Paid Media Agencies (U.S)
• Content Marketing Agencies (U.S)
• Advertising Agencies (U.S)
• Creative Agencies (U.S)
• Google Ads Agencies (U.S)
• Shopify Agencies (U.S)
• Video Production Companies (U.S)
• Hospitality & Hotel Marketing Agencies (U.S)
• Food & Beverage Marketing Agencies (U.S)
• Technology Marketing Agencies (U.S)
• Fashion Marketing Agencies (U.S)
• CPG Marketing Agencies (U.S)
• Beauty Marketing Agencies (U.S)
• Luxury Marketing Agencies (U.S)
• PPC Agencies (U.S)

Want to see the top Travel & Tourism Marketing Agencies in the UK? See here:

• Travel & Tourism Marketing Agencies (UK)

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The place to be: lessons in branding from the tourism & travel industry

• The place to be: lessons…

Imagine you’ve just spent the day shopping on Oxford High Street. You take a black cab to Mayfair for afternoon tea at Claridge’s. You have tickets to a show at the West End later that evening, but you stop by for a pint of beer at one of the many pubs named after William Shakespeare. The air is just a bit damp from the rain, and the smell of fish and chips wafts through the air.

You don’t need to have visited London to know which city I was describing. The city’s destination brand is universally strong and recognisable.

What is destination branding, and why is it vital to the economic growth of a place?

According to Tom Buncle, former Chief Executive of Visit Scotland and current Managing Director of an international tourism consultancy: “Destination branding is about identifying the destination’s strongest and most competitively appealing assets in the eyes of its prospective visitors, building a story from these that makes the destination stand out above its competitors, and running this narrative consistently through all marketing communications.”

In other words, a destination brand cannot be created . It is up to tourist boards and destination marketing organisations to identify their destination’s best assets in order to invoke certain feelings, values, cultures, and the overall mindset that people experience when visiting a place.

It also means that people in the destination play a part in contributing to the tourism brand values, experience, reputation, and mindset. Particularly, those in the front-line service industry, which is why the tourism industry is so vital to the economy. It creates customer loyalty and trust, rendering travellers an everlasting impression that could make or break a brand, and in turn, it provides jobs to the workforce.

In the World Travel & Tourism Council (WTTC) annual report on the economic and employment impact of Travel & Tourism for 2019, the sector experienced 3.5% growth, higher than the global economy growth (which reported 2.5% growth) for the ninth consecutive year. Other topline results include:

• US$8.9 trillion contribution to the world’s GDP (US$2.0 trillion in Europe)
• 10.3% of global GDP (9.1% in Europe)
• 330 million jobs, 1 in 10 jobs around the world
• 1 in 4 jobs created by the sector over the past five years
• US$1.7 trillion visitors exports (6.8% of total exports, 28.3% of global services exports)
• US$948 billion capital investment (4.3% of total investment)

If place branding is so important, how do destinations successfully market their brand to make an everlasting impact?

To tackle this question, we will explore some examples of brands that have successfully marketed their destinations and differentiated themselves in this highly competitive industry.

Inspired by Iceland

After the eruption of the Eyjafjallajökul volcano in 2010, Iceland’s reputation as a tourism destination plummeted . Unfortunately, the news of this devastating event was so widespread that the economy was not expected to recover without intervention.

To encourage visitors to consider Iceland as a viable tourism destination, the Icelandic government, along with partners and stakeholders in the travel industry, launched the “Inspired by Iceland” brand. The idea involved a rebrand and an engaging campaign to remind travellers that this beautiful destination was still worth visiting . One of the first campaigns to be released soon after the eruption was Iceland Hour. The campaign leveraged Iceland’s best assets, including local residents and celebrities, to help raise awareness and share stories of positivity. Stories erupted on social media (no pun intended) leading to a reported 22 million testimonials within 10 weeks of launching and has allowed the country to emerge from devastation to triumph. The result was so successful that they saw an ROI of 61:1 with a renewed interest in the country as a desired tourism destination .

Now with the pandemic, the brand continues to use various ways of communicating their best assets through humour, positivity and personality with the Joyscroll campaign and LooksLikeYouNeedIceland campaign hashtag so that when travelling can be safe and normalised again, Iceland would be top of mind for travellers.

Visit Britain

When destination marketing organisations and tourist boards are planning their brand strategy, it’s important to look within their offerings and to be consistent with their core values .

The Love Great Britain campaign focused on culture, heritage, sport, music, nature, food, and shopping. It even partnered with the James Bond movie Skyfall for cross-promotion calling it ‘“Bond is Great Britain” leveraging the legacy of the London Olympics in 2012. A separate page was created to showcase all the iconic landmarks and locations in the movie, giving travellers and fans of the movie franchise a complete tour guide. When it comes to tourism branding, team up with something or someone iconic and globally renowned, even if it is a certain fictional, dashing secret agent.

Visit Britain collaborated once again with another celebrity figure’s upcoming movie release in 2014. The “Paddington is Great” capitalised on Great Britain’s loveable bear and invited visitors to “see Britain through Paddington’s eyes.”

Super, Natural British Columbia

For the past 30 years, British Columbia has used the slogan, “Super, Natural British Columbia” in their marketing campaigns. The brand promises that “from massive mountain ranges and windswept beaches to rainforests overflowing with life, discover how BC’s diverse landscapes shape our people and culture.” Since the slogan has proven the test of time and continues to resonate strongly with the brand’s core image as a popular destination for nature lovers , they have only made visual updates to the artwork and font. With nature and the love for the outdoors being at the core essence of their brand, the custom font personifies and invokes their brand promise: “wild at heart”.

Paris Je T’aime

When examining best practices in tourism branding, one cannot forget to mention the city of romance that is Paris. The “City Brand Barometer 2020” conducted by branding consultancy Saffron, showed that even with the global pandemic, Paris still ranks at the top of the list of desired destinations to visit , thanks to the strength of their brand. Further, the ranking showed London and Tokyo following closely behind in top city brands. The study was created to assess which global cities have built the strongest brands to attract tourists and why. According to Jacob Benbunan , CEO of the branding consulting firm Saffron, “This is the perfect time to work on brand. Of course it is a means to an end. It cannot neutralise the effects of Covid, we may very well have to prepare for a longer term reality of life with Covid, and brand can help cities to be relevant to tourists in the new normal.” To achieve such a high ranking, Paris had to not only already be one of the best-known cities in the world, it also had to embrace its existing reputation as a popular tourist destination with attractions and a rich local culture. For centuries, the French capital has been the global hub for culture, travel, fashion, art, and commerce where it continues to be influential. With 41 World Heritage Sites, it scored highly for accessibility to cultural venues seeing 9.2 million visitors to the Louvre and 7 million visitors to the Eiffel Tower each year .

Essential Costa Rica

One of the top destination branding success stories, Costa Rica has propelled itself on to the global stage as the Best Place Brand of the Year by the City Nation Place Global Forum in 2019. The success of the country’s branding has revolutionised the world’s perception of Costa Rica, thanks to their brand strategy that focused on growing awareness and harnessing the talents of the Costa Rican people . Daniel Valverde Bagnarello, Country Brand Director explains that Essential Costa Rica refers “to a small, concentrated country, full of a unique added value through its talented people.” The slogan maintains that the people of Costa Rica are “the essence” . Since the success of the initiative, they continue to focus on growing their economy from within by seeking partnerships with tourism businesses, working with local stakeholders and incorporating skills and talent of its people that align with the country’s brand messaging, which includes their established reputation for eco-tourism and natural beauty .

In difficult and uncertain times, it is vital to these brands to evolve with new tourism trends but to also stay consistent and resilient with brand building.

The travel and tourism sector is one of the largest and fastest growing industries in the world that contributes significantly to economic growth . In difficult and uncertain times, it is vital to these brands to evolve with new tourism trends but to also stay consistent and resilient with brand building. By continuing to do so, destination brands can build up their personality, voice and perception in the world .

This industry is in it for the long haul. A strong tourism brand can tell us how their place is different from the competition and what unique values they have to enrich your experience.

When travel for leisure can be safe again, I have a few ideas of where I’d like to travel. Do you?

• #LooksLikeYouNeedIceland

Author:  Shirley Lui

Shirley Lui works in Marketing, Recruitment and Admissions at ESCP’s London campus. Prior to joining the Higher Education sector, she spent 8 years working as the Manager of Marketing and Creative Strategy at a Destination Marketing Organisation in Canada.

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The Complete Guide to Branding for Travel and Tourism

By Kyla Steeves

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Your tours and activities shouldn’t be the only unforgettable thing. Guests should remember your tour name , too. That’s where the importance of branding comes into play.

As a marketing tactic, branding personifies your tourism business. It gives you a voice, looks, personality, and values — which makes you more relatable to your guests and other travelers. Ultimately, a well-defined brand helps you appeal to the right audience, as well as leave a lasting impression.

If you want to create a brand identity or tweak your current one, this article is just for you. We outline what you need to know about positioning and differentiating your business — which includes:

The importance of a tourism branding strategy

How to create a memorable travel brand.

• 15 travel branding ideas

So let’s get started:

Frequently, tour and activity operators lose sight of their brand when they rely heavily on Online Travel Agents (OTAs) for bookings. Although these channels help to expand your reach, they don’t necessarily do your brand justice. That’s because you’re just another listing on their site — meaning you get absorbed into their brand identity instead.

Think of it this way. A traveler who books your tours and activities on Tripadvisor encounters the Tripadvisor brand throughout the booking journey — not yours. Consequently, they don’t get much of a chance to become familiar with your business. When it comes to referrals or repeat bookings, they’ll remember Tripadvisor, but will have a harder time recalling your name.

Although this may seem like it isn’t a huge deal — since you can give a glimpse of your brand in-person — it’s not a long-term solution. While listing on OTAs is still a great marketing strategy, it’s important to build your brand outside of these sites. And here are four main reasons why:

1. Branding gets more bookings

When your tour and activity company looks polished and legitimate, guests will be more likely to book with you. That’s because professional translates to trustworthy. With a unique brand voice and beautiful brand design, you’ll make your business stand out as the best option for a safe and unforgettable experience.

2. Branding improves recognition

Without a doubt, your brand is the face of your business. Guests won’t just remember your name, but your logo as well. So whenever they interact with you — whether it’s browsing your website, reading your emails, or seeing your Facebook ads — they’ll be able to recognize your business instantly.

3. Branding makes you memorable

Many think of branding as a logo and a slogan. But it’s so much more than that. From start to finish, a brand is a visual, emotional, and tangible experience that you create for your guests. When you get this right, guests will remember for a long time — not just a couple of weeks after the tour or activity. And those that think of you will be loyal to you.

4. Branding increases your value

Brand equity is the value of your brand name. Having a well-known brand name will help establish your company as a leader in your niche and give your business a boost for further expansion — like opening up a tour office in another location. Since brand equity is all about brand recognition, you can increase your value by building a stronger brand and delivering consistent exposure — which brings us to the next section

If you’re starting your own tour company and haven’t defined your brand yet, make this a priority. Early branding will provide your team with direction, and help customers grasp what your tourism business is all about.

Even if you’re well-established, it’s never too late to fine-tune your brand.  Instead of targeting a huge customer base, try thinking of fresh business ideas in tourism and hospitality, and narrowing your focus on a particular niche. Why? Because it can give you a competitive edge and improve your online visibility.

So follow these steps to build a better brand identity:

1. Craft your brand story

Every business has a backstory. There’s always a reason why a company comes to be. Sometimes, it sparks out of an opportunity, but more often than not, a tourism business starts from passion — passion for adventure , the destination, or the community.

Knowing why you started will help to uncover your brand values — which are the building blocks of a compelling brand story. By writing them out and sharing publicly, you’ll have principles to guide your business decisions, as well as a reference point to build trust and credibility.

To dig deeper into your company’s purpose, ask yourself the following questions:

• How did you start your tour and activity business?
• Where’d you get the idea? What inspired you?
• How is your company different from your competitors?
• What does your tour and activity business strive to do?
• What makes your team outstanding?

Work these answers into your brand story to tell who you are as an operator and what sets you apart. Keep in mind that it doesn’t have to be lengthy — brief is best. Nor does it have to be perfect; authenticity goes a long way.

2. Identify your target audience

It’s easier to match your brand to your target audience than the other way around. Depending on your offerings, you might already appeal to a particular group of people — different types of travelers like different types of travel experiences. So branding before knowing your target audience could lead to something that doesn’t make any sense.

For example, let’s say you run a craft beer bike tour. It’s safe to assume eco-friendly, locavore millennials will want to try this experience. But if you build a brand that speaks more to DIY, suburban mothers, there’s going to be a disconnect, and you’ll have a much harder time reaching those initially interested.

Who’s most likely to book your tours and activities then? Where are they from, how old are they, what’s their lifestyle, interests, and personality? These are just a few examples of demographic, physiographic, and geographic attributes you should consider.

Use this information to create a brand identity that your target audience will strongly identify with. You can also use it to gain insight into their communication style, preferred method of booking, and where they hang out online. All of which can help you with your marketing efforts.

3. Align with your destination brand

What’s a destination brand? It’s a shared vision that aims to generate visitor interest by promising a unique travel experience based on everything a place offers. Usually, a Destination Marketing Organization (DMO) builds the destination brand and provides direction for local businesses to follow suit.

Take Ireland as an example. Most travelers visit the Emerald Isle for the pub culture, castle hopping, and traditional folklore. So Tourism Ireland promotes it as a destination to “fill your heart.”  This brand position makes new visitors believe they’ll have heart-warming moments while also giving tour and activity operators insight into what they want out of their trip.

That’s why it’s a good idea to find a role within your destination brand. Visitors arrive with preset expectations thanks to it, and naturally, book things to do that match. If you deliver on what they’re looking for, they’ll have a positive and memorable experience — which impacts their perception of the destination, as well as your business.

Of course, this doesn’t mean you have to copy and paste the destination brand. You can still express your brand identity while playing a part in the overarching destination story. It just comes down to making a connection between the two. Like with the above example, a bus tour company might make its brand more enchanting to go along with that of Tourism Ireland.

4. Figure out your brand voice and tone

Your personality, attitude, and values shine through when you communicate with others. The same applies to your tour and activity business. Every written message — whether online or offline — reveals your company’s characteristics and mission. That’s known as your brand voice.

A clear and distinct brand voice helps to position yourself in the marketplace and associate with your target audience. However, it’s got to be the same across all channels to be effective. Being sassy on social media but helpful on the blog only makes readers confused — which means they won’t get an accurate picture of your business.

On the other hand, your tone of voice is interchangeable because it reflects your mood. Its purpose is to have an emotional impact on the reader based on the context of the message. For example, a serious tone works well for a payment request whereas a booking confirmation is better off sounding joyful.

To figure out your brand voice and tone, start by:

• Reviewing your company’s mission statement and values
• Looking at your current content for common themes
• Considering how your target audience communicates
• Evaluating your destination’s brand messaging

Whatever you come up with, break it down into three or four words. These will be your primary voice characteristics for all of your messaging. You can further describe your brand voice in a content style guide with the do’s and don’ts of writing accordingly. As for the tone, you have a little more flexibility with its use, but it shouldn’t stray too far from your brand voice.

5. Give your travel brand a makeover

Here’s where the fun begins. There’s nothing more exciting than putting together a look for your tour and activity business. From a memorable logo to unique typography, you get to make your brand pop while giving your guests a great first impression.

Visual elements also contribute the most to brand recognition. For example, when someone thinks of Google, the first thing that comes to mind is the primary colours. In the tourism industry, Contiki stands out to young travelers with imagery that plays on the Fear of Missing Out (FOMO). So what does your brand design need to get noticed?

• Logo: This is the foundation of your brand identity because it goes everywhere —  on your website, social media, merchandise, promotional materials, and more. Whether it’s a logomark or logotype, the design should be simple, memorable, timeless, and accurately symbolize your company’s mission and culture.
• Typography: Believe it or not, fonts come with personality traits. While Serif fonts (Arial, Verdana) come across as reliable and mature, Modern fonts (Impact, Rockwell) give off a bold and progressive vibe. Knowing this, you can use a specific font to influence how guests perceive your business.
• Colour Palette: Similar to fonts, colours have an emotional impact on people. For instance, red means passion, green is natural and blue goes with trust. With the right mix of colours, you can reveal a lot about your business while making your guests feel a certain way.
• Imagery:  Photos and videos show the kind of experiences you offer. But images also engage and inspire viewers — helping them picture having the experience, too. That’s why you should use imagery wherever you can. Just remember that brand images should be cohesive too, so consider using presets to promote uniformity.

6. Build consistency into your tour website

This is where everything comes together. Not only is your website a digital storefront, but it’s also the face of your company. Online visitors go there seeking more information about your tours and activities. While doing so, they get a clear picture of who you are as a business, too.

For this reason, it’s important to have brand consistency throughout. That means every page should resemble the other. From the look to voice to feel, your brand should be apparent no matter where someone clicks.  

There are several ways to show off your brand on your website. So here are a few must do’s to get you on the right track today:

• Create an About Us page: Sometimes, online visitors want to learn more about your business beyond the Booking page. So share your brand story with them in your About Us section. Here, it’s a good idea also to outline your mission and core values. That way, a conscientious traveler can see what makes you an ethical tourism example .
• Use relevant keywords: Once you know your target audience, you can figure out what search queries they frequently use for travel shopping. These terms will dictate what long-tail keywords you should sprinkle throughout to optimize your website — which includes page titles, headers, body text, meta-descriptions, image alt-text, and your URLs.
• Maintain a uniform design: Your brand should be recognizable based on your look alone. So on your website, make sure you use the same colour palette, typography, and imagery on every page. As well, place your logo at the top, and create a branded favicon (the icon next to the URL) to remind visitors where they’re browsing.
• Remember your brand voice: You have written content everywhere on your website. So there’s a perfect opportunity to strengthen your brand by ensuring all of your copy sticks to your brand voice. You may even consider keeping a blog to establish this further. Just remember that whoever contributes should follow your content style guide.
• Customize your booking process: After taking the time to build your brand into your website, it’d be a shame for your Booking page to miss the mark. Online visitors shouldn’t feel like they leave your site when they go to book. That’s why it’s best to use an online booking system that doesn’t lead to a separate domain and allows for some customization.  

15 extra travel branding ideas

Branding your tour and activity business isn’t a one-and-done type of job. The more you do, the more your brand strengthens over time, especially if you make branding part of your strategic planning process . So here are a bunch of additional ways you can help build your brand:

• Hire a professional photographer to take high-quality images of your experiences
• Do the same with a professional videographer
• Partner with a travel influencer that fits your brand
• Create a Facebook contest to create hype for your brand
• Only post content on social media channels that your target audience uses
• Make your tour guides into brand ambassadors
• Contribute guest posts to publications within your industry
• Send out a survey asking guests what they think of your brand
• Come up with different slogans and test which one drives the best results
• Use Answer the Public and Quora to get blog topic ideas that are relevant to your audience
• Customize your booking notifications with your brand voice
• Design templates for your email marketing that follow your brand design
• Come up with a brand hashtag for your guests to use when posting about their experience with you
• Reward your guests for referrals with a discount code
• Let your staff take over social media to show the human side of your business

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Discover how strategic consultations can help you maximize your tourism brand's potential.

In the fast-paced and competitive world of tourism, establishing and maintaining a strong brand is crucial for success. A well-defined and strategically positioned brand can attract more visitors, increase revenue, and create lasting customer loyalty. However, achieving this requires careful planning and execution. This is where strategic consultations play a pivotal role in helping tourism brands maximize their potential.

Understanding the Importance of Strategic Consultations in Tourism

Strategic consultations serve as a valuable tool for tourism businesses looking to enhance their brand positioning. These consultations involve seeking expert assistance to analyze the current state of the brand and formulate effective strategies to elevate it to new heights. By conducting an in-depth analysis of the brand's strengths, weaknesses, opportunities, and threats, consultants can provide valuable insights and recommendations to drive success.

When it comes to the tourism industry, the competition can be fierce. With countless destinations and businesses vying for the attention of travelers, it is crucial for tourism brands to differentiate themselves and stand out from the crowd. This is where strategic consultations come into play. By working closely with industry experts, tourism businesses can gain a fresh perspective on their brand and identify areas for improvement.

The Role of Consultations in Tourism Branding

Consultations play a vital role in shaping and refining a tourism brand's identity. By working closely with brand stakeholders, industry experts gain a comprehensive understanding of the brand's vision, values, and positioning. This insight allows consultants to develop strategies that align with the brand's unique identity, ensuring a consistent and compelling message is conveyed to the target audience.

Imagine a tourism brand that wants to position itself as an eco-friendly and sustainable option for travelers. Through strategic consultations, industry experts can delve deep into the brand's ethos and values, helping to craft a messaging strategy that resonates with environmentally conscious travelers. This could involve highlighting the brand's efforts in reducing carbon emissions, promoting local communities, and supporting conservation initiatives.

Furthermore, consultations can also help tourism brands identify their target audience more accurately. By analyzing data and market trends, consultants can provide valuable insights into the demographics, preferences, and behaviors of potential customers. Armed with this information, tourism brands can tailor their marketing efforts and create personalized experiences that cater to the needs and desires of their target audience.

Why Strategic Consultations are Crucial for Your Tourism Brand

Embracing strategic consultations can be the difference between a stagnant brand and a thriving one. These consultations enable businesses to identify untapped market opportunities, gain a competitive edge, and drive growth. By leveraging the expertise of seasoned professionals, tourism brands can navigate the complexities of the industry and make informed decisions that propel their brand forward.

Consider a tourism brand that wants to expand its reach into new markets. Without the guidance of strategic consultations, the brand may struggle to understand the cultural nuances, preferences, and expectations of potential customers in those markets. However, by working with consultants who have a deep understanding of international tourism, the brand can develop tailored strategies that resonate with the local audience, ensuring a seamless and successful expansion.

Moreover, strategic consultations can also help tourism brands stay ahead of the curve in an ever-evolving industry. With technology advancing at a rapid pace, consumer behaviors changing, and new trends emerging, it can be challenging for tourism businesses to keep up. However, by engaging in regular consultations, brands can stay informed about the latest industry developments, identify upcoming trends, and adapt their strategies accordingly.

In conclusion, strategic consultations are a powerful tool for tourism brands seeking to enhance their positioning and drive success. By working closely with industry experts, brands can refine their identity, identify untapped market opportunities, and stay ahead of the competition. Embracing strategic consultations is a proactive step towards building a thriving and sustainable tourism brand.

Key Elements of a Successful Tourism Brand Strategy

Developing a robust tourism brand strategy sets the foundation for success. By incorporating key elements into the strategy, tourism businesses can differentiate themselves from competitors and create a lasting impact in the minds of their target audience.

Identifying Your Brand's Unique Selling Proposition

A unique selling proposition (USP) is the key differentiator that sets your brand apart from others in the market. It is crucial to identify what makes your tourism brand special and capitalize on it. Whether it is the breathtaking natural beauty of your destination or the unparalleled customer service you offer, a clear and compelling USP can attract visitors who align with your brand's values and experiences.

Target Market Analysis and Segmentation

Understanding your target market is essential for effective brand positioning. By conducting thorough market research and segmentation, you can identify the specific demographics, interests, and behaviors of your target audience. This knowledge enables you to tailor your brand messaging, marketing campaigns, and experiences to cater directly to their needs and desires.

Creating a Consistent and Compelling Brand Message

A strong brand message is the cornerstone of successful tourism branding. It should succinctly communicate your brand's values, promises, and unique offerings. By crafting a consistent and compelling brand message across all touchpoints, from your website and social media to your physical locations, you create a cohesive and memorable brand identity that resonates with your target audience.

How Strategic Consultations Can Enhance Your Tourism Brand

Beyond the initial strategic planning phase, ongoing consultations can continue to enhance and evolve your tourism brand. By utilizing the expertise of consultants, you can tap into their specialized knowledge and experience to refine your strategies, seize new opportunities, and overcome challenges.

Leveraging Expertise for Brand Development

Consultants bring a wealth of knowledge and experience to the table. By leveraging their expertise, tourism businesses can gain valuable insights into industry trends, consumer behavior, and best practices. This knowledge can shape your brand's development and ensure it remains relevant and competitive in a rapidly evolving marketplace.

Gaining Competitive Advantage through Strategic Consultations

Strategic consultations provide a unique vantage point that can identify untapped market opportunities and give your brand a competitive advantage. By working closely with consultants, businesses can stay ahead of the curve, proactively adapting to changing consumer preferences and emerging trends. This flexibility and forward-thinking approach allow tourism brands to differentiate themselves in the market and attract more visitors.

Case Studies: Successful Tourism Brands and Their Strategies

Examining the success stories of other tourism brands can provide valuable inspiration and insights. Consultants often share case studies highlighting brands that have effectively implemented strategic consultations and achieved remarkable results. These case studies demonstrate the impact strategic consultations can have on tourism branding and offer valuable lessons for businesses striving to elevate their own brand.

Implementing the Outcomes of Strategic Consultations

The true value of strategic consultations lies in the effective implementation of recommended strategies. To maximize the impact of your consultations, it is crucial to translate the insights gained into actionable steps that drive your brand's success.

Translating Consultation Insights into Action

Strategic consultations generate a wealth of valuable insights and recommendations. However, it is essential to go beyond simply collecting data and transform these insights into tangible actions. By developing an implementation plan and assigning clear responsibilities, tourism businesses can bring their brand strategies to life and ensure they deliver the desired outcomes.

Monitoring and Evaluating the Impact of Implemented Strategies

Once strategies are implemented, it is vital to continuously monitor and evaluate their impact. Regularly reviewing key performance indicators (KPIs), tracking customer feedback, and analyzing market trends can provide valuable insights into the effectiveness of your brand strategies. This ongoing evaluation enables you to make timely adjustments and refinements, ensuring your brand stays on course towards achieving its goals.

The Future of Tourism Branding: Trends and Predictions

The world of tourism branding is constantly evolving, driven by changing consumer preferences, technological advancements, and global trends. Understanding these trends and predicting future developments is crucial for tourism brands looking to stay ahead of the curve.

The Role of Technology in Tourism Branding

Technology continues to revolutionize the tourism industry, presenting both challenges and opportunities for brands. Embracing digital platforms, virtual reality experiences, and personalized marketing can enhance a brand's visibility, engagement, and overall customer experience. By staying abreast of technological advancements, tourism brands can leverage these innovations to create immersive and memorable experiences for their visitors.

Sustainable Tourism: A Growing Focus in Brand Strategies

As global awareness of environmental issues increases, sustainable tourism has become a prominent consideration for brands. Consumers are seeking experiences that align with their values, placing emphasis on responsible and eco-friendly practices. By integrating sustainability into your brand strategy, you not only meet customer demands but also contribute to the preservation and conservation of destinations, ensuring their availability for generations to come.

The Impact of Globalisation on Tourism Branding

In an interconnected world, the impact of globalization on tourism branding cannot be ignored. Increased accessibility, cultural exchange, and the ease of travel have shaped the way brands position themselves in the global marketplace. By understanding and embracing diversity, tourism brands can create inclusive experiences and cater to the unique needs of global travelers.

In conclusion, strategic consultations offer tourism brands a powerful tool to maximize their potential and create a lasting impact in a competitive industry. By embracing these consultations and implementing their recommendations, brands can develop a unique and compelling identity, gain a competitive advantage, and navigate the ever-changing landscape of tourism branding. As the future of tourism unfolds, forward-thinking brands will continue to evolve and adapt, ensuring they remain at the forefront of the industry.

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Top 15 Tourism Marketing Agencies to Consider in 2024

By Alexandra Kazakova 16 min READ | Jan 18 2024

Facing the challenge of effectively marketing your tourism business?

You're not alone.

Many struggle to stand out in the competitive tourism industry.

What's why we've compiled a comprehensive list to guide you through.

• Discover the top 15 tourism marketing agencies: learn about industry leaders.
• Find out unique selling points: each agency's distinct approach to making your business shine.
• Key services offered: from digital marketing to bespoke campaigns, find out what suits your needs.
• Notable clients: learn from the success stories of other businesses these agencies have transformed.

Continue reading to find your perfect marketing partner and transform your tourism strategy today!

TL;DR: The Best Tourism Marketing Agencies

• inBeat : Specializes in paid media, UGC and micro-influencer marketing, and offers access to a premium network of content creators for authentic brand promotion.
• The Tourism Marketing Agency : International expertise in educating and inspiring the travel sector, making them a top choice for global outreach.
• Noble Studios : Renowned for their deep industry experience, managing marketing programs for destinations and hospitality brands worldwide.
• Blend : Excels in personalized strategies and market research to position your brand effectively in the tourism sector.
• Miles Partnership : Focuses on equitable marketing practices and creating forward-thinking content marketing solutions for the travel industry.

Benefits of Hiring a Tourism Marketing Agency

Hiring a tourism marketing agency can provide numerous benefits for businesses in the travel and hospitality sector.

• Firstly, these agencies bring a wealth of industry expertise understanding the nuances of the travel market and its ever-changing trends. They can develop strategies tailored to your unique brand, helping you stand out in a crowded marketplace.
• Additionally, tourism marketing agencies have access to a vast network of influencers and content creators, facilitating authentic and engaging campaigns. Their data-driven approach ensures that marketing efforts are effective and that you get the maximum out of your budget.
• Partnering with a tourism marketing agency can lead to increased brand visibility, higher conversion rates, and sustained growth in the competitive tourism industry.

A Deep Dive into Each Top 15 Tourism Marketing Agency

inBeat is a top performance creative agency in the world of tourism marketing, recognized for its expertise in paid advertising blended with micro-influencer marketing.

With a focus on helping travel businesses, they offer scalable solutions and personalized campaigns.

What sets them apart is their exclusive partnership with the top 2% of content creators, providing access to a vast network of high-engagement influencers.

This agency excels at connecting brands with authentic voices, making it an ideal choice for those seeking genuine and effective influencer marketing strategies.

With inBeat, you can tap into a world of influencer possibilities to elevate your tourism brand's reach and impact.

Various case studies testify to their results, and their partnership with New Balance proves their ability to create geo-targeted campaigns that drive results.

Industries: Tourism, Travel, Hospitality, Education, Automotive, Mobile Applications, CPG and DTC brands, Retail, eCommerce, Agencies, Fashion, Food, CPG, B2B

Notable clients: Nissan, New Balance, Deux par Deux, Linktree, Hopper, Disney

Key services:

• Tourism & Travel Digital Marketing
• Social Media Advertising
• UGC Creation
• TikTok and Instagram Marketing & Advertising
• Micro-Influencer and nano-influencer marketing
• Paid Advertising

Reason to work with inBeat: Harness the power of micro-influencers

inBeat stands out for its exceptional partnership with the top 2% of content creators, granting you access to a vast network of micro-influencers and nano-influencers who can authentically promote your brand.

2. The Tourism Marketing Agency

The Tourism Marketing Agency distinguishes itself as an international digital tourism expert with a commitment to education and inspiration for travel brands.

Their mission revolves around empowering tour, activity, and travel operators to acquire customers and grow their businesses.

This agency's expertise lies in its team of dedicated travel and tourism marketing professionals poised to guide brands toward success.

Their focus on global partnerships and industry connections positions them as a vital resource for businesses seeking to expand their international presence.

With a dedication to fostering growth and innovation, The Tourism Marketing Agency is a trusted partner for brands aspiring to make their mark in the travel industry with its digital marketing services.

Industries: Tourism, Travel

Notable clients: Bermudaful, Alaskan Sights and Bites, Overland Ireland Tours Case Study, Rewind Dubrovnik Case Study

• Marketing Automation
• Google Ad Management
• Web Development
• Digital Marketing

Reason to work with The Tourism Marketing Agency: International expertise

This agency's unique feature lies in its extensive international connections, making it your go-to partner for expanding your tourism brand's reach across borders and cultures.

3. Noble Studios

Noble Studios is a creative and performance digital marketing agency renowned for its deep expertise in tourism, travel, and the hospitality industry.

Their team boasts extensive experience in managing marketing programs for destination marketing organizations, digital marketing services, and revenue management for various entities in the tourism industry.

With a focus on innovation and personalized digital destination marketing solutions, Noble Studios stands out as a go-to choice for brands seeking to transform potential travelers into loyal customers.

Their dedication to award-winning design and brand storytelling positions them as an industry leader in creating captivating experiences that resonate with audiences.

For those looking to make a significant impact in the tourism sector, Noble Studios offers a wealth of experience and creativity to achieve business goals.

Industries: Tourism, Travel, Hospitality

Notable clients: San Luis Obispo, Santa Monica Travel & Tourism, Yosemite, Nintex

• Brand Strategy & Brand Services
• Search Engine Optimization
• Paid Media Marketing
• Creative Services
• Content Marketing Services

Reason to work with Noble Studios: Industry insiders

With a team that has managed marketing programs for destination marketing organizations and marketed various tourism entities worldwide, Noble Studios boasts unparalleled insider knowledge of the tourism and hospitality sector.

Blend is a full-service travel marketing agency known for its close collaboration with tour and activity businesses.

Their unique approach involves aligning strategy, branding, business goals, and marketing to foster growth and profitability.

What sets them apart is their ability to help brands find the right positioning in the market and in the minds of their customers.

Blend can conduct in-depth market research and gather customer insights to inform digital marketing services, strategies, and tactics, ensuring that your brand stands out in the competitive tourism industry.

With a focus on customer clarity, competitiveness, and future growth, Blend is an ideal partner for any tourism business looking to thrive in the world of travel and exploration.

Notable clients: 360 CHICAGO, Old South Carriage Company, Legacy Mountain Ziplines, The Forge Adventure Park

• Marketing Strategy
• Photography & Video Production
• Advertising Campaigns
• Email Marketing

Reason to work with Blend: Personalized strategies

Blend is known for its tailored approach to marketing, working closely with travel companies to craft customized strategies that align with their brand's unique identity and goals.

5. Miles Partnership

Miles Partnership  is a strategic marketing company that specializes exclusively in travel and tourism.

They collaborate with over 90 destinations and hospitality businesses to create forward-thinking content marketing solutions, both in print and digital formats.

What makes them unique is their commitment to evolving equitable and inclusive marketing practices, ensuring that campaigns reach a diverse audience.

Miles Partnership actively engages with the travel industry through conferences, speaking engagements, sponsorships, and educational events.

With a focus on providing effective strategies,, creative content, and digital development solutions, Miles Partnership is an essential resource for businesses aiming to make a meaningful impact in the travel and tourism sector.

Notable clients: San Francisco Travel Association, Explore Boone, Hawks Cay Resort, Kentucky Tourism

• Strategic Consulting
• Branding & Creative
• Content Creation & Distribution
• Digital Development & Optimization
• Media Planning & Buying
• Revenue Generation & Coop Programs

Reason to work with Miles Partnership:  Equitable marketing

Miles Partnership places a particular emphasis on equitable and inclusive digital marketing services and practices, ensuring that your brand's campaigns resonate with a diverse audience.

6. MassLive Media

MassLive Media is a leading media and marketing company located in New England. Their distinctive feature lies in their ability to combine comprehensive digital marketing services with superior audience targeting capabilities.

They harness first-party data, traveler decision-making insights, and precise market analysis to deliver highly effective messaging through various marketing channels such as search marketing, display, and content.

MassLive Media's expertise in inspiring potential customers motivated to travel and their partnership with local influencers make them a valuable asset for tourism marketing.

Their commitment to driving tourism to your destination and their broad capabilities make them a compelling choice for businesses in the tourism sector.

Industries: Travel & Tourism, Cannabis, Banking & Finance, Education, B2B, Recruitment, Retail, Small Business

Notable clients: CleanSlate Recovery Center, Springfield Rescue Mission, Springfield Technical Community College

• Mobile Device Targeting
• Social Conversation
• Content Production

Reason to work with MassLive Media: Local insights, global reach

This agency combines local insights with precise market analysis, delivering targeted messages to travelers who are already inspired to explore your destination.

Thrive is an award-winning digital marketing agency with a focus on helping tourism firms navigate challenging times with clever and mindful digital marketing solutions.

They boast a team of digital marketing experts dedicated to client success, with an emphasis on collaboration.

Thrive's strength lies in its extensive experience and commitment to incorporating client input into its digital marketing solutions and strategies.

They value their clients' ideas and ensure that their solutions align with the brand's goals and representation on all marketing channels.

With Thrive's expertise, marketing plan and client-centered approach, businesses can excel in the tourism industry even in the most trying circumstances.

Industries: Travel & Tourism, Education and Finance, Health/Medical, Home Services, Manufacturing

Notable clients: Hollow HIll Farm Event Center, Hidive, Geoforce, IDville

• Social Media Marketing
• Web Design And Development
• Video Production
• Content Writing
• Online Reputation Management

Reason to work with Thrive: Clever, mindful marketing

Thrive excels in crafting clever and mindful digital marketing strategies and messages that generate leads and sales, helping your tourism firm thrive even in challenging times.

8. BlackDog Advertising

BlackDog Advertising is a full-service marketing and advertising agency known for its data-driven and innovative approach.

They have a unique understanding of regional and localized marketing efforts, with a system that identifies highly targeted audiences and delivers real-time trackable results.

What sets them apart is their fusion of artistry, technology, and business strategy to solve complex problems and drive successful solutions.

With over 30 years of experience perfecting their formula, BlackDog Advertising offers a creative edge that resonates with clients seeking measurable growth and captivating creative campaigns.

Their commitment to delivering results through analytics and creativity positions them as a valuable partner in the tourism marketing arena.

Notable clients: Luminosa Chinese Lantern Festival, Ghosts & Gravestones, Arlington National Cemetery Tours, San Diego SEAL

• Business Consulting
• Strategy Development
• Social Media Management
• Copywriting + Content Strategy

Reason to work with BlackDog Advertising: Data-driven solutions

BlackDog Advertising brings a data-driven approach to the table, providing measurable growth through sound analytics and captivating creative solutions.

9. TOP Agency

TOP Agency stands out as a dynamic digital marketing company that leverages its team of digital marketing experts, news-leading data and research, as well as an international influencer network to create authentic and modern campaign strategies.

Their unique approach aims to effectively activate and engage target audiences, turning industry changes into business growth opportunities.

What sets them apart is their ability to minimize ad spending while generating organic engagement that is easier to convert.

With a focus on innovative content and content strategy, TOP Agency spurs action from the audience, making campaigns a significant driver of growth.

Their commitment to blending data-driven strategies with creative content makes them a compelling choice for tourism businesses seeking to thrive.

Industries: Tourism, Travel, Hospitality,  B2B, CPG, Education, Finance, Food & Beverage, Pets, Tech

Notable clients: Spinnaker Support, Marchex, Appvance, DroneDeploy

• Creative Production
• Influencer Marketing
• Public Relations

Reason to work with TOP Agency: Rapid industry response

TOP Agency specializes in turning rapid industry changes into your business's rapid growth, creating organic engagement that's easier to convert for your tourism business.

DANA is a full-service lifestyle marketing agency with a deep commitment to creating experiential marketing ideas for premier hotel, resort, travel, and lifestyle brands.

They pride themselves on their ahead-of-the-curve technology and passionate project portfolio, driven by an eclectic crew of visionaries.

Their network of national ad agency offices allows them to provide personalized attention to lifestyle companies with fanatical devotion.

Armed with enthusiastic creativity and a portfolio full of passionate projects, DANA is well-equipped to bring your brand's vision to life.

With over 50 combined years in the industry and deep global relationships, they offer innovative solutions to help your brand shine in the competitive tourism sector.

Industries: Tourism, Hospitality, Lifestyle, Golf, Meetings, Real Estate

Notable clients: Brandy Wine Valley, Royal Isabela, New Jersey visitnj.org, The Hawaiian Islands

• Search Engine Marketing

Reason to work with DANA:   Fanatical devotion

DANA's team of digital marketing experts offers fanatical devotion to your brand, providing one-on-one attention and enthusiastic creativity to drive customers and revenue.

DCI is a leading international marketing agency with over 60 years of experience, specializing in economic development, tourism, and talent attraction marketing.

Their team of in-house creative placemakers is skilled at developing and executing marketing campaigns that attract more visitors, businesses, and talent to client destinations.

DCI collaborates with tourism clients worldwide to create tourism marketing campaigns, generating demand and conversions among various customer segments in the tourism sector.

Their solutions to clients and marketing plans are rooted in industry research, identifying trends in traveler behavior to drive effective campaigns.

With a rich history and expertise in the field, DCI offers a strategic and data-driven approach to help destinations and tourism clients succeed in the travel and tourism industry.

Notable clients: WonderFL, Carolina Core, Visit Scotland, Tulsa Regional Chamber

• Branding & Marketing Strategy
• Business Events
• Foreign Direct Investment
• Hospitality Investment Attraction
• Media Buying
• Museum Marketing
• Website Products

Reason to work with DCI : Economic development expertise

DCI's specialization in economic development, tourism, and talent attraction marketing positions them as the ideal partner for increasing visitor arrivals and business growth.

12. Digitalcoconut

Digitalcoconut is an innovative travel marketing agency with a deep understanding of engaging and communicating with travelers effectively.

Their skill lies in crafting marketing messages that resonate with consumers and make brands shine. With decades of combined experience in the industry, they have established profound relationships worldwide.

Digitalcoconut is known for its flexibility and problem-solving capabilities, going above and beyond to exceed business owner's expectations.

Their expertise and global connections make them valuable partners for businesses looking to make a memorable impact in the tourism and travel sector.

Notable clients: Footprints Villa, Kiko Villa, Sea Glass Villa, Eden Life Magazine

• Logos & Branding
• Website Design & Development
• App Development
• Content Creation
• CRM & Email Marketing
• Advertising & Media
• Distribution Channel Management

Reason to work with Digitalcoconut: Heartstrings and purse string

Digitalcoconut excels in crafting marketing messages that tug on the heartstrings and purse strings of travelers, making your brand shine in the competitive tourism market.

13. Tourism Tiger

Tourism Tiger is a dynamic marketing agency focusing on turning potential travelers into bookers.

They excel in creating lightning-fast, specialized tour websites tailored to the unique challenges and opportunities in the tours and activities industry.

With a dedicated team of digital marketing experts, they work diligently to increase brand visibility, organic search performance, and online revenue.

Tourism Tiger ensures that their clients' brands and websites utilize the right resources to boost leads and conversions effectively.

Their expertise in the tourism sector positions them as a valuable resource for businesses seeking to optimize their online presence and drive bookings.

Notable clients: Skydive Cross Keys, Insight Cities, Smooth Rapids, Roam Wild Adventure

• Content/Blog Writing
• Reputation Management
• Social Management
• Marketing Strategies

Reason to work with Tourism Tiger: Lightning-fast tour websites

Tourism Tiger combines highly specialized tour websites with digital marketing expertise to increase your brand's online revenue by turning lookers into bookers.

14. The Creative Collective

The Creative Collective , established in 2007, is a leading independent and full-service marketing agency with extensive capabilities and experience across a wide range of industries, including digital marketing.

They have a team with in-depth knowledge and experience in the tourism and travel industry, both nationally and internationally.

The agency has worked with a variety of tourism-related businesses, including tourism operators, attractions, airports, and hotels, demonstrating their versatility and adaptability to different tourism sectors.

The Creative Collective is known for its ability to navigate the evolving challenges and opportunities faced by tourism and travel businesses, from lockdowns to changing visitor dynamics.

With a strong focus on regional and independent businesses, they are a valuable partner for those seeking marketing solutions in the tourism industry.

Industries: Travel, Tourism, Retail, eCommerce, Not for Profit, Medical & Health, Real Estate, Industrial sectors.

Notable clients: Port Stephens Tourism, City of Newcastle, Destination Scenic Rim, Luxury Cruise Escapes

• Branding and Logo Design Services
• Outsourced Marketing
• Web Design & Development
• PR Services

Reason to work with The Creative Collective: Regional expertise

With a regional focus and deep understanding of the tourism industry, The Creative Collective is a trusted partner for navigating your specific market's unique challenges and opportunities.

TTM , or Travel & Tourism Marketing Ltd., is a boutique, full-service agency specializing in travel and tourism representation in the UK and Ireland.

They offer comprehensive integrated services, including product development, sales, public relations, training, and consumer and trade marketing.

What sets them apart is their friendly team of travel professionals who bring an engaging approach to their work.

They focus on understanding and enhancing their clients' unique positioning within the marketplace, providing bespoke and cost-effective solutions for growth.

TTM's consistency, experience, creativity, and strong connections make it a contemporary agency with the expertise to deliver results for tourism and travel businesses.

Notable clients: Visit Baton Rouge, Cornwall Discovered, LouiSiana, Discover New England

• Digital Advertising Campaigns
• Developing plans with influencers and content providers
• Social Media Activity
• Marketing Planning

Reason to work with TTM: Bespoke full-service providers

TTM takes pride in being bespoke full-service providers, offering contemporary, creative, and professional solutions tailored to your brand's unique positioning within the marketplace.

Key Factors in Choosing Tourism Marketing Agency

When selecting a tourism marketing agency, consider the following factors:

• Industry experience and track record.
• Understanding of your target audience and ability to craft tailored strategies.
• Transparency and communication, including clear reporting and regular updates on campaign performance.
• Approach to technology and data analytics to optimize marketing efforts and achieve measurable results.

By assessing these factors, you can choose an agency that aligns with your brand's goals and helps you navigate the complexities of the tourism industry effectively.

Selecting the right tourism marketing agency is a crucial decision for the success of your brand.

After exploring the top agencies in this article, one agency stands out as a compelling choice - inBeat .

With a focus on micro-influencer marketing and a partnership with the top 2% of content creators, inBeat offers a unique advantage.

They excel at delivering authentic and engaging campaigns that resonate with travelers, leveraging the power of influential voices.

Furthermore, inBeat's versatility, scalable services, and personalized approach make them an ideal partner for businesses of all sizes.

By choosing inBeat, you are not just selecting an agency but also a strategic ally dedicated to elevating your brand's visibility and impact in the tourism sector.

So why settle for the ordinary when you can collaborate with the extraordinary?

Choose inBeat and embark on a journey towards tourism marketing excellence.

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The go-to guide to branding for travel and tourism

By Kevin Tjoe — 14 Mar 2022

destination marketing   tourism branding

Updated March 2024 – Picture this: Your tourism guests from one year ago are standing at a barbeque, and in conversation, they happen to rave about the great experience they had with your company. When neighbor Bob asks who he should book with, will your business be remembered and recommended? This is the power of branding travel and tourism.

Whether you’re building your brand from scratch or wanting to refresh your existing business brand identity, read on for a clear guide to branding travel and tourism businesses.

The importance of branding in tourism

What is tourism branding, exactly? It can encompass the name, visual identity, tone of voice, experiences, brand values, and industry associations of your tourism organization. Branding can also have powerful benefits for your business. Some of these can include:

• Building recognition and familiarity for your business
• Helping your target audience to establish trust in your business
• Encouraging guests to find and rebook with you again
• Empowering you to scale and expand your business to other locations and markets.

So where do you begin as you’re developing a robust, memorable brand in tourism?

Essential elements for your tourism branding strategy

Whether your guests are booking through a reseller, directly on your website, or with a local agent, your brand needs to be unique and consistent. Here’s a tourism destination marketing strategy that can make that happen.

Finding the right brand name

It turns out, there’s a lot in a name. A catchy and unique brand name will increase your chances of recommendations and repeat bookings. This handy article dives into how to create the right name for your tourism brand. In short, aim to:

• Research competitor names
• Keep the brand name short and sharp
• Consider how easy the name will be to search for and find online
• Include the location within the name, and
• Trademark and protect your brand name.

Importantly, your brand name should also reflect the unique qualities and experiences your tour or activity business offers. Amaz’n Kayak Tours sounds fun and friendly, for example, while a name like Pinnacle Cruise Experiences exudes luxury and exclusivity.

Creating a strong visual identity through brand design

Every successful brand needs a strong visual identity and brand image, and it can be worth hiring professionals to help you with this process. Ideally, you’ll set up a ‘style guide’ to ensure consistent visual branding. This might typically include information on your:

• Logo Your logo, or graphic symbol, can be used across web, print, social media, reseller sites, and more. As with your brand name, your logo should reflect your tourism experiences and unique aspects of your business.
• Colors A consistent color palette used across your website, booking form , and other marketing collateral will help build recognition and familiarity. You might like to consider the colors of the landscapes in which you operate as a starting point when developing your brand color scheme.
• Imagery The photos you use to promote your tours or activities can matter a great deal when someone is weighing up whether to book. Focus on crisp, high-quality images taken on a sunny day; include the human side of your business, and be sure to capture happy guests with their permission. You might also plan to use a certain filter or color tint to ensure consistency across all images.
• Fonts and typography Fonts are more than just letters on a page; they are a reflection of your brand’s character and essence. When selecting fonts for your travel business, consider factors such as readability, versatility, and alignment with your brand’s personality. Whether you opt for classic serifs, modern sans-serifs, or playful scripts, ensure consistency across all communication channels to maintain brand cohesion.

Creating your brand story

Think about why your tour company exists: what made you start it and what you started with. Consider what makes your tours or activities special and what makes your team stand out. Think about what made you want to run tours, events, or activities in your local area, and what makes them exciting for you.

Answering these questions can help you form a compelling brand story, which can then be shared on your website, social media, and public platforms. A passionate brand story helps your target audience to form an emotional connection with your brand and makes for a far more meaningful tourism experience for guests.

Developing your brand voice

To develop your brand’s tone of voice, think about who your brand would be as a person. How would they talk? What are the quirks that make them likable? Your brand voice can be used across SEO web content , video content , booking steps, and any other marketing collateral where guests might interact with your brand.

For example, a surf lesson company might get on board with touches of laid-back surfy lingo in their automated emails. Or a company offering high-end, multi-day cruises might use more descriptive words to describe silky white sands and their indulgently soft pillows.

Syncing with your destination marketing

Tourism marketing can be unique in that you’re promoting your location as much as you’re marketing your products or services. Destination marketing , where you work with other operators to promote your location at a certain time, can be incredibly important. In fact, research from one accommodation association found that every $1 million invested into destination marketing could return around $16 million in ROI for the local economy. Destination branding is similar to destination marketing in tourism but focuses more on shaping the general perception of the location. Just consider the very different tourism experiences you’ve come to expect from London, Las Vegas, and Tokyo.

It’s important that your tourism marketing strategy aligns with destination marketing efforts for your area so that guests can build consistent and accurate expectations when booking. It can be really useful to network with other tourism operators and work with local agents , such as visitor information centers in your area. Invest in price monitoring software like Dealavo to better understand your price positioning and market dynamics.

Leveraging social media platforms for brand building

In today’s digital age, social media platforms play a crucial role in brand building for travel and tourism businesses. From Instagram to Facebook, Twitter to TikTok, these platforms offer unparalleled opportunities to showcase your travel experiences, engage with your audience, and amplify your brand message and marketing campaigns. In this modern tourism landscape, it’s important for tour operators to know how to harness the power of social media to create meaningful connections with their stakeholders and attract new customers.

Harnessing the power of testimonials and influencers

Testimonials and influencers can be powerful assets in building credibility and trust for your travel brand. Positive reviews from satisfied customers and endorsements from influential personalities can significantly impact the perception of your business and influence potential customers to book with your travel and tourism business. By exploring strategies for soliciting and leveraging testimonials, as well as collaborating with influencers you can amplify your strong brand reach and engagement.

Make a stellar start with your branding in tourism marketing

A strong, consistent brand can be one of your most valuable assets when running a tour and activity business. If you’re currently building your brand in the tourism industry, then Rezdy makes it simple to create a professional website, gain bookings via your network, and grow your reservations.

A reservation software like Rezdy equips your business with advanced tools such as real-time availability viewer, automatic guest communication, integration to various payment gateways, and further boosts automation within your business’ operations. Furthermore, Rezdy offers distribution solutions that connect you with the industry’s biggest resellers such as OTAs, local travel agencies, or even other tour and activity operators – so you can get your business out there. Rezdy Channel Manager is a distribution platform specifically catered for the tourism industry; connecting operators with access to over 25,000 active resellers worldwide.

Ready to build your brand with Rezdy? Book a free demo , or register for a  FREE 21-day trial today.

If you enjoyed this article then make sure to follow the  Rezdy  blog . There are a lot of marketing tools and tour operator tips designed with businesses like yours in mind.

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Many erroneously believe that a logo is a brand. In truth, your logo plays a part in your brand, but contrary to popular belief, it is not the only component of your brand.

So, what is a Brand?

A brand is a marketing concept that helps people identify a particular company, product, or individual.

Marty Neumeier, a renowned branding author, clarifies that “a brand is a person’s gut feeling about a product, service, or organization.”

Think of it as the impression a person has of the ‘total’ of the experiences, ideas, and knowledge about your tourism business – their gut feeling if they want to do business with you. Not the actual benefits or attributes of your tourism product or services.

As a marketing concept, branding embodies your tourism business. Your brand gives you a voice , style , personality , and values , making you more relatable to your guests and other travellers.

Ultimately, a well-defined brand helps you appeal to the right audience and leave a lasting impression.

But, first to craft a cohesive brand, you need a Brand Style Guide.

What is a Brand Style Guide?

A brand style guide is a rulebook that specifies every aspect of your brand’s look, feel and voice .

Note: There is no difference between a style guide and a brand style guide; the terminology is simply a matter of preference.

There are, however, two critical components to crafting a guide: writing style and visual style . These are the building blocks of your brand.

A brand style guide can be a simple one page guide or a multi-faceted rule book.

Why are Brand Style Guides Important?

No matter the size of your tourism business, a style guide is vital to ensure your brand consistency.

Without guidelines, brands can distort over time and potentially damage your brand value and reputation.

With the increased use of digital marketing tools and the ease of creating content with tools such as Canva, a brand style guide has become vital to crafting a successful tourism brand.

A brand style guide helps to:

• Guarantee brand consistency – Effective brands are consistently recognisable to the client/audience. Marketing materials should be cohesive and easily recognisable to help build brand recognition.
• Set standards and rules – Set rules help to keep the styling simple, consistent and on brand. A brand style guide is not there to limit creativity but to ensure everything appears, well… on-brand!
• Eliminate confusion – Often, how to use brand elements can be vague. Brand guidelines help eliminate queries and allow for speed and a cohesive design.
• Supports creatives and inspires – Sometimes, an open brief can overwhelm creatives and intimidate them, especially those new to the brand. Guidelines help set a starting point that can be pushed while ensuring the design fits.

A well-defined and well-maintained brand style guide lets you present your tourism brand clearly. It also establishes trust with your target audience, all while ensuring that all internal team members and external providers are on the same page.

When a brand style guide is in place, every stakeholder within your business – from customer services, social media, sign writers, graphic designers, PR, and website designers should understand your tourism brand and how to implement it in their work.

What Elements to Include in a Brand Style Guide?

1. brand story.

Before you even contemplate tackling a brand style guide, hone your Brand Story.

Ask yourself these questions…

• What is the name?
• What does it stand for?
• What inspired you to get started?
• What did you get started with ?
• How has it evolved?
• What are your brand values?
• What is your brand promise?
• What is your brand purpose or mission statement?
• What elements make your tourism business entirely unique?

Answer these questions, and you will form a compelling brand story to help you hone your brand style guide. Plus, it will help you develop an emotional connection with your brand, making it a far more meaningful tourism experience for guests.

A logo is the most recognisable element of your tourism brand, making them integral to your brand identity. With that in mind, when crafting a brand style guide, specify:

• Approved versions

• Approved colours
• Spacing and size requirements
• Design dos and don’ts

By including these guidelines, all stakeholders understand your brand’s visual messaging.

3. Typography

For your visual branding, you’ll need to select a brand font for

• and highlighted text.

Outline the font families, desired size, spacing, and weight and their relation to each other with examples.

Pro Tip Remember that some fonts may not be available on all marketing channels. To combat this, ensure the fonts you choose translate across web and print content, emails, internal communication, or social media.

Every brand should have a colour palette they use when developing their visual presence. Brand colours are a powerful way to tie your content together , increase brand awareness , and establish your brand presence .

The fewer colours you have, the easier it is to keep branding consistent. You may choose a set of primary colours across all marketing and promotional materials and a secondary palette as accents.

Show sample swatches and list colour codes for CMYK, RGB and Hex.

• CMYK stands for Cyan, Magenta, Yellow, and Key (black) and is the ink colours used during the printing process.
• RGB refers to Red, Green, and Blue and are the colours of light used by your monitor to display your document on-screen.
• Hex is the code used for web design and is an ‘alternative’ to the RGB code. They are the same but come in different forms.

Include a section in your brand guidelines on imagery – what to use and avoid. Ensure that all of the images used in your marketing feel consistent and on-brand.

Outline which overlay colours and backgrounds are best, what the ideal photography styles are, and how to use photographs in combination with the other visual elements of your brand.

Ensure that all photos stay on-brand by outlining how they should be scaled, composed, and cropped.

Pro Tip – Sync in with your regions branding Tourism marketing is unique in that you may not only be promoting your products and services but also your location or region. Therefore, it’s a savvy tactic to check on your region’s brand style guidelines and incorporate them into your branding. They’ll already have crafted a highly developed style guide, most possibly with the dos and don’ts of the imagery they want to portray their brand.

6. Iconography

Icons are language independent and easy tactic to convey a message visually. They help users quickly navigate messaging.

Iconography can appear throughout your tourism brand messaging, from your website, email marketing, and social posts to brochures, menus and other collateral. It should be easy to understand and consistent with your brand’s many other design elements to create a unified look across all communications. Icons are a perfect tool in an industry filled with international speakers since no translation is required.

7. Brand Voice

Your brand voice is crucial in creating consistent messaging across your marketing efforts and shapes how your audience perceives you. Also defined as ‘tone of voice’, this is where your tourism brand’s distinct personality should be evident.

Specify in your Brand Style Guide:

• Message architecture – Explain your brand in a few words, i.e. is your brand friendly, traditional, proactively transparent, playful, disruptive, or eco-friendly?
• Vocabulary to use – Advise what words to use – the more, the better!
• Vocabulary to avoid – This is just as important as vocabulary to use.
• Grammar rules – Depending on your audience, do you use Australian English, American English or UK English (seriously, who thought we’d have to clarify English!)?

When your brand has a distinct voice, you tend to make a stronger emotional connection with your audience. So, define your ideal messaging tone in a few words and include examples of communication that match your desired voice. Each rule should be able to reflect an understanding of the intended audience and the reason for communicating.

8. Resources and Tools

Add a list of brand collateral (a media file already created to promote your brand) and a link to a centralised assets library – a simple link on your website called Media File, Dropbox file or other shared file system.

Brand Evolution

Your brand style guide is a living document, so be flexible as your brand will evolve over time.

It’s crucial that once you have created your brand guidelines, they don’t just sit around and collect dust. Not only should everyone on your team have access to it, but they should also be utilizing it as a reference for all marketing communications.

Your brand style guide is the ultimate rulebook and an essential toolkit to help you present a consistent, cohesive tourism brand to the world. If you need further help, please reach out .

Tania Shirgwin

Founder + Head Consultant

Tania is a marketing strategist specialising in tourism, wine and hospitality marketing. As founder of Decant Digital (formerly bizeez communications), Tania’s unique role over the past 14 years has enabled her to follow her passions of travel and her marketing obsessions of strategic marketing planning, consumer-focused web development, search optimisation, and training. With over 80 customised websites built to date, successful event marketing campaigns and new business branding, Tania’s wealth of experience ensures businesses continually increase website traffic, direct bookings, and sales via proven marketing tactics.

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Destination Branding Challenges – How to Overcome Them

Following our interview with DMAI president Michael Gehrisch last week, today’s post is all about destination branding challenges – and how to overcome them . As interest in destination branding is on the rise, those engaging with it often find themselves confronted with unexpected hurdles and challenges.

From our interviews with place branding thinkers, shakers and doers , here are some useful tips, and handy advice from place brand experts: valuable insights into the main destination branding challenges, the must do’s and don’ts.

Which are the key destination branding challenges today?

Roger Pride , Heavenly Consultants :

Secondly, the need to build a consensus which allows the place to communicate in a fresh, bold and imaginative way. Too many places rely on lame clichés and generic messages which do not truly reflect the personality of a place.

And thirdly, the need to create messaging which is equally effective across a wide range of different audiences.

To help achieve this, I created a framework and brand architecture model – the Unique Place Proposition. This model identifies the elements of a brand which remain constant and those which flex depending on the sector.

Our mantra is consistency without compromise. If consistency results in a vanilla, safe approach then it will fail. The challenge is to keep messaging impactful, fresh and relevant.

Read our interview with Roger Pride to learn more about tourism marketing, nation- and destination branding for Wales. For more about Heavenly consulting, visit www.weareheavenly.com.

Which are the do’s and don’ts in place branding?

Tom Buncle , Yellow Railroad Consulting :

We all know this tends to lead to competing on price rather than quality – a dangerous downward spiral, which depletes the ability to re-invest in quality and ultimately results in destination decline.

Working across all sectors in a place, rather than just a destination, takes time, patience, shoe leather, and persuasive skills to communicate the ‘softer’ benefits of place branding, particularly when talking to people whose performance is judged on next month’s sales.

The time and patience required to enable a brand to gain traction is a precious commodity that few politicians possess in democratic countries, where short-term electoral pressures require them to adopt the attention span of a goldfish.

Recognising that the brand is not a logo or a strapline, but a competitive identity. Too many destination stakeholders focus on the visual identity without analysing what the brand stands for and what makes it stand out from its competitors.

Understanding the difference between branding and marketing: destination branding is who you are; destination marketing is how you communicate this.

One of the greatest risks in the multi-stakeholder environment of an NTO is unclear thinking, which tries to be all things to all people. This results in a destination brand that is indistinct and forgettable rather than distinctive and memorable.

The solution to the main destination branding challenges lies in the following ‘must-dos’ and ‘must-don’ts’:

Must do’s in destination branding :

• Understand potential visitors’/customers’ perceptions of your destination – through qualitative research;
• Be honest about your strengths and weaknesses;
• Be unsentimental and objective about your competitive positioning;
• Ask why people don’t visit, as well as why they do;
• Involve your stakeholders and residents from the start. It’s their home and potentially their soul you’re tinkering with. They need to feel their place is being projected accurately and fairly on the world stage for them to buy in and support the brand;
• Manage political and stakeholder pressure, so that they are on-side with a market-focused brand (see must-don’ts below).

Destination branding challenges: Don’ts (easier said than done):

• Don’t be diverted by powerful stakeholder interests into developing a less-than ruthlessly market-focused brand;
• Similarly, try not to be driven into a political compromise, which satisfies destination supply side and political motives but doesn’t hit the spot in the marketplace;
• Don’t allow pride in your destination to blind you to its shortcomings and the need to be honest, objective, and to see things through your customers’ eyes.
• And finally, recognise the brand equity that has been built up in your brand and don’t be tempted to throw it all away by ill-considered rebranding (or refreshing the brand) just for change’s sake. An NTO client once asked me what the average life of a destination logo was. “The tenure of one chief executive” was my instinctive response.

Read our interview with Tom Buncle to learn more about his work as destination branding advisor. For more about Yellow Railroad consulting, visit YellowRailroad.com .

Enjoyed this post on expert views regarding key destination branding challenges and how to overcome them? Please share!

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TOURISM BRANDING

The team at Evolve Tourism Cairns have been preparing Tourism Brand Strategies and Plans more than 20 years across all corners of Australia.  Brand Strategies, Activation Tools and Programs, Brand Creative and Guidelines have been prepared for Regional Tourism Organisations, Tourism Industry Associations, Regional Councils, tourism operators large and small.

Tourism Branding Approach

Step 1: Opportunity Assessment

Both Destination or Operator Brand Strategies require a solid and current base of traveller insights.  Evolve Tourism reviews existing documents from the client and related bodies, conducts original research to explore brand awareness, perceptions and barriers, performs an audit of brand and marketing assets and activations. A series of workshops, surveys and stakeholder interviews with industry and key stakeholders round out the gathering process. External studies include a review of the competitive environment and exploration for global benchmarks. 

Step 2: Strategy Development 

Preparing brand strategy is the critical step of translating insights gathered in stage one to the formation of strategy and program direction.

Branding is the art of story telling and your experience or destinations unique character and style will be uncovered.

Brand Strategy will detail your brand DNA or essence; brand personality and character; experience attributes of competitive advantage and value propositions to each target traveller. 

Brand Strategy will also cover key stakeholders, influencers and programs to engage with and facilitate cooperative partnerships where appropriate. 

Step 3: Activation Planning

In this final step we detail action plans, budgets, resources and timelines to bring agreed brand strategies to life.

Your brand activation plan will highlight key performance indicators, metric systems and processes to ensure continuous learning and tracking of Brand Equity.

Some projects as per the brief will move into creation of Brand StyleGuides and Guidelines.  Others will continue into creative ideas and campaign directions.

Today's strategies and action plans will be highly adaptable to the rapidly changing landscape and have already considered scenario responses.

Tourism Marketing Projects

The following provides a few examples of Brand Strategy to life through video.  This collection of video includes branding for new touring routes and master plans, indigenous tourism operations, new cruise boats and destinations.

In the past few years alone the Evolve team have delivered Brand Strategy for destinations such as East Kimberley, Cocos (Keeling) Islands, Christmas Island, Stanley and Tarkine Tasmania, Heron Island and for businesses such as Apple Thief Cider House, Talaroo Hot Springs, Out There Travel Care and Cruising Car Rentals.

Cradle Mountain Visitor Centre by Cumulus Studio

Yagurli Tours Fishing Charters

Yagurli Tours Star Gazing

Western Wilds - Touring Tasmania's west

Cradle Mountain Master Plan

TasVacations - Tailored Touring Holidays

Experience the wilderness of the Gordon River - The new Gordon River Cruise

Quiet cruising on Tasmania's Gordon River

Reflections in Time - The Gordon River Cruise aboard Spirit of the Wild

Meet the fisherman

Stanley and Tarkine. Salt of the earth "Rainman"

How to Build Your Personal Brand in the Travel Industry

• April 1, 2021

Ahhhh, the life of an influencer. Hanging out at Coachella, sipping Moet & Chandon Rosé on a yacht off the Mediterranean coast, private jets, Gucci, #selfie. Being famous for nothing. Seems like a pretty cool gig, but one that the average person struggles to relate to. Most of us see it as a “them” vs. “us” scenario. 

But oddly enough, we are all influencers – albeit Kendall Jenner may have a few more Instagram followers than you or me. She does have the advantage of being managed by one of the best personal branding personalities of all time, her mother.

There is a lot to be learned from the Kardashian clan when it comes to personal branding. And before you turn up your nose and think…oh, that’s not me. I don’t need to be “out there” like that in order to sell travel…please hear me out.

If you’ve been following me for any amount of time, you’ll know I talk a lot about differentiating yourself from your competition – almost ad nauseam. Check out the article on Blue Ocean Strategy if you haven’t had the chance yet. I repeat myself only because I feel so strongly that this industry is about to make a colossal shift in how we do business and how our clients will purchase travel moving forward. It’s exciting times. I have my popcorn ready to go, and I’m at the edge of my seat, anxiously anticipating what lies ahead.

There is no room in this industry for a travel generalist. If we are all selling the same hotels, the same landmarks, the same airlines…it will be our personal branding that will set each of us apart from the rest. 

What is personal branding?

Simply put, personal branding is the story we want others to believe about us. It’s our reputation. It’s the story of why we do what we do. And who we are.

We begin curating that story the day we are born. If you think you don’t already have a personal brand, you are short-sighted. No brand is still a brand. It’s far wiser to strategically control the narrative than to allow it to be constructed for us. 

Even if you have zero desire to start your own travel business and prefer to continue your career working for a larger travel company, your personal brand still matters. According to a 2020 recruitment survey done by the Manifest , 90% of hiring managers will consult a potential job applicant’s social media profile to investigate their personal brand as part of the selection process. I know I always did. 

Even when you are happy in your current position, it’s important to maintain your online LinkedIn profile. Often it’s only when one loses their job that they give their online presence a second thought. It’s a good practice to update your profile periodically to keep it fresh.

Why bother building a personal brand?

People do business with people, not the product. No one really has to talk anyone into buying travel. I used to have a saying that I would spew to my team…” Every call is a booking, and if we don’t get it…that’s on us. Somebody else did.” To travel, or not to travel, is never the question…it’s who the customer chooses to book their travel through that becomes the sticking point. 

Enter the importance of personal branding.

How to build a personal brand that will support your travel business

Step one – decide who you want your ideal client to be.

Dale Carnegie wrote a legendary book called “How to Win Friends & Influence People.” In it, he subscribes to the point that people like people who are like themselves. He encourages a mirroring technique where we copy the actions of the people we want to gain favour with in order to influence them. 

And because we all know that people buy from who they know, LIKE, and trust, then it follows that we should craft our personal brand to mirror those with whom we want to connect.

So with that in mind, it makes sense to decide who you want your ideal client to be and then to build your brand around attracting that client. 

Step Two – Define who you are

The next step in building a personal brand is to define who you are and what you want your brand to exemplify. Start with writing all the characteristics that make you, you. Include your hobbies and your political and spiritual beliefs. What causes are important to you? What is your story? How do people describe you? How do you want to show up? What is your favourite colour?

Step Three – Map out your client vs. you to find commonalities.

Once you’ve made your lists, your personal brand will emerge from the two overlapping spheres. It makes sense to jot down four or five words that best encapsulate your brand and keep them visible and top of mind. This list of words will be helpful when you choose brand colours and fonts or even to refer to when you start doing speaking engagements. Do you want to be seen as fun and adventurous or conservative and serious?

You might even find that you have to rethink who your ideal client should be. Many travel advisors try to appeal to the affluent client, but they don’t have a boujee bone in their bodies. People can sniff a fake a mile away, so it’s better to focus on who you are authentically, than try to morph yourself into the person you think your ideal client wants you to become.

It’s time to market your personal brand.

Now that you’ve defined your personal brand, it’s time to infuse it throughout everything you do. And this includes putting yourself front and centre of your travel business. Again, people buy from people – especially in the travel industry. If all other elements are the same, YOU become the differentiating factor.

You should be the face of your travel business. Don’t just hide out on your “About Me” page on your website. Be sure that you are featured on the homepage as well. People are coming to you to buy travel, no question, but they want to get a feel for who you are and what you stand for too. 

Consistency is essential when building your personal brand.

Take a look at your digital footprint to see how aligned you are to your personal brand. If not, you may need to make some adjustments. There is no shame in rebranding yourself if you feel it’s necessary. Big brands do it all the time.

You’ll want a consistent look and feel for your personal brand. Ask some friends to review your website, Instagram account, Facebook profile, LinkedIn bio, Search engine results and see if they can easily recognise the brand you are trying to create. Is your tone of voice consistent throughout? Are they able to identify and link your online presence across multiple platforms by the colours and styles you use?

If you know you have some skeletons in your closet that will appear in a Google search, resist the urge to click on those links. That will only alert Google’s algorithm that “someone” finds that info handy and will bump it back to the top. A better strategy would be to bury any negative press by pushing more current and positive reviews to the forefront. Thankfully, not too many people bother looking past the first few pages of any search result.

Create a content strategy around your personal brand.

Once you have a clear definition of your personal brand; you can begin creating a content strategy that supports the persona you want to promote. In the travel industry, if you want your brand to be up-market luxury, you’ll want to show elements of that in the content you create. You might come across an insanely funny meme, but if that contradicts your brand, then I wouldn’t share it. 

It’s a great idea to build a content strategy around the pillars of your personal brand. Let’s say you want your brand to be fun, environmentally conscious, educational and high-end, you’ll want the stories and content you post to endorse those elements. 

Who you are as a person should pop out from your storytelling. You want to be relatable.

How much is TMI (too much information)?

Straddling the balance beam of knowing how much we should share can be precarious. “Vulnerability is the risk we have to take if we want to experience connection,” spouts vulnerability expert Brene Brown in her pivotal TedTalk . It’s brilliant; watch it. Over 15 million have.

As a result, we scroll through social media posts where there is a tendency to over-share. I think a good rule of thumb is to ask yourself, would you be willing to tell this story to someone sitting next to you on a plane? If the answer is yes…then go ahead and share it. 

So embrace the fact that we are all influencers, in both our personal capacity and as a travel advisor. 

Having trouble deciding your brand positioning? Why don’t you take the quiz “What your travel style says about you” offered below that might help you get started.

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Love this! Building your brand is super important & can be challenging but the benefits are so worth it! These are great tips. Thanks for sharing.

Oh, you are very welcome, Kristie. I’m glad you liked it.

I applaud this article because it is really important to build your brand. I built my company and brand JENRON DESIGNS in 2000, licensed it and have natured it ever since. It may have changed a bit and evolved over the years by adding a blog, Instagram etc but only for the better.

Thank you, Jennifer. I’ve visited your website on occasion and love your style! It’s clear that you fully embrace personal branding.

Great post. I agree with it all especially the “ people like people who are like themselves” part. And yes, that Brene Brown Ted Talk is incredible!

Thanks for stopping by Poonam. Yes, Brene Brown is the BEST!

Absolutely! 100% true… having a personal branding is of top importance for any industry.

It certainly is. I think we should all start curating our brands as soon as possible. Thanks for your comment.

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How To Build Authorship As A Travel Brand

Learn how to build your travel brand and establish authorship in the industry. Discover strategies to align your content with Google's E-E-A-T guidelines.

The advice of producing content that aligns with Google’s E-E-A-T guidelines is universal amongst SEO professionals, but guidance on how to achieve this is few and far between.

During the Helpful Content Update of September 2023 , many travel websites were impacted.

I ran a small study of more than 100 travel websites , and found that more websites in travel benefited from the update than lost out – but those who did see decreases saw large traffic drops.

From my analysis, many of the travel websites in my sample that saw declines were producing lots of content and, on paper, doing a lot of the box-tick things you see on most content checklists, but they lacked any kind of validity that the author was qualified to talk about the topics being published.

The Importance Of Authorship In Travel Content

When people find your travel brand online through your website or other content, they are more likely to buy something or think about buying if they believe your brand is real and that experts are behind the advice and services you provide.

This makes your brand look more believable and trustworthy, which is very important in nurturing a potential customer through their journey and influencing their research and buying stages.

Being seen as an expert and showing who creates your content helps your brand’s image and increases the chances of people buying from you. It also plays a big role in how well you do in search engine rankings.

Factors like being trustworthy and knowledgeable help Google decide if your website’s content is good, and whilst E-E-A-T is only a guideline laid out in the Quality Rater Guidelines, demonstrating these elements lends itself to a positive user experience and helpful content .

How Your Expertise Can Influence The Travel User Journey

The journey travelers take from researching to booking their vacations is complex and varied, far from a simple, straight path.

It moves through different stages, influenced by various factors such as personal preferences, recommendations, advertisements, and budget considerations.

Potential travelers might start by dreaming about destinations seen on social media, then move on to read reviews and compare prices on various sites.

As they gather information, their plans might change due to discoveries or insights, leading to multiple rounds of consideration before they finally make bookings.

Writing useful content and showing that you really know what you’re talking about can make people trust you more.

A large part of what motivates people to buy is trust, and to build that trust, they need to be certain that the information you’re providing (as well as the service) matches their expectations of what they are buying.

These expectations are not only set by your brand and your content but also by what your competitors are saying.

Having an author tied to the brand who is recognized and validated as an expert in the topic they’re writing about can go a long way toward building trust for your brand.

How Does Google Judge Authorship?

Google uses a method called reconciliation to determine whether different pieces of content across the Internet have been written by and are connected by a single author.

To determine authors and authorship, Google faces a number of challenges, as many authors may share the same name (especially if you have a common name like myself), and without clear defining markers or linking to a centralized location consistently, these signals can be confusing.

The process of reconciliation involves analyzing various signals and data points, from author bylines and dedicated author pages to structured data.

To aid Google in the reconciliation process, websites should work to validate authors by linking to personal websites and social media profiles in their article-level author bios and author pages. This consistency helps Google reduce mistakes in the reconciliation process.

This does add a process level of complexity to some businesses, as linking to personal social profiles or professional personal profiles brings a risk to the business should the individual post content the business doesn’t agree with, and this can cause conflict.

To learn more about how Google handles author identification, read this article from 2021 , which breaks down what John Mueller has said on the matter.

Displaying Authorship Through Structured Data

Years ago, Google used rel=”author” to identify authors, and now Google identifies the main entity behind content through on-page signals (e.g., a clearly marked content origin) and structured data/schema markup.

You can use various Schema types and attributions to identify and label authors.

While Google only officially supports a handful of schemas for SERP decoration and features, making use of all structured data (where relevant) has correlated with improvements in ranking and search performance.

We can also see correlative improvements when visually mapping entities using the Knowledge Graph API.

Person Schema (Schema.org/Person)

This schema is used to describe a person. Attributes you might use include:

• name : The name of the person.
• jobTitle : The job title of the person (e.g., executive director, writer, journalist).
• worksFor : An organization the person works for (can be used to tie the author to a brand or website).
• url : URL of the person’s official website or social profile.
• image : URL of an image of the person.
• sameAs : An array of URLs that you can use to link the person to their social media profiles, Wikipedia page, etc.

CreativeWork Schema (Schema.org/CreativeWork)

This schema is a broad category that includes articles, blog posts, videos, etc. It can be used to define the relationship between an author and their work. Attributes include:

• author : The author of the content, which can be linked to the Person schema.
• publisher : The organization responsible for publishing the work, which can be linked to the Organization schema.
• datePublished : The date on which the content was published.
• headline : A headline or title of the content.

Article Schema (schema.org/Article)

A more specific type of CreativeWork focused on articles. Attributes similar to CreativeWork can be used here, with additional emphasis on:

• articleSection : High-level section name(s) that the article belongs to (e.g., Technology, Lifestyle).

A relatively standard example schema for authors on your travel website would be: { "@context": "http://schema.org", "@type": "Person", "name": "Bob Bobbins", "jobTitle": "Travel Writer", "worksFor": { "@type": "Organization", "name": "Curacao.com", "url": "https://www.curacao.com" }, "url": "https://www.curacao.com/authors/bob-bobbins", "image": "https://www.curacao.com/authors/bobbobbins.jpg", "sameAs": [ "https://www.grenada.com/authors/bob-bobbins", "https://www.turkscaicos.com/authors/bob-bobbins", "https://www.travelamericas.com/authors/bob-bobbins" ] }

Building Travel Authority

Outside of the SEO benefits , creating helpful content with a validated author profile can impact the user buying process and help your brand play a pivotal role in the user’s travel research and booking journey.

The helpful content updates have proven that authorship and expertise are more important than ever.

And coupled with Google’s Hidden Gems initiative, there is a lot of opportunity for challenger travel brands to compete for search queries at various stages of the customer booking journey – queries that have historically been dominated by the major travel brands.

More resources:

• 10 Dos And Don’ts For Building A Successful Travel Website
• Developing Value Proposition For Travel Websites Through Content
• The Complete Guide to On-Page SEO

Featured Image: Luis Molinero/Shutterstock

I’m Head of Technical SEO at SALT.agency, a bespoke technical SEO consultancy with offices in the UK and the United ...

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Role of Tourism Consultants: Secret to Destination Success

Written by Shannon McCarthy on August 3, 2023 . Posted in Tourism Development Consulting , Uncategorized .

The Secret Behind Thriving Travel Destinations

At the heart of every successful tourist destination, the essential role of tourism consultants operates like a well-kept secret. Their work is multifaceted and dynamic, shifting from one project to the next, each day offering a unique set of challenges. However, the proficiency they bring to international development, tourism, and marketing industries is irrefutable. As they utilize their broad knowledge and expertise, these tourism consultants carve a path toward prosperity for their clients, showcasing the undeniable importance of their role in shaping and promoting sustainable travel destinations.

Picture this: 

You are scrolling through social media and stumble upon a sponsored advertisement.  It features a travel blogger playfully navigating through the vibrant, bustling streets of Istanbul or on an uplifting journey in a hot air balloon, ascending above the vast expanse of Namibia’s ancient sand dunes. Soon, you see signs of these leading destinations wherever you look. Your best friend’s parents just returned from their two-week trip to said country, or Netflix uploaded new content that contains historical, cultural, and tr avel insights into the up-and-coming tourist destination.

Curiosity motivates you to research the travel destination where you discover unique accommodations, adventurous tours with local guides, and local restaurants which serve authentic, mouthwatering cuisine.  All of a sudden, you find yourself at the airport convenience store stocking up on snacks and magazines before hustling towards the gate to embark on the trip of a lifetime.   You may wonder how you and millions of other tourists became inspired to visit the same tourist destination.  Why did this happen?  Who made this happen?  

The secret behind successful travel destinations is complex and cannot be attributed to one aspect.  Leading destinations require months of research, strategic marketing, leadership collaboration, and community involvement.  Large marketing budgets certainly play a role into their visibility, but in order to efficiently organize complex aspects of development and marketing tailored to the current situation of a destination, travel destinations may require the expert knowledge of sustainable tourism consultants who advise their clients on how to set themselves up for long-term success and sustainability.

What is the Role of Tourism Consultants?

Sustainable tourism consultants are creative professionals with expert knowledge in the tourism industry and destination management.  Their clients include destination management organizations (DMOs) , airline and hospitality entities, local and national governments, non-governmental organizations (NGOs), stakeholders, and tourism boards and businesses.   By leveraging their expertise, consultants set the long-term vision and assist clients every step of the way.  Ultimately, sustainable tourism consultants act as catalysts for growth, assisting in the development and implementation of effective tourism strategies.

1. How to Research and Assess a Tourist Destination

The crucial first step tourism consulting firms will take is conducting thorough destination market research .  This includes gathering information from local stakeholders to understand the client’s assets, growth opportunities, key demographics, and how the client can extend beyond their vision.  At Solimar, our consultants present clients with a summary of our findings and insightful recommendations for further expansion based on our data-driven market research.

For example, sustainable tourism consultants play a crucial role in destination assessments to understand what inspires tourists from different demographics. By delving into a destination’s historical, cultural, and geographical stories, these experts can identify activities and experiences that appeal to a diverse range of travelers. By promoting sustainable practices, these destination assessments contribute to the preservation of a tourist destination’s unique charm and ensure that tourism benefits everyone involved.

2. How to Brand a Tourist Destination

Within the tourism industry, all leading destinations have a captivating narrative that appeals to a variety of tourist demographics.  It is the sustainable tourism consultant’s role to effectively share the destination’s story across multiple marketing platforms.  

Destination marketing , or destination branding, is an essential ingredient in a travel destination’s success because it creates destination awareness, illuminates the destination’s attractive qualities, and utilizes market segmentation methods that tailor the branding approach to the tourist demographics, which will yield the best results.  

Consider a destination that seeks to brand a specific stretch of its coastline as the ultimate hub for adventure watersports. To achieve this, the destination will emphasize and promote local businesses offering scuba diving and deep-sea fishing experiences, enticing thrill-seeking travelers in search of adrenaline-inducing activities.

The process of branding tourism destinations entails gathering essential details from these local businesses. Sustainable tourism consultants delve into their origin stories, unique selling points, and desired promotional approaches.  Next, the consultants will design and implement branding essentials , such as captivating logos, memorable slogans, and a compelling online presence.  Through a consistent brand story displayed across various platforms, they effectively communicate the area’s allure for adventure watersports, drawing in an audience of adventure enthusiasts eager to explore the exhilarating opportunities available.

3. How to Create Memorable Experiences for Tourists

All premier tourist destinations curate a variety of experiences.  For instance, Mexico is the 7th most popular tourist destination globally.  For international travelers planning on visiting the Yucatan Peninsula, they may begin researching the destination months prior.  Let’s say the tourist is a history buff; they can easily look into local guides who offer expertly designed trips to archeological sites such as Chichén Itzá .  

So, how do tourist destinations decide which products and experiences they will offer potential travelers?  With the guidance of sustainable tourism consultants, top tourist destinations will partner with local businesses to identify and market experiences that appeal to a variety of tourist demographics.  This entails working one-on-one with tourism businesses to design unique offerings, decide prices for their products and experiences, and forecast potential profit margins.  

For sustainable travel consultants, every detail is significant.  At Solimar, clients can anticipate a comprehensive business and product development plan encompassing evaluations of supply and demand, a sustainable business strategy to ensure recurring revenue, and a thorough training program for business owners, managers, and employees. Moreover, collaborative marketing strategies are expertly crafted to empower local tourism businesses to surpass their goals.  

4. How to Understand the Benefits of Sustainable Tourism

A recent study conducted by Expedia Group Media Solutions revealed a growing inclination among international travelers to pursue eco-friendly and sustainable travel experiences.  With the increasing detriments caused by climate change and over-tourism, sustainable tourism consultants aim to inform destinations of how they can reduce the negative impact of tourism while increasing its benefits.  

• Promotes environmental conservation :  Responsible tourism methods promote the preservation and protection of natural resources and biodiversity.  For example, eco-friendly accommodations will commit to sustainable operations such as using renewable energy sources, reducing water consumption, and implementing recycling and waste management systems.
• Empowers the community :  Sustainable tourism practices benefit the local community by creating employment opportunities, funding education systems and infrastructure initiatives, and increasing the understanding of cultural diversity and equity.  Additionally, it empowers the local community by encouraging the involvement of the residents in decision-making processes and community-based tourism enterprises.
• Preserves cultural heritage :  Sustainability is about celebrating the cultural backgrounds of the local people and maintaining their authenticity.  For instance, a sustainable tourist destination will promote authentic cultural experiences such as homestay accommodations, traditional craft demonstrations, and traditional performances which benefit those of that heritage.

If you’re wondering how to be a responsible tourist who supports sustainable tourism practices, you can opt for environmentally friendly transportation options, support the community by buying local products and tour experiences, book green and locally owned accommodations , and travel to lesser-known destinations.  

Final Thoughts: The Role of Sustainable Tourism Consultants

Next time you come across a travel blogger’s captivating TikTok content featuring pristine beaches, picturesque villages, or impressive historical architecture, remember that a team of sustainable tourism consultants worked diligently with these destinations for months, if not years, prior to making it all possible.  Creating a thriving tourist destination requires attention to every detail. Tourism consultants play a crucial role in identifying the client’s unique voice and offerings that distinguish them from competitors. They establish a consistent media presence, instill successful business operations, and emphasize the significance of sustainable travel practices throughout the journey.

At Solimar International, sustainability is at the core of our approach. We firmly believe that successful tourist destinations are built upon a foundation of environmental and cultural preservation.  In a world where travel has become increasingly accessible and impactful, our team of tourism experts provides invaluable expertise and guidance to help our clients thrive.  To learn more about our tourism consulting services, visit website !

Tags: consulting , destination branding , destination development , Destination Management Organization , Destination Marketing , digital marketing , international development , regenerative tourism , solimar international , sustainable tourism , tourism consultants , Tourism Planning

Carey Tourism

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The COVID-19 pandemic is exceptional, but unexpected events are inevitable. Tourism organisations need disaster response plans because resilience is essential for recovery.

Progress requires change. This might involve product diversification, new market development and innovative revenue management systems, but it will almost always require cultural change.

SUSTAINABILITY

Change must be planned to be sustainable with every tangible objective visibly aligned to the SDGs for the benefit of host communities, with risks appropriately mitigated.

With every country in the world competing for tourists, the experience must be designed to be outstanding and authentic for visitors and communities alike.

Carey Tourism delivers sustainable business solutions for tourism companies and destinations by supporting people to unlock the social and economic value of their heritage. CT’s team is led by managing director Benjamin Carey, who has 30 years professional experience of tourism in more than 60 countries.

Based in Scotland, Benjamin is an award-winning international consultant and influencer. Since 2002 he has been consulting to national governments and tourist boards, and advising companies large and small, NGOs, co-operatives and community groups on strategy and development, working with a wide range of partners and international agencies, including the International Co-operative Alliance , UNDP , UNEP , UNESCO , World Bank and World Tourism Organization . A former tour operator, he has held visiting faculty positions at six universities in Europe and lectures at conferences all over the world. He is a certified PM4SD Practitioner and has won awards for tourism projects in Africa, Asia and Europe. Elected a Fellow of The Tourism Society in 2007, Benjamin is also a member of the Tourism Consultants Network .

Capacity building

CT’s team has designed and delivered training programmes for groups and individuals that include government ministers and senior executives, students and academics, local guides, heritage experts and community representatives, tour operators and protected area managers.

Crisis recovery

Drawing on earlier experience of epidemics (Ebola, Foot & Mouth), natural disasters (earthquakes, floods) and conflict (war, terrorism), CT has recently been advising companies, governments and destination organisations on COVID-19 strategy and market recovery options.

Heritage tourism

Whether natural or cultural, heritage is at the heart of every tourism strategy, because it represents the identity of place and local distinctiveness. It can contribute to branding and authenticity through visitor experience and local supply chains, and draws on both autochthonous heritage and cultural diversity that is a function of mobility. CT has recently been working on heritage tourism in Colombia, Laos and Yemen.

Investment promotion

Investor confidence requires a clear tourism strategy and a business-friendly environment. Finance can be accessed for more risky developments, but it might come with more conditions. The diaspora is emerging as an important source of capital for many emerging destinations. Recently, CT has been focused on emerging destinations and advising on investment promotion strategies in Laos, Nigeria, Russia and Sri Lanka.

Market development

CT’s team has provided representation services to a number of destinations and tour operators in Europe and the Middle East and achieved significant market development for destinations in sub-Saharan Africa, the MENA region, Europe, Mediterranean and Caribbean. Whether post-crisis or in normal times, market development has always been data-driven and demand-led to establish resilient partnerships that deliver added value.

Market research

Data are key to market research, both qualitative and quantitative. CT’s skills are in the statistical analysis of data to establish an evidence base for policy decisions and other interventions for sustainable product and market development.

Master planning

CT’s team has extensive master planning experience, especially in sub-Saharan Africa with a focus on innovation and diversification in emerging destinations and post-crisis situations. CT’s most recent experience has been in South and Southeast Asia.

Original research

As well as researching and developing concepts of co-operative tourism and public value in tourism, Benjamin Carey has previously produced research papers on tourism and migration for UNWTO and marketing sustainable tourism products for UNEP.

Policy development

Policy interventions can include changes to destination management organisations, business and investment regulation, visa policy and data collection. CT has recently drafted new tourism policies for destinations in Africa and Europe and has been working with destinations on policy responses to the current COVID-19 crisis.

Product development

CT conducts feasibility studies and options appraisals for a wide range of clients in the public and private sectors, as well as community groups for product development and investment promotion purposes. Recently in Europe, this has led to a new strategy for an organisation offering sustainability training programmes and wilderness retreats, and a plan for delivering a multi-million pound infrastructure development in a heritage town.

Public value

With the Samuel Lindow Foundation at the University of Central Lancashire, CT is developing a concept of public value in tourism. Benjamin Carey has contributed to a series of conferences and publications on public value.

Revenue management

With experience of delivering world class revenue management systems for tour operators since the 1990s, Carey Tourism is able to include specialist expertise of this discipline in all its work.

Strategy development

Historically, tourism strategies have been about growth in revenue and visitors. In the light of the Climate Emergency, this is no longer realistic, and the aim of a tourism strategy must be to deliver sustainable development, which is the focus of Carey Tourism.

Sustainable development

To be relevant, tourism development must be sustainable. In essence, this means aligning strategy and objectives to the UN Sustainable Development Goals. Recently, CT has delivered a workshop with Equality in Tourism on tourism and sustainable development for DfID.

Travel advice

Benjamin Carey privately advises individuals on travel plans and responsible behaviours, especially when travelling in more unusual destinations. In 2004, he was appointed by the UK Foreign & Commonwealth Office to its newly established Travel Advice Review Group and its successor Consular Stakeholder Panel, which also comprised the UK’s leading travel industry organisations and NGOs.