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With the popularity in international travel globally and the rise in tourists from emerging markets, countries – and especially individual cities, since by 2050 it is estimated that over 2/3 of the world’s population will live in cities – are having to compete for visitors’ attention and also that of the next generation of entrepreneurs to keep themselves viable.

This article in ‘Marketing Week’ shares the advice of former Creative England CMO Dawn Paine about treating these destinations as brands like any other, and also about the chance for the creative and digital sectors to flourish across the UK promoting such technology as robotics and driverless cars as part of cities’ tourism marketing.

It also quotes London and Partners’ #LondonisOpen campaign, which had reached 326 million people within 4 months of the Brexit referendum; the marketing efforts of Barcelona and Liverpool as travel and business destinations; VisitScotland’s “multidimensional” approach putting Scottish people at the heart of its marketing; Stockholm’s promotion as a place where women can be business leaders and still prioritise family life; Las Vegas marketing taking over London underground stations with interactive and VR campaigns; and Malta’s festival push, Isle of MTV Malta campaign, aimed at youth.

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