To each country its tourist slogan
Marketing communication techniques have been transposed to the field of tourism communication. Today, each destination wants to highlight its assets by building a brand identity. A good technique: the tourist slogan.
Summarize its greatest feature in a short sentence? Slogans respond well to this expectation: they are striking formulas that express a key idea. The slogan has become an essential tool in communication. It is used in advertising and each company has a slogan that aims to mark the minds of consumers with a short and attractive message.
The tourist slogan
Countries have created their own slogan, in order to highlight their identity. Tourist slogans try to convey a general feeling, values in order to seduce tourists. Today, almost every country in the world has its own tourism slogan. The Family Break Finder site has grouped all the slogans into a world map. Belgium for example, has bet on a pun on “The place to Be”. Others highlight their geographical location as Portugal which sports “Europe’s West Coast”.
Some countries or cities even have a logo, a visual way of representing the identity of the place and declining it to be recognizable immediately. Tourism has thus become a global market where each destination seeks to value its differences from the competition like any other consumer product.
Read also: Build a brand out of a territory: Iceland