tourism
Assessing the success of Brazil’s hosting of the World Cup 2014 and Olympic Games 2016 will pivot on more than positive net income metrics and avoiding a stadium infrastructure legacy of white elephants. The aspiration of hosting mega-sport events such as the World Cup is often justified in terms of nation branding. In the case of Brazil, successful nation branding will mean that by hosting a World Cup, Brazil will create and generate certain – hopefully favorable – national images.
How Brazil is using the World Cup to achieve nation branding and diplomatic objectives.
North Korea will reopen some of its domestic scheduled air routes for the first time in years – another sign of moves to bolster tourism in the isolated country, a China-based tour operator said today. Foreign tourists have previously had to charter ageing Soviet-era planes to fly between cities which can take up to two days to reach by rail or road.
One way to the world’s heart is through its stomach. That’s the thinking behind Brand USA’s Discover America campaign. The agency has launched a tasty marketing campaign inviting tourists from all corners of the globe to experience America “one dish at a time.”
Over the past decade the Arab world has witnessed a shifting of not only hard power -- which saw the traditional armies of the Arab world in Syria, Egypt and Iraq consumed in internal turmoil -- but also of what Harvard professor Joseph Nye termed "soft power," which has moved from these countries to the resource rich Gulf states.
As President Obama recently announced, the Department of State’s Diplomatic Culinary Partnership, in collaboration with Brand USA, supports the National Travel and Tourism Strategy goal of bringing 100 million international visitors to the United States by 2021. In July, five members of the American Chef Corps will travel to East-Asian markets to promote U.S. tourism and agricultural exports.
On June 26, 2014, Wilton Park published a report on their recent conference, Maximising Soft Power Assets: Towards Prosperity, which was held at the Hacienda Cantalagua, Mexico in May.
The report highlights the following key points of the conference:
A new brand campaign from Tahiti Tourisme seeks to establish a deeper mystique lying beneath the surface of the “picture postcard” beauty of the destination. With the rise of competition in the Pacific from such island destinations as Fiji and the Cooks, Tahiti Tourisme saw a need to create more differentiation. The branding is global and not specific to any particular market.