Some towns, some brands

After two days at EIBTM, and a lot of networking, we’re starting to have a new vision of this industry. Indeed our analysis is different. In this kind of event, one of the most important things is the communication, the way that different actors catch our eyes. More than the stands decoration, the exhibitors follow a new trend: consider the destination as a brand. In France we know the example of Lyon, which promotes the city through the name “ONLYON”. More and more cities or countries “play” this game, and this meeting shows good examples of this practice.

We discover stands like “I need Spain” or “Incredible India” or “Paris Now”. The choices made by destinations show a real desire to catch the attention and to print the minds of buyers. We can see that the expressions chosen are often related to feelings.

 

From my point of view, I think it could be a good way to promote a destination, in a world with such huge information, the several markets need to differentiate each other. But there may be a limit…

Doris. B