This year’s United Nations World Tourism Organisation/World Tourism Ministers’ Summit at World Travel Market London on November 3 will put a spotlight on destination branding and how it has become an increasingly complex challenge.
Over 150 tourism ministers from different countries are expected to speak at the event.
Destination management organisations are re-evaluating their structures and strategies to adapt to new market trends created by social media and new business models, such as the “sharing economy” and the growing empowering of consumers.
CNN journalist Richard Quest will moderate the event, where tourism ministers and private sector leaders from around the world will discuss “Destination Branding: New Challenges in a Changing Market”.
This year’s edition of the summit will focus on issues such as what makes a successful destination brand in today’s globalised media landscape, and links between nation branding and destination branding.
Other topics include the role of social media and consumers’ engagement in destination branding, reputation management and crisis communication, changing role of destination marketing organisations, and contribution of the creative economy to destination branding.
“The rise of the new technologies, coupled with the global economic downturn, has brought a paradigm shift as power moves from governments to citizens and from companies to consumers.
“This change is having a huge impact in the tourism sector and both destinations and companies need to adjust to new challenges”, said UNWTO Secretary General, Taleb Rifai.
World Travel Market London Senior Director, Simon Press, added: “The UNWTO and WTM Ministers’ Summit is a fixture in the calendar for ministers and private sector to debate the key issues facing the industry.
“Destination branding is becoming even more complex challenge as consumers empowered by new business models such as the sharing economy and social media have an impact on a destination’s brand and reputation.
“I am delighted WTM is again able to facilitate such an important conversation.”
Now in its ninth year, the UNWTO/WTM Ministers’ Summit is part of the World Travel Market London Ministerial Programme, which gathers tourism ministers and leading tourism experts to debate each year key issues affecting the sector.
