Worldwide destinations are spending an estimated US$1,480 billion on attracting tourism through both capital and government expenditures, making this a lucrative product where very little organized research exists. Execution of destination branding is often confined to logo design and development. It is estimated that more than US$2 billion is earned per day through international tourism.

As a tourist, there is a choice of approximately 200 nations and 2 million destinations to visit. How does a destination stand out, attract its target customer and generate sufficient earnings to ensure its economy grows? Classical marketing points to successful branding strategies.

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