COMMERCIALISING THE CULTURE OF A COUNTRY. CREATING A NATIONAL BRAND. CREATING SUSTAINABLE JOBS.
Is this for real? Countries actually fighting to build their product for tourism market share? Is this something that a newly appointed Minister of Tourism can grasp easily?
Is it not strange that the opportunity to create 'sustainable' jobs in tourism is strategically overlooked by most developing countries as they 'revolving-door' their Ministers of Tourism virtually each year. No chance to realise that a country needs to build brand equity. No chance to realise that the logo and slogan do not have to change each year. No chance to realise that it is not just beaches and sun that are the foundations of sustainable wealth and great jobs for their people.
The average Minister of Tourism is in place for a year! How can the world's future tourism markets be commercialised when the 'product manager' is changed every year? Sure some are long serving, knowlegable professionals but the majority are new to the industry, hold other portfolios and know little or nothing about the global competitiveness of their product. As an enthusiastic participant in tourism over the years in at least two dozen countries, I have had the good fortune to meet many Ministers of Tourism, even one of a huge developed country (that will remain anonymous), who had never been on a plane in his life.
In another blog of mine on this site, I encouraged the 'twinning' of the Tourism ministry with other ministries. It could be Culture and the Arts, the Environment, Natural Resources but why not also Education or Human Resources, Heritage, Transportation, Fisheries, Immigration and Agriculture. All are in some way linked to the sustainability, reputation & growth of tourism.
As an enthusiastic member of the United Nations' World Tourism Organisation's Strategic Planning Committee, I once suggested that they prepare a Job Description for their new and incoming member Ministers of Tourism. All agreed that it was probably a good idea but somewhat difficult to implement.
Now, intimately involved in developing a marketing plan and brand strategy for a large developing country, I am thrilled at the thought of demonstrating to this country's government how all ministeries are involved in this mission, all regions must actively participate, all municipalities must contribute so that piece by piece, brick by brick, year by year they can all create a new brand of, and for their country. They will in fact be creating future sustainable jobs for their nation, their children and their grandchildren that can never be outsourced, never be stolen or relocated.
What fun they will have competing with other countries in the 'Oscars' of country branding, where large countries are sometimes vaulted by smaller ones and unknown countries are suddenly rising stars. This is the Olympics of Tourism in which training is undertaken by every level of society who are proud of their country. For more fascinating information and to download the study, click on http://www.countrybrandindex.com/
For some suggestions on what you can do in the area of sustainable tourism, click on this link http://www.sustainabletourism.net/#youdo
For assistance in the development of a national marketing plan and brand strategy, contact [email protected]
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