With growing concerns around overtourism and backlash against disruptive (and disrespectful) visitors, destinations are under pressure to rethink how they define themselves and what they offer. Instead of relying on short-term, stereotypical marketing tactics, places need to consider their deeper identities. Beyond tourism, a place's brand should reflect its culture, residents' values, and its long-term vision. This requires a more thoughtful, bottom-up approach to branding that goes beyond attracting crowds of seasonal visitors.
Many destinations today suffer from an overreliance on simplistic marketing—iconic landmarks, generic logos, and taglines focused on tourism clichés. While these tactics may boost visitor numbers in the short term, they often lead to problems like overcrowding and negative impacts on local communities. A destination's brand should be more than just a tourism pitch; it should represent what the locals want their home to be, and foster investment in longer term relationships: living, working, and business development.
