We can all agree that tourism promotion is an essential component of a city, nation or place’s economy, right alongside a solid economic development strategy. In 2018, travel and tourism generated 10.4% of all global economy and created 319 million jobs – that works out as a global average of 1 in every 10 people whose daily income is reliant on tourism.And yet for some reason, when the going gets get tough and budgets need to be cut, everyone seems to turn their eyes to the place promotion budget.
At the start of September, over 80 delegates representing over 25 countries across the LatAm and Caribbean region made the journey to San Jose in Costa Rica for the first City Nation Place LatAm & Caribbean conference. It’s always such a pleasure to bring place branders together – the willingness to collaborate and share ideas defies the assumption that place branding is all about competitiveness.
Promoting a destination can be a challenge when its overshadowed on the world stage by another city. But for Kim Heinen, International Press Officer at Rotterdam Partners, embracing your differences – and even your “quirky and ugly sides” can be the key to reaching an audience who truly appreciate your place. We caught up with Kim before the City Nation Place Global conference to get a quick sneak preview of the work that Rotterdam have been doing.
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