Tourism for all: Six community engagement approaches to support your visitor economy
From wayfinding to digital skills building, here are six examples of places who are building the future of their visitor economy in partnership with their locals.
What impact is the COVID-19 pandemic having on how the global public perceives Nation Brands – and more importantly, how is this changing people’s willingness to travel, invest, or work in countries around the world?
Delve into exclusive new research carried out by leading place branding strategists, Bloom Consulting, and its big data sister company, D2 Analytics - and discover ideas for reputational management of your Nation Brand, not only during this crisis, but also for your longer-term strategy.
Jose Torres, CEO at Bloom Consulting, Rebecca Smith, Director of the New Zealand Story, and Niall Gibbons, CEO of Tourism Ireland, share what have been the learnings on the power of a robust, values-based Nation Brand during this pandemic. And how can a nation branding strategy adapt to manage reputation during a crisis?
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From wayfinding to digital skills building, here are six examples of places who are building the future of their visitor economy in partnership with their locals.
Colorado has traditionally spent millions each year selling the state as a place to play – yet very little on promoting itself as a place to do business. Discover how a complex research initiative helped build a regional brand for Metro Denver.
Engaging the senses makes a brand more memorable, builds a stronger connection with the audience, and even evokes nostalgia. But where do you start? Here are a few lessons on sensory branding from successful place brands around the world.
Louisa Shaw, Head of Place Marketing at We Are Staffordshire, shares what has driven the region's success, how they’re engaging the private sector as ambassadors, and what she’ll be looking for in a winning entry at the CNP Awards.
Whether or not residents are protesting, we see more regions, nations, and municipalities asking a simple but fundamental question: why do we want tourism? The Travel Foundation's Ben Lynam explores what new tools DMOs need to leverage to demonstrate tourism's added value for communities.
Joe Veneto, Chief Experience Officer, Veneto Collaboratory
Jorge Franz, Senior VP, Tourism & Industry Relations, Houston First Corporation
Andria Godfrey, Vice President, Data Science, Miles Partnership
Nicole Muise Kielkucki, Director of Economic Innovation, Fourth Economy
Nathan Reigner, Director of Outdoor Recreation, Pennsylvania
Alex Lemieux, Business Development Director & Cofounder, Creos
David Cowan, Chief Public Spaces Officer, Downtown Detroit Partnership
Joy Nazzari, Founder and Executive Chair, DNCO
Luis Mendoza, North America Lead, DNCO
In the face of a reshaping of the UK political landscape, there is a real opportunity for cities and regions across the UK to redefine the role they play in the development of our country. So, what can UK cities and regions do?
Here are five ideas to help you identify new and unexpected avenues of collaboration to drive your city branding or nation branding strategy.
Ottawa Tourism's Glenn Duncan shares the team's recipe for success is, how they’re surfacing hidden gems in the city, and why collaborative partnerships are so important for the city’s future.
From wayfinding to digital skills building, here are six examples of places who are building the future of their visitor economy in partnership with their locals.
Colorado has traditionally spent millions each year selling the state as a place to play – yet very little on promoting itself as a place to do business. Discover how a complex research initiative helped build a regional brand for Metro Denver.
Engaging the senses makes a brand more memorable, builds a stronger connection with the audience, and even evokes nostalgia. But where do you start? Here are a few lessons on sensory branding from successful place brands around the world.
Louisa Shaw, Head of Place Marketing at We Are Staffordshire, shares what has driven the region's success, how they’re engaging the private sector as ambassadors, and what she’ll be looking for in a winning entry at the CNP Awards.
Whether or not residents are protesting, we see more regions, nations, and municipalities asking a simple but fundamental question: why do we want tourism? The Travel Foundation's Ben Lynam explores what new tools DMOs need to leverage to demonstrate tourism's added value for communities.
Joe Veneto, Chief Experience Officer, Veneto Collaboratory
Jorge Franz, Senior VP, Tourism & Industry Relations, Houston First Corporation
Andria Godfrey, Vice President, Data Science, Miles Partnership
Nicole Muise Kielkucki, Director of Economic Innovation, Fourth Economy
Nathan Reigner, Director of Outdoor Recreation, Pennsylvania
Alex Lemieux, Business Development Director & Cofounder, Creos
David Cowan, Chief Public Spaces Officer, Downtown Detroit Partnership
Joy Nazzari, Founder and Executive Chair, DNCO
Luis Mendoza, North America Lead, DNCO
In the face of a reshaping of the UK political landscape, there is a real opportunity for cities and regions across the UK to redefine the role they play in the development of our country. So, what can UK cities and regions do?
Here are five ideas to help you identify new and unexpected avenues of collaboration to drive your city branding or nation branding strategy.
Ottawa Tourism's Glenn Duncan shares the team's recipe for success is, how they’re surfacing hidden gems in the city, and why collaborative partnerships are so important for the city’s future.
From wayfinding to digital skills building, here are six examples of places who are building the future of their visitor economy in partnership with their locals.
Colorado has traditionally spent millions each year selling the state as a place to play – yet very little on promoting itself as a place to do business. Discover how a complex research initiative helped build a regional brand for Metro Denver.
Engaging the senses makes a brand more memorable, builds a stronger connection with the audience, and even evokes nostalgia. But where do you start? Here are a few lessons on sensory branding from successful place brands around the world.
Louisa Shaw, Head of Place Marketing at We Are Staffordshire, shares what has driven the region's success, how they’re engaging the private sector as ambassadors, and what she’ll be looking for in a winning entry at the CNP Awards.
Whether or not residents are protesting, we see more regions, nations, and municipalities asking a simple but fundamental question: why do we want tourism? The Travel Foundation's Ben Lynam explores what new tools DMOs need to leverage to demonstrate tourism's added value for communities.
Joe Veneto, Chief Experience Officer, Veneto Collaboratory
Jorge Franz, Senior VP, Tourism & Industry Relations, Houston First Corporation
Andria Godfrey, Vice President, Data Science, Miles Partnership
Nicole Muise Kielkucki, Director of Economic Innovation, Fourth Economy
Nathan Reigner, Director of Outdoor Recreation, Pennsylvania
Alex Lemieux, Business Development Director & Cofounder, Creos
David Cowan, Chief Public Spaces Officer, Downtown Detroit Partnership
Joy Nazzari, Founder and Executive Chair, DNCO
Luis Mendoza, North America Lead, DNCO
In the face of a reshaping of the UK political landscape, there is a real opportunity for cities and regions across the UK to redefine the role they play in the development of our country. So, what can UK cities and regions do?
Here are five ideas to help you identify new and unexpected avenues of collaboration to drive your city branding or nation branding strategy.
Ottawa Tourism's Glenn Duncan shares the team's recipe for success is, how they’re surfacing hidden gems in the city, and why collaborative partnerships are so important for the city’s future.
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CloseBloom Consulting CEO
Since 2003 Mr. Torres has been advising Countries in the field of Nation Branding and City Branding, working directly with heads of state, directors of National Tourism Organizations and Investment Promotion Agencies.
His clients include Countries, Regions and Cities such as Australia, Costa Rica, Israel, Jamaica, Poland, Sweden, Stockholm and many others spread across all five continents.
Mr. Torres collaborates directly with the World Economic Forum in the matters of Nation Branding and is a guest speaker in some of the most prestigious universities in USA and Europe, such as HARVARD, the London Business School, Stockholm School of Economics and many others, being interviewed by The Economist, BBC, Guardian and CNN.
Since 2011 his company performs a global research project called the Bloom Consulting Country Brand Ranking and most recently the Digital Country Index and the Digital City Index
Rebecca is the former Director of The New Zealand Story. Over a transformative seven-year period, Rebecca shaped and enhancing the country's international brand, fostering global recognition, fuelling export success.
The NZ Story nation brand programme yielded remarkable outcomes, with over 60% of exporters actively engaged and a consistent upward trajectory in key perception indices, culminating in record-breaking results during the 2020/21 period
Rebecca is an experienced leader in global brand strategy, reputation management, marketing, and communications propelling significant brands to achieve global and domestic recognition, driving commercial growth. Rebecca has held pivotal roles such as Director of Brand Reputation & Communications at Fonterra Dairy Co-Op, CEO at Apprentice Training NZ, and Chair of Wools of New Zealand along with executive leadership roles in the banking, telecommunications, tech and manufacturing sectors.
Niall Gibbons is Chief Executive of Tourism Ireland. He oversees the marketing of the island of Ireland across the world, leading a team of over 160 staff in 21 markets, whose work is underpinned by sustainable destination marketing principles. Over 11 million overseas visitors in 2019 contributed over €5.8BN to the island’s economies and supported 325,000 jobs.
He led Tourism Ireland’s expansion into new markets such as China and the Middle East and oversaw the organisation’s emergence as a leader in digital marketing and social media. He developed ground-breaking partnerships with LucasFilm and HBO which allowed Tourism Ireland to leverage the global success of Star Wars and Game of Thrones to showcase the island of Ireland overseas, in a new way. He led the development of Tourism Ireland’s Global Greening initiative, which has brought tourism to the heart of St Patrick’s Day celebrations across the world. The World Economic Forum has ranked Ireland 3rd in the world out of 136 countries for ‘effectiveness of marketing and branding to attract tourists’.
Niall is a business graduate of Trinity College, Dublin and a Fellow of the Institute of Chartered Accountants in Ireland. He sits on the Irish Government’s Export Trade Council, is a member of Culture Ireland’s Expert Advisory Committee and an Honorary Fellow of the Institute of Hospitality in Ireland.