Tourism: Culture and Environment
Washington, Jan 28 (Prensa Latina) "Successful nation branding and promotion are critical to sustainable tourism and development," says Thomas Cromwell, president of East West Communications, a Washington DC agency that advises the Press and Information Department of the UN World Tourism Organization (UNWTO).
One of the world´s leading experts on branding, Cromwell will share his insights as a keynote speaker at Counterpart International´s 8th Caribbean Media Exchange on Sustainable Tourism (CMEx) to be held in San Juan, Puerto Rico from February 9-13, 2006.
The theme for the meeting will be "Sustainable Development: a Balancing Act" and participants will examine how they can motivate the most able people to engage in tourism development that creates wealth while revitalizing local culture and conserving the fragile environment.
Cromwell believes that nation branding can best serve destinations through differentiation, particularly at a time when countries are striving for global unity in terms of infrastructure and quality of life.
Cromwell sees a successful brand as part of a strategy for nations to compete better globally and reap the benefits at home. Branding, he says, can position a nation so that it can achieve the maximum success in the world system, including "garnering maximum international recognition and clout, robust business relations with the world, and a healthy tourism industry."
But as the Caribbean continues to focus on sustainable tourism, Cromwell cautions against depending too heavily on a tourism brand in a region susceptible to natural disasters, especially hurricanes.
To avoid this pitfall for the Caribbean and other regions whose tourism products are "strictly sea, sun and sand," Cromwell supports a holistic approach - a national brand identity that supports tourism as part of an umbrella brand, or metabrand, a term his company has coined.
CMEx is an interactive workshop that allows journalists from the Caribbean, North America and Europe to interact with representatives of the hospitality sector and government and discuss tourism policies aimed at improving the lives of Caribbean people.
Copyright © 2006 - All Rights Reserved.
Prensa Latina
Washington, Jan 28 (Prensa Latina) "Successful nation branding and promotion are critical to sustainable tourism and development," says Thomas Cromwell, president of East West Communications, a Washington DC agency that advises the Press and Information Department of the UN World Tourism Organization (UNWTO).
One of the world´s leading experts on branding, Cromwell will share his insights as a keynote speaker at Counterpart International´s 8th Caribbean Media Exchange on Sustainable Tourism (CMEx) to be held in San Juan, Puerto Rico from February 9-13, 2006.
The theme for the meeting will be "Sustainable Development: a Balancing Act" and participants will examine how they can motivate the most able people to engage in tourism development that creates wealth while revitalizing local culture and conserving the fragile environment.
Cromwell believes that nation branding can best serve destinations through differentiation, particularly at a time when countries are striving for global unity in terms of infrastructure and quality of life.
Cromwell sees a successful brand as part of a strategy for nations to compete better globally and reap the benefits at home. Branding, he says, can position a nation so that it can achieve the maximum success in the world system, including "garnering maximum international recognition and clout, robust business relations with the world, and a healthy tourism industry."
But as the Caribbean continues to focus on sustainable tourism, Cromwell cautions against depending too heavily on a tourism brand in a region susceptible to natural disasters, especially hurricanes.
To avoid this pitfall for the Caribbean and other regions whose tourism products are "strictly sea, sun and sand," Cromwell supports a holistic approach - a national brand identity that supports tourism as part of an umbrella brand, or metabrand, a term his company has coined.
CMEx is an interactive workshop that allows journalists from the Caribbean, North America and Europe to interact with representatives of the hospitality sector and government and discuss tourism policies aimed at improving the lives of Caribbean people.
Copyright © 2006 - All Rights Reserved.
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