Beyond Boundaries: 5 Steps for Creating Iconic Destinations 

As we approach the end of the year, tourism has shown strong signs of a full recovery with today’s travelers relishing the freedom to explore. International visitors to the Middle East are especially eager: it’s the only region to have surpassed 2019 levels, up 22% last year, according to the United Nations’ World Tourism Barometer. Europe is close behind. And while that rising tide of tourism is generating record spending, it also presents a unique challenge for every country, city and region striving to attract visitors. What makes people pick Dubai over Denmark? A weekend in Istanbul instead of three days at a spa? The Abu Dhabi Grand Prix versus Monaco? 

Even the most established and well-known destinations must actively work to attract every visitor, while new and emerging locations need to go further to gain attention on the global stage. They must build compelling brands that not only resonate with consumers but are also grounded in consumer insights, strategic rigor, creative innovation and an unwavering commitment to a unified vision. In this fiercely competitive arena, cities and countries aren’t just vying for tourists. They’re looking to cultivate a tourism base that drives economic growth and leaves a lasting impression on visitors. Often, they’re competing against regions with far larger marketing budgets. Winning requires sharply defined target audiences, inspiring first-time visitors and turning them into lifelong advocates.  

To stand out, every city, region and country must craft a unique narrative that sets it apart. At Prophet, we believe there are five critical elements that every destination should consider when building and strengthening its brand.  

1. Tap Into Travelers’ Desires and Needs 

Successful destination branding begins with a deep, authentic understanding of today’s travelers, who care more about experiences, environmental responsibility and the positive impact on local citizens. Fresh consumer research acts as a guide for destination marketers, revealing traveler preferences, perceptions and untapped opportunities. This insight enables brands to make strategic choices about which traveler segments to target and how to best appeal to them in the race to relevance – whether with luxury shopping experiences or family-friendly excursions.  

For example, the enchanting city of Istanbul, consistently a Top 10 destination. Istanbul continues to feed this fascination through research, curating experiences catering to history buffs craving a glimpse into the city’s storied past and millennials seeking Instagram-worthy moments amidst its bustling streets.  

Consumer insights also shaped our recent collaboration with the Department of Culture and Tourism as we worked to develop the destination brand for Abu Dhabi. We realized that in a world that never stands still, Abu Dhabi reawakens curiosity, inviting visitors to experience the city at their own pace. While traditional destination branding focuses on landmarks and attractions, this visitor-centric approach is rooted in four vital human passions: Inspiration, excitement, restoration and prosperity. It appeals to a broad set of travelers and showcases the Emirate’s breadth, from the Louvre Abu Dhabi to star gazing at the Al Wathba fossil dunes. The global “Find Your Pace” campaign aimed at inspiring curiosity for every type of traveler, invites them to escape the hustle and bustle of everyday life and discover their ideal pace amidst the Emirate’s serene surroundings. It’s working. This traveler-focused strategy has driven impressive results, including an 82% boost in awareness and a 75% rise in consideration.   

2. Transform Perceptions and Challenge Old Ideas 

Tourism can be a significant driver of economic growth, generating revenue and creating jobs. By shaping positive perceptions, destinations can attract more visitors, strengthening local economies. For instance, Saudi Arabia’s “Visit Saudi” campaign has challenged global perceptions through stunning imagery and captivating storytelling, presenting the Kingdom’s diverse landscapes, cultural heritage and modern marvels. Through visually striking and compelling narratives, Saudi Arabia has successfully repositioned itself as a must-visit country, welcoming over 100 million tourists in 2023 – a milestone it initially didn’t expect to achieve until 2030.  

3. Personalize Experiences 

As today’s consumers increasingly seek tailored experiences, destinations must move beyond generic marketing. Oman has positioned itself as a haven for intrepid adventurers and luxury seekers, with rugged landscapes and tranquil oases that offer a sanctuary for discerning consumers looking for authentic encounters. While Jordan’s eco-tourism and Morocco’s culinary and scenic offerings attract diverse traveler types. By appealing directly to specific preferences, these brands create authentic, memorable experiences that resonate deeply with visitors. Cultural nuances add depth to these campaigns, helping destinations inspire one-of-a-kind vacations.  

4. Create Emotional Connections 

Emotion lies at the heart of every memorable brand, especially those offering transformative travel experiences. Destinations like Egypt understand they’re marketing emotions, not locations. By repositioning its ancient wonders as symbols of adventure and luxury, Egypt has redefined its appeal.   

The best brands use every sensory opportunity to stoke these emotions with powerful visuals and well-thought-out verbal expressions, evoking powerful feelings of relaxation, awe or excitement to make their destination unforgettable.  

5. Embrace and Respect Local Culture 

Sustainable destination branding must respect and preserve local culture, which is increasingly valued by conscientious travelers. This interest fuels demand for immersive experiences, from visiting local farmers to shopping with native designers. People want to see more than a hotel lobby or the view from a tour bus. They want to know who the local people are, so cultural immersion and local tours remain a top priority. 

To strike the right balance, destination brands need to avoid clichés, celebrate authentic local heritage and emphasize respectful, sensitive marketing. By focusing on authenticity, brands foster meaningful connections, cultivating understanding between visitors and local communities, creating a win-win for travelers and locals alike.