Small City Branding Around the World

New Book: Destination Branding for Small Cities – Second Edition, Now Released

I am pleased to announce that my second book, Destination Branding for Small Cities - Second Edition has now been released. This expanded and revised edition has updated our 7A Destination Branding Process and includes new place branding elements, advice, checklists and techniques. Some of the changes include:

• Explanations of the different forms of place branding, branding in tough times, selecting place branding expertise and the important role of product development, placemaking and wayfinding in place branding.  
• Actions to introduce a stronger strategic focus to enhance city competitiveness.
• Interesting insights from some of the world’s leading place branding consultants, academics and practitioners.
• Worldwide examples from the USA, Asia, Europe, Middle East and Australia, moving beyond the USA focus of the first.

While the title is Destination Branding for Small Cities, the underlying principles and processes can just as readily be applied to regions, counties, Downtowns, Main Streets, resorts, and even states and countries.

I hope that you enjoy this edition as much as the first. Worldwide sales are available through Amazon.com.

Will the Hobbits be the Biggest Boost Yet For New Zealand’s Brand Awareness?

The Sydney Herald reports that Tourism New Zealand has announced the national tourism organization is very close to signing a deal with the makers of The Hobbit movies to promote the country as a tourism destination.

Released between 2001 and 2003, the Oscar-winning Lord of the Rings was credited with boosting tourism to its New Zealand locations, where visitor numbers rose by 40 per cent. Tourism New Zealand chief executive Kevin Bowler said, "I think The Hobbit is going to be that and more. We learned a lot of lessons from Lord of the Rings and we are doing everything we did back then plus some more."

The two movies by Sir Peter Jackson are expected to be a bigger boost for the country’s tourism than the three Lord of the Rings films. The first of the Hobbit movies is due for release in December.

The Lord of the Rings gave New Zealand an incredible boost and is a hard act to follow. It’s hard to believe that the Hobbit movies will top that. But then I haven’t seen the movie!

You can watch the trailer here.

Pure Michigan Campaign Changing Michigan’s Image

 

One of the more successful state rebranding efforts in recent years has been Michigan’s Pure Michigan campaign which was launched in 2006. Paul Brown, vice president of capital services for the Michigan Economic Development Corporation, provided an update recently during the Pure Michigan Governor’s Conference on tourism and travel in Grand Rapids.

Brown said, “That (Pure Michigan) campaign alone created a 180-degree change in people’s outlook on Michigan. That made a difference on large national banks’ willingness to lend here as well as large corporations around the country considering either moving here or using some of our resources to their advantage.”

“We were really suffering from an image problem on the business side,” said Brown. ”We were getting redlined not only from banks, but also businesses not interested in locating here or looking here as a potential market.”

“It was the commercials,” he said. "They changed everyone's perception."

When a campaign reaches the point where it is positively impacting banker’s attitudes, then it is making progress way beyond tourism. I believe that the impact to Michigan from this campaign will be long term benefits because the State wisely chose to invest in the campaign throughout the recession while competitors were cutting back. This will probably also lead to long-term increases in market share for many business sectors. A great case study for many others to follow.

Is it Possible to Successfully Rebrand or Reposition Nigeria?

Several prominent Nigerians are fueling a debate regarding the need for Nigeria to address its negative international image which is negatively impacting all regions of the country and every aspect of the economy.  They spoke at a recent event for the launch of a book by Chief Austin Nonyelim Izagbo, “Re-branding Nigeria: Leadership and the National Image Project”.

Interestingly, they suggested tackling graft, providing social amenities, increasing security, poor management of resources and improving the standard of living of citizens.

It was refreshing to see the brutal honesty of some of the officials. According to Minister of Niger Delta Affairs, Elder Godsday Orubebe, who said “Leaders are often misadvised and misdirected because 99 per cent of those who approach them are sycophants, who rarely tell them the truth.” Wow! One of the essentials for successful place brands is that they must be founded on truth and devoid of self-delusion. It is truth telling like this that must be followed, otherwise Nigeria will make zero progress in addressing its image problems.

It will be very interesting to see whether they will be able to introduce the changes to cultural behavior, resource allocations and political priorities necessary to truly rebrand Nigeria.

India’s Brand Awareness Increases Need for Rural Tourism Development

The Incredible India marketing campaign launched in 2002 has increased brand awareness for India as a global destination. Despite its outstanding cultural and natural tourism assets, its development in rural areas has been patchy because of shortfalls in infrastructure and service standards. Major steps are underway to address these situations

The 2022-12 Annual Report of the Indian Ministry of Tourism reports that the Ministry has approved 160 tourism projects worth approximately $160 million, mainly in rural areas. The Ministry has given special focus to the development of important destinations and circuit routes through approval of fifty-three mega projects. Mega projects are a mix of cultural, heritage, spiritual and eco-tourism attractions. Priority is also being given to projects involving construction and upkeep of wayside amenities along highways/roads leading to tourist destinations, cleanliness at tourism sites and development of tourism in rural areas.

A study by the Federation of Indian Chambers of Commerce and Industry (FICCI) and Yes Bank identifies the positive influence that the “Incredible India” marketing campaign has had on rural areas. It recommends that there should be increased focus on capacity building in regard to human resources in key rural areas. It suggests programs to address service-oriented needs, citing this as a major reason why Indian tourism falters in some regional areas. It also highlights the need to train entrepreneurs. "Rural entrepreneurs, in recent times, have proved to be the success story of the emerging Indian economy, and provided that a clear direction is given, they can very well champion the cause of sustainable tourism models." The study also recommends conserving tradition and values, besides ensuring infrastructure development.

Several decades ago, China was referred to as “the sleeping giant”. Considering the vast tourism appeal of India I think that in tourism terms, the title aptly applies to India, and particularly many of its rural areas.

Colorado Invites Audiences to “Come to Life”

 

Colorado Tourism Office is taking an interesting approach in its forthcoming television advertising campaign aimed at boosting summer visitation. Instead of focusing on its geographic and iconic features alone, the advertising features the transformative qualities of the state with an invitation to Come to Life. The focus is squarely on the prospective visitor and the emotional rewards of spending time in the outdoors away from their everyday hectic lives. Actually, Colorado is not identified until the end of the 57^th second of the ad.

The emotive film shows how viewers can come to life in lakes, cascading waterfalls and open fields, and prods them to rejuvenate by exploring spectacular mountains.

The campaign is supported by print advertising, a visitor guide and web and social media marketing programs providing critical links to towns and operators throughout the state. It will be interesting to review the results of the advertising and how it translates to increased Summer business for the state’s towns and tourism businesses.

Angels Camp CA Follows a Methodical Brand Development Path

I was recently drawn to an article in CalaverasEnterprise.com showing that the very small community of Angels Camp CA was methodically implementing its brand strategy. I spoke to my friend, Mary Klugherz from Great Destination Strategies who developed the brand concept for Angel’s Camp and was part of the Destination Development International team that developed the city’s brand strategy to gain a better understanding of their plans.

Mary said that the success at Angels Camp boils down to three things:

1.  A supportive city government/staff

2.  A few true brand champions

3.  Consistency and patience

She said, “Angels Camp started with a Brand Advisory Committee created during the brand development phase.  That morphed into a Brand Leadership Team, led by a local resident, who is a tireless champion.  This group has formalized into Destination Angels Camp and the organization was approved at the recent Council meeting.  They took the plan I wrote and have just followed each step slowly and methodically.  They have had the plan since late 2008, so it has been just over 3 years.  This is a great example of how a very small community (pop. 3,800) has taken a plan and followed it, even with limited resources.  They have maintained transparency in all they do and are slowly making progress.”

Mary said that she believes the six key lessons learned in Angels Camp are:

1.  It takes a supportive city government and brand champions

2.  It takes time

3.  It is important to stay the course and follow the plan

4.  It takes time

5.  Continue to follow the plan

6.  It takes time

I’m not sure whether Mary pointed out that you have to religiously follow the plan and that it won’t happen overnight! While Angels Camp has a very distinctive logo, this hasn’t become their fixation and sidetracked them from the critical brand development issues that have to be addressed.  It’s great to see a very small community tackle its brand development in such a comprehensive and methodical manner. There are some lessons here for much larger places.

Thailand Brands Second-Tier Provinces

The Nation (Thailand) reports that Thailand has commenced a very interesting tourism development and place branding program. The Tourism Council of Thailand and the Office of Small and Medium Enterprises Promotion are collaborating to promote the country’s second-tier provinces by dividing them into clusters and creating brand identities for each regional group. Their objective is to strengthen provincial tourism, which is comprised mainly of small and medium-sized enterprises.

The plan recommends forming nine clusters, covering 52 provinces. They are Central region, west coast, east coast, Andaman in the South region, Gulf of Thailand in the South region, upper North region, lower North region, upper Northeast region, and lower Northeast region.

The challenge for them is to ensure that these destination branding strategies are not predominantly top-down. Their long term sustainability is going to be determined by how each brand is understood, supported and used as the catalysts for tourism development at a grassroots level. For too many state and federally mandated brands around the world soon run out of steam if they are not developed in a consultative and collaborative way with locals.

Disney/Pixar in Cooperative Marketing Link with VisitScotland

A global marketing campaign promoting Scottish tourism will be based around the launch of Disney/Pixar's forthcoming animated film, Brave to be released in August.  The film is set in the Scottish Highlands and features the voices of Scottish personalities Billy Connolly and Craig Ferguson. VisitScotland will invest £7m in the campaign which will be its biggest yet, and the first time that Disney has linked up with a country's tourism organization on such a large scale.

VisitScotland chairman Mike Cantlay told the BBC,"This is an incredible opportunity to extend the reach of VisitScotland's marketing activity across the world. This film will be shown in more than 70 countries and will give us the opportunity to convert cinema goers into visitors in the biggest campaign VisitScotland has ever launched.”

While many destinations have benefited from being the setting for movies, the majority of places leave it to the movie alone to convey the attractiveness of it as a tourism destination. Another option is to leverage the short-lived opportunity presented by the publicity for the initial cinema and video releases of the movie. One of the best examples of this integration that I have seen in recent years was the global integrated marketing campaign launched by Tourism Australia in conjunction with The Movie Australia.    VisitScotland would be well advised to take a leaf from Tourism Australia’s marketing plan. 

An Irish Boost for a Visitor Information Center

At a time when destination management organizations (DMO) worldwide are evaluating the role of their visitor information centers (VIC), I was surprised to see in the Irish Examiner that a VIC in Ireland is looking to double its visitation. 

It seems that the The Tullamore Dew Heritage Centre in Tullamore is to be redeveloped with the aim of doubling its annual visitor numbers to 40,000. I then discovered that it was to be developed in a once bonded warehouse for Tullamore Dew whiskey. Tullamore Dew is currently the second largest Irish whiskey brand in the world, selling more than 8.5m bottles annually.

Visitor information centers work best when they are located in precincts that directly link them to the community’s key experiences. Could it be that their strategy to double visitor numbers is linked to free samples of Tullamore Dew?

Connecticut Develops a New Brand Strategy, Quickly

Connecticut is one of those states that people think they know, but have extreme difficulty in naming what to do there as a visitor. Beyond some brand associations such as financial and insurance companies, rich people and Yale University, not much comes to mind for many people. I have always seen it as a place with a fascinating history, idyllic small towns and certainly part of the New England experience.  It’s good to see that after several years of virtually no tourism marketing, the government is now investing in tourism again.

The Day.com reports that the first actions are establishing a brand strategy for the state and identify its strongest positioning. Randy Fiveash, director of the Connecticut Office of Tourism , said “The branding initiative, which normally would be an eight- to nine-month process, has been condensed to a three to four month period in order to hit the ground running with a state tourism campaign this Spring.”

It’s great to see the state recommence its tourism marketing programs by re-evaluating its brand positioning and platform. This is being done through local consultation and perceptions research in external markets. My concern is that three or four months is insufficient time to develop a genuine destination brand strategy for a place as complex as a state and will only result in little more than a tagline and theme for an advertising campaign created in a rush for a launch in the Spring. If so, let's hope they are looking to complete the strategy after the ads are released.

England's North East Tourism Secures Its Brand Equity

Well-developed place brand strategies can falter for a wide variety of reasons.  Some of the most common pitfalls can relate to a lack of funds for consistent implementation or changes to the structure and emphasis of the lead organization.

An interesting situation has been resolved in North East England, where their successful destination branding strategy was under threat because the lead organization One North East is due to close in March due to government cuts. The Passionate People Passionate Places campaign was launched in 2005 by One North East. The region’s tourism industry was very loyal to the brand and recognized its value to business i.e. its brand equity. Importantly, they didn’t want to contemplate life without the brand.

BBC reports that the Passionate People Passionate Places intellectual property and brand elements have been purchased by NewcastleGateshead Initiative on behalf of their tourism partners across the North East for £2,500.  It’s good to see that the region can capitalize on its hard-earned brand equity and ensure that it continues to deliver for them.  This highlights our conistent point that a destination brand is not owned by the DMO but its stakeholders and residents.

What About Main Street, Mr. President?

I just read that President Obama will be visiting Disney World in Florida today to announce an important tourism strategy. For me, this is good and not so good news. Firstly, I think that it is terrific that he is recognizing tourism and seems to be giving it more than just lip service. On the other hand, I just wish that he wasn’t doing it at Disney World.  Don’t get me wrong. I think that Disney World is great. I was there with my family over the Christmas break and we had a great time.

If we look at tourism using the principles of the “Occupy Movement” (in a nice way), then Disney World is definitely in the 1%.  One of the perennial problems that the tourism industry must combat is a fundamental lack of understanding of what it’s about. For the residents of so many small cities, their first thought when you mention “tourism” is of a Disney theme park and not the potential benefits to their own community.

The reality is that tourism is increasingly important to small communities across the country as an efficient generator of income and jobs.  So from my selfish perspective, I would have liked the President to have made the announcement in one of America’s fabulous Main Streets to bring attention to tourism's contribution to small communities. But I guess that wouldn’t generate the attention (or controversy) of a visit to a Disney theme park! And Main Street in the Magic Kingdom doesn't count!

Scotland Launches Year of Culture Advertising Campaign

VisitScotland has launched a new television ad to mark the start of a year-long celebration of the nation’s culture and creativity. The video, voiced by television historian Neil Oliver, is part of VisitScotland’s Surprise Yourself campaign which the organization said generated additional tourism income of £90 million for the Scottish economy last year.

The ad features everything from fireworks at the Edinburgh International Festival to a Northern Lights display, a performance of Macbeth and a Robert Burns storytelling session. And not a set of bagpipes or kilt in sight!

Is Tourism’s Huge Impact Going Unnoticed?

My colleague Peggy Bendel sent me an interesting article by Rob Gialloreto, president and CEO of Tourism Victoria, in which he makes the case for more action and investment in tourism. While he makes the case in Canada, the same could be argued in many other countries. He states, “Recent research shows the 2010 travel and tourism impact in Greater Victoria at $1.89 billion – in a weak tourism year. But reports like this, while valuable, don't tell the whole story”.

“In today's tough political climate, many different sectors in B.C. continue to put forward remarkable economic impact numbers which, if ever combined, would likely triple our provincial gross domestic product - on paper, at least” Gialloreto adds.

The positive impact of tourism on the economy during these tough economic times has also been highlighted in reports by the U.S. Travel Association.  But as Gialloreto says, “Public funding for tourism continues to plummet even though the return on investment includes things like job creation, support for small business, and stimulation of foreign spending. Tourism continues to be what it has been for years - a vital economic driver that needs support, understanding and, most importantly, action”.

Image: Chemainus B.C. Canada

Why Should Museums be Stuck in Cities?

Holly Finn asks this provocative question in her article in the New York Times. Her inspiration for the question is the $1.2 billion Crystal Bridges Museum of American Art opening this week in Bentonville, Arkansas. Funded by the Walton Family Foundation and stocked by Alice Walton, daughter of Wal-Mart's founder. The place is heaving with works by artists from John Singer Sargent to John Baldessari.

No doubt the Crystal Bridges Museum of American Art will be a great boost for Bentonville tourism. There are many examples around the world of outstanding museums being built in rural areas.  There are however, not so many examples of $1.2 billion museums being built in these locations. The legacy of projects like this can be game-changers for small cities when it comes to their identity and economic diversity and well-being.

Alberta Launches Stunning Brand Advertising Campaign

 Differentiated and compelling experiences and emotional connections are the hallmarks of strong destination brands. The brand advertising campaign recently launched by Travel Alberta displays these hot buttons in excellent fashion. Travel Alberta unveiled several visually stunning and emotive television spots that are full of the usual icons - mountains, horses, cowboys and skiers –but they were filmed and paced to allow viewers to share in the emotion of the experience. Some stunning work and the tagline, "remember to breathe" is so appropriate.

Alberta’s new tourism brand is the result of an 18-month process which included consultation with industry stakeholders representing all regions of the province as well as opinion research with frequent travelers in Alberta’s target tourism markets in Canada, the United States, Europe and Asia/Pacific.

Though Travel Alberta has had logos, slogans and brand promises before, this is its first overall tourism brand, said CEO Bruce Okabe. “And not having a brand in this competitive market is like going into a street fight with one arm tied behind your back.” I couldn’t agree more. However, it’s one thing to have a brand strategy; it’s another thing altogether to execute it brilliantly! Mind you, it does help when you have a place as stunning as Alberta.

Opportunities for Rwanda and Uganda to Turn the Page on Negatives

The New Times reports that the Rwandan tourism industry is looking toward the release of the country’s first brand strategy in 2012. It is anticipated that the brand will be the very much centered on the opportunities to observe gorillas in the wild.

The strategy is going to be important to engage small communities throughout the country and will provide opportunities for them to expand the services and quality of experiences offered by local tour operators and hotels. Kabera Callixte the Rector of Rwanda Tourism University College, said that institutions have embarked on training professional and skilled personnel to address the issues of poor customer care and inadequate service delivery. He added, “there is the need to train more people to handle customers, especially providing basic skills to supervisors and customer care staff,” he said.

Rwanda’s tourism officials would be well advised to learn from the experience of Uganda where the country’s image is still shaped by Idi Amin, the devastation of HIV Aids, war, and corruption rather than it being the land of the Nile or the land of the Mountain Gorillas, or as the Pearl of Africa as Winston Churchill referred to it. Despite having many very positive tourism credentials, Uganda has not adopted an approach to overcome its negatives. As a result the country has underperformed in international tourism and the benefits it can bring to local communities.

I hope that Rwanda and Uganda can both develop brand strategies, then systematically and consistently implement them.  Otherwise, the images of both of these beautiful countries will continue to be dominated by perceptions of the negative aspects of their past.

How the Past Five Years Really Have Changed Travel Marketing Forever

No doubt many of you can tell stories about when you started your career and there were no fax machines, personal computers or websites to aid your marketing. The travel and tourism industries have expanded massively over the past thirty years aided by technological innovations that have introduced new and more efficient communication channels at an amazing rate.

When we try to recall the changes that have taken place in travel and tourism marketing we might like to consider a span of ten or twenty years. An excellent article on the UK website, Travolution points out the dizzying changes that have occurred during just the past five years. It’s a very interesting recap of where we are today and provides a hint of where we may be heading.

There was a time when we spoke of the new digital frontier. Now there seems to be new frontiers within the frontiers! Exciting times!

Tourism Without Business is Merely Traffic

The provocative title of the recent American Indian Alaskan Native Tourism Association’s (AINTA) 13th annual conference caught my attention. Indian Country Media Network reports that speakers at the conference issued a call to action for Indian Nations to become an economic force in tourism. The title of the conference, “Tourism Without Business is Merely Traffic” could be a call to action for many places because many have a focus on mearly numbers of visitors and room nights, and not always on the added value that tourism can deliver.

Ed Hall, AIANTA founder and tourism specialist with the Bureau of Indian Affairs, told conference delegates, “When you’re just starting out, you want to be competitive. But if you’re a true leader, it’s not good enough to just be competitive - you need to be out front, blaze the trail, raise the bar high and set the pace. We’re tired of being spoken to rather than spoken with, and sovereignty is the key.” He added, “Authenticity draws travelers to Indian Country and gives us an invitation to tell our story through tourism. That story defines you, protects your rights, reinforces your sovereignty, and brings you tourists and jobs.”

Central to the message was the need for Nations to be proactive and innovative in tourism and not simply leave their tourism destiny in the hands of others. For a very long time, I have believed that one of the most under-developed aspects of tourism in the USA is the opportunity to encounter authentic cultural experiences with Native Americans. Hopefully this conference marks an important step in activating their true potential as a compelling element of the American experience for international (and hopefully domestic) tourists.

Evansville IN Debates the Benefits of a Clean-up

We rarely work in a community that does not proclaim that it has the greatest lifestyle and quality of life – possibly on the planet. These people have a pride in their community and frequently consider it the only place to live no matter where it is located, whether in the mountains, forests, deserts, farmlands or on the coast.

Many times the reality of these places does not quite match the image that many locals would like to see projected to outside audiences. But there is no denying the great pride that they have in their community.

This week I noticed an interesting debate taking place in Evansville, IN where the residents seem to be split over the benefits that being a clean, tidy and welcoming community can bring for business relocation and tourism.  Despite the best efforts of many local organizations, there remains a level of apathy among some residents, businesses and even among some government representatives toward litter, smoking bans and beautification.

Anne Ennis, president and executive director of Keep Evansville Beautiful, said her office gave residents a chance to pitch in by placing cigarette urns along Main Street. Ennis said that some residents responded by simply flicking their butts on the side of the urns. "It almost like they were doing it to spite what we were trying to do," she said.

Ennis said despite some of the sights that may shock newcomers, they should know there is a movement of people in the community trying to improve life here. But they still are saddled by other "pockets of persons, businesses or government who don't see that as a priority."

The underlying challenge for Evansville is that no matter how effective their branding and marketing efforts are, they will not deliver optimal results until its quality of life and beautification elements are at least on a par with competitor communities. It seems as though success for Anne and her team should be the number one priority if the city is serious about competing with other places for new businesses, visitors and entrepreneurs - and their families.

Oktoberfests Thrive Across America

There was a time when Oktoberfest, a seventeen day celebration of beer, bratwurst, music and dancing was pretty much confined to Munich, Germany.  This very popular event is celebrated every Fall from approximately mid-September until early October. It's easy to believe that Oktoberfest is probably the most popular custom after the Christmas tree that Germany has exported to the world.  

This week I see that Oktoberfest is being replicated in communities around the USA (and the world) but an article in the Washington Post caught my attention because it highlighted the ten best Oktoberfests in just the Washington DC area.   A wider search revealed that there are probably hundreds of Octoberfest held across the USA.  I guess it’s easy to understand when you consider that German-Americans are one of the country's largest self-reported ancestral groups – and they love a beer.

A newcomer to the field is Cedar Falls, Iowa which usually markets itself as a traditional Danish town, but this year the town is celebrating its first Oktoberfest.   "We have everything from a 15-piece German band to inflatable jumpers and face painting in our family fun zone," said Mary Williams, one of the event organizers.

Given all of the copycats around the world Munich still attracts six million people.  But I guess they've got a winning formula – the last of the good weather, food, music, dancing and plenty of beer!

New California TV Ads Focus on Rural Destinations

Close on the heels of Las Vegas launching its latest television advertising campaign, California has followed suit with a campaign that highlights the state’s beautiful rural destinations. The ad can be found here.

Caroline Beteta, Visit California president and chief executive officer, said “Our new campaign highlights California’s experience-rich and visually stunning rural areas which are eager to roll out the red carpet for visitors. It’s a great compliment to our past campaigns which feature iconic California urban destinations and celebrities.”

Launched nation-wide, the new TV spot showcases the broad range of experiences available throughout the state, from Humboldt County in the north to Palm Springs in the south; hot air balloon above the vineyards of Southern California’s Temecula Valley, surf the perfect wave at Morro Bay on the central California coast or cast a line in Shasta Cascade’s Fall River.

This campaign creates a great opportunity for rural communities to gain entry into new markets by leveraging their cooperative participation with Visit California. The challenge for these small communities is to deliver outstanding visitor experiences and address the leakages in visitor spending in their communities. This is another example of how the State tourism funding model in California is paying statewide dividends.

Surprising Best Place Winners, But New Orleans Rules!

OK, I know we shouldn’t take many of these reader surveys too seriously that are designed to identify the best places. But I must confess that a few have caught my attention lately. I see that Stonehenge (England) has been voted the world's must-see destination in Intel's Seven Visual Wonders of the World Poll.

I then noticed that one-third of Outside Magazine readers had voted Chattanooga TN the "best town ever" in the magazine's contest to determine the nation's foremost outdoors destination. To add a contrarian note, the author of the article wrote, "It's not easy twisting your head around the idea of Outside's Best Town being in a place with a history of monstrous industrial abuse ... ubiquitous evangelical dogma, and a reputation for red-state conservatism." But at least he added that he had a blast there and will return.

The viewers of the television show Good Morning America voted Sleeping Bear Dunes National Lakeshore, in the northwest corner of Michigan, as the most Beautiful Place in America. I’m sure that one sent many scurrying for their atlases.

One that I do take very seriously is a survey of Travel & Leisure readers who voted New Orleans as America’s Best City for Foodies. I am working in Louisiana this week and with New Orleans a short drive away, I might have to satisfy my love of Cajun and creole cuisine. I also have to make sure that the Travel & Leisure readers are correct. If I don’t check on them, who will?

The World’s Warming and Changing Wine Regions

In recent decades we have seen a boom in wine producing regions worldwide. However, we may see even more dramatic and unexpected changes to the world wine regions map over the coming decades. For instance, the BBC reports that the Napa Valley’s premium wine production could be cut in half over the next 30 years. A recent study by Stanford University predicts that the world’s warming climate could render 50% of the land currently used to grow pinot noir, chardonnay and cabernet sauvignon grapes unsuitable. There are similar negative predictions for wine regions around the world.

In Italy, a Florence University study found that climate change will result in increased temperatures and increased rain intensity, which could damage the production of many popular wines. In Australia, drought attributed to climate change has already affected wine production.

On the other hand, in some countries such as England and cool, coastal and high desert regions in the USA wine production is being aided by the climate changes. Production is also expected to increase in Tasmania (Australia) and in Chile and Argentina where they are are expecting improved grape growing conditions.

It seems certain that the world’s wine region maps will be redrawn and the vast tourism infrastructure in these regions will need to adapt to the changes that will take place in demand.

Jamaica Takes the Right Steps in Community-based Tourism

The Jamaican tourism ministry and the Jamaica Social Investment Fund (JSIF) have signed an agreement for the development of a tourism policy and strategy to aid disadvantaged communities and initiate new product developments. The agreement is being activated with funding from a US$15 million World Bank loan.

Tourism Minister Edmund Bartlett said the policy will address the disadvantaged position of some communities in regard to tourism and involve local people in the planning of tourism activities. The development of community-based tourism, according to Bartlett, will greatly benefit the wider economy. "What this means is that more of our tourism earnings will be retained locally and more Jamaicans will be able to 'cash-in' on the economic activity tourism generates," said Bartlett. “The successful growth of community tourism would play a vital role in fuelling the development of rural Jamaica, while alleviating poverty. This will ultimately generate increased tax revenues and boost cultural understanding among visitors and locals alike," the minister added.

I think that the minister got it right when he said, “the key to further growth is through the diversification of our tourism products which will ensure that Jamaica remains competitive and distinguishes itself from rival destinations”. Too many destinations are sitting back on their laurels and not investing in innovative new products and experiences at a time when consumers are becoming more discerning and “have been there and done that”! Product development, particularly involving small businesses, is the key to generating economic well-being for local communities.

A Humungous Crocodile – The Latest Tourist Trap?

Small towns around the world have erected gigantic versions of what they consider to be their town’s claim to fame - Big Bananas, Big Sheep, Big Guitars, Big Cows and tons of other “Big” things. Sunstar reports that the villagers and veteran croc hunters in Bunawan in the Philippines have captured a 20-foot, 2,365 pound saltwater crocodile after a three-week hunt along a creek in the town. It is one of the largest ever crocs caught anywhere in the world.

The local council is planning to build a nature park to accommodate the new resident with hopes to attract visitors to the town. Just in time to dampen the enthusiasm of locals celebrating the capture of this monster, wildlife authorities announced that there is a new search underway for what they believe may be an even larger crocodile. Meanwhile, wildlife activists are urging Philippine authorities to release the captured giant croc, but the mayor has refused, saying it poses a threat to residents – and tourists, might I add. This thing about using “Big Things” as tourist attractions can really get out of hand when, like the Arms Race, it becomes a competition to get a bigger or better one!

Somerset’s East Coker Ponders a Double-edged Sword

Combining the power and celebrity of famous authors, famous literature and the credibility of a UNESCO’s World Heritage Site listing can elevate a destination to a whole  new level of attention and status. The little English village of East Coker in Somerset has become the unlikely battleground where poets, academics and residents have launched a campaign to add the village beloved by T.S. Eliot to the UNESCO list. The plan is to stop developers proceeding with a planned development of 3,700 homes.

Eliot celebrates East Coker in his Four Quartets series and is also his final resting place. A plaque in the church bears the opening line of his East Coker poem: "In my beginning is my end."

Fans of T.S. Eliot have travelled to East Coker from around the world to experience the place that inspired him. As well as the Eliot connection, the village is notable for its sunken lanes, a medieval dancing circle, as well as Roman remains.

The council leader, Ric Pallister said, "Heritage is an important element of the appeal of South Somerset and we are proud of our history and the people who have played a major part in this country in the past. It is very definitely not in our interests to destroy any of the significant cultural history of East Coker or its setting, which played such an important part in the life of T.S. Eliot." The plans will be discussed by South Somerset Council later this year.

My concern is that by escaping the new housing development they might be opening themselves up to an even stronger force in the form of the UNESCO listing which will increase the awareness and reputation of East Coker as a great place to visit – and introduce the crowds and a different sort of development they were hoping to avoid.

Native American Arts Festival Goes to the Heart of the Santa Fe Brand

One of America’s most organic and distinctive brands belongs to Santa Fe, NM.  This fascinating city was originally established by a number of Pueblo Indian villages with founding dates between 1050 to 1150. Today it honors its Native American heritage, arts, architecture and culture, as well as presenting outstanding adventure activities in the surrounding mountains and desert.

Last weekend, Santa Fe celebrated the 90th annual  Indian Market. “The event usually draws about 100,000 visitors to Santa Fe's main square, including collectors, gallery owners, buyers and browsers from around the world,” said Mark Trujillo, Indian Tourism program director for New Mexico. The event was first established in 1922 by the Museum of New Mexico as part of the Santa Fe Fiesta celebration. Styles of artwork now include jewelry, pottery, sculpture, baskets, paintings, Kachinas, beadwork and more. The Market is one of Santa Fe's most profitable weekends generating up to $100 million for the local economy.

The emphasis is on quality and authenticity, according to Association officials citing its mission of bringing "Native arts to the world by inspiring artistic excellence, fostering education, and creating meaningful partnerships."

It’s hard to think of a destination where the art created by its long term residents plays such an integral part in delivering on its brand promise.

Newcastle Australia Finally Starts Telling Its Fascinating Story

All successful city and destination brands effectively convey the compelling stories that underpin their brand identity. Storytelling is one of the means to make strong emotional connections and deliver outstanding brand experiences for visitors and residents. Some of the ways that storytelling can be conducted are through personal guides, displays, exhibits, events, interpretation, entertainment and myriad hands-on techniques. Many of these can be found in museums.

My home city of Newcastle, Australia was first settled as a penal colony around 1800 and has a fascinating history with stories of the Aboriginals who flourished in the area, and the city’s colorful maritime, military and industrial heritage. Despite this rich past, the city had not completely joined the dots to tell its story for both visitors and residents. That changed this week with the opening of the much awaited Newcastle Museum.

The AU $ 23.5million development is the most significant project the City of Newcastle has undertaken in recent years and they are to be commended for tackling the project in such tough economic times. The new museum will showcase a wide range of cultural, educational and entertainment programs, as well as house both permanent and temporary exhibitions. Two of the most popular are sure to be the interactive Supernova and Fire and Earth.

In Fire and Earth, visitors with discover the hot and heavy industrial heart of the region's two major industries, coal mining and steelmaking. Visitors can put on a hard hat and experience first-hand the heat, danger and hard work of coal mining and steel production. Interestingly, they are not only telling the story of industry, but also the story of immigration, religion, resilience and family that shaped the city.

Newcastle has a great story to tell and I look forward to checking out how well they are telling it next time I’m in town. In the meantime, congratulations to Gavin Fry and his team for realizing their dream.

Harry Potter Leaves Legacy for Tourism Throughout Britain

There is little doubt that the seven Harry Potter books and eight films are going to influence the travel plans of Potterphiles for decades and generations to come. Locations featured in the films are sprinkled throughout Britain and Visit Britain has actively promoted key sites over the past ten years. Harry Potter film locations around London are very popular with visitors. Additionally, small towns and villages have tried to capitalize on the phenomenon.

In a small Welsh community, the debate about how to capitalize on the release of the final Harry Potter movie, Harry Potter and the Deathly Hallows - Part 2 continues. Armand Watts, a member of Monmouthshire County Council who represents Harry Potter author JK Rowling’s home town of Chepstow, said, “I’m sure more could be done to make the most of our connection with the films." This follows previous attempts to name the county, “Harry Potter Country” which have been blocked for copyright reasons.

Meanwhile, CNN writer Nicol Nicolson, a self-confessed Potterphile, presents his five favorite Scottish Harry Potter locations. No doubt Harry Potter will be influencing the travel plans of 'muggles' for generations to come.