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Destination branding

Track chairs: Professor Nigel Morgan, University of Swansea

The visitor economy drives entrepreneurship, regeneration, economic and social inclusion and sustainable growth. It embraces all the intangible elements constituting a high-quality ‘place’ for visitors and residents and as such, the management of destinations shapes local identity, drives economic success, attracts investment and talent and manages innovation and change. To create a successful visitor economy, it is vital to manage its components in a destination brand strategy, which gives shape and voice to ambition, improves perceptions and promises what can be delivered. This theme includes the following topics:

  • Sense of place and place-making
  • Popular culture and brand strategy development
  • Engaging and managing destination stakeholders
  • Innovative solutions to delivering marketing value and impact
  • Story-telling and destination brand communications
  • DMO governance, leadership, performance and accountability
  • Managing welcoming, accessible and safe places
  • Marketing and managing destinations in the digital realm

Papers are invited on these topics as well as broadly on destination management, marketing and innovation.  

Call for papers

  • Deadline for abstract submission: 30 June 2017
  • Confirmation of acceptance: 30 June 2017
  • Last date for early bird registration: 14 July 2017
  • Deadline for registration: 18 Aug 2017

Please submit email abstracts to: