THE ART OF DESTINATION MAKING

Summary from the TLDR Marketing newsletter

Branding a place into a global destination requires a clear identity, accessible infrastructure, and consistent buzz. Iceland and Banff succeeded by defining unique icons, improving access, and creating shareable moments that drove global attention. Iceland tripled its annual tourism within a decade after launching its “Inspired by Iceland” campaign and expanding airline stopover programs, while Banff became Canada's most visited national park through strategic marketing and infrastructure investment. Saudi Arabia's $800 billion plan covers buzz and infrastructure but lacks a defining icon or promise, which could limit its ability to stand out among destinations like Dubai and Las Vegas.