Back to Contents
2015 UNWTO & WTM Ministers’ Summit
Destination Branding: New challenges in a changing market
Bringing together tourism ministers and leading tourism experts for the 9th year, the 2015 UNWTO & WTM Ministers’ Summit, held on Tuesday in the Global Stage area at WTM London, put the spotlight on destination branding and how it has become an increasingly complex challenge.
Expertly moderated by CNN journalist,
Richard Quest, ministers and private sector leaders from around the world discussed destination branding, focusing on subjects such as what makes a successful destination brand in today’s globalised media landscape, the links between nation branding and destination branding, the role of social media and consumers’ engagement in destination branding and the changing role of DMOs. Representatives from across the globe contributed to the discussion so thanks must go to everyone who participated including ministers from the UK, Bulgaria, Costa Rica, Croatia, Jordan, Malta, Peru, Qatar, Slovakia, Malaysia, China, Thailand, South Africa and Zimbabwe plus leading industry experts from Eurostar International, Melia Hotels International, World Travel & Tourism Council (WTTC), Expedia, Google and Facebook. Taleb Rifai, Secretary-General, World
Tourism Organization (UNWTO) welcomed visitors to the summit, which was further enriched by the participation of more than 150 ministers, aides and key tourism
28 Register your interest for WTM London 2016
professionals who attended the event. “The rise of the new technologies, coupled with the global economic downturn, has brought a paradigm shift as power moves from governments to citizens and from companies to consumers. This change is having a huge impact in the tourism sector and both destinations and companies need to adjust to new challenges,” said Taleb Rifai.
Simon Press, WTM London, Senior
Director, said: “The summit is a key fixture in the calendar for ministers and the private sector to debate the key issues facing the industry. Destination branding is becoming even more complex challenge as consumers empowered
by new business models such as the sharing economy and social media have an impact on a destination’s brand and reputation. I am delighted WTM is again able to facilitate such an important conversation.”
WTM MINISTERIAL DINNER The stunning Banking Hall played host to the exclusive, invite-only WTM Ministerial Dinner this year which welcomed tourism ministers and senior aides from around the world.
In association with UNWTO and sponsored by the Travel Channel
WATCH THE FULL SUMMIT HERE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73