brandchannel.com has a very relevant article on a topic that has long occupied the minds of people responsible to market the United States as a travel destination abroad. It explains at length how a country’s image is formed over a long period time and ultimately forms the brand. I recall Bill Geist in a recent post talking about how too many people still misunderstand that a brand goes far beyond a nice logo and tag line. I couldn’t agree more and this article supports this very effectively.
Unless the U.S. overall country image abroad becomes more attractive, America as a travel destination will face steep hurdles to overcome. Not every country’s political image has a significant impact on its position as a travel destination but in the case of the United States that is unfortunately seems to be case and the political image has certainly taken a beating in the past few years in the majority of the U.S. source markets.