Brand is one of the most misunderstood concepts in tourism. It’s often reduced to a logo, colours, or a tagline. But in reality, brand is how your business shows up — everywhere.

In tourism, your competitors are not always who you think they are. Too often, businesses only look at nearby operators or compare prices online. But your real competition is whatever your ideal customer might choose instead. In this week’s tourism insight, I look at why understanding your direct and broader competitive set is critical to stronger positioning, clearer pricing, better experience design and a more distinctive brand.

This week’s insight goes right back to basics. After 20 years in tourism, I’ve found that it's applying the fundamentals properly, consistently and with discipline that underpin successful businesses. And few marketing fundamentals matter more than your website.

The science and art of pricing strategy has become a critical element of success in tourism, but competing on price alone is one of the fastest ways to the bottom.

One of the most common and costly mistakes in tourism is starting with the idea, not the customer. The old saying goes, drinking your own Kool-Aid. Over 20 years, I’ve seen projects struggle, not because the idea was weak, but because the market wasn’t clearly defined and engaged through original research, a process of feedback, and ultimately co-design.

The best tourism experiences don’t start with what they are. They start with why they exist. Because people don’t travel for facilities. They travel for connection, emotion, and story.

This year marks 20 years of Evolve Tourism — a journey I feel incredibly privileged to have experienced. When I started, I couldn’t have imagined how fulfilling and rewarding it would become. To mark this milestone — and reflect on more than 100 projects — over the next 20 weeks I’ll share 20 lessons I’ve seen consistently make a difference in tourism businesses and destinations.

Ten principles from Cadbury Expeirence that can be applied to tourism attractions, cultural institutions, hospitality venues, and destinations everywhere.

Instagram Threads for Tourism Businesses

Innovation is the lifeblood of our tourism industry, a sector that thrives on creativity, personal experiences, and staying one step...

As we bid farewell to 2023, the team at Evolve Tourism takes a reflective pause, contemplating the transformative journey that has woven...

Developing a comprehensive brand strategy is crucial for a tourism operator looking to differentiate itself in a competitive market.

In this blog, I will share the top 10 tips for preparing a successful heritage tourism strategy and activation plan.

Integrating ChatGPT into tourism and hospitality businesses can enhance customer interactions, improve user experience, and provide...

Tourism plays a significant role in shaping economies and fostering community development worldwide. In the vast and diverse landscape of...

Tasmania, the mesmerizing island state of Australia, is a destination that holds a special place in the hearts of travelers seeking...

In recent years, the global tourism industry has witnessed the rise of a pressing concern: over-tourism. As destinations become...

In today's technologically advanced world, the tourism industry is constantly seeking innovative ways to engage and captivate visitors....

The year is 2023. The year where the world of travel creeps towards a new normal. In this article I have researched 10 articles from...

Brand Archetypes for Tourism by David Inches, Director of Evolve Tourism