What is Destination Marketing?
“A destination is a place where people want to be.” The
market in destinations of all levels is becoming increasingly
competitive but there has been a standardisation
of classification. Cities are the new destination
brands; they are becoming the “attack brands” for countries and
regions. Cities that organise the promotion of their assets
in a compelling and coherent way will be the winners of
tomorrow. Edinburgh needs to exploit the powerful assets it
has across the visit, invest, live & study themes and to
differentiate itself from its competitor set. View
the April 2009 research report on Edinburgh from The
Communciations Group [opens in a new window].
Edinburgh is a key driver of the Scottish economy, a centre for
innovation and the commercialisation of intellectual capital. The
City Region is strong in five of the Scottish Government's key
growth industries/ sectors Finance, Life Sciences (science and
technology), Tourism, Digital Media (Creative Industries) and Food
and Drink – Edinburgh's success will ensure Scotland's success.
The destination challenge for Edinburgh is to join together
its assets to form a compelling proposition to consumers
(those who are looking to visit, invest, live & study in the
city) - establishing a new partnership approach reflecting the
Scottish Government's approach to new ways of working by the public
sector at a local and national level, and with the private
sector.
