Tourism destination re-positioning and strategies

Abstract

Competition among tourism destinations continues apace with their ability to be truly distinctive in the marketplace ever more difficult as so many now seek to position themselves as great places to visit, as well as great places to live, work and study. This chapter analyzes the issues concerning strategic positioning in tourism destinations and the need for destinations to re-position themselves when change takes place in their macro and micro-environments. Following an overview of the many generic challenges facing the marketing, branding and positioning of destinations, including the highly complex and turbulent macro environment and the ever-increasingly competitive micro environment, the chapter explores the opportunities and challenges faced by destinations seeking to re-position themselves in the marketplace. In the face of much stiffer competition, a changing and more turbulent world order, and major innovations in tourism products, services and experiences, it is clear that all destinations have a challenging future ahead. Following a comparison of the positioning and re-positioning of two major destinations in the US, namely Orlando and Las Vegas, the chapter concludes by providing the reader with some projections for the future positioning and re-positioning of destinations.