What is the purpose of place branding in tourism?

The purpose of place branding in tourism is to promote a destination’s unique characteristics. Effective place branding highlights what makes a location distinct and appealing, comprising its culture, history, attractions, and overall experience it offers to visitors. This branding helps differentiate the destination from others, drawing potential tourists by showcasing its specific features and benefits that resonate with target audiences.

By focusing on a destination's unique attributes, place branding can enhance its overall image, making it more memorable and attractive. It can incorporate elements such as local cuisine, natural landscapes, historical landmarks, and cultural events, which collectively create a narrative that communicates the essence of the destination to prospective travelers.

In contrast, eliminating competition, standardizing pricing, or solely targeting international business travelers are not the primary goals of place branding. Instead, those actions may relate to broader marketing strategies or economic considerations that do not necessarily emphasize the unique identity and appeal of the destination itself.