Strategic Branding in Tourism

Build a brand strategy that cuts through global competition and elevates your impact in the fast-changing travel industry.

Strategic Branding in Tourism is a practical guide for mid to senior career marketers, travel and hospitality marketing professionals who want to develop distinctive brands, strengthen professional credibility and apply proven frameworks that drive measurable growth. As traveller expectations evolve and global markets expand, this book shows how to implement brand principles that optimize positioning, storytelling and partnerships at scale.

Written by industry expert Jamie-Lee Abtar, the book takes you behind the scenes of successful brand transformations and demonstrates how leading travel companies adapt to shifting consumer needs. Through detailed chapters, real-world examples and actionable tools, you'll learn how to apply strategic models that support stronger decision making and long-term brand performance.

You'll learn how to:
- Apply brand strategy frameworks to sharpen positioning and audience relevance
- Develop authentic storytelling that builds trust and emotional connection
- Implement partnership strategies to expand reach and increase brand value
- Optimize your brand for diverse global travellers and emerging market trends
- Use real-world examples to strengthen your expertise and advance your career

With insights from brands including Airbnb, Expedia and Intrepid Travel, this book helps you craft a compelling value proposition and implement a brand strategy that performs in a competitive and rapidly evolving tourism landscape.

Themes include: brand strategy, tourism marketing, storytelling, global consumer trends, partnership development, differentiation frameworks