A clear example: lengthy and complicated procedures for adopting municipal spatial plans just to set up proper parking spaces near a tourist attraction. Years of discussions (not to say arguments) between a few municipalities to arrange a few dozen kilometers of cycling paths. Sounds familiar?

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Before we even talk about branding, it seems crucial to have a consensus on what our goal is and where we want to be in 5, 10, 20 years. Tourism is so much more than just a single attraction; it requires proper infrastructure and a well-rounded offer—everything from accommodations to dining and beyond. Are we going for mass tourism or green, eco, boutique tourism? Do we want to attract athletes? What do we offer to business visitors? What do different types of guests want and need?

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Before the creative agency receives the brief, the foundation must be laid. Strategic direction, knowing what we want. Involvement of all stakeholders and alignment of national, regional, and local goals with the offer. For example, if we want to target hikers or cyclists, it’s not enough to have an interesting and well-maintained hiking or cycling path. Other infrastructure is also important—suitable starting points with parking, restaurants and restrooms along the route, and accommodations with secure bike storage and laundry facilities. A cute logo and an appealing ad won’t make tourists excited about Slovenia. What will impress them is beautiful nature, friendly people, good organization in every possible aspect, cleanliness, accessibility... These are the reasons why tourists will return and recommend the visit to their family, friends, and acquaintances.

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Are we going for mass tourism or green, eco, boutique tourism? Do we want to target athletes? What do we offer to business travelers? What do different types of guests want and need?

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To directly answer the editor’s question, “How can a tourist destination blend excellently with other brands in the local area? Is this an opportunity for joint collaboration between brands from different industries within the same local environment where the tourist brand comes from, based on the B2B principle?” Not only is this an opportunity, it’s a necessity. And strategic communication, managing relationships (and interests) among various stakeholders, is definitely key here. If nothing else, at least a quality strategic communication plan with stakeholders—ideally, everyone involved would be running in the same direction, but for that, they need to know where the finish line is. Perhaps service providers need to better understand what kind of guests we want and what these guests desire and need? Maybe financial incentives for providers are needed or just better information. Connectivity and collaboration are important, and cross-promotion can benefit the development of the entire area. A tourist destination that seamlessly connects various stakeholders, service providers, and (product) brands can enhance the overall visitor experience. Collaboration and establishing partnerships that go beyond B2B, but also involve public institutions, enable a comprehensive presentation of the offer, and everyone can benefit from this.

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Amidst all this, we must not forget or neglect local residents, who may have their daily lives disrupted by tourism. We can't expect locals to smile and direct a lost tourist if this is already the nth time someone has turned around in their yard in just a few days. How much patience do the residents of a small village still have when they face weekend traffic jams and endless queues of cars passing their homes? This is certainly another aspect that must be taken into account when planning various (tourist) activities and projects. Even local residents who aren't directly involved in the tourism offer are important stakeholders who should have a voice and be heard.

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A tourist destination that seamlessly connects various stakeholders, service providers, and (if you like) brands, can improve the overall visitor experience. Collaboration and forming partnerships that go beyond B2B, but also involve public institutions, enable a comprehensive presentation of the offer, which can benefit everyone.

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I'm not too worried about branding—we have a diverse group of people who can create excellent campaigns. Communication in tourism is absolutely important, but the first part of the homework needs to be well done, and that’s not in the hands of advertisers, but decision-makers. Of course, this also requires constructive strategic communication.

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The column was originally published on the portal Super znamka.

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