Love means many things to many people. For travellers in particular, every journey offers the chance to fall head over heels with a new place. Forget flowers and chocolates; discovery and exploration are the key to their wandering hearts. We want travellers to do more of what they love, and that’s…
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From sunrise to sunset, every day is ripe with promise and full of possibility. It would be fair to say that — for travellers in particular — each second represents not simply the passage of time, but an opportunity to get a true sense of place. This ethos has always been part of the traveller’s…
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As every traveller knows, even the best-planned journey can suddenly change its course. Back in 2021, Visit Norway began what it had thought would be a simple update of its site's font, logo and colour palette. But this is a journey that has now ended in a completely different space, with…
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New year, new content plan. Even with the best of intentions, we know the blank page of a fresh year can be a little intimidating. Fear not, our latest eBook outlines the top six tourism trends for 2025, helping you shape your content and campaigns to attract more visitors to your destination. Need…
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Cities don't die: the life cycle of a place Cities don't die. Once declared bankrupt, Detroit has now bounced back. Anyone visiting the city today will have to admit that cities do recover. Who could have predicted forty years ago that the coal and steel industrial cities like Newcastle, Lens…
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Helsinki’s question about identity is a question about authenticity. First of all, do you know what a meatball sundae is? It’s a dish that makes most people cringe: meatballs with ice cream. Seth Godin used it as a metaphor in his book of the same name for a common mistake in marketing: combining…
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There’s nothing like cookies at Christmas. Whether soft and chewy, crispy or crunchy, scented with spices, studded with fruit or dusted with sugar, this time of year brings something for everyone’s palate. But behind every crumb, there’s a tale to tell, with each nibble revealing the story of a…
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Every place is unique, even if it doesn’t have unique attractions to offer I first heard the term "moonshot" in the early 2010s in Stratford, Ontario. Someone had a very ambitious idea (in this case : Tom Patterson, an Ontarian journalist), and although it seemed far too grand (becoming the largest…
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Everybody believes in something, especially at this time of year. Whether you’re an excited child sleeping with half an eye open, just waiting for a glimpse of Father Christmas — or a world-weary adult, keeping the promise of spring alive through the long days of winter — traditional faiths and…
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Marketing is the management of expectations Creating a strategy is like laboratory work: if your experiment is set up correctly, the results flow naturally. Just as every product has a life cycle, so does every place, and understanding where a place is in that cycle is crucial. Each phase requires a…
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