Example of Brand USA: If the destination does not lead its own narrative, someone else will

The new initiative shows how managing perception is becoming as important as destination promotion. In tourism, it is no longer enough to just inspire...

Photo: Brand USA

Author  Goran Rihelj

21. May 2026.
The new initiative shows how managing perception is becoming as important as destination promotion. In tourism, it is no longer enough to just inspire the guest. Destinations today must manage information, expectations and perceptions long before a guest makes a travel decision. Because if the destination does not lead its own narrative, very soon someone else will start leading it, often superficially, incorrectly and...
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Author  Goran Rihelj

21. May 2026.