Sustainable Destination Management
Strategies in the OIC Member Countries
53
tourism industry in the corridor country to develop experiences that are consistent with them
increasing its appeal to target markets.157
Theme-based branding involves creating a story or narrative to be associated with the corridor
and communicating this story across the various channels to all relevant stakeholders. This
entails that the success of branding requires that all major stakeholders are consulted in
formulating the messages and the development of the brand strategy. An excellent example of
an MDTC that has successfully created a narrative to attract potential tourists is the Vennbahn
Cycle Route passing through Germany, Belgium, and Luxembourg. It has created a story using
the railway history of the road and its transformation into cycling routes and linking it to
generations passing on stewardship of things of value to each other.158
The creation of a unified branding message is a crucial task for MDTCs to increase awareness.
Branding also involves ensuring content and design consistency for marketing messages across
the various platforms used to promote the corridor. 159 The Wadden Sea provides a good
example of ensuring the consistency of branding messages. The materials developed in the
context of a joint marketing and communications strategy include a “Stakeholder Toolkit for
Communication and Marketing” which comprises of a Brand Manual, fact sheets, and brochures
in four languages as well as interactive communication tools on social media, a dedicated
website, and phone app.160
Designing a logo for the MDTC and ensuring its uniformuse by all TC stakeholders can also help
in increasing brand awareness. In the case of the Council of Europe certified routes, both the
logo of the route and that of the "Cultural Routes of the Council of Europe" are included in all
communication materials, whether online on in print on brochures and maps as well as press
releases and road signs.161 The following figure features a select group of logos used by the
Council of Europe certified routes.
Figure 17: Council of Europe Routes Logos
Source: Council of Europe
It is important to note that with the rise of social media, brand identity is becoming increasingly
affected by consumers’ narratives or their “storytelling.” Storytelling has become an important
part of branding and differentiating as well as promoting corridors. According to a study by
Travel Competitive Intelligence (TCI Research), 35% of international tourists are influenced in
their choice of destination by storyteller peers. Storytelling is estimated to be five times more
effective than traditional advertising in attracting travelers. To harness the power of
157 UNWTO (UNWTO) and European Travel Commission. 2017. Handbook on Marketing Transnational Tourism Themes and
Routes.
158 Federal Ministry for European and International Affairs.2013. European Cultural Routes: A Practical Guide.
159 UNWTO (2017), The Potential of the Western Silk Road, UNWTO, Madrid.
160 Ibid
161 Federal Ministry for European and International Affairs.2013. European Cultural Routes: A Practical Guide.