Developing success through innovative destination branding – a project for UNWTO

We developed and delivered a 3-day leadership programme for the United Nations World Tourism Organisation (UNWTO) and the United Arab Emirates (UAE) Ministry of the Economy, in partnership with Dubai’s Modul University. The topic was Innovative Approaches to Destination Branding.

Participants for the leadership programme came from the different Emirates that make up the UAE. Many will have heard of Dubai and Abu Dhabi and perhaps Sharjah. But the Emirates of Ajman, Fujairah, Ras-Al-Khaimah and Um-Al-Quwain are far less known. And therein lies some of the opportunity and mystery of the place.

We put together a really intensive and fascinating journey into successful destination branding and its application to the Emirates. The sessions were highly interactive, and when participants rejected their final break on day 3 to stay and work on the tasks we had set them, we knew they really valued the opportunity to learn and develop.

And of course the learning is two-way, as we have brought back some great insights and ideas.

We delivered the programme with Jesse DesJardins, former social media lead at Tourism Australia.

"Many have heard of Dubai, but other Emirates are far less known – and therein lies the opportunity and mystery of the place"