Cities, states, regions and whole nations compete actively to attract tourists, factories, company headquarters and new residents. Europe is the most visited region in the world. Six European countries are in the world’s top ten destinations for holiday makers.
Place marketing includes a full marketing programme to attract both tourism and inward economic investment, often called foreign direct investment (FDI). Ireland’s extraordinary economic growth in the past decade, leading the country to be called the ‘Celtic Tiger’, attracted an estimated 30 per cent of the global spend on FDI. The ‘Cool Britannia’ campaign tried to promote Britain as a cool place to visit and in which to invest.
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