DESPITE the tourism bodies’ good work, the Middle East still has a long way to go to be thought of as a tourist hot spot, says identity and branding specialist Hans Brandt, chairman of European design firm Total Identity, architects of identities such as KLM.
“Apart from Egypt, the region is still viewed as ‘dangerous’, and that perception will only change with stronger media exposure,” he told TTN on a visit to the region in support of the company’s new Dubai-based agency, Image Creators.
The Gulf in particular, he says, is being associated with man-made islands and mega real-estate developments.
“Tall buildings don’t suggest a great holiday. The Gulf countries would do well to learn from Turkey and Morocco, by incorporating their region’s history, culture and archaeology into the destination personalities,” he says.
TTN spoke with Brandt at length as part of a branding feature for our June issue.
TTN is the most established trade publication in the Middle East distributed on a controlled circulation basis to members of the travel and tourism industry.
Published monthly by Al Hilal Publishing and Marketing Group, the region’s foremost trade publisher, TTN is aimed at professionals in the industry, from travel agents to airline and hotel personnel.
TTN provides in-depth and extensive coverage of relevant issues in the Middle East and North Africa as well as in other parts of the world. Travel related news, analysis, and new appointments together with information on up-coming exhibitions, marketing and promotional campaigns are presented in an innovative and striking colour tabloid.
Every issue also contains a collation of international and regional news and topical features of interest to readers.