“Brand Evaluation-Tourism Destination” International Standard Proposal Symposium & International Forum on “Belt and Road” Brand Development Pushed brand development of tourism destinations into the fast track


From 15 - 16 October 2018, the "Brand Evaluation-Tourism Destination" International Standard Proposal Symposium and International Forum on “Belt and Road” Brand Development were held. The topics of both meetings were centered on the construction of tourism destination brands, providing theoretical support and direction guidance for the branding of global tourism destinations.

It is understood that, the “Brand Evaluation-Tourism Destination” Symposium that organized by the World Tourism Cities Federation (WTCF) in association with the Center for City and Competitiveness, Chinese Academy of Social Sciences (CASS) and the China Council for Brand Development is a phased symposium based on the standards of tourist destination brand evaluation.At the invitation of Liu Pingjun, President of the China Council for Brand Development, Head of the Chairman's Advisory Group of ISO/TC 289 and former Vice Minister of the General Administration of Quality Supervision, Inspection and Quarantine of China, several members and experts of Brand Evaluation-Tourism Destination International Standard Proposal Project Group, including Yan Han, Deputy Secretary-General of WTCF and Liu Yan ping, Researcher at the CASS Center for City and Competitiveness, attended the symposium.


Deputy Secretary-General Yan Han introduced the WTCF's efforts in promoting tourism city brand development in recent years and international response. 

Researcher Liu Yanping expounded the setting of ISO 20671 international standard, as well as the background, fundamental principle and key considerations of "Brand Evaluation-Tourism Destination" International Standard Proposal. Then the experts and representatives present discussed the proposal and fixed evaluation indicators such as law, consumer, investor, market, economy and sustainability. Also, Edgar Baum, The Vice President of Canadian Standards Association Brand technology committee and Deputy Secretary-General Yan Han made in-depth communication and both agreed that there are a wide range of tourism destinations, including countries, provinces and states, cities, rural areas, scenic areas, parks, etc. Thus, during working out the evaluation indicators for tourism destination brands, we should not mix indicators at different levels, but sum up core simplified factors and include core indicators in the evaluation system. The attendees agreed that the proposal document be submitted to the technical committee for deliberation at the end of this year.


The experts and representatives present discussed the proposal

This year marks the 5th anniversary of the "Belt and Road" initiative proposed by Chinese President Xi Jinping. In the last 5 years, more than 100 countries and international organizations signed "Belt and Road" cooperation agreements with China. The total trade volume between China and relevant "Belt and Road" countries has exceeded 5 trillion U.S. dollars and the cooperation has created more than 200,000 jobs for locals. The "Belt and Road" has become an open cooperation platform spanning different regions, development stages and civilizations, and it is of great significance for promoting the growth and sustainable development of the global economy. In this context, the "Belt and Road" brand development international forum further discussed the new situation of international economic development, sought new opportunities for practical cooperation in "Belt and Road" fields such as economy, society, culture, tourism and trade, and explored new ideas for "Belt and Road" brand development.

(From left: Moderator: Darren Yao, Executive Council Member of the China Council for Brand Development and International Brand Expert; Bobby J. Calder, ISO/TC 289 Chairman; Edgar Baum, Vice President of the Canadian Standards Association Brand Technical Committee and Member of Forbes Marketing Responsibility Program; Yang Zeshi, Deputy Director-General of the Bureau of Special Equipment Safety Supervision Bureau, State Administration for Market Regulation; Yan Han, Deputy Secretary-General of the World Tourism Cities Federation
)

Yan Han, Deputy Secretary-General of the WTCF attended the forum and shared the main efforts of the WTCF in the brand development of global tourism cities (destinations) at the sofa forum. We need to focus on three aspects in the brand development of tourism destinations: satisfying consumers, establishing a tourism brand evaluation standard system and offering fine products, said Yan Han. We should make tourism products more cultural, and make tour ism products go out through tourism, to promote the integrated development of culture and tourism, he added.

Mrs. Esencan Terzibasoglu delivered a keynote speech titled "Key Principle of Tourism Destination Brand Development"

WTCF also invited Esencan Terzibasoglu, an international tourism expert and Director for Destination Management and Quality, UNWTO, and international tourism expert to deliver a keynote speech titled "Key Principle of Tourism Destination Brand Development". Promoting tourism destination infrastructure construction plays a significant role in improving tourist experience under the "Belt and Road" framework, said Esencan Terzibasoglu. Besides, tourism destinations need to position themselves clearly, work out the common vision for strategic development and seamlessly connect different means of communication, to make tourists share their vision and feelings.

Liu Yanping introduced Brand Evaluation-Tourism Destination International Standard Proposal Project

During the forum, Liu Yanping, Researcher at the CASS Center for City and Competitiveness and Leader of the Project Group of China City Marketing Development Report briefly introduced the Brand Evaluation-Tourism Destination International Standard Proposal Project.