Destination branding is an ever growing complex challenge. Social media, new business models and the empowerment of consumers all around the world have changed the rules of the game. Destination management organizations revaluate their structures and marketing strategies to adapt to the new market trends.

The 2015 edition of the UNWTO/WTM Ministers’ Summit on the theme of Destination Branding: new challenges in a changing market will focus on the changes shaping tourism markets and how this impact on destination branding, looking in particular into the following issues:

What makes a successful destination brand in today’s globalized media landscape

The links between nation branding and destination branding

The role of social media and consumers’ engagement in destination branding

Reputation management and crisis communication

The changing role of destination marketing organizations and how to adapt to the new media landscape

The contribution of the creative economy to destination branding: promoting and sharing experiences.