Tourism slogans are short, memorable phrases that promote destinations and attract visitors. They are an important marketing tool for destinations, as they help to establish brand identity and differentiate a location from its competitors. A great tourism slogan should capture the essence of a destination and inspire travelers to visit and experience all that it has to offer. It should also have an emotional pull, evoking feelings of excitement, adventure, relaxation, or whatever other emotions are appropriate for the destination. In this blog post, we will explore the history and significance of tourism slogans and showcase a collection of the best and worst ones from around the world. We will also provide some tips for creating a great tourism slogan.
History of Tourism Slogans
The use of tourism slogans dates back to the early 20th century when destinations began to market themselves more aggressively to attract visitors. One of the first known tourism slogans was “See America First,” which the United States government used in the 1920s to encourage Americans to explore their own country before traveling abroad.
In the following decades, more destinations worldwide began to adopt their own tourism slogans to stand out in a crowded market. For example, the British government used ” Visit Britain ” in the 1950s to promote the country as a travel destination.
As tourism has evolved over the years, so have the slogans used to promote it. In the 1960s and 1970s, tourism slogans often focused on a destination’s natural beauty and outdoor recreational opportunities. For example, “New Zealand: 100% Pure” has been used by the New Zealand government since 1999 to promote the country’s unspoiled landscape and clean environment.
In recent years, tourism slogans have become more diverse and creative, with destinations using catchy and memorable phrases to appeal to travelers’ emotions and sense of adventure. Some examples of iconic tourism slogans from recent years include “Australia: Where the Bloody Hell Are You?” and “Spain: Passion for Life.”
The history of tourism slogans reflects the evolution of the travel industry and travelers’ changing priorities and interests. Whether it’s showcasing a destination’s natural beauty, cultural attractions, or unique character, the best tourism slogans capture the essence of a place and inspire travelers to visit and experience it for themselves.
Best Tourism Slogans
Below are sixteen of the best tourism slogans from around the world. From iconic catchphrases to more recent taglines, these slogans represent some of the most memorable and effective tourism campaigns.
“I Love NY” – This iconic slogan, which features a heart symbol in place of the word “love,” has been used by the state of New York since 1977 to promote the city as a world-class travel destination. The slogan has become synonymous with the city itself and is recognized around the world.
“Australia: Where the Bloody Hell Are You?” – This provocative slogan was used by the Australian tourism board in 2006 to promote the country as a place full of adventure and excitement. The slogan was controversial then, but it helped increase Australia’s tourism and is now considered one of the most memorable tourism slogans of all time.
“Come to life” – This slogan, which South Africa introduced in 2013, captures the country’s diverse and vibrant culture and its natural beauty and adventure opportunities.
“Spain: Passion for Life” – This slogan, introduced by the Spanish tourism board in 2011, highlights the country’s rich cultural heritage and lively way of life.
“Italy: La Dolce Vita” – This slogan, which means “the sweet life,” captures Italy’s laid-back, indulgent spirit and its renowned cuisine and wine.
“Greece: The True Experience” – This slogan, introduced by the Greek tourism board in 2017, promotes the country’s rich history, culture, and natural beauty.
“Japan: Endless Discovery” – This slogan was introduced by the Japanese tourism board in 2018, highlighting the country’s diverse and unique culture and its many attractions and experiences.
“Canada: Keep Exploring” – This slogan, introduced by the Canadian tourism board in 2013, promotes the country’s natural beauty and diverse regions.
“Singapore: Your Amazing Playground” – This slogan, introduced by the Singapore tourism board in 2018, promotes the city-state as a destination full of excitement and adventure.
“Germany: Unlimited Possibilities” – This slogan, introduced by the German tourism board in 2018, highlights the country’s diverse regions, cultural attractions, and opportunities for adventure.
“Ecuador: All You Need is Ecuador” – This slogan, introduced by the Ecuadorian tourism board in 2018, promotes the country’s diverse regions, including the Amazon rainforest, the Galápagos Islands, and the Andes Mountains.
“Egypt: The Gift of the Nile” – This slogan, introduced by the Egyptian tourism board in 2018, highlights the country’s rich history and cultural attractions, including the Pyramids of Giza and the Nile River.
“New Zealand: 100% Pure” – This slogan, which the New Zealand government has used since 1999, promotes the country’s unspoiled landscape and clean environment.
“Peru: The Land of the Incas” – This slogan, introduced by the Peruvian tourism board in 2018, highlights the country’s rich cultural heritage and ancient civilizations, including the Inca Empire.
“Fiji: Where Happiness Finds You” – This slogan, introduced by the Fijian tourism board in 2018, promotes the country’s laid-back, welcoming culture and its stunning beaches and natural beauty.
“Jamaica: One Love” – This slogan, introduced by the Jamaican tourism board in the 1980s, promotes the country’s laid-back, welcoming culture and reggae music.
Worst Tourism Slogans
Tourism slogans are meant to be memorable and inspiring, but sometimes they can fall flat or even be controversial, and below, we highlight some of the worst tourism slogans in recent years. These slogans range from poorly executed to downright offensive, serving as cautionary tales for destinations looking to promote themselves to travelers. Whether tone-deaf, arrogant or simply misguided, these tourism slogans demonstrate the importance of being mindful and sensitive when marketing a destination to the world.
“Croatia: The Mediterranean As It Once Was” – This slogan, used by the Croatian tourism board in 2015, was criticized for implying that other Mediterranean countries were not authentic or had lost their cultural traditions.
“Qatar: You’re in Your Element” – This slogan was used by the Qatari tourism board in 2017 and was criticized for being tone-deaf and insensitive in the wake of the country’s human rights abuses and exploitation of migrant workers.
“Visit Florida: The Rules Are Different Here” – This slogan, used by the state of Florida in 2018, was criticized for promoting reckless and dangerous behavior and a lawless atmosphere.
“Visit London: The Only Place to Be” – This slogan, used by the London tourism board in 2015, was criticized for being arrogant and excluding other destinations.
“Sweden: The Nature of Sweden” – This slogan, used by the Swedish tourism board in 2016, was criticized for promoting a stereotype of Sweden as a cold, snowy country and ignoring the country’s cultural and urban attractions.
“Bhutan: Happiness is a Place” – This slogan, used by the Bhutanese tourism board in 2014, was criticized for oversimplifying the concept of happiness and ignoring the country’s social and economic challenges.
“Syria: Always Beautiful” – This slogan, used by the Syrian tourism board in 2011, was criticized for ignoring the country’s ongoing civil war and promoting a false sense of security and stability.
“Egypt: Land of Pharaohs and Terrorism” – This slogan, created as a parody by a social media user in 2015, highlights the negative association that some people have with Egypt due to the country’s history of terrorism and political instability.
“Greece: The Only Crisis Is Choosing What to Do First” – This slogan, used by the Greek tourism board in 2015, was criticized for being tone-deaf and ignoring the country’s economic crisis and debt problems.
“Visit Haiti: 10 Reasons Why You Should Visit Haiti Now” – This slogan, used by the Haitian tourism board in 2017, was criticized for ignoring the country’s ongoing political and economic challenges and promoting a false sense of optimism.
“Japan: Come and Relax” – This slogan, used by the Japanese tourism board in 2018, was criticized for promoting a stereotype of Japan as a relaxing and Zen-like country and ignoring the country’s vibrant and energetic culture.
“Thailand: Land of Smiles” – This slogan, which the Thai government has used since the 1980s, was criticized for oversimplifying the country’s culture and ignoring its political and social issues.
“India: Incredible!” – This slogan, used by the Indian tourism board in 2002, was criticized for being too broad and lacking a specific focus or message.
“Mexico: Live It to Believe It” – This slogan, used by the Mexican tourism board in 2018, was criticized for promoting a one-dimensional image of Mexico as a party destination and ignoring the country’s cultural and natural attractions.
“Russia: A Unique Land” – This slogan, used by the Russian tourism board in 2018, was criticized for being too vague and lacking a clear message or focus.
How to Create a Great Tourism Slogan
Creating a great tourism slogan requires a combination of creativity, strategy, and cultural sensitivity. Here are a few tips for crafting a compelling and memorable tourism slogan:
- Keep it simple: A great tourism slogan should be short, catchy, and easy to remember. Avoid using too many words or complex language.
- Make it memorable: A memorable slogan is more likely to stick in people’s minds and encourage them to visit a destination. Use catchy phrases, wordplay, or alliteration to make your slogan stand out.
- Reflect the destination’s unique character: A great tourism slogan should capture the essence of a destination and what makes it special. Think about the destination’s culture, history, attractions, and natural beauty, and use these elements to create a slogan that reflects its unique character.
- Be culturally sensitive: It’s important to be mindful of cultural differences and sensitivities when crafting a tourism slogan. Avoid using stereotypes or promoting a one-dimensional image of a destination.
- Test it out: Before finalizing a slogan, it’s a good idea to test it out with a focus group or through market research to see how it resonates with potential visitors. This will help ensure that the slogan is effective and well-received.
Tourism slogans are a powerful marketing tool that can help destinations attract visitors and establish brand identity. The best tourism slogans capture the essence of a destination and inspire travelers to visit and experience all that it has to offer. However, not all tourism slogans are successful, and some have even been criticized for being tone-deaf, offensive, or simply poorly executed. As this post has demonstrated, it’s important for destinations to be mindful and culturally sensitive when crafting a tourism slogan and to test it out with potential visitors to ensure that it resonates with them. Whether you’re looking for the best or the worst tourism slogans, there are plenty of examples from around the world to inspire your next adventure.
Moxee Marketing is a London-based digital marketing agency. We help our clients, whether based in the United Kingdom or elsewhere in the globe, meet and exceed their digital goals and objectives across various channels.