Communicating Lithuania’s Destination Branding

Abstract

<jats:p>Increasingly, academics and practitioners are turning their attention towards destination branding as a serious topic of research and enquiry. In an attempt to differentiate themselves from competitors, tourism authorities across Europe are developing unique and highly targeted advertising campaigns. However, research being conducted indicates that whatever the destination country, tourists make their decisions for very similar reasons. This research analyses how Lithuania brand communicates its campaign message to tourists, and the experience of those tourists who have visited the country, as well as gauge their response, i.e. expectations, opinions and recommendations about the campaign. Specifically, the research analysed the destination branding campaign “Lithuania. Real is Beautiful” and its corollary, i.e. nature (“See nature”), culture (“Explore culture”), food (“Taste food”), people (“Meet people”) and activity (“Stay active”), and how (and in what ways) the campaign reflects the criteria that tourists used to make Lithuania their holiday destination, as well as the opinions they formed about our country. The response from tourists clearly shows that Lithuania’s current advertising campaign is failing to make the connection with, and leverage off, the country’s highly symbolic national flag. The red, green and yellow of the flag demonstrate a visual uniqueness and act as signifiers for the country as a whole, and this is what tourists would like to see.</jats:p>