Synergising Brands

Abstract

Tourism marketing relies more on licensing and collaboration for brand expansion and market penetration. In this chapter, licensing and collaboration in the tourism industry are shown to boost growth and innovation. Tourism brands can expand their reach by licensing their intellectual property to third parties, increasing revenue and brand visibility. Collaboration between businesses, governments, and local communities promotes resource sharing and innovation, improving marketing campaigns and visitor experiences. It discusses the pros and cons of these strategies, including the need for clear agreements, risk management, and partner goal alignment. It also discusses digital licensing, sustainability, and how technology will shape future strategies. Tourism brands can use licensing and collaboration to complement their strengths, create unique offerings, and gain a competitive edge. The chapter explains how these strategies can be used to navigate the changing tourism landscape through case studies and practical insights.