Constantly increasing global tourism competition in tourism has contributed to underscore the increasingly relevant role of destinations. Attractions, resorts, a city or a region are gaining relevance as deciding factors for travel, rather than a country, implying the decentralization of branding and marketing. This development is at the centre of the 4th UNWTO International Conference on "Destination Management and Marketing: Two Strategic Tools to Ensure Quality Tourism", organized in collaboration with the Directorate of Tourism of France and the City of Bordeaux (16-17 September).
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