Refreshing your tourism brand is less about wiping the slate clean and more about making sure your identity and story actually reflect where you are right now. Everyone who interacts with your organization, whether it’s travellers, team members or people from your community, changes over time, and your brand should keep pace.
We’ve pulled together a few guiding questions to help you recognize when your tourism brand could use some attention so you stay connected and true to your purpose.
Does Your Brand’s Story Match Who You Are?
Start by revisiting your own narrative. Does what you show and say about yourself line up with your current mission, values and vibe? Sometimes, the brand gets left behind while everything else grows and changes. When that happens, you might notice that your messaging doesn’t really capture how you operate or your values anymore.
Here’s a quick test: pull out your mission statement or employee handbook and compare it to what visitors see on your website or in your marketing. If you spot a gap between your official documents and your public presence, that’s a clear sign it’s time to consider a refresh.
Need more guidance? Check out UpHouse’s breakdown in Three Signs Your Brand Needs a Refresh. Regularly reviewing your story ensures you always put your most authentic self forward.
Have You Built Inclusivity and Accessibility Into Your Brand?
Inclusivity and accessibility should shape every interaction someone has with your brand. Take a look at your brand name, the visuals you use and your written messaging. Does anything feel exclusive or leave people out, maybe through gendered wording or narrow imagery?
Design details matter a lot. Strong colour contrast, accessible layouts and straightforward language help everyone, including people with limited vision or multilingual audiences, connect with your message. We strive to make content easy to read, aiming for an eighth-grade reading level or below and running copy through readability checks.
When branding is hard to access or seems exclusive, travellers and partners can feel left out. Focusing on these details brings more people in and makes sure you’re never shutting anyone out without realizing it.
Is Your Brand Toolkit Streamlining or Complicating Your Work?
Open up your toolkit or brand guide. If you find a mishmash of fonts, an inconsistent colour palette or rules that barely make sense anymore, it’s time for an update. Your team should find your standards inspiring and helpful, not overwhelming or restrictive.
You rarely need a complete overhaul. Simple refreshes, a new set of colours, updated typefaces or a subtle logo change can instantly sharpen your image and make it easier for your team to stay on track. We suggest a brand audit about every five years to keep things fresh and effective.
Are You Sharing Stories That Matter to People Right Now?
Think about how your messaging lands with today’s audiences. Are you telling relatable, honest stories or just sticking to generic promises? The “Tourism Can Take You There” campaign from Discover Tourism reframed the narrative by focusing on real career journeys and life-changing travel, which resonated with job seekers and visitors.
Targeted content speaks volumes. Aim for tailored communication for each audience, whether they are students, employers, workers or travellers. We’ve learned a lot from Tourism HR Canada and their campaign detailed in the Tourism HR Case Study. That project involved rolling out a refreshed brand identity and over 100 unique pieces of content focused on authentic journeys, and it reached millions of people.
So, make sure your story speaks directly to those who matter, is rooted in lived experience and feels specific, not one-size-fits-all.
Has Your Brand Kept Its Role as a Community Hub?
Ask yourself if your brand still captures the local heartbeat or whether things have gone quiet. Do your marketing materials shine a spotlight on community members? Are you championing local talent and real stories across your signage, digital content and social channels? If your messaging feels fragmented or out of step, this may be the moment to reconnect.
Take the work done at St. Vital Centre as an example. The “Everyday Inspired” campaign refreshed the brand during a period of local change. By focusing on regional makers, updating signage and mixing in video, audio and billboards, the campaign rebuilt connections and helped the Centre feel firmly rooted in the neighbourhood. Even everyday shoppers got their moment in the spotlight.
Consistently putting local people front and centre and adjusting your language as the community evolves can keep you relevant and deeply connected.
When Should You Bring in Expert Help?
Sometimes, you know something’s not quite right but can’t put your finger on it. Has it been more than five years since an audit? Do decisions seem stalled or the team feels stuck? That’s a great time to invite some outside perspective. An objective outside partner can help clarify whether you need a full rebrand or simply a focused update. Experts can point you in the right direction and help you evolve in step with change.
What Recent Research Tells Us About Tourism Branding
Current research can help you see where you stand and what’s possible. The 2024 Connecticut Brand Perception & Health Research summarizes how thoughtful brand work can shape your image, bring in more visitors and highlight local strengths.
Staying Ahead With Best Practices and Trends in Tourism Branding
Keeping your destination brand ahead of the pack involves more than just style. The 2025 Destination Branding Thesis describes the power of blending emotional storytelling with up-to-date digital tools. Think short-form video, working with influencers and meeting people where they are online. Brands that stir emotions and embrace digital lead the way in winning trust and loyalty.
Wrapping Up
It’s normal and smart to check in on your brand’s fit with who you are and where you want to go. Run through this checklist with your team to celebrate bright spots and flag what needs a tune-up. Often, even minor tweaks can deepen the impact of your brand and spark new growth. And if you feel a bit lost, we’re always here to help you through the entire process, with a friendly, straightforward approach at every step.
FAQ
How can you figure out if your tourism brand still fits your identity?
Compare your mission statement or handbook with your current public messaging. If visitors’ experiences don’t quite match your stated purpose, it’s time to refresh your story so it’s genuine and up to date.
Why prioritize inclusivity and accessibility for tourism brands?
Focusing on these principles makes your brand more welcoming for everyone. Use clear language, bold colour contrast and represent a broad range of people so all travellers, partners and employees feel included.
How do you know your brand toolkit needs an upgrade?
If your toolkit is all over the place, with too many fonts or colours or guidelines that are outdated or unhelpful, think about a refresh. Small updates often boost team energy and modernize your look right away.
What’s the value of telling authentic stories?
When you share real experiences and journeys, your messaging builds trust and truly speaks to travellers, workers and employers. Stories grounded in real life stand out from generic marketing.
What sets a true community hub apart?
It’s all about putting local people and products first, keeping your message clear and consistent everywhere. This makes your destination feel authentic, welcoming and connected to its roots.
When should you ask for outside help?
If you haven’t reviewed your brand in over five years, or if something isn’t working but you can’t figure out what, outside expertise can give you direction and clarity, whether you just need tweaks or a broader transformation.
What should you keep in mind about trends and best practices?
Keep guidelines simple and up to date. Use honest storytelling, embrace digital-first ideas and team up with influencers to engage your audience and grow your reputation in a crowded travel market.
