The Innovation and Tourism Seminar (INTO), organised by the Directorate General of Research, Technological Development and Innovation of the Baleares Regional Government’s Department of Economy, Inland Revenue and Innovation, will be held at ParcBit in Palma de Mallorca from 26-28 September.
Branding
The central theme of this 4th edition of INTO, now consolidated as a forum of debate for research proposals, will revolve around branding in the tourist industry.
The idea is to analyse the importance of branding power as a differentiating feature both for destinations and for tourist products and services. According to Tom Peters’ theory “branding is the most effective form of differentiation, since it is a difficult task with so many products of similar quality and cost on the market.”
Branding is not only observed in the tangible aspects of a company but also in its intangible ones. Stories, experiences and the capacity to transmit emotions will become more important with time than actual products, as they will contribute to the brand’s value, credibility and uniqueness.
Health tourism
During the 3rd edition of INTO, held last September, the central theme was health tourism. By creating synergies between the field of research and the business sector, the seminar was a sound success. Suppliers of the sector presented their latest products, and local and national businessmen put forward real scenarios for service diversification in health tourism and complementary activities, in addition to the collaboration of prestigious academics from all over the world.
Key to the tourist industry’s growth
In this fourth edition, the INTO seminar will be orientated towards tourism and branding as the key to the industry’s growth, and much more than just marketing and logos. The idea is to use branding as a tool for innovating and improving the competitiveness of an industry that is already consolidated in the Baleares, one of the chief European holiday destinations.
