It’s that magical moment when customers become believers.
The reputation of a country brand or a tourism project isn’t built with isolated campaigns, but with a coherent narrative that leaves a lasting impression on those who experience it. Marketing can attract, but it’s branding that defines the underlying perception: what a place represents, what values it conveys, and what experience it promises. What do visitors feel? What image does a destination project even before it’s known?
These days, FITUR, the major global tourism event, kicks off in Madrid (the city where our headquarters are located). It’s a space where countries, regions, and destinations showcase themselves to the world, and where many projects that TOTEM Branding has collaborated on are on full display, expressing identity, purpose, and vision through their brands.
At TOTEM Branding, we have over 40 years of experience developing country, regional, and tourism branding projects in diverse cultural and geographical contexts. This experience has confirmed for us that destination branding is a strategic and meticulous process, where identity, culture, purpose, and future align to generate real differentiation. It’s not about logos or slogans, but about building authentic narratives that connect with people, communities, and institutions.
Today, more than ever, tourism and country branding projects must be coherent, humane, and responsible. Sustainability, diversity, and inclusion are essential conditions for competing and enduring. Destinations that thrive are those that balance economic development with cultural and social respect.
We remain committed to promoting more conscious tourism and meaningful country brands, capable of generating internal pride and external appeal. Helping regions define who they are, what they offer the world, and how they want to be remembered is part of our mission.
We believe in projects that inspire, connect, and leave a legacy. Because branding, in tourism as well, isn’t about what you say about yourself, but about what others say after experiencing it.
