Do tourism slogans actually work? I doubt it. At best, they manage to associate a place with some unrelated, but positive concept–like love.
At worst, they make a fantastic punchline about a destination that few people would want to visit.
Take one of the oldest travel slogans: “Virginia is for lovers.” I’ve lived near the state for several years now and I still don’t see why it would particularly appeal to lovers. I’ve never known a couple whose honeymooned there.
Another successful slogan that made use of the love theme is “I love New York.” In 1969, when the slogan was first conceived, declaring your love for the Empire State was an attention grabbing proposition.
New York City was heading into its worst decade ever. Other cities in New York such as Albany or Buffalo were probably not experiencing a renaissance during this period either.
Asking Someone to Love You Takes A Lot of Nerve. To paraphrase a Paul Simon song, asking someone to love you takes a lot of nerve.
For some countries in Central America, just believing that they are “original” (Nicaragua) or “impressive” (El Salvador) will suffice.
Like almost all travel slogans through the ages, it’s impossible to match the destination with the concept they wish to evoke. Quick–which country is “Mother Nature’s Best Kept Secret?”
Why of course, it’s Belize.
In Perfect Position. In some cases the concept to which the country aspires is unclear. Honduras, for example, wants the world to know it’s “in perfect position.” In perfect position for what?
(Jokes about how this slogan relates to the political situation in Honduras are too easy.)
Below are the slogans that have been adopted by each country in Central America:
- Belize: Mother Nature’s Best Kept Secret.
- Costa Rica: No Artificial Ingredients
- El Salvador: Impressive!
- Guatemala: Heart of the Mayan World
- Honduras: In Perfect Position
- Nicaragua: Original.
- Panama: It will never leave you.
What do you think about tourism board taglines? Notice any ironies or funny aspects about any of these slogans?
on Oct 5th, 2009 at 9:43 am
I always liked Panama slogan, and i think it sound better in Spanish “Se queda en ti” is how they use it (the literal translation would be “stays in you”)
You are right, the Honduras slogan is pretty stupid.. (sorry guys).
Guatemala is not very “punchy”, but it makes a point. Everybody associates Guatemala with the Mayan culture, even if there is a lot of mayan ruins in Mexico (maybe even more).
Belize is good to, and for Nicaragua, I’m sure is completly original, only in Nicaragua…
on Oct 5th, 2009 at 10:05 am
Hi Alex,
I think Costa Rica’s slogan makes the most sense. For the most part, they can back up their claim that their about “No artificial ingredients.”
on Oct 5th, 2009 at 3:43 pm
Frankly, I don’t like the sound of any of these slogans. Panama sounds like it has a disease. El Salvador doesn’t seem to be trying. Costa Rica seems to be its own worst greenwashing enemy. Honduras, what are you thinking? Belize, do you want to remain a secret? If so, what is the point of a marketing campaign? Guatemala, how many Maya people work as officials in the tourism department? If you’ve got heart, it would be good to have soul!
Mind you, Central America is a beautiful corner of the world with great people, healthy food and inspiring tours. I wish the official marketing would move beyond the pithy promotion and engage locals and visitors on the ground and on the Web. I’m more inspired by photo galleries on Flickr and the homemade videos on YouTube than the official sites.
on Oct 6th, 2009 at 5:17 pm
Ron, thanks for stopping by. That’s a really good point. Slogans are kind of old school. It’s like saying: “here’s how we want you to think of us.” That of course never works. Have you ever met an actual “cool person” who told you that you ought to think of them as being “cool”?
on Nov 15th, 2009 at 5:17 pm
I’ve always wanted to go to Panama but I’ve never liked their slogan!
on Nov 15th, 2009 at 6:58 pm
Though this is South American turf, my favorite is Colombia’s, “The only risk is wanting to stay.” That’s like coming right out and admitting that their reputation is pretty lousy. Right off the bat, you start thinking about what other risks there might be that they don’t tell you about.
on Nov 16th, 2009 at 7:10 am
I agree Jon. It assumes that if you’re talking about Colombia, you’re assessing the risks. I think a better slogan would be one that highlights the changes the country has made over the past several years. My impression is that it seems much safer.
on May 19th, 2010 at 1:14 pm
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