In today’s travel and tourism sector, particularly in the Middle East, we stand at a pivotal crossroads. Our region is pioneering some of the world’s most ambitious tourism gigaprojects, designed to drive economic diversification and align with the United Nations Sustainable Development Goals (SDGs), also known as the Global Goals.
Yet amid this transformation, many chief executive officers and chief marketing officers find themselves grappling with a familiar, and increasingly perilous, tension: performance marketing versus brand building.
It is easy to understand why. The pressure to deliver immediate results is immense. New destinations must demonstrate return on investment quickly, measured
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
