The San Juan Islands call themselves an “Inspiration for the Senses.” Vancouver, British Columbia is “Spectacular by Nature.” And Boise settles for a one-word description: “Active.”
Whatever the slogan, tourism marketers work hard to attract your attention, and your money. Here are some of the best and worst travel slogans from around the world, according to KPLU travel expert Matthew Brumley:
The Worst
Germany: “The Travel Destination.” It tells us nothing - certainly not that Germany is a country with beautiful countrysides, natural wonders, cosmopolitan cities and more. The website is more comprehensive, of course.
Fiji: “Fiji me.” Um, no thanks. Will happily read a book on one of your amazing beaches, though.
The Best
Costa Rica: “With No Artificial Ingredients.” It speaks to the country’s world-famous reputation as a natural wonderland. The country also is appealing to American tourists with its Save the Americans campaign, purportedly "created by the animals of Costa Rica" for the overworked humans a bit further north.
Belize: "You better Belize it." It’s punny, and fun.
The Bold
Colombia: “The only risk is wanting to stay.” It acknowledges, head-on, the country’s reputation as a dangerous place.
Some of Brumley’s favorite places have some of the worst slogans. And just as “The Travel Destination” sells Germany massively short, other slogans can easily over-promise on your experience.
“A slogan is just made up by a marketing team,” Brumley said. “I wouldn’t take it at face value.”
Brumley says research is far more valuable than any catchphrase. Look at TripAdvisor and other third-party sites. Talk to people who have been there. Search for travel blogs that give honest appraisals from travelers.
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"Going Places" is KPLU's weekly exploration of travel topics. Matthew Brumley is co-founder of Earthbound Expeditions on Bainbridge Island, which leads small group tours for clients including KPLU. Suggest a topic -- or weigh in on this one (bad slogans? good slogans?) in the comments below.
