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Often innovation is associated with bold changes and big leaps towards a newer and better solution – some kind of breakthrough that is spectacular in nature. But the truth is that many innovations take place in small and continuous steps
2018 marks a decade since the launch of the Adventure Tourism Development Index (ATDI), a global ranking of countries for adventure tourism competitiveness produced periodically by the Adventure Travel Trade Association (ATTA) and The George Washington University. The 2018 ATDI
During the tourism fair ITB 2018 in Berlin, Hendrik Wintjen met with the Tourism Minister of Costa Rica, Mauricio Ventura, head of the Instituto Costarricense de Turismo (Costa Rican Tourism Board), in order to discuss market access and tourism development
A short ad of a toothbrush is well known in Germany and reached cult status in the nineties. Many people still remember it – for good reason. The ad is simple and effective. Effective because it reaches consumers and because
A simple, often overlooked marketing principle is this: differentiate yourself by establishing a new category of product or service. This approach, of course, ties into the principle of segmentation because it relates to the needs of a particular target group, but is