every state tourism slogan

Home » Gardening

Do You Know All The 50 States’ Slogans?

Each of the 50 states has a slogan associated with it, which you'll often find on license plates. does your state have a fitting moniker see the list.

Here’s a list of the fifty states and the slogans associated with each—many of which appear on license plates. Do you think your state has a fitting slogan?

The 50 States’ Slogans

• Alabama – Yellowhammer State
• Alaska – The Last Frontier
• Arizona – The Grand Canyon State
• Arkansas – The Natural State
• California – The Golden State
• Colorado – The Centennial State
• Connecticut – The Constitution State
• Delaware – The First State
• Florida – The Sunshine State
• Georgia – The Peach State
• Hawaii – The Aloha State
• Idaho – The Gem State
• Illinois – The Prairie State
• Indiana – The Hoosier State
• Iowa – The Hawkeye State
• Kansas – The Sunflower State
• Kentucky – The Bluegrass State
• Louisiana – The Pelican State
• Maine – The Pine Tree State
• Maryland – The Old Line State
• Massachusetts – The Bay State
• Michigan – The Great Lakes State
• Minnesota – The North Star State
• Mississippi – The Magnolia State
• Missouri – The Show Me State
• Montana – The Treasure State
• Nebraska – The Cornhusker State
• Nevada – The Silver State
• New Hampshire – The Granite State
• New Jersey – The Garden State
• New Mexico – The Land of Enchantment
• New York – The Empire State
• North Carolina – The Tar Heel State
• North Dakota – The Peace Garden State
• Ohio – The Buckeye State
• Oklahoma – The Sooner State
• Oregon – The Beaver State
• Pennsylvania – The Keystone State
• Rhode Island – The Ocean State
• South Carolina – The Palmetto State
• South Dakota – Mount Rushmore State
• Tennessee – The Volunteer State
• Texas – The Lone Star State
• Utah – The Beehive State
• Vermont – The Green Mountain State
• Virginia – The Old Dominion State
• Washington – The Evergreen State
• West Virginia – The Mountain State
• Wisconsin – The Badger State
• Wyoming – The Equality State or The Cowboy State

Make it a game! This is also a great list with which to quiz your kids, friends and other family members!

Ever wonder how many of these state slogans and nicknames originated? Read about it here.

Farmers' Almanac Staff

This article was published by the staff at Farmers' Almanac. Do you have a question or an idea for an article? Contact us!

Wait these aren’t slogans these are official nicknames. Illinois is the prairie State but it’s slogan is land of Lincoln.

I love it here my people do to so

Texas=The No Grid State

North Carolina is also First in Freedom

Nebraska=The give us three we’ll set you free State.

Nebraska=Why go to the Penn when you can send your best friend.

I.O.W.A.=Idiots Out Wandering Around

Jolly Roger! Union Jack! Thanks for this list.

Florida should be the Wacky Weather state

Florida = Satan’s waiting-room

Maine….the workers never show up state

Alabama is known as the “Heart of Dixie”, and has been for many years, (all the way from King Cotton to the Space Program). Yellowhammer is the state bird, but it is not seen in all parts of the state. I grew up in Alabama, and now live just North in Tennessee. I love them both.

Yes, “Heart of Dixie” is Alabama’s state nickname

Many of the nicknames came about for specific reasons. I’m from Tennessee and we were even taught in elementary school, way back in the old days (1970s -lol), it became the Volunteer State because of so many men, including Davy Crockett, volunteering for various wars, especially the battle at the Alamo.

Many of the nicknames came about for a specific reason. I’m from Tennessee and we were even taught in elementary school (in the old days of the 1970s) that the Volunteer State came from so many Tennesseans, including Davy Crockett, volunteering for Wars, in particular, at the Alamo.

Illinois should be the Corrupt State.

Illinois is actually the Land of the Lincoln why it said the Prairie State is wrong

Where is Washington D.C.? Although it is not a numbered state and just a district, it should have been listed. I suppose “The Capitol” would be the name.

Colorado should be called, The Rabbit Hole state, because coming to Colorado is like falling in the rabbit hole in Alice in Wonderland. It’s beautiful and cannabis is legal, as it should be. I wish all fifty states where free to choose.

North and South Cackalacky

TENNESSEE all the way baby born bread and raised.

…and can’t spell “bred!” And, we’re not ‘raised’…we’re ‘reared’. .

I am a California native, but I now live in New Mexico (also posted for New Mexico earlier). California could be called the Surfer state or the Cornucopia state.

New Mexico could be the Chili state or the Wilderness state.

Missouri should be the RIOT STATE

With Missouri being the “show me”state and our mammal being the Jackass”. Have you ever tried to show a jackass anything.? I’ m not referring to Missourians, just people in general.

New Jersey: The Dead Deer State.

North Carolina: The Sweet Tea State.

North Carolina is North Cackalacky!!

Michigan The Mitten State..

Minnesota should be the land of ice and snow

Georgia should be the Cotton State

CA should be renamed to the “it’s all about me” state.

For Louisiana: “Hunters Paradise”

A good one for Kansas (the old license plates used to say it) would be “Midway USA”. Another would be the Jayhawker state.

Wisconsin is Americas Dairyland

Alabama has always been know as “The Heart of Dixie”

Illinois is the Land of Lincoln!

Connecticut is also known as The Nutmeg State.

Louisiana us also known as the Sportsman’s Paradise.

Plan Your Day. Grow Your Life.

Enter your email address to receive our free newsletter.

• Email Address *

50 Welcome Signs for the 50 United States of America

By Amy Plitt

Missouri's slightly befuddling nickname, "The Show Me State," greets travelers as they cross state lines.

We applaud Alaska for not succumbing to the temptation to put up a green-and-white sign similar to other states'; its wooden welcome emblem is something you'd actually want to pose with in a photo.

Arizona's flag and its most recognizable tourist landmark—that would be the Grand Canyon—are the focal points of its interstate signs.

Did you know that Arkansas's nickname is "The Natural State"? If you've crossed the state's borders, you should: The moniker—a reference to its plethora of mountains, lakes, hot springs, and more—is right there on the welcome signs.

Instead of using a more recognizable symbol on its state signs—like the coastline, or an orange, or something like that—California's DOT instead chose to add a poppy, the state flower, to its highway signs.

Colorado's cheerful, rustic signs (there are 40 throughout the state) have become landmarks in and of themselves, with each one weighing about 150 pounds.

CONNECTICUT

Connecticut may be full of surprises, but this welcome sign—a plain blue-and-white number—is not one of them.

Delaware's sign is nice and all, but in this case, we can only think of Wayne Campbell: " Hi…I'm in Delaware. "

Florida calls out some its most recognizable state symbols—the palm tree and the orange—on its welcome signs. (No Mickey Mouse, though. Huh.) The state DOT plans to replace these signs with bigger and more photogenic ones by 2015.

"Georgia On My Mind" is the official song of the Peach State, so it's only fitting that a snippet of the lyrics (along with a fuzzy peach) ended up on its welcome signs.

Fun fact: Hawaii doesn't have specific state welcome signs on its highways; instead, they're located at Hawaiian airports, like the one in Honolulu.

Not even a potato, Idaho? Fine.

Of course Illinois would call out its most famous son: 16th President Abraham Lincoln, who lived in the state, became a congressman there, and was buried in Springfield after his 1865 assassination.

Indiana's nickname, "The Crossroads of America," is a reference to the fact that several major interstate roads passed through the state. And thus, it ended up on its highway signs.

One of Iowa's biggest tourist attractions is the Field of Dreams house, so of course that movie is referenced on the state's highway signs.

Kansas's signs are a mishmash of its state seal (emblazoned with the Latin phrase "Ad Astra per Aspera," translating to "To the Stars Through Difficulties") and the state flag, which features a sunflower, the official state flower.

Kentucky's state motto is "Unbridled Spirit"—like horses, because of the Kentucky Derby, see—and so it ended up on the state signs, which also feature a subtle horse illustration.

A fleur-de-lis and the phrase "Bienvenue en Louisiane" are shoutouts to Louisiana's Cajun French culture, still a vital part of the state's identity.

We'll take Maine's word that things in Maine are, indeed, the way life should be.

Maryland's signs are positively cluttered with state iconography: The red, yellow, and black state flag is perched above black-eyed Susans, the state flower.

MASSACHUSETTS

We can't say for sure whether you'll actually see a chickadee sitting on a Mayflower when you visit Massachusetts (both are emblems of the state), but you sure will on its highway signs.

The Great Lakes State adopted the "Pure Michigan" slogan in 2006 as part of an advertising campaign, and its since permeated much of the official tourism literature in the state—including the welcome signs.

University of Minnesota students are responsible for the current welcome sign, created in 1996; the Department of Transportation wanted to hark back to the old highway markers , but with a more modern design.

MISSISSIPPI

Mississippi has had several state signs, including one that highlighted its place in rock 'n' roll history; this one is simple but effective, with the state flower—the magnolia—perched in a corner.

When Alabama decided to replace its old welcome signs (which read "Welcome to Alabama the Beautiful"), naturally they turned to the best-known song about the state: Lynyrd Skynyrd's 1974 Southern rock anthem.

Montana's welcome signs got a makeover in 2013, replacing decades-old iconography with images that highlight some of the unique elements of the state: cowboys, Bighorn Canyon, and the like.

In case you didn't know, Nebraska is the home of Arbor Day. You learn something new every day.…

The "Welcome to Fabulous Las Vegas" sign is more well known, but these welcome signs exist, too; they complement a similar license plate that was introduced in 1989.

NEW HAMPSHIRE

Following a rebranding campaign, New Hampshire also updated its welcome signs in 2012—the French is a nod to its Canadian visitors, a major influence on the state's culture.

New Jersey has several welcome signs, and this one is a darn sight nicer than the ones that welcome you to the Turnpike, that's for sure.

New Mexico's welcome signs reference its state flag, with red and yellow coloring, and its agriculture, with red or green chiles on various signs.

How long do you think it'll be before the lyrics from "Empire State of Mind" end up on New York's welcome signs? We give it another five years.

NORTH CAROLINA

North Carolina keeps it simple and classy, with its state flag the only adornment on its highway signs.

NORTH DAKOTA

Depending on where you enter North Dakota, you might see a different sign: This one, featuring the visage of President Theodore Roosevelt, is an entrance to the state's western region (conveniently, where Theodore Roosevelt National Park is located).

Another simple, clean design. We dig it, Ohio.

Less a sign and more a big monument to the state, this sign along an Oklahoma interstate is more imposing than your standard-issue welcome wagon.

Travelers heading into Oregon from California will see this massive sign along Interstate 5, where it was installed in 2010.

PENNSYLVANIA

The slogan "State of Independence" was added to Pennsylvania's welcome signs in 2004, after a campaign to remind folks of its place in American history.

RHODE ISLAND

These may be the newest welcome signs in the USA: Five of these markers were installed earlier this summer, with another two to follow in the coming months.

SOUTH CAROLINA

Though South Carolina has these fairly staid markers along its interstates, we'd be remiss if we didn't mention South of the Border , the supremely tacky roadside stop that's just over the North Carolina-South Carolina border.

SOUTH DAKOTA

What else do you put on a welcome sign for South Dakota than the state's—nay, one of the country's—biggest attractions?

Why "the Volunteer State"? It's a holdover from the War of 1812 , when thousands of Tennessee men willingly went to fight against the British.

We were expecting something bigger, bolder, and…well, more Texas than these signs. But the state flag and the DOT's "Drive Friendly" motto are nice too, we guess.

Utah created seven different welcome signs, which are placed at strategic points around the state. This one, for example, can be found around the Lake Powell region; another, featuring a ski bunny, is installed near Park City and other popular ski spots.

Vermont keeps things simple: illustration of Green Mountains, state name, nickname that echoes the whole mountain theme. Boom. Done.

Similar to its fellow commonwealth, Massachusetts, Virginia festooned its welcome signs with the state bird (the cardinal) sitting atop the state flower (an American dogwood).

Way to keep it simple, Washington.

WEST VIRGINIA

"Wild and Wonderful," a popular slogan in West Virginia, was added to the welcome signs in 2007.

Wisconsin's welcome signs are charmingly retro: 23 of these markers, made from redwood, were installed along major highways beginning in 1958—and remarkably, they're still standing.

Don't expect to see Wyoming's welcome signs for too long: According to the state's tourism office, they change out every so often, along with the state license plates.

What's your favorite state sign? Vote now in our poll , and see which welcome sign fellow travelers like best.

More ways to celebrate America:

Which State Has the Coolest License Plate in America?

10 American Monuments to See In Your Lifetime

The 10 Biggest 4th of July Fireworks Displays in the U.S.

• Origin of State Name
• State Resident's Names
• Listing of State Mottos
• The 50 US States

• Butterflies
• » 50 States
• » Histories
• » State Symbols
• » Slogans

State Slogans

Advertising slogans, currently and formerly used by the us states..

A slogan is an advertising tag-line or phrase that advertisers create to visually expresses the importance and benefits of their product. By and large, it's a theme to a campaign that usually have a genuine role in people's lives.

Over the years, every state has establish state slogans to promote tourism for their state, which are official and unofficial, and change more often than state mottos and state nicknames . In considering these state slogans, you can make an observation about how the states market themselves. Whether it be controversial or cute, a state slogan can stick in the mind and give that state an identity.

The State's slogans can be displayed anywhere, from its official stationery to the stickers attached to state's cars, and are occasionally included on state license plates. These slogans anchor the State's messages or values in the targets' minds, improving the State image and presenting its residents as open minded people.

State Tourism Slogans: Key to Success or a Waste of Time?

Samantha Shankman, Skift

April 3rd, 2015 at 2:03 PM EDT

Even if consumers don't recognize a state tourism slogan, its ability to facilitate the organization of the state's tourism industry around a single theme or message should help boost the destination's long-term branding and attractiveness.

Michigan is pure , Louisiana is passionate , and Virginia is for lovers , according to the state tourism slogans adopted and promoted by these states’ tourism boards.

Almost every state has a tourism slogan, a two- or three-word line that hopes to capture the spirit of a destination, but their ultimate role in attracting visitors is open to debate. The sometimes-million-dollar campaigns built around the slogans can be a lynchpin for a state’s marketing efforts, but do consumers really care or even know the personas that states are pushing?

Testing Awareness

To test the awareness of the general American consumer, we took one of the oldest and most famous of state tourism slogans, “Virginia Is For Lovers,” and asked 500 random respondents through Google Consumer Surveys to identify the state associated with “is For Lovers.”

Older respondents, aged 55 to 64, were the most likely to correct choose Virginia while younger respondents, aged 18 to 24, were the least likely. This is an interesting data point given the considerable focus that brands have on millennial travelers.

Given the underwhelming response to our survey, we sought out state tourism boards that have put significant efforts into building and spreading their slogans. Although each consider the slogan an integral piece of their marketing make-up, there is no proven method for measuring and testing their continued effectiveness.

Tourism leaders (below) from Virginia, Michigan and Louisiana share their experiences developing and maintaining their slogans.

State’s Branding Lessons

“Virginia Is For Lovers,” for example, was developed by an agency in 1969 and remained the the state’s slogan for the past 45 years. In that time, it’s become a part of the state’s overall branding, co-opted by local businesses and even merchandized.

“The accrued value of 45 years as a tourism slogan is almost immeasurable,” says Thad Smith, Virginia Tourism ’s brand director. “The slogan tends to be used organically, in conversation — it has become part of the fabric of Virginia. It represents equally the entire state.”

The tourism board continues to measure the efficacy of the slogan through visitor input, but it has in many ways taken on a life of its own.

Michigan’s tourism slogan, “Pure Michigan,” is just shy of a decade old and an agency likewise created it. Ad agency McCann Erickson spent three years conceiving and refining the concept before winning the account in February 2006. It continues to evaluates the slogan based on travel to Michigan, traveler spending in Michigan, return on advertising investments, and consumer surveys.

Just as important as a slogan drawing visitors to a destination is an ability to internally organize an organization’s marketing strategy and tone behind a single concept or message.

“When we launched the campaign in 2006, we underestimated the power that a good campaign could bring to the travel industry and the DMOs (destination marketing organizations),” says David West, vice president of Travel Michigan .

“The Pure Michigan campaign became a rallying cry for the entire state and offered the opportunity to align our partners and the industry underneath one core idea: Pure Michigan. All of a sudden, everyone was singing from the same song sheet and delivering consistent message.”

Louisiana, on the other hand, spent significantly less time and money on the creation of its tourism slogan, “Pick Your Passion.” Lt. Governor Jay Dardenne created the slogan and logo quickly upon his appointment with the goal of driving traffic to Louisiana Travel’s  website , where consumers can research and plan trips based on their passions.

The organization last evaluated the effectiveness of the slogan in July 2014 and found recognition and positive response rise to 75 percent in an RRC Associates poll.

The Daily Newsletter

Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

Have a confidential tip for Skift? Get in touch

Tags: marketing , tourism

Photo credit: Everyone knows that "Virginia Is For Lovers," or do they? Virginia Tourism

The Good, the Bad, and the Ugly: A Review of Tourism Slogans from Around the World

Tourism slogans are short, memorable phrases that promote destinations and attract visitors. They are an important marketing tool for destinations, as they help to establish brand identity and differentiate a location from its competitors. A great tourism slogan should capture the essence of a destination and inspire travelers to visit and experience all that it has to offer. It should also have an emotional pull, evoking feelings of excitement, adventure, relaxation, or whatever other emotions are appropriate for the destination.  In this blog post, we will explore the history and significance of tourism slogans and showcase a collection of the best and worst ones from around the world.  We will also provide some tips for creating a great tourism slogan.

History of Tourism Slogans

The use of tourism slogans dates back to the early 20th century when destinations began to market themselves more aggressively to attract visitors. One of the first known tourism slogans was “See America First,” which the United States government used in the 1920s to encourage Americans to explore their own country before traveling abroad.

In the following decades, more destinations worldwide began to adopt their own tourism slogans to stand out in a crowded market. For example, the British government used ” Visit Britain ” in the 1950s to promote the country as a travel destination.

As tourism has evolved over the years, so have the slogans used to promote it. In the 1960s and 1970s, tourism slogans often focused on a destination’s natural beauty and outdoor recreational opportunities. For example, “New Zealand: 100% Pure” has been used by the New Zealand government since 1999 to promote the country’s unspoiled landscape and clean environment.

In recent years, tourism slogans have become more diverse and creative, with destinations using catchy and memorable phrases to appeal to travelers’ emotions and sense of adventure. Some examples of iconic tourism slogans from recent years include “Australia: Where the Bloody Hell Are You?” and “Spain: Passion for Life.”

The history of tourism slogans reflects the evolution of the travel industry and travelers’ changing priorities and interests. Whether it’s showcasing a destination’s natural beauty, cultural attractions, or unique character, the best tourism slogans capture the essence of a place and inspire travelers to visit and experience it for themselves.

Best Tourism Slogans

Below are sixteen of the best tourism slogans from around the world. From iconic catchphrases to more recent taglines, these slogans represent some of the most memorable and effective tourism campaigns.

“I Love NY” – This iconic slogan, which features a heart symbol in place of the word “love,” has been used by the state of New York since 1977 to promote the city as a world-class travel destination. The slogan has become synonymous with the city itself and is recognized around the world.

“Australia: Where the Bloody Hell Are You?” – This provocative slogan was used by the Australian tourism board in 2006 to promote the country as a place full of adventure and excitement. The slogan was controversial then, but it helped increase Australia’s tourism and is now considered one of the most memorable tourism slogans of all time.

“Come to life” – This slogan, which South Africa introduced in 2013, captures the country’s diverse and vibrant culture and its natural beauty and adventure opportunities.

“Spain: Passion for Life” – This slogan, introduced by the Spanish tourism board in 2011, highlights the country’s rich cultural heritage and lively way of life.

“Italy: La Dolce Vita” – This slogan, which means “the sweet life,” captures Italy’s laid-back, indulgent spirit and its renowned cuisine and wine.

“Greece: The True Experience” – This slogan, introduced by the Greek tourism board in 2017, promotes the country’s rich history, culture, and natural beauty.

“Japan: Endless Discovery” – This slogan was introduced by the Japanese tourism board in 2018, highlighting the country’s diverse and unique culture and its many attractions and experiences.

“Canada: Keep Exploring” – This slogan, introduced by the Canadian tourism board in 2013, promotes the country’s natural beauty and diverse regions.

“Singapore: Your Amazing Playground” – This slogan, introduced by the Singapore tourism board in 2018, promotes the city-state as a destination full of excitement and adventure.

“Germany: Unlimited Possibilities” – This slogan, introduced by the German tourism board in 2018, highlights the country’s diverse regions, cultural attractions, and opportunities for adventure.

“Ecuador: All You Need is Ecuador” – This slogan, introduced by the Ecuadorian tourism board in 2018, promotes the country’s diverse regions, including the Amazon rainforest, the Galápagos Islands, and the Andes Mountains.

“Egypt: The Gift of the Nile” – This slogan, introduced by the Egyptian tourism board in 2018, highlights the country’s rich history and cultural attractions, including the Pyramids of Giza and the Nile River.

“New Zealand: 100% Pure” – This slogan, which the New Zealand government has used since 1999, promotes the country’s unspoiled landscape and clean environment.

“Peru: The Land of the Incas” – This slogan, introduced by the Peruvian tourism board in 2018, highlights the country’s rich cultural heritage and ancient civilizations, including the Inca Empire.

“Fiji: Where Happiness Finds You” – This slogan, introduced by the Fijian tourism board in 2018, promotes the country’s laid-back, welcoming culture and its stunning beaches and natural beauty.

“Jamaica: One Love” – This slogan, introduced by the Jamaican tourism board in the 1980s, promotes the country’s laid-back, welcoming culture and reggae music.

Worst Tourism Slogans

Tourism slogans are meant to be memorable and inspiring, but sometimes they can fall flat or even be controversial, and below, we highlight some of the worst tourism slogans in recent years. These slogans range from poorly executed to downright offensive, serving as cautionary tales for destinations looking to promote themselves to travelers. Whether tone-deaf, arrogant or simply misguided, these tourism slogans demonstrate the importance of being mindful and sensitive when marketing a destination to the world.

“Croatia: The Mediterranean As It Once Was” – This slogan, used by the Croatian tourism board in 2015, was criticized for implying that other Mediterranean countries were not authentic or had lost their cultural traditions.

“Qatar: You’re in Your Element” – This slogan was used by the Qatari tourism board in 2017 and was criticized for being tone-deaf and insensitive in the wake of the country’s human rights abuses and exploitation of migrant workers.

“Visit Florida: The Rules Are Different Here” – This slogan, used by the state of Florida in 2018, was criticized for promoting reckless and dangerous behavior and a lawless atmosphere.

“Visit London: The Only Place to Be” – This slogan, used by the London tourism board in 2015, was criticized for being arrogant and excluding other destinations.

“Sweden: The Nature of Sweden” – This slogan, used by the Swedish tourism board in 2016, was criticized for promoting a stereotype of Sweden as a cold, snowy country and ignoring the country’s cultural and urban attractions.

“Bhutan: Happiness is a Place” – This slogan, used by the Bhutanese tourism board in 2014, was criticized for oversimplifying the concept of happiness and ignoring the country’s social and economic challenges.

“Syria: Always Beautiful” – This slogan, used by the Syrian tourism board in 2011, was criticized for ignoring the country’s ongoing civil war and promoting a false sense of security and stability.

“Egypt: Land of Pharaohs and Terrorism” – This slogan, created as a parody by a social media user in 2015, highlights the negative association that some people have with Egypt due to the country’s history of terrorism and political instability.

“Greece: The Only Crisis Is Choosing What to Do First” – This slogan, used by the Greek tourism board in 2015, was criticized for being tone-deaf and ignoring the country’s economic crisis and debt problems.

“Visit Haiti: 10 Reasons Why You Should Visit Haiti Now” – This slogan, used by the Haitian tourism board in 2017, was criticized for ignoring the country’s ongoing political and economic challenges and promoting a false sense of optimism.

“Japan: Come and Relax” – This slogan, used by the Japanese tourism board in 2018, was criticized for promoting a stereotype of Japan as a relaxing and Zen-like country and ignoring the country’s vibrant and energetic culture.

“Thailand: Land of Smiles” – This slogan, which the Thai government has used since the 1980s, was criticized for oversimplifying the country’s culture and ignoring its political and social issues.

“India: Incredible!” – This slogan, used by the Indian tourism board in 2002, was criticized for being too broad and lacking a specific focus or message.

“Mexico: Live It to Believe It” – This slogan, used by the Mexican tourism board in 2018, was criticized for promoting a one-dimensional image of Mexico as a party destination and ignoring the country’s cultural and natural attractions.

“Russia: A Unique Land” – This slogan, used by the Russian tourism board in 2018, was criticized for being too vague and lacking a clear message or focus.

How to Create a Great Tourism Slogan

Creating a great tourism slogan requires a combination of creativity, strategy, and cultural sensitivity. Here are a few tips for crafting a compelling and memorable tourism slogan:

• Keep it simple: A great tourism slogan should be short, catchy, and easy to remember. Avoid using too many words or complex language.
• Make it memorable: A memorable slogan is more likely to stick in people’s minds and encourage them to visit a destination. Use catchy phrases, wordplay, or alliteration to make your slogan stand out.
• Reflect the destination’s unique character: A great tourism slogan should capture the essence of a destination and what makes it special. Think about the destination’s culture, history, attractions, and natural beauty, and use these elements to create a slogan that reflects its unique character.
• Be culturally sensitive: It’s important to be mindful of cultural differences and sensitivities when crafting a tourism slogan. Avoid using stereotypes or promoting a one-dimensional image of a destination.
• Test it out: Before finalizing a slogan, it’s a good idea to test it out with a focus group or through market research to see how it resonates with potential visitors. This will help ensure that the slogan is effective and well-received.

Tourism slogans are a powerful marketing tool that can help destinations attract visitors and establish brand identity. The best tourism slogans capture the essence of a destination and inspire travelers to visit and experience all that it has to offer. However, not all tourism slogans are successful, and some have even been criticized for being tone-deaf, offensive, or simply poorly executed. As this post has demonstrated, it’s important for destinations to be mindful and culturally sensitive when crafting a tourism slogan and to test it out with potential visitors to ensure that it resonates with them. Whether you’re looking for the best or the worst tourism slogans, there are plenty of examples from around the world to inspire your next adventure.

Moxee Marketing is a London-based digital marketing agency. We help our clients, whether based in the United Kingdom or elsewhere in the globe, meet and exceed their digital goals and objectives across various channels.

You May Also Like:

Leave a Comment Cancel Reply

Your email address will not be published. Required fields are marked *

Tourism Slogans for Every Country in the World: From Catchy to Cringeworthy

You guys — I have gone down a rabbit hole. 🤦🏻‍♀️ I started searching for country tourism slogans to include on a Country Quick Facts Infographic I am creating for my newly-designed country category pages (check out the test run for Colombia here !).

Before I knew it, I had compiled a comprehensive list of the tourism slogans for every country and territory in the world! So I decided to rank the Top 20 Best and Worst tourism slogans just for kicks. And I also threw in a few tourism logos while I was at it!

It was interesting to see what catchy (or not-so-catchy) taglines countries have come up with to lure tourists, especially since (at the time of this writing) US citizens are banned from all but a handful of these countries due to the coronavirus.

Some countries opted for the easy go-to of alliteration (“Brilliant Barbados”; “Beautiful Burundi”; “Pristine Paradise Palau”; “Timeless Tuvalu”) or assonance (“Epic Estonia”; “Incredible India”). Other countries got a little more creative (Djibouti: “Djibeauty”; Slovenia: “I feel sLOVEnia”; Ukraine: “It’s all about U”).

A few countries decided to make some bold claims (“Dominican Republic Has It All”; “All You Need Is Ecuador”; Honduras: “Everything Is Here”), while smaller, lesser-known countries opted to just tell you where they are located (Andorra: “The Pyrenean Country”; Bosnia & Herzegovina: “The Heart of SE Europe”).

Without further ado, here is my ranking (in alphabetical order) of the Top 20 Best and Worst Country Tourism Slogans. Let’s get the cringeworthy taglines out of the way first before moving onto the catchy ones….

Table of Contents

Worst Country Tourism Slogans

Armenia – Visit Armenia, It is Beautiful

Straight to the point but I feel like Armenia kind of mailed it in on this one.

Explore Armenia

Brazil – Visit and Love Us

Sounds a bit needy to me, Brazil.

Explore Brazil

Brunei Darussalam – Abode of Peace

Interesting slogan for a country known for its human rights violations…

Explore Brunei Darussalam

El Salvador – El Salvador: Impressive!

I guess this is a step up from their previous slogan “The 45-Minute Country” but still a bit lackluster.

Explore El Salvador

Finland – I Wish I Was in Finland

Putting the words in tourists’ mouths…

Explore Finland

Gibraltar (UK) – Time to be Enlightened

I’m pretty sure Gibraltar is all about a giant rock so I’m not sure what’s so enlightening?

Explore Gibraltar

Honduras – Everything is Here

Bold claim, Honduras.

Explore Honduras

Hungary – WOW Hungary

WOW is supposedly an acronym for Wellspring of Wonders but it really only works if you’re in the know. I kinda feel like they should just spell it out and skip the acronym altogether?

Explore Hungary

Indonesia – Wonderful Indonesia

I’m sure it is wonderful but I feel like they missed an opportunity for something more creative here…

Explore Indonesia

Iran – You Are Invited

Nice sentiment but are we really? At least for Americans, I’m not so sure how welcome we’d be.

Explore Iran

Jordan – Yes, It’s Jordan

Jordan’s getting a bit cocky here if you ask me…

Explore Jordan

Luxembourg – Live Your Unexpected Luxembourg

I’m not even sure what this means? I’ve been to Luxembourg and it is a beautiful but bland tiny speck of a country.

Explore Luxembourg

Montserrat (UK) – Come. We Have Time for You.

It’s actually so bad that it’s kind of good.

Explore Montserrat

The Netherlands – The Original Cool

I think I’m missing something. What does this even mean?

Explore The Netherlands

Paraguay – You Have to Feel It!

Feel what? A bit forward for a first date.

Explore Paraguay

Slovakia – Travel in Slovakia – Good Idea

I actually secretly love how cringeworthy this one is…

Explore Slovakia

Syria – Always Beautiful

Really, Syria? The decades of civil war might imply otherwise.

Explore Syria

Tunisia – I Feel Like Tunisia

What does this even mean?!

Explore Tunisia

United States – All Within Your Reach

America, you can do better. First of all, our country is huge. Second of all, I beg to differ based on the rampant racial and gender inequity coursing through our nation.

Explore the United States

Uruguay – Uruguay Natural

Huh? I don’t get it.

Explore Uruguay

Best Country Tourism Slogans

Anguilla (UK) – Tranquillity Wrapped in Blue

This conjures up an image of taking a nap on a beach, wrapped up in a beach towel, with not a care in the world.

Explore Anguilla

Antigua and Barbuda  – The Beach is Just the Beginning

I like both the alliteration and the implication that there’s so much more to this country than it belies on the surface.

Explore Antigua and Barbuda

Austria – Arrive and Revive

This just sounds so refreshing!

Explore Austria

Bhutan – Happiness is a Place

Bhutan measures Gross Domestic Happiness as a metric of success so I believe them…

Explore Bhutan

Cape Verde – No Stress

Sounds good to me!

Explore Cape Verde

Denmark – The Happiest Place on Earth

If you’ve got it, flaunt it.

Explore Denmark

Djibouti – Djibeauty

See what they did there? Love the catchphrase but you need to work on your logo, Djibouti.

Explore Djibouti

Faroe Islands (Denmark) – Unspoiled, Unexplored, Unbelievable

I’m all about the hidden gems so sign me up!

Explore Faroe Islands

Fiji – Where Happiness Finds You

Yes, please. 🙋🏻‍♀️

Explore Fiji

Kiribati – For Travellers

The implication is that Kiribati is for travelers, NOT tourists. And I like it.

Explore Kiribati

Montenegro – Wild Beauty

Something about this slogan just resonates with me.

Explore Montenegro

Morocco – Much Mor

Clever, Morocco.

Explore Morocco

Mozambique – Explore the Unexplored!

My kind of traveling!

Explore Mozambique

Nigeria – Good People, Great Nation

I just love the country pride and it actually really makes me want to visit.

Explore Nigeria

Oman – Beauty Has an Address

Since I list Oman as one of my favorite places I have visited, I can attest to the truth of this statement.

Explore Oman

Philippines – It’s More Fun in the Philippines

Enticing…I’d like to find out if this is true!

Explore Philippines

Tajikistan – Feel the Friendship

Sounds lovely, Tajikistan.

Explore Tajikistan

Timor-Leste – Explore the Undiscovered

Hidden gems are my jam. One day, Timor-Leste, one day.

Explore Timor-Leste

Ukraine – It’s All About U

I love both the play on words and the inviting sentiment here!

Explore Ukraine

Uzbekistan – Naturally Irresistible!

From the pictures I’ve seen, I’m dying to find out if I can’t resist the nature in Uzbekistan.

Explore Uzbekistan

Complete List of Tourism Slogans by Country

Afghanistan – N/A

Albania – Go Your Own Way

Algeria – Tourism for Everybody

American Samoa (US) – N/A

Angola – Country of the Future

Andorra – The Pyrenean Country

Antarctica – The White Continent

Argentina – Beats to Your Rhythm

Artsakh (Armenia) – A Hidden Treasure

Aruba (Netherlands) – One Happy Island

Australia – Come Live Australia’s PhilAUSophy

Azerbaijan – Take Another Look

Bahamas – Fly Away

Bahrain – Ours. Yours. Bahrain.

Bangladesh – Beautiful Bangladesh

Barbados – Brilliant Barbados

Belarus – Hospitality Without Borders

Belgium – The Place to Be

Belize – Belize is a Curious Place

Benin – N/A

Bermuda (UK) – So Much More

Bolivia – Bolivia Awaits You

Bonaire (Netherlands) – Once a Visitor Always a Friend

Bosnia and Herzegovina – The Heart of SE Europe

Botswana – Our Pride, Your Destination

Brazil – Brazil. Visit and Love Us

Bulgaria – A Discovery to Share

Burkina Faso – N/A

Burundi – Beautiful Burundi

Cabo Verde – No Stress

Cambodia – Kingdom of Wonder

Cameroon – Africa in Miniature

Canada – Keep Exploring

Cayman Islands (UK) – Dream in Cayman

Central African Republic – N/A

Chad – Oasis of the Sahel

Chile – Where the Impossible is Possible

China – Explore the World with Us

Colombia – Colombia is Magical Realism

Comoros – N/A

Congo, Democratic Republic of – N/A

Congo, Republic of – N/A

Cook Islands (New Zealand) – Love A Little Paradise

Costa Rica – Essential Costa Rica

Côte d’Ivoire – N/A

Croatia – Full of Life

Cuba – Autentica Cuba

Curaçao (Netherlands) – Curacao: Real. Different.

Cyprus – Cyprus in Your Heart

Czech Republic – Land of Stories

Dominica – The Nature Island

Dominican Republic – Dominican Republic Has It All

East Timor – Being First Has Its Rewards

Ecuador – All You Need is Ecuador

Egypt – Where It All Begins

England – Discover Your England

Equatorial Guinea – N/A

Eritrea – N/A

Estonia – Epic Estonia

Eswatini – A Royal Experience

Ethiopia – Land of Origins

Falkland Islands (UK) – Desire the Right

France – Rendez Vous en France

French Guiana (France) – N/A

French Polynesia (France) – Reconnect with the World

Gabon – N/A

Gambia – The Smiling Coast of Africa

Georgia – For the Best Moments of Your Life

Germany – Simply Inspiring

Ghana – Culture, Warmth, and Much More

Greece – Always in Season

Greenland (Denmark) – N/A

Grenada – Pure Grenada: The Spice of the Caribbean

Guadeloupe (France) – The French Caribbean Archipelago

Guam (US) – Where America’s Day Begins

Guatemala – Heart of the Mayan World

Guinea – N/A

Guinea-Bissau – N/A

Guyana – South America, Undiscovered

Haiti – Experience It!

Hong Kong (China) – Best of It All, It’s in Hong Kong

Iceland – Inspired by Iceland

India – Incredible India

Iraq – The Other Iraq (Kurdistan)

Ireland – Jump into Ireland

Israel – Land of Creation

Italy – Made in Italy

Jamaica – Heartbeat of the World

Japan – Endless Discovery

Kazakhstan – The Land of Wonders

Kenya – Magical Kenya

Kosovo – N/A

Kuwait – Pearl of the Gulf

Kyrgyzstan – So Much to Discover!

Lao People’s Democratic Republic (Laos) – Simply Beautiful

Latvia – Best Enjoyed Slowly

Lebanon – Passion for Living

Lesotho – The Kingdom in the Sky

Liberia – The Gateway for Tourism

Libya – N/A

Liechtenstein – Experience Princely Moments

Lithuania – Real is Beautiful

Macau (China) – The City of Dreams

Madagascar – A Genuine Island, A World Apart

Malawi – The Warm Heart of Africa

Malaysia – Truly Asia

Maldives – The Sunny Side of Life

Malta – Truly Mediterranean

Marshall Islands – N/A

Martinique (France) – There’s Only One Martinique

Mauritania – N/A

Mauritius – It’s a Pleasure

Mayotte (France) – N/A

Mexico – A World of Its Own

Micronesia (Federated States of) – Experience the Warmth

Moldova – Discover the Routes of Life

Monaco – For You

Mongolia – Nomadic by Nature

Myanmar – Myanmar, Be Enchanted

Namibia – Endless Horizons

Nauru – N/A

Nepal – Lifetime Experiences

Netherlands – The Original Cool

New Caledonia (France) – Pacific Heart

New Zealand – 100% Pure

Nicaragua – I Love You As You Are

Niger – N/A

Niue (New Zealand) – Nowhere Like Us

North Korea – N/A

North Macedonia – North Macedonia Timeless

Northern Mariana Islands (US) – N/A

Norway – Powered by Nature

Oman – Beauty Has An Address

Pakistan – It’s Beautiful, It’s Pakistan

Palau – Pristine Paradise Palau

Palestinian Territories – A Land of the Heart

Panama – Discovered by Nature

Papua New Guinea – A Million Different Journeys

Peru – Land of the Incas

Pitcairn Island (UK) – Come Explore

Poland – Move Your Imagination

Portugal – Europe’s West Coast

Puerto Rico (US) – Ready to Enchant You

Qatar – Qurated for You

Reunion Island (France) – The Ultimate Island

Romania – Explore the Carpathian Garden

Russian Federation – Reveal Your Own Russia

Rwanda – Discover the Land of a Thousand Hills

Saba (Netherlands) – The Unspoiled Queen of the Caribbean

Samoa – Beautiful Samoa

San Marino – San Marino For All

Sao Tome and Principe – N/A

Saudi Arabia – Experience to Discover

Scotland – A Spirit of Its Own

Senegal – N/A

Serbia – My Serbia

Seychelles – Another World

Sierra Leone – The Freedom to Explore

Singapore – Passion Made Possible

Slovenia – I Feel sLOVEnia

Solomon Islands – Solomon Is.

Somalia – N/A

South Africa – Inspiring New Ways

South Korea – Imagine Your Korea

South Sudan – N/A

Spain – #spainindetail

Sri Lanka – So Sri Lanka

St. Eustatius (Netherlands) – The Caribbean’s Hidden Treasure

St. Kitts and Nevis – Follow Your Heart

St. Lucia – Let Her Inspire You

St. Martin (France) / St. Maarten (Netherlands) – The Friendly Island

St. Vincent and the Grenadines – The Caribbean You’re Looking For

Sudan – N/A

Suriname – A Colorful Experience…Exotic Beyond Words

Sweden – N/A

Switzerland – Get Natural

Taiwan – The Heart of Asia

Tanzania – The Soul of Africa

Thailand – Amazing Thailand: It Begins with the People

Tibet (China) – Take a Trip to the Holy Land

Tonga – The True South Pacific

Trinidad and Tobago – Go Beyond Ordinary

Turkey – Be Our Guest

Turkmenistan – The Heart of the Great Silk Road

Turks and Caicos Islands (UK) – Beautiful by Nature

Tuvalu – Timeless Tuvalu

Uganda – The Pearl of Africa

United Arab Emirates – Discover All That’s Possible

United Kingdom – Home of Amazing Moments

United States of America – All Within Your Reach

Vanuatu – Discover What Matters

Vatican City – N/A

Venezuela – Venezuela is Your Destination!

Vietnam – Timeless Charm

Virgin Islands (UK) – Nature’s Little Secrets

Virgin Islands (US) – Visit To Be Inspired

Wales – #findyourepic

Wallis and Futuna Islands (France) – Islands of Hidden Treasures

Yemen – N/A

Zambia – Let’s Explore

Zimbabwe – A World of Wonders

Which tourism slogan makes you want to visit that country the most and why?

Loved this post? Feel free to share it!

About Laura

Laura is an avid traveler who aspires to live a life filled with adventure and a dash of luxury and hopes to inspire others to do the same. She seems to consistently be drawn to lesser-traveled hidden "pearls" and loves to give these under-the-radar places the credit they are due. Laura can often be found on the ski slopes in the winter and is obsessed with all activities involving water...and mac and cheese...and Golden Retrievers.

No Comments

Leave a reply cancel reply.

Copyright 2020 - Find The Pearls Travel | All Rights Reserved | WordPress Theme Created by Solo Pine

Watch CBS News

States try to lure tourists with catchy slogans

By Vinita Nair

May 18, 2014 / 7:42 PM EDT / CBS News

NEW YORK - AAA says more than 36 million Americans will travel 50 miles or more away from home on Memorial Day weekend.

If you're unsure where to go, there are 50 state tourism departments eager to host you. Each has its own pitch, including a new one out this week: "Visit Nebraska. Visit nice."

The state of Nebraska wants you to visit and it's spent three months and $75,000 researching its new slogan. Here's what it unveiled earlier this week:

"Visit Nebraska. Visit nice."

"The purpose of this campaign is to get people to come off the interstate highway when they're driving through Nebraska as fast as they can, but nice isn't going to get them off the highway," said Professor Sharr Prohaska.

Prohaska, who teaches about branding and tourism at New York University, says there is a technique to creating a successful slogan.

"You have to catch them. It's like fishing. You have to have something that just catches them right away," she said.

How can a state know if an ad is successful?

"For every dollar that goes into their advertising, the return on that dollar can be anywhere from in some states as low as $48, in some states around $330," Prohaska said.

Some ads have been so successful they've gone international, like Virginia's ad proclaiming it "is for lovers" and New York's famous "I (heart) NY" campaign. Ten years ago, advertising firm R&R created the "What happens here stays here" slogan for Las Vegas.

It isn't just that the ads are clever- they can generate tourism dollars. From 2012-2013, all 50 states combined spent more than $450 million for advertising and promotion, according to the U.S. Travel Association .

Nationwide, tourism generated $888 billion in direct spending last year, the association says.

An unsuccessful ad gets pulled almost immediately, like Washington state's "SayWa" campaign, which was retired in just six months. Alaska's "B4UDIE" ad that lasted about 30 days.

Prohaska says branding a state in just a few words isn't easy.

"When there's so much competition you have to stand out. You have to distinguish yourself," Prohaska said.

Her fear is that people who see Nebraska's new ad won't have anything nice to say.

More from CBS News

Ohio's returned to its old tourism slogan, here's why

Ohio is, once again, the heart of it all.

Gov. Mike DeWine announced a new − or, more accurately, old − tourism slogan for the state Wednesday: "Ohio, The Heart of it All." The state first used this slogan to attract visitors to the Buckeye State in the 1980s but retired it in the early 2000s.

"We are returning to something familiar," DeWine said in Cleveland Wednesday. "We are Ohio, the heart of it all."

The slogan will replace "Ohio. Find it Here," which was first announced in 2015 during Gov. John Kasich's administration .

"Ohio. Find it Here" was easily turned into a critique by those frustrated with the state's politics or policies. On social media, the "it" you can find here in Ohio ranged from potholes and "Hell is Real" signs to discrimination and corrupt politicians. (One of the state's most powerful Republican lawmakers was recently convicted in a sweeping bribery case .)

Before "Find it Here," Ohio had two tourism slogans. "Ohio, The Heart of It All" was first used in 1984 during Democratic Gov. Richard Celeste's administration, and "Ohio, So Much to Discover" promoted the state in the early 2000s during Republican Gov. Bob Taft's tenure.

TourismOhio's focus has recently shifted from solely attracting visitors to the state's attractions to also attracting people to come live in the state. Ohio's population growth has slowed, costing the state a congressional seat after the 2020 U.S. Census.

"What we're promoting is more than just a travel destination. We are promoting all of our great state, holistically," DeWine said in Cleveland Wednesday. "We also want them to know that this is a great place to live, a great place to work and a great place to raise a family."

The slogan comes with a new ad featuring the song "Must be the Love" from Akron soul band Wesley Bright & The Honeytones. Columbus-based Ron Foth Advertising designed the new logo.

The announcement came on Ohio Tourism Day, which was also celebrated at the Ohio Statehouse with booths touting Ohio's tourism attractions. Inside the building, House lawmakers prepared to vote on a measure that would ask voters to make it harder to amend the state constitution . Another committee discussed a bill to ban transgender girls from participating in female sports .

From 'I Love New York' to 'Say WA'

While every state has a tourism slogan, not all of them have stood the test of time. New York's "I Love New York," Virginia's "Virginia is for Lovers" and West Virginia's "Wild, Wonderful West Virginia" have lasted decades.

But others were quickly panned. Washington state's "Say WA!" was dumped shortly after it was announced. "Oklahoma is OK" was ultimately not OK with many residents. And Wisconsin's "Stay Just a Little Bit Longer" was considered a bit clingy.

Can Ohio's slogan compete with its neighbors? Michigan has "Pure Michigan," Pennsylvania markets itself with "Pursue Your Happiness” and Kentucky has pitched its "Unbridled Spirit." Last year, Indiana announced a new marketing campaign: "IN Indiana."

Ohio's state motto is  " With God, All Things Are Possible ," the brainchild of young Cincinnatian Jimmy Mastronardo in the 1950s. The American Civil Liberties Union challenged the motto in court, arguing that it was an unconstitutional endorsement of religion. But a full appeals court decision sided with Ohio and the motto.

Jessie Balmert is a reporter for the USA TODAY Network Ohio Bureau, which serves the Columbus Dispatch, Cincinnati Enquirer, Akron Beacon Journal and 18 other affiliated news organizations across Ohio.

Get more political analysis by listening to the Ohio Politics Explained podcast

•  > List of U.S. state slogans

List of U.S. state slogans

Connecticut, massachusetts, mississippi, new hampshire, north carolina, north dakota, oregon state, pennsylvania, rhode island, south carolina, south dakota, washington, d.c., west virginia.

©  2022 SloganList.com   List of Slogans and Taglines      Site Map     XML sitemap

Tourism Slogans: 15 Favorite Phrases

• All Regions
• Australia & South Pacific
• Caribbean & Atlantic
• Central & South America
• Middle East & Africa
• North America
• Washington, D.C.
• San Francisco
• New York City
• Los Angeles
• Arts & Culture
• Beach & Water Sports
• Local Experiences
• Food & Drink
• Outdoor & Adventure
• National Parks
• Winter Sports
• Travelers with Disabilities
• Family & Kids
• All Slideshows
• Hotel Deals
• Car Rentals
• Flight Alerts
• Credit Cards & Loyalty Points
• Cruise News
• Entry Requirements & Customs
• Car, Bus, Rail News
• Money & Fees
• Health, Insurance, Security
• Packing & Luggage
• -Arthur Frommer Online
• -Passportable
• Road Trip Guides
• Alaska Made Easy
• Great Vacation Ideas in the U.S.A.
• Best of the Caribbean
• Best of Mexico
• Cruise Inspiration
• Best Places to Go 2024

• Español NEW

U.S. state slogans facts for kids

Here is a list of U.S. state slogans . Most states create slogans to help tourism . These slogans are sometimes put on state license plates .

There is also a list of U.S. state mottos and a list of U.S. state nicknames .

• This page was last modified on 16 October 2023, at 16:53. Suggest an edit .

Saturday, February 22, 2014

77 terrific town slogans.

• Gettysburg, South Dakota: Where the battle wasn’t
• Hooker, Oklahoma: It’s a location, not a vocation
• Jewell, Iowa: A gem in a friendly setting
• Livonia, New York: Some bigger, none better
• Peculiar, Missouri: Where the odds are with you
• Spring Lake, Michigan: Where nature smiles for seven miles
• Drumright, Oklahoma: Town of oil repute
• Boswell, Indiana: Hub of the universe
• San Andreas, California: It’s not our fault
• Readlyn, Iowa: 857 friendly people & one old GRUMP
• Forest Junction, Wisconsin: You can get there from here
• Moscow, Maine: Best town by a dam site
• Garden City, Missouri: A touch of heaven on Highway Seven
• Eaton Rapids, Michigan: Welcome to the only Eaton Rapids on Earth
• Linesville, Pennsylvania: Where the ducks walk on the fish
• Union Springs, Alabama: Serendipity center of the South
• Rockwell City, Iowa: The golden buckle on the Corn Belt
• Apex, North Carolina: The peak of good living
• Manhattan, Kansas: The Little Apple
• Walla Walla, Washington: The city so nice they named it twice
• Paradise, California: It’s all the name implies
• Melbourne, Iowa: Right on top, not down under
• Newton Falls, Ohio: The town with zip
• Freeland, Pennsylvania: The most happening place on Earth
• Gretna, Virginia: Ain’t no big thing, but we’re growing!
• Hereford, Texas: Town without a toothache
• Littleton, New Hampshire: A notch above
• Morrison, Colorado: The nearest faraway place
• Gravity, Iowa: We’re down to earth
• Leavenworth, Kansas: How about doin’ some ‘time’ in Leavenworth
• Boardman, Oregon: On the river and on the way
• Hico, Texas: Where everybody is somebody
• Wakefield, Kansas: It’ll take you by surprise!
• Beaver Dam, Wisconsin: Make yourself at home
• Buckley, Washington: Below the snow, above the fog
• Bushnell, South Dakota: It’s not the end of the Earth, but you can see it from here
• Swanton, Nebraska: Dear hearts and gentle people
• Hampton, Virginia: First from the sea, first to the stars
• Show Low, Arizona: Named for the turn of a card
• Phoenix, Oregon: The other Phoenix
• Blue Earth, Minnesota: Earth so rich, the city grows
• Beaman, Iowa: You’re not dreamin’, you’re in Beaman
• Andover, Kansas: Where the people are warm, even when the weather isn’t
• Knox, Indiana: Where opportunity knocks
• Gas, Kansas: Don’t pass Gas, stop and enjoy it
• Eastland, Texas: Where the Wild meets the West
• Delmar, Maryland: The little town too big for one state
• Broadview Heights, Ohio: The highest of the heights
• Algoma, Wisconsin: Warm welcomes, cool breezes and hot fishing
• Britt, Iowa: Founded by rail, sustained by the plow
• Lodi, California: Livable, lovable Lodi
• Hershey, Pennsylvania: The sweetest place on Earth
• Happy, Texas: The town without a frown
• Weed, California: Weed like to welcome you
• Ormond Beach, Florida: The birthplace of speed
• Lowry City, Missouri: Where the Ozarks meet the Plains
• Glenpool, Oklahoma: The town that made Tulsa famous
• Addison, Texas: Where Dallas goes for fun
• Poniatowski, Wisconsin: Center of the northwestern world
• Cherryfield, Maine: Blueberry Capital of the World
• Tombstone, Arizona: The town too tough to die
• Claxton, Georgia: Fruitcake capital of the world
• Dodge City, Kansas: The wickedest little city in America
• St. George, Utah: Where the summer sun spends the winter
• Eustis, Florida: The city of bright tomorrows
• Lufkin, Texas: See the forest for the trees
• Cairo, Illinois: Where northern enterprise meets southern hospitality
• Anita, Iowa: A whale of a town
• Harrison, Michigan: Twenty lakes in twenty minutes
• Janesville, Wisconsin: Wisconsin’s Park Place
• Riverside, Iowa: Where the Trek begins
• Coachella, California: City of eternal sunshine
• Hyder, Alaska: Friendliest ghost town in Alaska
• Whittemore, Iowa: Cares more, shares more
• St. Louis, Michigan: Middle of the mitten
• Burkeville, Virginia: The little town that could
• Madisonville, Kentucky: The best town on Earth

Very cute! Thanks for the laughs.

10 best slogans from the travel and tourism industry

10 min read

June 14, 2024

An estimated 975 million tourists traveled internationally between January and September 2023. Needless to say, demand in the travel and tourism industry is high. So is competition.

As travel companies and tourism boards vie for consumers’ attention, a really great slogan can be the difference between “fully booked” and “canceled”. 

To celebrate the arrival of summer (in the Northern Hemisphere), I’m unpacking 10 of my all-time favorite slogans and taglines from the travel and tourism industry. Plus, my two cents on why the best slogans work and why others get lost in translation.

So, stow your tray tables, fasten your seatbelt, and get ready for a First-Class trip down memory lane. 

1. Airbnb – “Belong anywhere”

Love it or hate it, there’s no denying that Airbnb has disrupted the industry. The online marketplace for travel lodgings and experiences has positioned itself as one of the best ways to live like a local when you travel.

Its original tagline, “Travel like a human”, emphasized the platform’s focus on building an authentic human traveling experience. But in 2014, it realized that it was more than just a travel tool.

Airbnb adopted a new slogan, “belong anywhere.” And I think it was a smart move. As the brand establishes itself as a major storyteller and advocate for real human experiences, this slogan taps into the audience’s emotions.

It also reflects the post-pandemic shift towards remote work, where many of us can now live and work from anywhere.

Supercharge your marketing reviews

Share, review, and approve all your content in one place with Filestage.

2. Sixt – “Rent-THE-Car”

SIXT is one of the world’s leading mobility providers, offering travelers a first-class car rental experience. It’s also known for its on-point advertising. 

In 2022, it launched a new integrated marketing campaign in the US to promote its top-tier customer experiences and quality fleets. 

The campaign slogan “Rent-THE-Car” is a stroke of genius, tapping into the premium rental experience consumers have come to expect from the brand. After all, it’s not your typical rent-a-car service. 

One might even say it’s … wheely wheely good (sorry). 🛞

Speaking about the slogan and campaign, Tom Kennedy, President of SIXT in the US, had this to say,

“The general rent-a-car experience in the U.S. is quite ordinary and not very exciting to the customer. The campaign is a great opportunity for SIXT to showcase how we are different, and it starts with renting THE car.” – Source

3. British Airways – “The world’s favourite airline”

British Airways (BA) has been a leader in the aviation industry for years and has weathered its fair share of turbulence.

Back in the late eighties and following a period of growth, BA rolled out the business slogan “The world’s favourite airline.” 

And it was a hit. 

Such a hit, in fact, that it continued to use the slogan until 2001. 

In my humble opinion, this goes down as one of the industry’s best slogans. Why? Because it reflected BA’s popularity in the market during that time, creating a familiar bond with its audience. It also played up the idea of being a safe and trusted brand that travelers can rely on during their vacations.

Nowadays, British Airways is trying out new tactics like its most recent campaign. Getting back to its roots as a premium airline, this billboard campaign strips things right down. 

There’s no slogan, no copy, not even a logo. Instead, we just see the look of excitement and awe on its customers’ faces. ✈️

4. Expedia – “Nothing beats being there”

Expedia is a leading travel technology company with a history of great ads and even better taglines.

For instance, during the 2023–2024 UEFA Champions League, Expedia launched its European travel hub. To promote it, the travel tech brand created a short film featuring footie legend Cesc Fàbregas and the brilliant “Nothing beats being there” tagline.

Another all-time favorite of mine is Expedia’s current “Made to Travel” slogan.

In its 2024 “Northern Lights” ad campaign, Expedia tells the story of a little girl who’s obsessed with a toy that recreates the aurora borealis. Her mum notices and uses the Expedia app to book a trip to the Arctic Circle in Norway so they can experience the real thing.

The slogan, the story, the Ewan McGregor voiceover … they all work together to paint a picture of the magic of traveling with Expedia. 

5. Hilton – “For The Stay”

Hilton is a name many know and few can afford. The hotel chain has also given us some stellar slogans and taglines over the years, like this one from 2022.

As Hilton prepared to launch its new global brand platform, it discovered a hole in hotel marketing – the hotel stay. While its competitors were focusing on the destination, Hilton decided to tap into consumers’ desire to be cared for during their stay. Smart. 💡

To promote it, Hilton ran an advertising campaign called “It Matters Where You Stay” with the catchy slogan, “For The Stay”. It featured fun ads poking fun at all the things that can go wrong when you travel. We also saw appearances from Paris Hilton and actress Catherine O’Hara.

The campaign successfully differentiated the hotel giant from its competitors.

Here’s what Mark Weinstein, Hilton’s Chief Marketing Officer, had to say,

“With ‘Hilton. For the Stay,’ we are more fully connecting our external customer marketing to our purpose – staking our rightful claim that Hilton owns the Stay.” – Source

6. Icelandair – “We are slower but we are lower”

If you haven’t heard of Icelandair, this is your sign to put them on your radar. Trust me, it’s worth it for the laughs alone.

The airline has given us some corkers over the years, proving that it’s a brand with a sense of humor. One of the best slogans (in my humble opinion) was back in 1969.

Known then as Loftleidir Icelandic, the airline’s low-fare permit from the American Government only covered slow-flying aircraft. That meant it couldn’t switch to faster jet planes for its flights to the Bahamas.

Rather than trying to hide this from the public or play it down, the airline decided to lean in. Enter the ad slogan “We are slower but we are lower”.

Since then, Icelandair has continued to grace us with some ingenious ad campaigns and slogans. Like this one from 2024.

Its latest online and social media campaign, “The Polite Tourist Bouncer”, showcases the benefits of its stopover service when flying between Europe and the US. 

In typical tongue-in-cheek style, the campaign centers around a mockumentary-style movie featuring Icelandair’s “Polite Bouncer” Hugi. His job is simple. Stop tourists from overstaying on their stopovers. Unfortunately for poor Hugi, this is easier said than done, as the tourists fall in love with the country and don’t want to leave.

It’s part of Icelandair’s global marketing campaign, “Easy to stop, hard to leave.”

7. The State of New York – “I love New York”

Who hasn’t seen the iconic slogan “I Love New York” (stylized I ❤ NY )? It’s on every kind of merch under the sun, from t-shirts to mugs. And for me, it’s one of the most iconic slogans in the world.

Simple, visual, and instantly recognizable, it has been the official state slogan of New York since 1977 to promote tourism. 

And as proof that inspiration can strike anywhere, let’s get into how this famous slogan was born.

Crime rates were high in New York in the mid-seventies, and many people considered the city dangerous. It was also on the verge of bankruptcy, which didn’t exactly entice visitors. In a bid to repair its public image, the State of New York hired an ad agency to design a logo that would boost tourism.

Flashforward to 1976, a graphic designer by the name of Milton Glaser drew the slogan and logo with a red crayon in the back of a taxi. The rest is history. 

The logo (and pop culture icon) reportedly earns New York state $30 million every year. And, you can find the original drawing in Manhattan’s Museum of Modern Art.

8. Virgin Atlantic – “More experience than our name suggests”

Virgin Atlantic is a bold brand that pulls no punches. And this is made obvious from its company slogans and taglines over the years.

Some of my top contenders include:

• “You never forget your first time” (used when it launched a direct service from Toronto to London)
• “Flying in the face of ordinary” (alluding to its staff member’s super-human powers)
• “Extra inches where it counts” (because of the extra legroom, of course)

But my absolute favorite was their cheeky “More experience than our name suggests” tagline that was popular in the late nineties and early 2000s. It’s a clever play on the brand name and just on the right side of disruptive.

Virgin Atlantic may have left the shock-tactics in the past these days, but its latest ad campaigns still break the mold.

This 2024 ad uses the clever slogan, “See the world differently”, to champion individuality and highlight the brand’s commitment to inclusivity. In its own words, the ad speaks to “those who are their own captains”. Nice.

9. Delta Airlines – “Delta gets you there” (1984)

Delta Airlines has been giving us excellent slogans since 1929. There are too many great ones to mention, so I’ve picked out my top three.

In first place is the 1984 slogan, “Delta gets you there.” Why? It just works. It’s not trying too hard and it conjures up feelings of trust and safety. Always a good thing for airlines.

I’m also a fan of its “Delta is ready when you are” – also from 1984 – and “We love to fly and it shows” from 1987. The eighties were a good time for Delta (not so much for hairstyles.) 💇‍♀️

I will admit that Delta’s current “Keep climbing” slogan leaves me a little underwhelmed when I compare it to past efforts. 

10. Four Seasons – “Luxury is our love language”

Rebrands aren’t easy. A lot can go wrong, and even the best businesses struggle with change. Happily, 2022 saw the iconic hotel chain Four Seasons successfully rebrand itself.

The rebrand aimed to celebrate the company’s commitment to luxury and the elevated experiences the Four Seasons offers.

Enter the tagline, “Luxury is our love language” .

The campaign featured a series of videos that showcase just how much luxury customers enjoy in the brand’s hotels and resorts. For me, this tagline is a hit because it speaks to the right audience. 

In just five words, Four Seasons shows us what we can expect when we choose to stay in one of its hotels: luxury and loving care.

Four lessons from the best (and worst) travel slogans

So, what can we learn from the most famous company slogans in the travel and tourism industry? And what should you avoid when picking your next brand tagline?

I’ve taken some of the biggest lessons from the “hots” and the “nots” on this list and distilled them down for you below.

1. Don’t offend your audience 

There’s a fine line between catching your audience’s attention with a provocative slogan and just straight-up offending them. And when you cross that line, it can be tricky to recover (especially in heavily-regulated industries).

That’s a lesson Tourism Australia learned in 2006.

The tourism board released an ad campaign to promote the country and attract new tourists. Unfortunately, it was far from a success. 

Despite pretty much nailing the laid-back Aussie attitude and showing off the best of the country, the choice of wording left some audience members less than impressed. To be more specific, people objected to the use of the word “hell.”

As a result, the campaign was banned in several countries. And while it did a great job of gaining exposure and inspiring some hilarious parodies, it failed to bring in more visitors. 🤦

2. Tell a story

If we’ve learned anything from the best copywriting ads , it’s that people love stories. Now, I’ll admit that can be tricky with a slogan or timeline. I mean, you have just a few words to make an impact.

Penning winning slogans is an art and a science, but your chances of success are much higher if your words and artwork tell a cohesive story. Bonus points if you include your audience in it.

A great example is the online travel agency lastminute.com.

Known for its bright pink and nostalgic brand identity, the holiday company won hearts with its flamingo ad campaign and tagline back in 2018.

The campaign starred a CGI flamingo walking along a pristine white beach. As he walks, he tells us the story of how flamingos become pink. The voiceover says, “Did you know flamingoes aren’t born pink? Nope! They turn pink doing what they love – eating shrimp.” 🦩

That’s right! Flamingos actually start out gray and turn pink from munching on shrimp.

The integrated campaign used the slogan “whatever makes you pink” to perfectly encapsulate this story. It also finishes by suggesting that we all do more of what we love and find what makes us pink. 

The company’s head of branding, Elena Galli, said,

“We wanted to take a strong position on a cultural attitude, that modern living is full of endless distractions, meaning we waste time on things that don’t really matter. Travel frees people from this cycle and enables you to reconnect with the best of you.” – Source  

3. Choose your message carefully

A truly memorable slogan is clear and to the point, finding a way to evoke emotions without confusing the audience.

That means avoiding misleading or easily misinterpreted messages.

Take El Salvador. 

The country’s tourism slogan is currently “El Salvador: Impressive”. It’s a little underwhelming, but it’s certainly clearer than its old one.

El Salvador’s tourism slogan used to be “The 45-minute Country”, which was supposed to reference the short distance between popular landmarks. But unfortunately, many travelers thought it meant you only needed to spend 45 minutes in the country. 

Needless to say, it was a little confusing.

Confusing travel slogans – honorable mentions

I couldn’t help but mention these baffling slogans from airline companies.

• Air Cote d’Ivoire’s – “Our best trip is you” 
• Malindo Air – “Smarter way to stay high”
• Continental – “We really move our tails for you”
• Air Europe – “You still have a choice” (terrifying)
• Cathay Pacific – “Arrive in better shape”  
• Hawaiian Airlines – “Follow me home” 

Check out the map below for the good, the bad, and the ugly of tourism slogans (courtesy of Family Break Finder ).

4. Watch out for costly blunders

An error in a social media post is bad. But errors in packaging designs and print ads are terrible, especially in the heavily regulated travel and tourism industry.

Case in point: Banner Travel agency. Let me tell you the story of a $10 million typo.

The year is 1988. Banner Travel agency bought an ad in the Yellow Pages (for the Gen Zers, it’s a big telephone directory).

The ad was to promote the travel company’s range of exotic travel options, with a prominent tagline that was supposed to say “International and Exotic Travel” in bold red font.

Unfortunately, there was a typo by US telco Pacific Bell and the ad read, “International and Erotic Travel.” 🤦

This teeny typo ended up costing the owner of the travel agency 80% of her business and she later sued for $10 million. It also left her 20-year reputation in tatters.

The moral of this story? Get yourself an online proofing platform to make sure million-dollar typos don’t slip through the net. 

Check out this quick video to learn how our creative review tool, Filestage, works.

Final thoughts

I hope this roundup of the best slogans and taglines in the travel industry has inspired you and maybe even got you planning your next big campaign. In regulated industries like this one, it can be tough to stand out from the crowd while staying compliant.

These 10 examples show us how it’s done. 

We’ve also seen the consequences of mistakes in your brand slogans or ad campaigns. That’s why a watertight creative review and approval process is essential in this industry (just ask Banner Travel Agency.)

So if you’re looking for a tool to optimize your creative review and approval process, start a free seven-day Filestage trial today. 

Nicki Wylie

13 best viral marketing campaigns and why they worked

We can all remember a marketing campaign that stuck in our heads. A catchy slogan, a memorable song, or an advert that makes you laugh each time you see it. There are many different marketing techniques to capture an audience and make your brand memorable.  But what makes your campaign more memorable than any other business?

Alexandra Moore

16 best copywriting ads that left us lost for words

There’s been a lot of chat lately about the future of copywriting. Is it a dying craft? Are writers replaceable? Can AI do it better?

Valerie O'Connor

How to produce in-store advertising displays that sell

How many times have you gone to the store for bread or milk, only to come back with a bunch of other things that caught your eye? If this happens more often than not, you’re in the majority. 

Get marketing tips, trends, and inspiration in your inbox

Everything you need to create your best work, delivered from our brains to yours every other Wednesday.

Your browser is not supported for this experience. We recommend using Chrome, Firefox, Edge, or Safari.

Top tourism slogans and why they worked

Effective advertising knows how to stick. In addition to a brand name and logo, a slogan rounds out the trifecta of brand identity. Think of jingles that get stuck in your head about a sandwich when you’re trying to work (5 dollar footlong, anyone?). How about the number of times you’ve bought something shown to you while scrolling social media?

Well, it turns out the same rules apply to destination slogans. Ready to dive in?

The same strategy that created these catchy slogans: 

• Subway: Eat Fresh
• Goldfish: The Snack That Smiles Back
• Nike: Just Do It
• Maybelline: Maybe She’s Born With It
• McDonald’s: I’m Lovin’ It 

Also created these:

• Florida: Sunshine State
• Virginia: Virginia Is For Lovers
• Las Vegas: What Happens in Vegas, Stays in Vegas
• Norway: Powered by Nature
• Argentina: Beats to Your Rhythm

The long story short is that these slogans work. Today, we’re diving into the why.

#1 — Make it Catchy

Every one of these slogans sticks in your mind after you read it. Maybe it connects to a different thought or makes you laugh. That wasn’t a happy accident but rather a strategic marketing strategy. Catchy slogans are easy to remember and hard to forget, leading people to think of your brand naturally.

#2 — Make it Short & Sweet

Did you notice that the most successful slogans are ones you can read on a billboard while driving down the interstate? No small print is needed because they get the point across in only a few words. No successful slogan will be so long that it requires a genuine effort to remember. Despite “what happens in Vegas, stays in Vegas” being a touch on the longer side, it sticks well because that’s the mentality of the location. Tying together who you are in a short and sweet way will be the most effective method.

#3 — Connect to an Emotion

Effective marketing comes down to a few basic principles, no matter what you’re trying to sell. One of the most popular is connecting your advertisement or brand to an emotion. Since we’re talking about travel, think of ways you can advertise in a way that says ‘this destination is your happy place.’ Does that mean your ideal visitor is a beach bum and needs to think of sunshine and sandy beaches? Maybe they’re more of an adventure seeker? Who you’re trying to attract is who you should have in mind when considering what emotional strings to pull.

#4 — Use it Over and Over and Over and Over Again

The advertising golden rule is to say the same thing enough times that it sticks. Why not have more than one slogan? Because it’s confusing. Your audience no longer knows what you’re trying to portray when you change up the messaging. Create something strong and say it, write it, and display it until you’re blue in the face. That’s the key.

#5 — Be Human

Understanding your goal is to connect with human beings will make your slogan and destination as a whole that much more approachable. Slogans work because they connect with people, but the slogan’s effectiveness wears off as soon as the brain connects that you’re trying to be a sales pitch. Similar to admitting we, as humans, don’t know everything, allow your slogan to reach for the person and not just their wallet.

Have additional questions about slogans or your branding specifically? Let us be a resource! Reach out today, and we’ll help your destination slogan dreams become a reality.

Sydney Walter

As an extroverted Wisconsinite, Sydney finds her passion in the connections she’s able to make. Her expertise falls within our Digital Marketing department as a digital media analyst. In this role, she works directly with clients in an effort to maximize their Pay-Per-Click strategies. Coordinating with clients across the country, she taps into her passion to connect, turning destination’s marketing dreams into reality.

Travelholicq

Travel & Adventure Blog

Indian States With Their Tourism Taglines

Share this post for good karma 😊

India is one of the oldest civilizations in the world with a kaleidoscopic variety and rich cultural heritage. India comprises 28 States and 8 Union Territories.

They are Andhra Pradesh, Assam, Arunachal Pradesh, Bihar, Chhattisgarh, Goa, Gujarat, Haryana, Himachal Pradesh, Jharkhand, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Manipur, Meghalaya, Mizoram, Nagaland, Odisha, Punjab, Rajasthan, Sikkim, Tamil Nadu, Telangana, Tripura, Uttarakhand, Uttar Pradesh, and West Bengal. Union Territories are Andaman and Nicobar Islands, Chandigarh, Dadra and Nagar Haveli and Daman and Diu, National Capital Territory of Delhi, Jammu and Kashmir, Lakshadweep, Ladakh, and Puducherry.

As we know, just like Indian tourism has the tagline “Incredible India!” along with the slogan “Atithi Devo Bhava” , states have the freedom to pick their own taglines and slogans. So, let’s check out the ” Tourism Slogans of All Indian States and Its Union Territories” .

Here are the Indian States With Their Tourism Taglines:

Here are the Indian Union Territories With Their Tourism Taglines:

Check Out Tourism Taglines of Every Country In The World

If you liked this article, then please subscribe to my YouTube Channe l for Travel Adventures. You can also follow my adventures on Twitter and Instagram .

You might also enjoy:

7 Best Places To Visit In East Sikkim

5 Most Famous Beaches In Goa

3 Beautiful Places To Visit In Meghalaya’s East Garo Hills

26 Fun Facts About China

Privacy Policy

Work With Me

Orange County Tourism introduces new logo, slogan, and mascot

• June 14, 2024

GOSHEN – Orange County’s Tourism and Film Office has unveiled a new apple-themed logo, a slogan – “Pick Orange County” – and a new mascot, Hudson.

The tourism website’s address is now pickocny.com .

“Tourism is vital to Orange County, N.Y.’s economy, and Orange County is a terrific tourism destination,” said Orange County Executive Steven M. Neuhaus. “Our new tourism branding brings a lively dynamic that will reflect these qualities on the County’s tourism website, social media, travel guide, ads, and many other platforms.”

The new campaigns will invite visitors to explore Orange County, which for New York City Metropolitan Area residents, is close enough for a day trip and has enough activities for a weekend or mid-week stay. Orange County also is accessible via New Jersey Transit’s (Metro-North) Port Jervis Line and regional bus service.

In addition to its year-round and seasonal attractions, Orange County hosts popular events such as the Pine Bush UFO Festival, the Great American Weekend in Goshen, the New York Renaissance Faire, and the Warwick Applefest. Orange County Airport is one of six locations across the country where the New York Airshow is held.

“We love seeing visitors from all over enjoying everything that Orange County has to offer,” said Amanda Dana, the Director of Orange County Tourism and Film. “Our new branding perfectly introduces the sights, the tastes, and the spirit of fun discovered by guests from around the world. We hope to continue seeing the many repeat visitors who have come to love Orange County, and to welcome newcomers discovering our county’s pleasures for the first time.”

According to the County’s Tourism and Film Office, tourism attracted $1.1 billion in visitor spending in 2022 while supporting more than 11,000 jobs.

Residents growling over cat in city park (VIDEO & GALLERY)

Natural gas “blow-off” frightens neighborhood – inundates Dutchess 911

Borscht Belt event to honor MLK’s speech at Concord Hotel in 1968

Spackenkill High wins state baseball championship; Ketcham loses in final

Vassar hospital returns to normal operations following blackout

Serving New York’s Hudson Valley and Catskill for over 23 Years

We’re the news source where other reporters get their news

Newsroom: [email protected] [email protected]

Advertising: [email protected]

Publisher:  [email protected]

924 Homestead Avenue Maybrook, NY 12543

One Civic Center Plaza Poughkeepsie, NY 12601

 Copyright 2023 ©  NY Newswire LLC | All rights reserved. Site built by Systemagic

Why Do We Care So Much About Our Tourism Slogans?

A nother day, another tourism slogan. In late June, the Department of Tourism unveiled a brand new battlecry for the country’s perpetual campaign to lure in more visitors to spend their money here. As always, instant marketing, branding, and tourism "professionals"—as well as casual commentators—all rose out of the woodwork that is the internet to have their say. 

There are those who love the simplicity of "Love the Philippines"—a direct, no-nonsense expression of devotion for a country that has so much to offer. But there are the critics turned off by the seemingly blunt, desperate plea to solicit affection. A simple punctuation mark, some have argued, would’ve vastly improved the copy, and it hasn’t helped the cause of the DOT that certain images from the promotional video that was launched alongside the new slogan were apparently—gasp!—shot in countries that were certainly not here in the Philippines.

What Happened to the Titan Submersible Is Sad. But How Some People Reacted Is Revolting

Opinion: Magkano Ka Ba, Bakla? Examining Queer Pride and Corporate Profits

There were other issues attached to the new slogan: a supposedly inflated budget, questionable visuals used in the logo, and why there was a need to change the slogan in the first place from one that was (relatively) popular and worked quite well. From the perspective of a cultural spectator, it seemed about right. It wouldn’t be a tourism slogan launch without a little (or a lot of) controversy.

This begs the question: why exactly are many of us so invested each time the powers-that-be take it upon themselves to scrap the previous campaign, start fresh, and launch a brand-new tourism rallying cry? Why are these branding and advertising refreshes such a big deal?

There’s the obvious reason, of course, which is that most Filipinos feel directly impacted by the campaign by virtue of their being Filipino. A new slogan reflects not just on the government and people working in the tourism industry—hotel and restaurant staff, airlines and tour operators, resort staff and guides—but all of us with friends and loved ones abroad, and even ourselves making plans to discover more of our homeland. The slogan amplifies how we communicate our love and fondness for our country and so we naturally have things to say, whether for or against, each time there’s a slogan reboot.

But I suspect it’s something more. The DOT may claim otherwise, but a new tourism slogan and campaign is a tacit admission that the old one isn’t working, or, at the very least, that it needs an update. Tens of millions of pesos are poured onto multi-media, multi-year campaigns like this, so of course the government would like to ensure that it goes beyond mere awareness into tangible returns. And for a country like the Philippines—a perceived tourism powerhouse based on numerous international awards and citations, not to mention a general reputation as a place blessed with abundant natural resources and stunning geography—the question is why that doesn’t exactly translate into concrete numbers. 

In ASEAN, Thailand is the runaway winner, recording nearly 40 million (39.8 million) tourist arrivals in 2019. Malaysia came in second with 20.1 million, followed by Vietnam with 18 million. Tiny Singapore managed 15.9 million, with Indonesia rounding out the Top 5 with 13.6 million.

The Philippines came in sixth with about half of Indonesia’s numbers: about 8.2 million tourists. Cambodia (6.7 million), Myanmar (4.3 million), Laos (3.4 million), and Brunei Darussalam (213,000) follow. 

The pandemic, of course, upended global travel, but 2022 marked a vast improvement in tourism arrivals compared to the two previous years. Thailand still led with 11.2 million inbound tourists, Malaysia with about 10 million, Singapore with 6.3 million, Indonesia with 5.5 million, and the Philippines at two million.

One can’t help but wonder, then, that for all its breathtaking natural beauty—our pristine beaches, our mountain hideways, our colorful festivals, our mouthwatering cuisine, and our much-vaunted Filipino hospitality— why the Philippines can’t seem to punch above its weight in terms of getting more tourists to come.

Could it be that so much attention and emphasis are heaped on these tourism slogan changes that we forget that there are numerous other factors to consider if we want to increase tourist arrivals to our shores? Tens of millions of pesos are spent on generating ideas to get people to come; how much have we spent on improving the overall experience of our guests once they get here?

This isn’t a dig at the DOT and the other government agencies who we’re sure are working tirelessly to elevate the entire tourism industry. And people have every right to criticize and complain when public funds are used on a campaign that ends up not just being substandard but downright sloppy. But there are many other factors beyond slogans and marketing campaigns that contribute to tourism arrivals that we can work on and maybe we should start turning our attention on those, like further developing some of the country’s culturally important sights and attractions, enhancing tourism support infrastructure and accessibility, strengthening the country’s economy, and many others.

The way people are seemingly obsessed with tourism slogan changes, you’d think they actually believe they’re wholly and exclusively responsible for drawing visitors in. Just over the last 20 or so years, we’ve had no less than seven tourism slogans, almost all of which were cooked up by a new administration, no doubt eager to show off what it can do. We’re no tourism or marketing professional, but we’ve always believed that a message of simplicity and consistency would trump one of novelty any day.

Perhaps it’s time our tourism leaders got to work crafting a creative, coherent slogan—one that communicates how much we are all proud of where we are and what we have—sell the hell out of it to us and to the rest of the world, and work on all of the other things that would make us truly, finally love the Philippines the way she deserves to be loved.

Business Slogans

30 catchy tennessee slogans, state motto, nicknames and sayings.

In this post you will find 30 Catchy Tennessee State Slogans, Tennessee State Motto, Tennessee State NickNames and Tennessee Sayings.

Table of Contents

Tennessee State Motto

“Agriculture and Commerce”

Tennessee State Nicknames

The Mother of Southwestern Statesmen

The Hog and Hominy State

The Big Bend State

The Lion’s Den State

Tennessee State Slogans

The Volunteer State

The Stage Is Set for You

Big Bend State

Sounds Good to Me

Butternut State

Follow Me to Tennessee

Tennessee: America at Its Best

Home of the Al Gore Invention Museum

So much to see in Tennessee

They went that-a-way

As southern as biscuits and gravy

No shirt, No teeth, No Problem.

Life is extra twangy in Nashville

Power to the people!

Funny Tennessee Slogans

Where Teeth are Optional

Tennessee: Got Teeth

Don’t Make Me Take off my Bible Belt

Tennessee: The Educashun State

The Dollywood State

Tennessee: As Seen on COPS

Tennessee Sayings

“I knew the whistle of each of the river boats on the Tennessee.”

“Luck is believing you’re lucky.”

“There is a time for departure even when there’s no certain place to go.”

“The future is called ‘perhaps,’ which is the only possible thing to call the future.”

“Success and failure are equally disastrous.”

Further Reading

• 20 Catchy South Dakota Slogans, State Motto, Nicknames and Sayings
• 33 Catchy South Carolina Slogans, State Motto, Nicknames and Sayings
• 34 Catchy Rhode Island Slogans, State Motto, Nicknames and Sayings
• 35 Catchy Pennsylvania Slogans, State Motto, Nicknames and Sayings
• 33 Best Oregon State Slogans and Oregon Trail Slogans
• 33 Catchy Oklahoma Slogans, State Motto, Nicknames and Sayings
• 38 Catchy Ohio Slogans, State Motto, Nicknames and Ohio Sayings
• 22 Catchy North Dakota Slogans, State Motto, Nicknames and Sayings
• 25 Catchy North Carolina Slogans, State Motto, Nicknames and Sayings
• 60 Catchy New York Slogans, State Motto and New York Sayings

My passion for writing comes more from reading and writing as a hobby. I am that person who loves to spend time buried in books and research. Enjoy every piece of content you see here as i am here to entertain you with creative words.

Latest Posts

• 120 Top Energy Stone Slogans & Crystal Slogan Ideas for company
• Importance of Slogans in Advertising & Marketing
• Importance of Slogans in Branding for Small Business
• 99 Unique Graphic Design Slogans to Boost Your Marketing Game
• 7 Common Mistakes to Avoid in Slogan Writing

199 Catchy Clothing Slogans Ideas, Clothing Taglines for Business

111 Catchy Fashion Slogan Ideas & Fashion Taglines 2024

150 Good Anti Drug Slogans to Spread Awareness Agains Drugs

300 Holistic Health Slogans | Best Health Taglines & Health Phrase

National Geographic content straight to your inbox—sign up for our popular newsletters here

These are the 10 most popular national parks

More than 300 million visitors explored America’s national parks last year, from Acadia in Maine to Zion in Utah.

Since the U.S. National Park Service (NPS) started keeping records in 1904, its mountain landscapes, seaside wildernesses, and high desert acres have registered more than 16 billion visits . Some of the best known parks experienced record crowds in 2023. Straddling the border between North Carolina and Tennessee , Great Smoky Mountains National Park passed 13 million recreation visits; more than 3 million people took in the plant- and rock formation-filled desertscape of California ’s Joshua Tree National Park .

Visitors are drawn to the vastness and variety of “America’s best idea.” From sea to shining sea (as well as in the wilds of Alaska and Hawaii), the NPS’s 85 million acres encompass 150,000 miles of rivers and streams and over 21,000 miles of trails.  

( Go wild, and skip the crowds, at these 7 spectacular parks .)

These 10 parks are the superstars of the system, but they offer just a glimpse of the variety to be found in the 429 park units (including 63 national parks) of the NPS.

Introducing Nat Geo Kids Book Bundle!

Related topics.

• NATIONAL PARKS
• NATURE PHOTOGRAPHY
• TRAVEL PHOTOGRAPHY

You May Also Like

Here are the best ways to get outdoors in all 50 states

How to plan an epic summer trip to a national park

How to visit Voyageurs National Park

Everything to know about Katmai National Park

9 of the best places to stay in West Virginia

• Perpetual Planet
• Environment

History & Culture

• History & Culture
• History Magazine
• Mind, Body, Wonder
• Paid Content
• Adventures Everywhere
• Terms of Use
• Privacy Policy
• Your US State Privacy Rights
• Children's Online Privacy Policy
• Interest-Based Ads
• About Nielsen Measurement
• Do Not Sell or Share My Personal Information
• Nat Geo Home
• Attend a Live Event
• Book a Trip
• Inspire Your Kids
• Shop Nat Geo
• Visit the D.C. Museum
• Learn About Our Impact
• Support Our Mission
• Advertise With Us
• Customer Service
• Renew Subscription
• Manage Your Subscription
• Work at Nat Geo
• Sign Up for Our Newsletters
• Contribute to Protect the Planet

Copyright © 1996-2015 National Geographic Society Copyright © 2015-2024 National Geographic Partners, LLC. All rights reserved

The promise of travel in the age of AI

Every generation has its own “golden age” of travel, often defined by the widespread adoption of new technology—from the jet engine of the 1950s that drastically reduced travel times to the dot-com period of the 1990s that allowed customers to build their dream itineraries online. Today, a new era of digitally enabled travel is upon us. Advances in artificial intelligence (AI), including generative AI (gen AI), and machine learning (ML) are equipping the industry to reimagine what it means to plan, book, and experience travel. This surge of innovation sets the stage for travel companies to rethink how they interact with customers, develop products and services, and manage operations.

Advances in technology have also transformed consumers’ expectations. Since 2013, time spent on digital devices has grown by 70 percent, and this trend only accelerated during the COVID-19 pandemic as online interactions increasingly replaced in-person contact. 1 Based on data from U.S. Census Bureau and Statista. See State of travel 2023 , Skift Research, July 21, 2023. However, traditional travel is unique in that it is an inherently human-centric experience. The industry, therefore, has an opportunity—perhaps even a duty—to define what travel will look like in the digital age.

Most travel companies aim to provide exceptional service and deliver the perfect trip. But, instead of ease, excitement, and delight, travel operators too often fall short of meeting baseline expectations of timing and quality. In fact, nearly 80 percent of American travelers experienced at least one travel-related problem in the first half of 2023. 2 Lane Gillespie, “Survey: 77% of travelers plagued by travel problems amid booming season; more than half saw higher prices,” Bankrate, July 10, 2023.

In the 2021 report, Rebooting customer experience to bring back the magic of travel , McKinsey and Skift Research found that leisure travelers were eager to get back to the sky, water, and road—so much so, that they were often willing to overlook customer-service issues and inconveniences. Customer satisfaction ratings at the time were high, even in a period of intense disruption when negative sentiment was on the rise. 3 Rebooting customer experience to bring back the magic of travel , a joint report from McKinsey and Skift Research, September 2021.

Today, that window of acceptance may have passed. Customer expectations are rising, and tolerance is wearing thin. Despite this, people still aspire to travel and, according to McKinsey’s ConsumerWise  Sentiment Survey, nearly a third of consumers intend to “splurge” on travel expenses in the next three months. 4 McKinsey ConsumerWise Global Sentiment Survey, August 2023, n=4,000. Through both established and new technologies, companies have the opportunity to keep the aspiration to travel alive by closing the persistent gap between the promise and reality of travel.

While larger companies may have more resources to develop in-house capabilities, a robust ecosystem of service providers makes new technologies accessible to companies of all sizes. According to McKinsey Digital estimates, companies that holistically address digital and analytics opportunities throughout their organizations have the potential to see a 15 to 25 percent earnings improvement.

A new report , The promise of travel in the age of AI , produced by McKinsey and Skift Research offers use cases and success stories that detail how technologies are being used, drawing from interviews with executives at 17 companies across five types of travel business. It explores how companies apply advanced data science to better understand and serve customers, delves into how digital and analytics tools can improve products and services, and examines how new technologies augment workforce capabilities and unlock operational capacity. This article highlights some key findings.

Know your customers like you know your friends

Over the past two decades, the variety and volume of customer data that travel companies can capture has increased dramatically; new tools and technologies such as AI-powered assistants are only accelerating this trend. However, this data is often difficult to process and does not always paint a full picture of the customer. Companies may turn to third-party sources to complete their understanding—combining and distilling commercial, operational, financial, and behavioral inputs. Robust marketing technologies can then help distinguish the “signal” from the “noise” in the data to better predict customer behavior.

Having gained a clear and comprehensive understanding, companies can create customer segments to guide how they interact with and serve different customers. Depending on the data available and the analytics capabilities at hand, segmentation can range from grouping customers into segments based on a single macro characteristic (e.g., business versus leisure) to individual “segments of one,” known as hyper-segmentation.

Drilling down to segments of one can enable hyper-personalization, which is broadly defined as the ability to uniquely tailor touchpoints to an individual customer’s needs, preferences, and behaviors. At its core, hyper-personalization is not only about increasing conversion rates, but about providing the customer with an end-to-end experience adapted to their specific context. Considering the level of personalization that is becoming the norm in many aspects of daily life, companies are adopting an ongoing test-and-learn approach to ensure their offers and actions resonate with customers’ rising expectations.

Hyper-personalization can also help companies rebuild trust if operations have gone wrong. Personalized communication reassures customers that they are at the forefront of the company’s mind and instills confidence that a thoughtful recovery plan is in place. For example, companies may share real-time status updates in moments of disruption and provide tailored solutions, or even proactive compensation, to ensure customers feel individually taken care of.

Design your products to surprise and delight

Recent advances are pushing the boundaries of what technology can accomplish. Nothing illustrates this better than the meteoric rise of AI platforms like ChatGPT which garnered one million users in only five days. 5 Steve Mollman, “ChatGPT gained 1 million users in under a week. Here’s why the AI chatbot is primed to disrupt search as we know it,” Yahoo News, December 9, 2022. While this pace of adoption may feel unsettling, it provides an impetus for companies to reimagine their product design and delivery using AI and digitization.

Historically, capabilities such as language, creativity, and aesthetic judgment—once considered uniquely human—could not be scaled through technology. AI, particularly gen AI, offers a new way to augment and scale these capabilities with the potential for enormous benefits: according to McKinsey research , generative AI has the potential to unlock between $2 trillion and $4 trillion in annual value across industries. 6 The economic potential of generative AI: The next productivity frontier , McKinsey, June 14, 2023. In the travel context, gen AI could take the form of a digital assistant that interacts with customers throughout the journey. It can provide personalized trip itineraries during discovery and booking, offer tailored recommendations based on preferences and real-time constraints during the trip, and help resolve unexpected disruptions.

However, AI is only part of the answer. Established digital technology also helps companies deliver on commitments made to customers. Many of these digital assets and tools rely on common systems and capabilities, making them widely attainable—freeing up staff to provide better face-to-face services and build relationships through the human touch. Several such applications can boost guest satisfaction and reduce points of friction in hotels, including guest apps, digital check-ins, digital room keys, and in-room tech. The magnitude of these individual tools is amplified when seamlessly integrated together, making it easier for customers to use digital applications throughout their hotel stay.

Empower your workforce to follow through on promises made

An engaged and productive workforce enables the delivery of experiences and products that satisfy customers. However, the travel industry faces structural labor hurdles and high turnover which makes attracting, training, and retaining top talent challenging. Fortunately, the industry can enhance and scale the capacity of its existing workforce by equipping the frontline with the right tools at the right time. This can free up employees to focus on the things they enjoy most and that make the travel industry tick: quality personal interactions with customers, in essence, the human touch.

Two promising opportunities to improve workforce and operational performance through technology stand out across the travel industry: augmenting frontline capacity and upskilling talent.

In the travel industry today, complex decisions still rely on human expertise and outdated technology such as greenscreen or rudimentary interfaces. This leads to a best-guess approach, the risk of negative outcomes, and a steep learning curve. Travel companies are developing new tools  for the frontline to process complex inputs and help guide “day-of” decision making. For example, advanced simulation models such as digital twins allow companies to conduct rapid “what-if” analyses and provide real-time guidance to the frontline.

According to McKinsey research , new technology, including gen AI, is also shortening training times for new hires while rapidly upskilling the existing workforce. For instance, virtual and augmented reality are used to simulate real-life scenarios to prepare frontline employees to hit the ground running, and gen-AI-enabled "teaching assistants” provide personalized coaching based on individual performance. 7 “ The organization of the future: Enabled by gen AI, driven by people ,” McKinsey, September 19, 2023.

Travel is ripe for innovation

Checklist for the age of ai.

Some travel companies are already successfully deploying digital technology, AI, and ML to reshape how they interact with customers, develop and deliver products and services, and manage people and operations. They’ve taken the following actions—are you on track?

General considerations

• created a digital wish list—as if the company had infinite time and resources
• prioritized wish list based on potential short- and long-term benefits as well as the company’s strategic vision and available resources
• assessed the skills and talent necessary to execute against the prioritized wish list
• built the right team and identified roadmap to fill remaining gaps
• inventoried existing internal customer data
• determined which data variables drive customer behavior and predict customer buying decisions
• identified relevant third-party data and integrated with internal data to build a complete customer picture
• considered using a robust MarTech stack to continuously learn and evolve with customers
• defined a dynamic segmentation and personalization approach based on customer personas
• adopted test-and-learn mindset to continually implement and refine
• mapped the end-to-end customer journey and identified pain points
• used analytics to determine which pain points impact customers the most
• considered new technology (like AI) to enhance and reimagine the customer journey
• brainstormed improvements to current digital offerings that would minimize pain points (such as more timely communication)
• built a product roadmap based on timing and importance of features
• diagnosed top day-to-day employee pain points
• determined if digital tools can resolve top pain points (for example, automate repetitive tasks)
• provided workforce with real-time visibility into critical areas of daily operations
• used simulation models to plan for multiple future-state scenarios
• built decision-making tools (such as digital twins) to choose optimal solutions for complex problems
• defined opportunities to improve training (using tools such as simulation training, VR, AR) and provide feedback (using smart-AI tool)

We believe this is a moment of optimism for the industry. Between reclaiming its historical share of GDP, benefiting from the ongoing corporate travel recovery, and catering to consumer demand for unique experiences, the stage is set for travel’s accelerated growth. Looking ahead, travel is forecasted to grow at an average of 5.8 percent a year through 2032—more than double the expected growth rate of the overall economy (at 2.7 percent a year). 8 “Travel & Tourism sector expected to create nearly 126 million new jobs within the next decade,” World Travel & Tourism Council, April 21, 2023.

This does not mean that travel companies can simply sit back and reap the benefits. Existing and new technologies provide an avenue for companies to capture their share of the industry’s anticipated growth by resetting how they interact with customers, deliver products and services, and empower their workforce. Fortunately, there are a growing number of ways—build, buy, or partner—to help companies get started. The only wrong move is no move.

Susann Almasi is an associate partner in McKinsey’s Carolinas office, Alex Cosmas is a partner in the New York office, Sam Cowan is a consultant in the Minneapolis office, and Ben Ellencweig is a senior partner in the Stamford office.

The authors wish to thank Skift’s Pranavi Agarwal, Seth Borko, and Wouter Geerts as well as McKinsey’s Marisa Ancona, Danielle Bozarth, Vik Krishnan, Nina Lind, Elena Patel, Alessandra Powell, Jules Seeley, and Nirva Vassa, for their contributions to this article.

Explore a career with us

Related articles.

What every CEO should know about generative AI

Generative AI and the future of work in America

The future of tourism: Bridging the labor gap, enhancing customer experience

Election latest: Most people support NHS funding increase - even with tax rises, poll suggests

Rishi Sunak is heading to a Ukraine Peace summit in Switzerland, having spent the past few days at a G7 summit in Italy. Meanwhile, Labour is campaigning on health today, and also workers' rights in Scotland, while a poll suggests most people want more money spent on the NHS.

Saturday 15 June 2024 10:26, UK

• General Election 2024
• Most people back NHS funding going up - even with tax rises
• Sunak heads to peace conference in Switzerland
• Questions over Labour claim on '10 million NHS waiting list'
• Will Jennings: What the polls tell us about what will happen on 4 July
• Listen to the Electoral Dysfunction podcast  as you scroll and  tap here  to follow wherever you get your podcasts
• Live reporting by Tim Baker

Election essentials

• Check parties' manifesto pledges:  Conservatives | Greens | Labour | Lib Dems | Plaid Cymru
• Trackers:  Who's leading polls? | Is PM keeping promises?
• Campaign Heritage:  Memorable moments from elections gone by
• Follow Sky's politics podcasts:  Electoral Dysfunction | Politics At Jack And Sam's
• Read more:  Who is standing down? | Key seats to watch | How to register to vote | What counts as voter ID? | Check if your constituency is changing | Your essential guide to election lingo | Sky's election night plans

By Dr Hannah Bunting, Sky News elections analyst, and Joely Santa Cruz, data journalist

This week, the leaders were selling their visions to voters as they launched their manifestos, and Sunak and Starmer went head to head in Grimsby at the Sky News live election special The Battle For Number 10.

Watch their journeys in the latest week in our animated map below.

This campaign is being fought on new electoral boundaries, with many constituencies undergoing significant changes since 2019.

For the purposes of this analysis, we use notional results based on calculations by Colin Rallings and Michael Thrasher, Honorary Professors at the University of Exeter, which estimate the 2019 election seat results if they had taken place on the new constituency boundaries.

Read the full piece below:

By Alexandra Rogers , political reporter

The Conservatives have raised just 10% of the donations they managed to collect in 2019 under Boris Johnson in the first week of the election campaign.

Electoral Commission data released today shows the Tories raised £574,918 in the period 30 May to 5 June, compared with the £5.7m they received from 6-12 November five years ago.

The figures show political parties reported £3.2m in donations in the first week of the election campaign.

Mr Sunak's party raised £574,918 through donations alone, on top of £22,453 that came from public funds.

Meanwhile, Labour generated £926,908 from donations alone and £652,411 from the public funds that are given to opposition parties with more than two MPs.

They show a complete turnaround in Labour's fortunes from the 2019 election, when the party raised just £218,500 in the first week of that campaign.

This time round, the single biggest donation given to Labour totalled £500,000 from film company Toledo Productions.

Read the full story here:

Our live poll tracker collates the results of opinion surveys carried out by all the main polling organisations - and allows you to see how the political parties are performing in the run-up to the general election.

So far, only one poll has shown Reform ahead of the Conservatives - the Tories are currently an average of 7 points ahead of Nigel Farage's party.

Read more about the tracker here .

Rosie Duffield, who is Labour's candidate for the Canterbury seat in Kent, has pulled out of a hustings saying she does not feel safe.

Ms Duffield has campaigned in support of women's rights and female-only spaces, and has also clashed with the Labour leadership on various occasions.

It was previously reported that she spent £2,000 on bodyguards while campaigning.

Writing on social media on Friday, Ms Duffield said: "The constant trolling, spite and misrepresentation from certain people, having built up over a number of years and being pursued with a new vigour during this election, is now affecting my sense of security and wellbeing.

"The result is now that I feel unable to be focused on giving a clear presentation of the Labour Party's manifesto commitments."

A Labour Party spokesperson described the right to campaign as a "vital" aspect of British democracy.

"It is vital to our democracy that prospective parliamentary candidates are able to campaign freely," the spokesperson said.

"We completely condemn any intimidation tactics towards candidates of any party."

The full list of candidates in Canterbury is: 

• Luke Buchanan-Hodgman, Social Democratic Party;
• Rosie Duffield, Labour Party;
• Louise Harvey-Quirke, Conservative and Unionist Party;
• Bridget Porter, Reform UK;
• Henry Stanton, Green Party;
• Russ Timpson, Liberal Democrats.

Liz Kendall, the shadow work and pension secretary, is speaking to Sky News this morning.

She is asked about how much Labour plans to invest in the NHS.

Ms Kendall refuses to give an exact figure, and instead talks about the health service needing "reform".

She does say that there are "clear" plans for how Labour wants to fund 40,000 extra appointments - through scrapping tax "loopholes" like the non-dom status.

The Labour frontbencher says the kind of reform Labour is targeting is an increase in scanners and using private capacity to reduce waiting lists.

But again she cannot say how much this would cost.

Asked about a poll suggesting most people back tax rises to increase NHS funding, Ms Kendall says her party will not increase income tax, national insurance or VAT.

Asked directly if taxes will be raised to fund the NHS, Ms Kendall only rules out tax rises for "working people".

On other policies, Ms Kendall says her party cannot promise to remove the two-child benefit cap because they cannot find the money for it.

And she seems to turn down Sir Keir Starmer debating Nigel Farage one-on-one - as the Reform UK chief wants.

Instead, Ms Kendall says Sir Keir "wants to debate the man he's up against" - i.e. Rishi Sunak.

New polling from Ipsos suggests 61% of people want NHS funding to increase - even if it means taxes have to go up.

Taxation rates have been a central plank of the election, with the Conservatives saying they will cut levies with taxes at their highest levels in decades.

They have also attacked Labour for not ruling out various tax rises.

According to Ipsos, some 61% of people backed NHS spending going up regardless of if this meant taxes going up - with 16% opposing it and 15% backing neither option.

The next highest policy area was education, with 44% backing a spending increase regardless of tax rises, 22% opposing and 24% backing neither option.

In total, 40% of people supported government spending in general going up even if it meant taxes rising - with 27% opposing and 24% backing neither option.

In total, 1,131 adults were asked for their views between 7 and 10 June for their survey.

Gideon Skinner, senior UK director of Politics at Ipsos, said: "Our research has shown the high levels of public concern over the state of public services, reflected in this polling suggesting some public appetite for increased spending, even if it means higher personal taxes. 

"This is particularly high among Labour and Lib Dem voters, and among older people – although younger generations are less keen on increasing their personal tax bill.

"No matter who ends up in Number 11 Downing Street on 5 July, there is also a clear majority for increasing spending on the NHS – an issue which consistently ranks among the top issues that Britons say matter to them the most. 

"With rising waiting lists and declining public satisfaction, party pledges on the NHS are likely to be a critical factor for many voters."

Veterans minister Johnny Mercer is speaking to Sky News this morning.

Asked about his party lagging an average of 20 points in the polls, he says the election this year was "always going to be tough after 14 years in power".

He says the campaign has "been up and down" - but that he hasn't heard the polls reflected on the doorstep.

Mr Mercer attacks Labour over their record on education - saying that the number of children in good or outstanding schools "halved" in his area of Plymouth when there were Labour MPs in the area.

The Conservative candidate is also asked about some of his campaign literature, which appears to avoid too much explicit Conservative branding ( read more here ).

Mr Mercer responds that "it's blue, it's got me on it, I am talking about my record in government. 

"So, which part of it is not clear that I'm in the Conservative Party?"

He says more scrutiny should be put on Labour's campaign - claiming they are not being challenged on their prospective tax and spend policies.

Overnight, Labour went on the attack against the Conservatives over the state of the NHS.

They claim that, if the Tories stay in government for the next five years, waiting lists could rise to around 10 million appointments.

The overall NHS waiting list climbed to an estimated 7.57 million treatments at the end of April, affecting 6.33 million patients, according to NHS England figures released on Thursday.

But there are doubts over the veracity of Labour's claims - which are reached by extrapolating the growth in appointments under various periods while the Conservatives have been in power.

They do not use the data from the pandemic.

In May, Institute for Fiscal Studies (IFS) economist Max Warner said the 10 million figure was "highly unlikely".

Mr Warner said Labour's commitment to eliminating elective waiting times above 18 weeks by the end of the next parliament "would represent a major improvement, undoing nearly a decade of worsening in NHS waiting times in just five years".

He said: "Delivering on all these promises would be expensive: it would almost certainly require real-terms funding growth upwards of 3% per year.

"Beyond some small amounts of 'additional' funding, the Labour manifesto provides no detail about the overall funding the NHS will receive in the next parliament."

Shadow health secretary Wes Streeting said: "If the Conservatives are given another five years in charge, waiting lists will hit 10 million, and more and more patients will be forced to pay to go private to get treated on time. 

"That's the choice for patients under the Tories: pain or private? Patients face double taxation on health: they pay their taxes, and then pay the Tory health tax if they want to be treated on time."

By Professor Will Jennings, Sky News elections analyst

Even a poll-obsessive like me would have to admit that during election campaigns we often spend too much time focusing on the election 'horse race' - who is up and who is down in the polls - on an almost hourly basis.

Even in this election, where Labour has been well ahead of the Conservatives from the outset, the focus has been on how much.

Figures for the Labour lead span a huge range from 16 to 25 points. And now there's talk of "crossover".

Has Nigel Farage led Reform past the Tories into second place for the first time in a general election campaign?

There's a 10-point difference between pollsters in the figures reported for Reform UK starting at nine points and reaching 19.

The unprecedented nature of what the top end of these results suggest means we could be heading for a seismic reordering of the political landscape on 4 July. Alternatively, many pollsters could end up with egg on their faces.

What lessons can we learn from polling at previous British general elections?

Perhaps the most fundamental thing is that polls become more informative about the result as election day nears.

Read the full analysis below:

Welcome back to another day on the campaign trail.

Today is set to be a bit quieter than a weekday - and the prime minister is still away on international duty.

After attending the G7 over the past few days in Italy, he is heading to a Ukraine Peace conference in Switzerland.

He is attending Trooping the Colour in London in between, however.

Meanwhile, Labour will be campaigning on health - and has claimed NHS waiting lists could hit 10 million.

Deputy leader Angela Rayner will be campaigning on working conditions in Scotland. 

Coming up this morning on Sky News:

• 7.15am : Veterans minister Johnny Mercer;
• 8.15am : Shadow work and pensions secretary Liz Kendall.

Be the first to get Breaking News

Install the Sky News app for free

Security Alert May 17, 2024

Worldwide caution, update may 10, 2024, information for u.s. citizens in the middle east.

• Travel Advisories |
• Contact Us |
• MyTravelGov |

Find U.S. Embassies & Consulates

Travel.state.gov, congressional liaison, special issuance agency, u.s. passports, international travel, intercountry adoption, international parental child abduction, records and authentications, popular links, travel advisories, mytravelgov, stay connected, legal resources, legal information, info for u.s. law enforcement, replace or certify documents, before you go.

Learn About Your Destination

While Abroad

Emergencies

Share this page:

Crisis and Disaster Abroad: Be Ready

What the Department of State Can and Can't Do in a Crisis

Information for U.S. Citizens about a U.S. Government-Assisted Evacuation

Traveler's Checklist

Safety and Security Messaging

Best Practices for Traveler Safety

Staying Connected

Smart Traveler Enrollment Program (STEP)

Traveler Information

LGBTQI+ Travelers

Adventure Travel

High-Risk Area Travelers

Travelers with Dual Nationality

Journalist Travelers

Faith-Based Travelers

Pilgrimage Travelers (Hajj and Umrah)

U.S. Students Abroad

Cruise Ship Passengers

Women Travelers

Travelers with Disabilities

Older Travelers

U.S. Volunteers Abroad

Travelers with Pets

Travelers With Firearms

Travel Agents

Travel Safety - Race and Ethnicity

U.S. Travelers in Europe's Schengen Area

Your Health Abroad

Insurance Coverage Overseas

Driving and Road Safety Abroad

Customs and Import Restrictions

Information for U.S. Citizens in Russia – Travel Options Out of Russia

Lodging Safety

Paris 2024 Olympics and Paralympics

In Europe's Schengen area , your passport must be valid for at least six months at the time of your entry. At present, the Schengen area includes most European Union (EU) countries, except for Cyprus and Ireland.

If you are transiting through Canada or the United Kingdom (UK) enroute to the Schengen area : your passport must be valid for at least six months, even though Canada and the UK do not themselves have the six-month rule. If your passport will expire within six months, airlines may not let you board your onward flight to Europe.

Traveling in Europe

If you plan to travel in Europe, you need to know about the Schengen Borders Agreement, which allows you to move freely within a number of countries without border checks. Tourists, exchange students, and people visiting for business from certain countries, like the United States, can travel in the Schengen area for up to 90 days. The Schengen area includes most EU countries, except for Cyprus and Ireland. It also includes four non-EU countries: Iceland, Norway, Switzerland, and Liechtenstein.

Before you travel to the Schengen area, we recommend you do the following:

• Check the expiration date on your passport book carefully before traveling to Europe. Ensure your passport book is valid for at least six months when you enter the Schengen area. This is especially important for minors under age 16 as their passports are only valid for five years. In contrast, U.S. citizen adults aged 16 and older receive passports that are valid for 10 years.
• Always carry your passport book with you when traveling to another country in the Schengen area. Even if there is no border check at that time, officials may reinstate border controls without notice.
• Be prepared to explain your purpose of travel.
• Be prepared to provide proof of sufficient financial resources for the visit.
• Comply with other entry requirements for each country you will visit or transit.

On our Country Information pages , you can find passport validity requirements and other important information for your destination country. If your passport does not meet the Schengen requirements, you may be:

• Refused boarding by the airline at your point of origin or while transferring planes.
• Denied entry when you arrive in the Schengen area, regardless of how long you will stay.

An immigration official will determine if you qualify for visa-free entry to the Schengen area when you first cross any external Schengen border. You will have to present your passport at that time. The officer may deny your entry if you do not qualify.

You should also check passport validity requirements if traveling onward from the Schengen area to a country outside the Schengen area. You can find this information in our Country Information pages.

HOW LONG CAN I REMAIN?

• With a valid U.S. passport book, you can stay up to 90 days in the Schengen area for tourism or business during any 180-day period. You must wait an additional 90 days before applying to re-enter the Schengen area.
• If you plan to stay in the Schengen area longer than three months, contact the embassy of the country where you plan to spend the majority of your time and apply for a visa.

Countries in the Schengen area may reinstate temporary internal or external border control without notice. U.S. citizens should carry their U.S. passport book at all times when entering or leaving the Schengen area. They should also bring it when traveling between Schengen countries.

How can the U.S. government help me if border officials do not let me enter?

• We can give you the contact information of foreign embassies of the countries you wish to visit.
• We can provide information about hiring an English-speaking foreign attorney overseas if you choose to do so.
• Note: We cannot influence a foreign government’s decision about allowing you to enter. We cannot intervene in another country’s criminal or administrative procedures.

What countries are members of the Schengen Borders Agreement?

Click on the country name for more information.

Bulgaria (entering in March 2024)

Czech Republic

Liechtenstein

Netherlands

Romania (entering in March 2024)

Switzerland

Enroll in STEP

Subscribe to get up-to-date safety and security information and help us reach you in an emergency abroad.

Recommended Web Browsers: Microsoft Edge or Google Chrome.

Learn about your destination

Make two copies of all of your travel documents in case of emergency, and leave one with a trusted friend or relative.

External Link

You are about to leave travel.state.gov for an external website that is not maintained by the U.S. Department of State.

Links to external websites are provided as a convenience and should not be construed as an endorsement by the U.S. Department of State of the views or products contained therein. If you wish to remain on travel.state.gov, click the "cancel" message.

You are about to visit: