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The City Next Door; Branding Alexandria, Egypt

Destination branding is a process of branding a place, a product, or a city, to attract investment, people, and capital. The growing role, significance and importance of destination branding and image in tourism is being widely explored. There is a growing body of research in destination branding and specifically with relation to tourism products and brands around the world and how they can use certain elements (element mix) to develop a sense of identity to a place. Branding has become very important in travel and tourism industry since it influences tourists’ decisions to visit a place or a city and therefore it affects their level of satisfaction. The main aim of destination branding is to create value and enable destination marketers to successfully use the unique characteristics and attributes associated with the city (e.g., products, services, arts, technology, location, culture, etc.) to differentiate, position their destinations and sustain a competitive advantage over other tourism brands around the globe. This paper, using case-study methodology, aims to report on a wider project with the aim to develop “Alexandria—the city next door” brand to be available for tourists’ choices when selecting a destination to visit.