Let´s celebrate #WorldTourismDay2023

Intellectual property strategies (like licensing, franchising or merchandising) open up possibilities to safeguard, enhance, and monetize the unique attributes, services, and experiences that destinations offer, ensuring sustainable growth and competitiveness in the global market. A report published jointly by the WIPO and the World Tourism Organization (UNWTO) offers some of the most interesting cases as well as detailed insights.

For example,💡the history of recognizing the value of blue agave – “liquid gold” – and its role as an integral part of the national identity of Mexico. This fiery Mexican liquor with over 200 years of history, well known as “Tequila” became the country’s first appellation of origin in 1974 and helped to preserve a valuable part of Mexico’s cultural heritage and traditional knowledge.

Or the case study of the Dilmah tea company in Sri Lanka: they have successfully protected the Dilmah trademark for its product quality, ethics and business practices. Their innovative concept plunges tourists into daily life on a working tea estate and teaches them how to brew the perfect cup of tea. Dilmah successfully uses their trademark to turn reputation and quality into business opportunities in the tourism sector.

For more examples and the full report click here, or contact us if you have any questions about how we can help you to protect your business in the tourism sector.

We look forward hearing from you!