Destination branding : managing uncertainties in the MENA region - the cases of Dubai and Tunisia

The purpose of this paper is to investigate the branding of destinations in the Middle East and North Africa (MENA) region through the analysis of recent cases of Dubai (United Arab Emirates) and Tunisia. This conceptual paper aims to emphasize the fact that destinations in the region remain vulnerable to uncertainties and external shocks, as Dubai’s image has been impacted by the global financial crisis, and the perception of Tunisia as a tourist destination was influenced by the popular uprisings that the country has recently witnessed. Acritical review of the literature relevant to place marketing, destination branding, and destination positioning was conducted. Primary data was collected in order to gain insight on how destinations can be branded as well as the various challenges they may face especially in the context of the MENA region, and secondary research was primarily used to develop the cases, analyze the main aspects forming the destinations’ brands and identify the various challenges and opportunities emerging in the aftermath of these recent developments.