Let the journey begin (again): The branding of Myanmar

This paper tracks the history of destination marketing and branding in Myanmar, focusing on the challenges associated with changing a negative destination image. Through a theoretical lens based on image theory, the paper uses a case study approach to explore how a country such as Myanmar can alter a prolonged negative destination image. The analysis shows that although marketers in Myanmar are moving beyond a cosmetic approach to destination branding, the long-term strategies in place to improve Myanmar's image could be called into question. The country faces many challenges, including a lack of trained human resources, and insufficient public services and infrastructure for tourism, so the journey to rebrand Myanmar as a competitive tourism destination will be a long one. (C) 2016 Elsevier Ltd. All rights reserved.