MESSAGE FOR WEEK BEGINNING 24th February 2003

Tourism 'Hooks' Pisa is known for the 'leaning tower'. Sam Gimignano is known for its many towers. Luca and Volterra are not known because there is no simple 'hook'. A 'hook' is something that sticks in people's minds. Queensland is a wonderful place with great beeches and rain forests. Yet 40 per cent of Japanese tourists say they went there 'to cuddle a koala' (which is easier to photograph). Tourism needs 'hooks'. These may seem trivial but they are important. For example, the oldest man made structure in the world is in Malta. This is a pre-historic stone temple in Gozo. When the President of China visited Malta he said that it was so nice to be in a country where the history was "much older than China". General excellence is enough to draw you back once you have been. But your decision to go in the first place is much affected by the 'hooks'.

Edward de Bono nmt
23rd February 2003
Abu Dhabi