Destination marketing takes place within a politically charged environment, with DMO staff
accountable to government funding agencies, local tourism businesses, travel intermediaries
and host community. Pressure to justify brand rationale and to change brand initiatives can be
exerted by such stakeholders. It is suggested CBBE provides destination marketers with a
useful communication tool to guide stakeholders on macro objectives, in addition to offering a
practical and structured approach towards measuring performance of branding initiatives.