PHOTO: A unique way to get shade in Riviera Diamante, Mexico. (photo by Greg Custer)
Hatching a new destination brand is never easy; taking a fallen icon into a new era is even harder.
The world is strewn with vacation spots where the lights don’t shine so brightly. Flights stop landing and decay overtakes debut. Destinations have lifespans, from Honolulu to Havana, Las Vegas to the Costa Brava. Some pivot to stay relevant but many don’t; it’s part of an inevitable fall from grace to the place “no one goes anymore.”
Creating a destination identity where there was none comes with risk.
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