We are entering a new world. Tectonic shifts in geo-politics, technology and social connection are redefining societies. Arguably Generation Alpha is more disconnected than any generation that has come before it.
The impact this shift is having on the definition of brands is profound. Brands are not disappearing, they are becoming more dynamic and more agile. It is true across industry but it’s particularly resonant in the way we perceive nations.
In this Q&A, our Founder and CEO David Keen, explores what’s actually changing: how social media is reshaping discovery, what the rise of East Asian travellers means for messaging, why DMOs need to rethink their role, and why cultural truth (not slogans) will define which destinations stay relevant and which fade into obsolescence.
QUO: What are the biggest global forces shaping branding today?
David Keen: We are living through an extraordinary moment of transformation. The shifts we’re seeing in diversity, socioeconomic patterns, and geopolitics are reshaping the very foundations of how societies and economies function. But more existentially, artificial intelligence will be the defining force of the next one to five years.
“AI is going to change the global economy and, more importantly, the way we see and experience the world.”
We are moving into an era many believe is dystopian. Bureaucracies, governments, legacy institutions – they’re struggling to keep pace. In most countries, technology is advancing far faster than the systems meant to govern it. That creates both challenges and opportunities for brands navigating this environment.
Geopolitical shifts, including populism and unpredictable leadership changes, can dramatically reshape perception almost overnight. A transition from a populist to a centrist government can alter global narratives about a country, affecting tourism and nation branding. Brands that anticipate these changes can turn geopolitical events into opportunities, while those that do not risk losing relevance.
QUO: What does this mean for nation and destination branding?
David Keen: Legacy identities might become obsolete. Most nation brands, especially in Asia, are built on narratives that are decades old and completely out of sync with the realities of today’s culture, business and technology.
“As the world evolves, there is a greater need for clearly defined, distinctive identities that can evolve as fast as the societies they represent.”
Take Vietnam for example. It is vibrant, dynamic and entrepreneurial, yet its global identity still lags behind what is happening on the ground. The same is true of Thailand, India, Malaysia and Singapore. These places are evolving rapidly, but their brand identities often remain static.
The private sector now plays a critical role in this. Governments alone cannot capture the full complexity of a nation brand, particularly with AI and bureaucracy slowing response. Smaller agencies and agile players are essential to project a nation’s story accurately and target audiences in ways governments simply cannot.
QUO: With technology and AI advancing so quickly, do you think traditional tourism organisations such as DMOs still have a role to play?
David Keen: Their role is changing. The speed at which people travel and engage with destinations today is extraordinary. Ten or fifteen years ago, we could make educated guesses about the next decade. Today, the rate of change is too fast. Only organisations that are agile, visionary and able to project themselves into the future will succeed.
DMOs can still play a vital role, but only if they evolve to be more nimble, technology-driven and insight-led. They also need to collaborate closely with the private sector to fill gaps. Smaller agencies, local operators and tech-enabled platforms can respond faster to micro-trends and hyper-personalised travel behaviours – something governments alone cannot achieve.
QUO: How are global travel patterns changing, and what does that mean for destination branding?
David Keen: Historically, the Western traveller dominated global tourism. Destinations and brands designed experiences and messaging around that market. Today, that is no longer the case. The centre of gravity is shifting toward East Asia, with countries like Japan, South Korea and China driving much of the travel volume.
“Rather than speaking to a Western audience, destinations must adapt messaging and experiences to resonate with new traveller segments.”
It’s not about changing the culture of a destination – it’s about understanding how it’s perceived and consumed by different markets. Targeted, culturally informed branding can create meaningful connections with these audiences.
Economic factors and affordability are reshaping travel as well. Budget airlines and cheaper accommodations make once-elusive experiences accessible to younger travellers, expanding the market for niche tourism. Brands can now consider the economic dimension when designing offerings, understanding not just who travels, but how they travel.
QUO: Does that mean tourism marketing will become more fragmented or hyper-targeted?
David Keen: Absolutely. AI and data analytics now allow us to know exactly who is coming from where, down to the city or even neighbourhood. This enables incredibly targeted campaigns, even down to individual proclivities, travel routines and social networks.
The challenge is maintaining authenticity. If your brand is still communicating with the wrong audience, it doesn’t matter how advanced your data is. Legacy brands that fail to adapt to this new reality will find themselves in trouble.
Generational differences also complicate matters. Even within a single family, preferences differ greatly. Younger travellers focus on specific experiences and social media trends, while older travellers may seek cultural depth. Brands must navigate this diversity of needs.
QUO: How do social media and platforms like TikTok or Instagram change the way people choose destinations?
David Keen: It’s fascinating and sometimes alarming. The new generation often travels to recreate moments they’ve seen online rather than to experience culture deeply. They may fly across the world to eat at a café seen on TikTok or visit a viral location.
This changes the dynamics of discovery. When I started travelling in Asia in the late 1980s, travel was about exploration and learning.
“The magic of the unknown is fading, but curated social media can elevate small, authentic local experiences to global fame overnight.”
Yet this curated social media exposure isn’t entirely negative. TikTok and user-generated content are now part of the cultural ecosystem of travel. They can elevate small, authentic local experiences to global fame overnight. The challenge for brands is to leverage these moments without diluting authenticity. Discovery versus curated social media experiences must be balanced carefully to maintain cultural depth.
QUO: That touches on local communities. How can smaller, less-visited destinations be included in national branding strategies?
David Keen: Collaboration is key. Governments cannot dictate authenticity from the top down. Local businesses, artisans and communities must play a central role in shaping how their culture is represented.
Japan illustrates this well. Tourism is concentrated in Tokyo, Kyoto and Osaka, but the richness lies in its villages, traditions and regional experiences. Branding agencies can help by building frameworks that allow these smaller voices to be heard, connecting them to global narratives. Attention and economic benefits should be distributed strategically across multiple locations, not just concentrated on viral hotspots. This ensures that local communities benefit and that the destination as a whole thrives.
QUO: With all these changes, what does the future of destination branding look like?
David Keen: We must rethink the model entirely. You cannot capture a nation’s identity in a single tagline anymore. Culture is not a slogan; it is a living ecosystem.
The future of branding lies in cultural truth. Authenticity will sustain a place or brand in an accelerating world. Whether it is a bubble tea shop in Kaohsiung or a national tourism campaign, the essence has to be real.
Our role as brand builders is to help destinations reconnect with that truth and amplify it intelligently through technology, storytelling and collaboration. This means harnessing AI for personalisation and insight, understanding geopolitical risks and shifts, collaborating with the private sector and local communities, and leveraging social media while preserving discovery and authenticity. That is how we move beyond legacy branding and build something resilient for the next generation.
—
QUO is a strategic branding agency with offices in Bangkok, Ho Chi Minh, Singapore, London and Riyadh.
