Is destination marketing heading in the right direction?

As we enter the holiday season I thought it would be timely to review how different tourist boards lay out their pitch to get a higher share of the global travel market. 
Some years ago when my creative partner, Alan Jarvie, and I were at M&C Saatchi we got to work on what was perhaps the world’s toughest marketing brief: how to get people to get back on a plane to visit the US after 9/11.  Alan’s brilliant solution “You’ve seen the movie, now visit the set&