It's not necessary to capture a destination on a bumper sticker (just ask France or Italy), but it certainly helps when it comes to modern tourism marketing.
Our alternate title: Why unrest, health panics, and financial uncertainty doesn't spell doom and gloom for the travel industry. But it does mean it needs to be smart in 2016.
Marriott is a great case study on whether large legacy travel brands can reinvent themselves through storytelling -- and then of course follow through and deliver on the actual soft-promise that they make through these efforts.