Themes of the world's select destination slogans

One simple yet primordial contributor in promoting the tourism of a certain nation is a well-crafted destination slogan. As such, country destinations are challenged to craft a slogan that stands out from the rest. It is in this view that this study is undertaken to take a closer look into the underlying themes of the world’s select destination slogans. It utilizes the qualitative method of research where ninety-eight destination slogans are randomly selected as corpus of the study. After the analysis, the following themes are found, Endless Discovery, Originality, Emotional Association, One and Only, Hospitality, Ego Targeting, Ancient Aura, and Physical Dimension. Among these eight themes, Emotional Association is recorded to be the most frequently used reaching up to thirty-five actual usage. The second most prevalent theme is Endless Discovery which is present in eighteen slogans such as that of Canada, Maldives and Saudi Arabia. Construction of destination slogans should be viewed as a complex process that needs in-depth analysis on how it should be phrased since language is an essential vehicle in successfully conveying the message it intends its tourists to decipher. A destination slogan’s deep structure has to be the first element to be considered upon its creation because it will serve as the backbone that will hold everything about it. The meaning behind its surface structure has to be the primordial concern for those who are assigned to come up with a slogan.