Chapter 7: The Branding of Post-Conflict Tourism Destinations: Theoretical Reflections and Case Studies

There are a large number of destinations in which post-conflict tourism (PCT) might be a relevant development option. This chapter considers four destinations which have opted to use the PCT brand as part of their strategies to attract tourists. These destinations – Cambodia, Nicaragua, Rwanda and Bougainville (within the country of Papua New Guinea) – are on four different continents, had conflicts which ended in the last decade of the twentieth century and represent tourism industries at different stages of development. They were also chosen because they are at low or medium levels of development and have relatively small populations of less than 20 million people. The chapter considers the different ways in which PCT is or might be used not only to provide economic opportunities for local residents, but also as a means towards reconciliation, healing and recovery after conflicts which have resulted in many casualties and divided the people against each other. Each of the case study destinations have attempted to turn a negative aspect of their histories into an opportunity for development, with differing levels of success.