Partnership working in enhancing the destination brand of rural areas: A case study of Made in Monmouthshire, Wales, UK

This paper outlines the challenges of destination development and branding in rural tourism destina- tions, for example a lack of coherent destination propositions, lack of iconic structures, lack of differentiation in their tourism product portfolio and a high incidence of micro-businesses. Such factors mean that the creation of a coherent destination brand is often difficult and yet, at the same time essential, for such destinations. This paper explores the role of collaboration and partnership amongst public, private, and voluntary sector agencies in formulating a product brand which is coherent, asset- based and community-led. Using a case study of the Made in Monmouthshire (MiM) brand, an Adventa- led initiative which serves as a quality benchmark for food, drink, arts and crafts produced within and around Monmouthshire, the article demonstrates the role of collaborative development in the creation and development of a destination brand.