South Africa, Aug. 19 -- Beside her, Zubeida Abrahams, operations and production manager, nods. She knows the power of getting it right - and the risks of letting competitors shape your narrative. "In tourism and hospitality, your story is your currency," Zubeida explains. "If it's not factually correct, unique, and true to your brand, you're just another echo in the noise."

FusionDesign, an Africa-based creative design and PR agency, specialises in destination marketing - the kind that puts travel businesses on the map, literally and figuratively. For Carmen and Zubeida, success isn't about duplicating a competitor's formula. It's about weaving a fact-driven, visually stunning, and strategically optimised brand narrative that search eng...