Layer 03 — Desire
Beauty is not a strategy. Every country is beautiful.
Positioning is the decision about what a destination means, to whom, and against which alternatives. Most destinations have never made that decision — they have only described themselves.
02 — The sameness map
Claims taken verbatim from current national tourism communications. Destinations anonymised.
Six claims. Two hundred destinations. No position.
A claim every competitor also makes is not a claim. The empty cells are the only defensible ground on the grid, and they are empty because nobody has decided to hold them.
03 — Four positioning failures
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04 — The instrument
Cultural magnetism counts what a place is currently doing, not what it owns.
Magnetism is the largest single component of the desire score. It is counted across five inputs on a 36-month rolling window, per source market, so a positioning decision can be argued from a number rather than from taste.
Excluded by design
Heritage inventory and UNESCO inscriptions are not counted. Static supply is not magnetism: it does not move, it cannot be lost, and every competitor has it.
v1 sample data. Counts normalized against the sample set.
05 — Instruments in use
06 — Mandate shape
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07 — Adjacent layers