Since the late 90s, branding has become one of significant role at Destination Marketing Organizations (DMO) across the globe particularly in Europe, Oceania, and North America. Destination branding has become an established field in marketing and tourism study. However, very little attention has been paid on its practical aspects as it tends to focus on its theory. It is said that business practitioners at NTOs are struggling to find the right fit for successful branding implementation rather than its theory. The objective of this paper is to study NTO's branding from its practical side by making a closer examination of UNWTO's handbook on tourism destination branding. The paper has revealed that NTO needs to take brand philosophy into account in a corporate culture to be incorporated into all business activities.
