From Air India’s Maharaja to Kumamon the cartoon bear, tourism mascots that drew attention – and some, like Mak Mak in Macau, that flopped

If you ever visit the newly opened Broadwick Soho hotel in London, you'll notice a unique theme: elephants. The hotel's executive director, Josh Gardner, explains that elephants are a big part of their brand. They've included elephant motifs in the decor, from handcrafted cabinets by artisans in Jaipur to wallpaper designs and even staff lapel pins. Gardner believes that the elephant symbolizes the qualities they value as a business, such as loyalty, intelligence, and strong social bonds. nnMascots are a common sight in the hospitality and tourism industry, and the Broadwick Soho's elephant is just one example. In London, the Kimpton Fitzroy hotel is home to a bronze dragon named Lucky George, who has been a fixture since the late 19th century. Over in Milan, the Hotel Principe di Savoia has adopted a frog prince mascot named Ambrogio, a nod to a classic fairy tale and the city's patron saint. These mascots often become beloved symbols that enhance the guest experience. nnThe use of mascots extends beyond hotels to entire countries and regions. While some, like Macau's Mak Mak, fail to resonate with the public, others capture hearts worldwide. The Korea Tourism Organisation created the Kingdom Friends mascots to encourage virtual travel during the pandemic, and they've been a success. Japan is known for its plethora of mascots, or yuru-chara, which play a significant role in promoting tourism. Characters like Kumamon and Hikonyan have become cultural icons, contributing to their regions' popularity. Even airlines have joined in, with Air India's Maharaja mascot undergoing a recent update to stay relevant. Mascots, whether successful or not, are a testament to the creative efforts to market destinations and create memorable experiences for visitors.