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org
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TOURISM SIGNS
& SYMBOLS
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Copyright © 2001 World Tourism Organization

TOURISM SIGNS AND SYMBOLS

A Status Report & Guidebook

ISBN: 92-844-0378-2

Published by the World Tourism Organization

All rights reserved. No part of this book may be reproduced or

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transmitted in any form or by any means, electronic or mechani-

cal, including photocopying, recording or by any information stor-
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age and retrieval system without permission from the World

Tourism Organization.

The designations employed and the presentation of material in

this publication do not imply the expression of any opinions what-
soever on the part of the Secretariat of the World Tourism
Organization concerning the legal status of any country, territory,
city or area or of its authorities or concerning the delimitation of
its frontiers or boundaries.
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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

FOREWORD
by
Francesco Frangialli,
Secretary-General

The World Tourism Organization has developed a unique system of

information in the field of tourism. This publication on tourism signs
and symbols and visitor signage is one of its results.
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Today, globalization leads to ever-more frequent encounters between

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peoples educated under different cultural systems, with speech and

customs that are so diverse that no universal language could easily
reconcile them. Universal human communication, however, has exist-
ed since the dawn of creation. It began with signs and signals, ges-
tures that civilizations as ancient as the Chinese or Egyptian reflected
in ideograms or hieroglyphs.

In a multifarious world whose transformation is becoming more

widespread under the effects of the expansion of the information soci-
ety and new communication technologies, common languages in
images must be devised to facilitate the movement of persons and
improve the safety, security and comfort of the users of tourism facil-
ities and sites. Images, words, objects and ideas represented by sym-
bols can be widely understood if they are simple and meet universal
needs. This development engenders keener demand not only for
information and the quality of hospitality offered, but also for the pro-
motion and identity of territories, areas and heritage sites with a
tourism vocation, as well as the advertising and identification of
tourism enterprises whose tendency to become transnational is gath-
ering pace.

This need for universal communication, irrespective of language, is

enshrined as a fundamental principle in the Manila Declaration on
World Tourism adopted on 17 September 1980. The use of symbols for
depicting tourist attractions is a decisive step in this direction. The
WTO Secretariat has gathered an exhaustive set of signs and symbols
that have either been or could be standardized internationally, as well

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World Tourism Organization

as trademarks and colours relevant to the safety, security and comfort

of tourists and users of tourism and transport facilities and infra-
structure.

The Guide we are presenting to you here is an essential source of

information, addressing as it does the issue of signs and symbols
linked to travel and to tourism signage. It is the outcome of a survey
carried out among national tourism administrations worldwide and
such international organizations as IMO, ICAO, FIA and ISO, which
deal directly or indirectly with this subject. It is a source of knowledge
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and support for planners, developers, marketing experts and all those
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responsible for communications in tourism or tourism-related organi-

zations and enterprises. This Guide sets out the concepts and termi-
nology used in this field, as well as more than 290 potential symbols
for public and tourist information, which are in the process of being
harmonized as part of WTO’s cooperation with other international
organizations.

Madrid, April 2001

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

ACKNOWLEDGMENTS
For the preparation of this publication, the WTO Secretariat requested
information from other international sources such as the International
Organization for Standardization (ISO), the International Automobile
Federation (IFA), the World Intellectual Property Organization
(WIPO), the Asia Pacific Economic Cooperation (APEC), the
International Maritime Organization (IMO). the International Civil
Aviation Organization (ICAO) and the International Railroads Union.
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The WTO Secretariat would like to extend its sincere thanks to the
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member States and international governmental and non-governmen-

tal organizations that have helped in the preparation of this publica-
tion, especially the International Federation of Tour Operators (IFTO)
which informed WTO in early 1997 of the danger arising out of con-
fusion caused by the different colours of beach warning flags on the
world’s beaches.

This Status Report and Guidebook was drawn up with the collabora-
tion of a consultant, Prof. Robert Lanquar, Ph.D. The draft was
reviewed and consolidated by Henryk Handszuh and formatted by
Eril Wiehahn and Carmen López-Lahesa (WTO Secretariat).

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

CONTENTS
ACRONYMS AND ABBREVIATIONS . . . . . . . . . . . . . . . . . . . . ix
MAIN TERMS USED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi

INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1. SOURCES OF INFORMATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
2. LESSONS FROM THE 1997-1998 WTO SURVEY ON
TOURISM SIGNS AND SYMBOLS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
3. THE NECESSARY BASIC CONCEPTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
4. A SHORT HISTORY OF VISITOR SIGNAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
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5. APPLICATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
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EXAMPLES
The need for road signage for tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Visitor signage and tourist satisfaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Visitor signage in natural reserves . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Visitor signage and deregulation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

CHAPTER I
NATIONAL EXPERIENCES IN THE FIELD OF TOURISM SIGNS
AND SYMBOLS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
1. ROLE OF NATIONALTOURISM ADMINISTRATIONS
AND OFFICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
2. FINANCE OF VISITOR SIGNAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3. PARTNERSHIPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
4. CONFIRMED STATUS OF THE USE OF SOME SIGNS
AND SYMBOLS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Safety symbols . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Symbols for people with disabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38
Code colours for beach warning flags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Logos, signposting and markings for tourist routes and trails . . . . . . . . . . . . . . . . . . . . . . 43
Colours generally employed to indicate trails for outdoor activities . . . . . . . . . . . . . . . . . 45
Examples of existing routes and trails . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Colour marker systems for tourist routes and trails . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

EXAMPLES
Who bears responsibility for visitor signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Latin-American experiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Argentina: Acontinuous human and financial effort . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Guidelines for tourism signs: a publication of the Western
Australian Tourism Commission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
Peru: Amanual on tourism signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
China: Graphical symbols for use on public information signs
and Graphic signs for tourist hotels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
France: a guidebook on tourist signage (“a guide for your use”) . . . . . . . . . . . . . . . . . . . . 29
The French road signage tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Spain: the Spanish system of endorsed tourism signage (SISTHO) . . . . . . . . . . . . . . . . . . 32
United Kingdom: Symbols for tourist guides, maps and countryside

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World Tourism Organization

recreation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
Concepts developed by France on routes and trails . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
Visitor signage and the use of bar codes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

CHAPTER II
INTERNATIONAL COOPERATION IN THE FIELD OF PUBLIC
AND TOURISM SIGNAGE . . . . . . . . . . . . . . . . . . . . . . . . . . 53

1. MAIN INTERNATIONAL INSTRUMENTS FOR

VISITOR SIGNAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
The Convention on Road Signs and Signals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .54
Main recommendations of the Convention specific to tourism . . . . . . . . . . . . . . . . . . . . .55
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Recommendation on the “i” sign, official tourist information

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sign (“i” or “i “ sign) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57

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The joint publication of IMO and ICAO on international signs

at airports and marine terminals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59
The APEC region study on the standardization of symbols for
visitor signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .60

2. VISITOR SIGNAGE POLICY AND INTERNATIONAL

STANDARDIZATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
A comprehensive approach towards visitor signage (graph) . . . . . . . . . . . . . . . . . . . . . . . 65
ISO procedures for defining and testing public information
symbols (referring also to visitor signage) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
A. The Standard ISO 7001 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67
B. Others ISO Standards concerning directly visitor signage . . . . . . . . . . . . . . . . .68
C. The contents of the ISO procedures for the development and
testing of public information symbols . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
D. Tests using computer screen presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72

EXAMPLE
The Blue Flag signs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63

CHAPTER III
SELECTED SIGNS AND SYMBOLS STANDARDIZED, RECOMMENDED
AND USED FOR PUBLIC AND VISITOR INFORMATION . . . . . . 75

1. THE SELECTED CATEGORIES OF REFERENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75

General public and visitor information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Tourist equipment and facilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Public and visitor transportation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
Tourist and cultural attractions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .121
Sports, leisure and outdoor recreation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
- Tourism signs and symbols appearing as typical icons in
internet portals and web sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .153
- Relationship between the Thesaurus on Tourism and
Leisure Activities, graphical symbols and internet icons . . . . . . . . . . . . . . . . . . . . . . . .154

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

2. GUIDANCE FOR THE USE OF SYMBOLS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155

Acceptance and confusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Graphic and overall design considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Colours . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156
Dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156
Shape . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157
Subsequent use of symbols . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158
Use in travel literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158

CHAPTER IV
GRAPHIC SYMBOLS USED IN TOURISM AS LOGOTYPES . . . . 161
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1. SPECIALCAMPAIGNS OR PROGRAMMES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162

No Child Sex Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163
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The Blue Flag . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164

Green Globe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165
TUTTO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166

2. INTERNATIONAL TOURIST ROUTES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167

Mundo Maya . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168
The Silk Road . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169
The Slave Route . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171

3. TOURISM DESTINATION LOGOTYPES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172

The international law and the national tourism logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172
The official regulations for use and application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173
Review of some NTO or NTA logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173

4. TRADEMARKS IN TOURISM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177

Basic elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177
Conventions on trademarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178
Role of NTAs and NTOs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180

5. SPECIALEVENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184

6. QUALITY LABELS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184

EXAMPLES
Argentina’s visual identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .174
The Portugal case . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175
The Spanish logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176
National administrations and organs in charge of the tourism
trademarks in the different regions of the world . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181
Tourism signs for Lisbon Expo´98 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183

ANNEXES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191

Annex 1:
Symbols listed in the WTO report on the standardization
of tourist signs and symbols (1989) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193

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Annex 2:
The standardized signs of the Convention on Road
Signs and Signals (1968) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .197

Annex 3:
International signs to provide guidance to persons
at airports and marine terminals: a joint ICAO-IMO publication
(1995 - doc 9430) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207

Annex 4:
Numerical index and survey of the public information
symbols adopted in ISO 7001 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211
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Annex 5:
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Signs and symbols used as variants to denote the existence

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and status of equipment, facilities and services for people with

disabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .213

Annex 6:
Designing print communications for the Mature Reader . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219

Annex 7:
WTO Executive Council recommendations on tourism signs and symbols . . . . . . . . . . . . . . 223

BIBLIOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229

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ACRONYMS AND ABBREVIATIONS

AARP American Association of Retired Persons

AENOR Spanish Association for Standardization
(Asociación Española de Normalización)
AFIT French Agency for Tourism Engineering
(Agence française pour l’Ingénierie touristique)
AFNOR French Agency for Standardization
(Agence française de normalisation)
AH&MA American Hotel and Motel Association
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ALPE Spanish Association against Poliomyelitis

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ANSI American National Standards Institute

APEC Asia Pacific Economic Cooperation
APEC/TWG APEC Tourism Working Group
BSI British Standards Institution
COPANT Pan-American Commission for Technical Standards
CSBTS China State Bureau of Quality and Technical Supervision
DGNT General Direction for Standardization (Mexico)
FIA International Automobile Federation
(Fédération internationale de l’Automobile)
ICAO International Civil Aviation Organization
IFTO International Federation of Tour Operators
IMO International Maritime Organization
INDECOP National Institute for Competition and Intellectual Property
Protection (Peru)
INN National Institute for Standardization (Chile)
IOC International Olympic Committee
ISO International Organization for Standardization
ISO/TC ISO Technical Committee
JISC Japanese Industrial Standards Committee c/o Standards
Department, MITI
KNITQ Korean National Institute of Technology and Quality
NTA National Tourism Administration
NTO National Tourism Office or Organization
RI Rehabilitation International
RIS Network of Info Bays - Réseau d’Info Stations
SAA Standards Australia
SADC South Africa Development Community

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SCC Standard Council of Canada

SNZ Standards New Zealand
TISI Thai Industrial Standards Institute
TRIPS Trade Related Intellectual Property Rights
UIC International Railroads Union
(Union internationale des chemins de fer)
UNCRT United Nations Conference on Road Traffic
UNDP United Nations Development Programme
UNIT Uruguayan Institute for Technical Norms
(Instituto Uruguayo de normas técnicas)
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WIPO World Intellectual Property Organization

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WTO World Tourism Organization

WTO/OMC World Trade Organization

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MAIN TERMS USED

Sign: The term “ sign “ denotes a mark, device or symbol used to be perceived and
which allows to represent or to distinguish things, objects, concepts or places.

Signal: A sound , light or body sign.

Symbol: A visually perceptible figure, reproduced by means of writing, drawing,

painting or other manufacturing technique, intended to convey a particular meaning.
Wednesday, March 02, 2011 4:38:45 AM

Graphical or graphic symbol: a visually perceptible figure used to transmit informa-

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tion independently of language. It may be produced by drawing, printing or other

means.

Public information symbol: graphical symbol, intended to give information to the

general public, the understanding of which is not normally dependent on specialist
or occupational training.

Marker: graphic sign used to indicate position on ground to aircraft, course at sea to
boats, on poles or trees for ski slopes and trails, paths, etc.

Icon: A sign creating an analogy and resemblance with the object in question and
allowing a link to facilitate computer tasks (macro-link in a computer program).

Indication: A sign that relates to the material object (smoke indicates fire, movement
of the weathervane indicates wind, etc.).

Referent: The subject represented by the symbol and a concise verbal message of the
meaning of the proposed symbol.

A Variant is an alternative symbol design for a given referent.

Tourist attractions: the places and events which may be of interest to individuals in
the utilization of their free time, whether active or passive, and which are outside
their everyday environment and usual needs both of trade, accommodation, food and
services.
Tourist facilities: the establishments, buildings, equipment used by visitors during
their travel.

Logo or logotype: an emblem or device chosen as a badge of organization or compa-

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ny in display material: advertisement, promotion, head letter paper, etc.

Trade mark: device or word(s) that are legally registered or already established to
name the goods and services of an organization, factory or company. “Any sign capa-
ble of distinguishing the goods and services of one undertaking from those of other
undertakings shall be capable of constituting a trade mark”. (Agreement on Trade
Related Aspects of Intellectual Property Rights (TRIPS) of the World Trade
Organization and the World Intellectual Property Organization, Geneva, 1994).

Copyright: symbol securing the legal right to reproduce, publish or sell a work or part
of a work in literature, music or art such as a logo, sign, icon.
Wednesday, March 02, 2011 4:38:45 AM
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One notices the use of the terms “ sign “, “ symbol “, “ graphical symbol “, “ device “, “ fig -
ure “, of which “ symbol “ appears to be the common denominator. Conventionally, the term
“ symbol “ will be mainly used. But other definitions and terms may appear in documents pro -
posed by countries such as pictogram or ideogram. The former (pictogram) is a drawing sug -
gesting an activity, service or facility without any mention of a trademark or signature; the
latter (ideogram) is a sign that is placed before an indication to a destination in order to char -
acterize the type of destination.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

INTRODUCTION
This publication capitalizes on the 1998-2000 activities of the World
Tourism Organization corresponding to its Quality of Tourism
Development programme, in particular under a section on technical
standards.

The Quality Support Committee of WTO dealt with tourism signs and
symbols at its fourth meeting (Madrid, Spain, 12-13 April 2000). It pro-
posed a series of recommendations of the Council (included in this
Wednesday, March 02, 2011 4:38:45 AM

report as annex 7) which the latter accepted on 30 November 2000 by

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decision CE(DEC/6(LXIII-LXIX).

The decision to publish the results of the work done so far has been
prompted by a few factors: an increasing number of inquiries about
tourism signs and symbols and technical cooperation requests from
member and non-member States of WTO as well as tourism industry
organizations, renewed interest in public information symbols by the
International Organization for Standardization (ISO) and, last but not
least, the requirements of globalization fuelled by both information
technologies and tourism. Both need effective communication tools
such as culturally-friendly and universally understood graphic signs
and symbols. They ease and ensure speed of conveyance of messages
which are important for travellers’ security and comfort and make
travel and service more seamless and rewarding.

Basing on the comprehensive understanding of tourism1, of interest to

tourism are all public information symbols plus those which are spe-
cific to the tourism sector. As a consequence, the term “tourism signs
and symbols” can also be alternatively replaced by the term “visitor
signage” to embrace the categories of same-day visitors and tourists
travelling and staying in all public and specifically tourist areas and
facilities.

Certainly, tourism signs and symbols or visitor signage go beyond

what can commonly be associated with tourist attractions. It is far
more than that, and it is not only pictograms, but also badges, arrows
and signposts featuring graphic symbols or written messages.

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Some signs and symbols have been standardized already, but their
application is not universal, some others may need to be standardized
but others must not. However, the status of visitor signage should
always be clear to tourism planners and developers so that they could
make informed choices about their use and development.

The present publication has three main objectives:

- to inform readers of the status of visitor signage worldwide as it

comes to light from the activities concerned of countries, tourism
Wednesday, March 02, 2011 4:38:45 AM

destinations and international organizations;

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- to give an aid to local and national tourism planners and commu-

nication managers in tourism businesses such as tour and trans-
port operators, hotel companies, recreation establishments, etc.

- to encourage tourism educators and trainers to include visitor sig-

nage into respective curricula, especially for tourist guides and
escorts.

1. SOURCES OF INFORMATION

The findings of the WTO survey on tourism signs and symbols

(November 1997-March 1998)2, given in the interim Report on the
Status of Tourism Signs and Symbols Worldwide (QSC.3/2(d), and an
earlier document Report on the Standardization of Tourist Signs and
Symbols published by the WTO Secretariat in 1989 (PG(VI)B.5.1)3, as
well documents received from ISO Technical Committee 145 - Public
Information Symbols, were mainly used in preparing this publication.

A detailed list of information sources is given in the Bibliography at

the end of this publication.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

2. LESSONS FROM THE 1997-1998 WTO SURVEY ON TOURISM

SIGNS AND SYMBOLS

While tourism signs and symbols may contribute to achieving more

transparency in the world of tourism, the WTO survey strengthened
the overriding conviction that more information and transparency
were urgently needed on how visitor signage can be made and
improved and who could take an initiative and assume responsibility
for this activity to generate benefits for all.
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The WTO survey confirmed that all efforts leading to this objective are
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valid, but that such efforts should be recognized within the main-
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stream activities in this area and lead to a worldwide harmonization

and possibly standardization.

Harmonization is the core of the methodological approach and crite-

ria to develop standardization of symbols for visitor signage, which
has to reply to three requirements:

• Visibility
• Permanence
• Coherence

It is therefore hoped that this publication will help in raising aware-

ness of tourism decision-makers concerned with a view to providing
conceptual, material and operational support to the work which stays
ahead for a number of years.

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3. THE NECESSARY BASIC CONCEPTS

Signs and symbols were humanity’s first tools for communication.

Semiology (the science that studies signs and symbols within social
life) allows to understand how the different uses of signs and symbols
are established, for example, for the purposes of tourism4. According
to the pioneers of semiology2, the sign should be meaning, that is, it is
an active process, the result of a dynamic interaction between
sign/symbol, object and subject.
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Tourism signs and symbols should express their meaning in the

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most universal and simple language possible. Signs or symbols are

not grasped, understood or explained in the same terms nor accord-
ing to the same reasoning or based on the same premises, by psycho-
analysts, sociologists, people from the world of science or religion.
The word “symbol” comes from the Greek word “sum-bolon”, a “sign
of recognition” - an object cut in two constituting a sign of recognition
when the bearers are able to put together the two parts. Symbols are
required to act as a bridge, to grasp a reality, which can only be
expressed indirectly3. This is the reason why the notion of the symbol
may be very imprecise and may give rise to acceptations that are
sometimes contradictory4.

A symbol is an “object or natural fact in the form of an image which

leads, by its shape or nature, to an association of natural ideas (with-
in a given social group) with something abstract or absent”5. It is
therefore conceived as a mediator6; it is the visible face of the invisi-
ble, the expression of the element that gives rise to an expression.

When the semiologists showed the difference between the signifier

and the signified, they pointed out that signs/symbols could be the
object of disjunction. But it is the art of conjunction that must be
emphasized by the tourism sign or symbol, as the meeting between
cultures and societies, which are often very different7. Within the
framework of the tourism phenomenon, “signs and symbols” should
form part of non-written communication, which is more universal
than language and languages, even languages that are very widely
spoken in the international travel and tourism sector such as English.
However, the development of certain communication techniques

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

moulds our senses and cognitive processes so that it becomes impos-

sible to separate thought content and the form of expression transmit-
ting the though. Other contemporary thinkers such as Regis Debray8
consider that civilizations pass through three stages: the logosphere
(the spoken word), the graphosphere (the written word), and the
videosphere (images or signs and symbols) in which we live today.

Research into signs and symbols necessarily has to involve not only
semiology but also other disciplines such as:
Wednesday, March 02, 2011 4:38:45 AM

• Linguistics. Tourism signs and symbols include written informa-

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tion (name of a place or site, distance in kilometres, etc.) which

may be given in a language that is read in a different way to the
tourist’s language (from right to left or from top to bottom instead
of from left to right). And the meaning of a written sign may even
vary amongst people having the same language (Chinese or even
Spanish as spoken in Europe or Latin America).

• Psycho-sociology. The individual or collective approach to a sym-

bol may vary according to certain elements of the psychological
and social environment.

• Law and jurisprudence. There may be legal implications in the cre-

ation and widespread adoption of signs and symbols (such as
those aiming to facilitate movement or to reduce barriers to travel
and tourist flows).

• Aesthetics and environment. Account must be taken of the aes-

thetic effects of producing signs and symbols on subjectivity and
the construction of meaning in the cultural environment and nat-
ural landscape.

• Economics and regional development.

In an increasingly complex world that contains a great diversity of

societies and cultures, signs need to be heterogeneous but not dis-
parate. Tourist signs or symbols cannot have a hidden sense based on
a special code that can only be deciphered by people trained in it or
who have had access to it. The person for whom the sign is intended

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(tourist or resident) should at least be able to determine the prelimi-

nary conjectures of the sign or symbol, amongst them the real inten-
tions of the person who issued the sign and the cultural framework to
which the message belongs.

The physical environment of the sign or symbol is important to inter-

pretation. A signpost in an area of sand dunes will be easier to under-
stand and interpret if it bears a symbol showing that a spring or an
oasis is close by than if it points the way to Paris 5,000 km away. This
in no way affects the authenticity of the physical or cultural environ-
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ment. Signs do not trivialize a tourist attraction or detract from its

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prestige or its exclusive nature. They merely place it within a univer-

sal system of communication. They allow for translation into a lan-
guage that can be understood by the majority.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

THE NEED FOR ROAD SIGNAGE FOR TOURISM

Road signage for tourism turns out to be inappropriate and insuffi-

cient, especially in rural areas, although sometimes there may be
even too many in the most popular places, thus creating confusion
and visual pollution. The national and local tourism administration
should have a determined policy for straighten it out.
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Tourism development plans should cover road signs to allow domes-

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tic and foreign visitors to receive information on the location of sites

or attractions and/or how to reach them.

In order to achieve this objective, the tourism administration should

proceed step by step:

• to define in advance any sites and places worth visiting, starting

with those on the tourist circuits and determining the most suitable
locations for signposts;
• as appropriate, to reach an agreement with the Ministry respon-
sible for roads and/or transport:
• to define with this Ministry the criteria for installing general road
signs in the characters of the national alphabet or in Latin char-
acters or by figures (numbers, road numbers, distances to towns
and villages, junctions, etc.);
• to choose the symbols to be adopted, first using signs and sym-
bols that are internationally accepted or widely used;
• to replace, in agreement with the appropriate local authorities,
any existing signs to bring them into line with national and inter-
national standards;
• to define associated projects such as rest areas, panoramas and
viewpoints and equip them with appropriate signs.

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4. A SHORT HISTORY OF VISITOR SIGNAGE

Some historians suggest that signs are an offshoot of printing. It was

a printer from Lyon, Charles Estienne, who in 1552 published the first
cartographic guides of France (“Le guide des chemins de France” and
“les Fleuves au Royaume de France”) and invented keys and abbrevi-
ations, giving remarkably precise minimal indications on the towns
along the routes, the distances between them, the fords, etc. Signs and
signals developed naturally with the development of industrial soci-
eties and the rise in the surface transport by road and rail. Before, gen-
Wednesday, March 02, 2011 4:38:45 AM

erally, on the roads, local authorities levied a toll and the toll-collector
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acted as a guide. “He indicated the best routes, where the bridges and
Georgios Drakopoulos (307-99-294)

fords were, the names of any villages and towns. He also acted as cus-
toms agent, foreign exchange broker and could afford safe-con-
ducts”9.

The first public information symbols in tourist facilities appeared with

the development of railways and the construction of large railway sta-
tions. Until the years 1840-1850 engines travelled with no visual sig-
nals and announced their arrival with whistles or sirens but gradual-
ly their increasing speed meant that these methods had to change. The
first fixed signal was erected in 1834 on the Manchester to Liverpool
line. After 1850, the signaling codes started to be unified according to
four main categories that came to be the basis for today’s road signs:

• Indications
• Warnings
• Signs to slow down
• Signs to stop

With respect to colours, it was generally accepted that white meant

“go ahead”, yellow “slow down” and red “stop”.
Visitor signage boomed with industrial societies. It was the First
World War that speeded up the installation of road signs along the
main strategic routes. With the start of mass travel, signage appeared
everywhere at the same time as the classification of roads and tourist
facilities such as hotels, inns, restaurants, etc.

Today, tourism and visitor signage should be part of tourism policies

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

on information, promotion and regional development, with special

emphasis on signposting. A country such as France has created a new
word for such activity: “signalétique” i.e. the technique of transmit-
ting tourist information by non-written communication. This tool is
developing fast.

In the same time, various tourist satisfaction surveys elaborated in the

framework of integrated quality management of tourist destinations
showed, from a dual “importance/dissatisfaction”, that visitor sig-
nage may be a main area of dysfunction in facilities, planning and ser-
Wednesday, March 02, 2011 4:38:45 AM

vices of the resorts, especially for “signs for activities” and “direction
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signposts”.

Visitor signage and tourist satisfaction

Since 1993, beach resorts in France have been taking part with the
support of the French Agency for Tourism Engineering (AFIT), in a
plan to improve resort quality. A survey has been issued to 11,500
tourists presenting the method and the first actions taken by the
resorts. The AFIT hopes that the interested parties will endeavour to
achieve modern, competitive tourism standards. The surveys carried
out during the summer of 1994 (August and September) in 13 beach
resorts pointed to the factors that are of importance for tourists:

* Signs for activities (77% importance and 18% dissatisfaction)

* Direction signposts (82% importance and 1% dissatisfaction
* Precision of information received (51% importance and 8% dissat-
isfaction)

The most critical customers appear to be mostly young, French and

staying in commercial accommodation.

This should lead to the adaptation of signs for beaches and ports to
prevent overcrowding in certain areas. In addition, arrangements for
people with reduced mobility and the study of signposting were done
to improve customer flows.

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Visitor signage in natural reserves

For natural reserves, very important separate efforts have been

made. A guide for visitor signage of France was published in April
1987 by the Ministry of the Environment and the Standing
Conference on Natural Reserves. Another guide was published by
the same Ministry together with the Natural Area Division of the
Department for Nature Protection. The former aimed to be a techni-
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cal operational tool for rangers includes technical procedures and

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recommendations. The latter has two sections giving information on

signs - the first covers sign design and the second establishes the
weak and strong points of all the materials and techniques available
with examples (photographs) of signs.

Visitor signage and deregulation

In the United Kingdom, special efforts have been made since 1984,
when all signs and symbols were considered to be advertising and
were included under the Regulations for advertising in the framework
of territorial planning. Tourist surveys showed that signposting played
a key role in the choice of site, monument or attraction. When dereg-
ulation of signs took place in January 1996, the changes did not
have positive consequences- proliferation of signs spoiling the envi-
ronment, signs with unclear meanings, lack of quality criteria, etc. So
to fill the vacuum created by deregulation, the British Standards
Institution (BSI) proposed the creation of about 300 public informa-
tion symbols based on specifications identified by BSI (334 potential
symbols were identified) and drawn up in accordance with the prin-
cipals laid down in ISO 3461. Designing, testing and approving this
visitor signage scheme is expected to cost the equivalent of about 50
million US dollars.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Experience is being gained; every destination and territory is looking

for its own identity and uniqueness through a new type of signs, giv-
ing rise to batteries of logos, notice boards, posters, trade marks and
signposts with a clutter of national and regional messages and inco-
herence. The search for consistency must therefore be one of the main
obligations of those responsible for tourism signs and symbols.
Wednesday, March 02, 2011 4:38:45 AM
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5. APPLICATION

Tourism signs and symbols are mainly found in:

• public places such as airports, seaports, bus and railways stations

and terminals, etc.

• roads, streets, paths, trails, ski slopes, etc.

• buildings,
Wednesday, March 02, 2011 4:38:45 AM
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as well as maps, orientations diagrams, guidebooks and tourism pam-

Georgios Drakopoulos (307-99-294)

phlets, and now more and more on Internet portals and web sites
(icons).

The status report and guidebook is directed mainly to government

officials and private sector professionals who wish to improve visitor
signage in their destinations as well as for educators, tourism guides
and escorts who wish to have a better knowledge on this subject.

Comments and examples are welcome by WTO so that it can contin-

ue to work to improve the quality of tourism and fulfil the
Organization’s role as a clearing house in this important area.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

1 “the activities of persons travelling to and staying in places outside their usual environment
for not more than one consecutive year for leisure, business and other purposes”. See
Recommendations on Tourism Statistics, United Nations/World Tourism Organization, UN
Series M, No.83, New York 1994.

2 To which over fifty countries and territories contributed information and ideas

3 See Annex 1 of the present publication.

4 From the historical past, graphic symbols in the form of logotypes have survived in shields,
blazons, coats of arms as well as flags and banners symbolising lineage and historical families.
They can still be found on buildings and in tourist guides. Some coats of arms and colours have
developed into national symbols.
Wednesday, March 02, 2011 4:38:45 AM

2 Especially Ferdinand de Saussure.

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3 cf. Charles Morris, Foundations of a theory of signs, Chicago UP, Chicago, 1938.

4 The first semiologists made a distinction between three types of sign: indications, icons and
symbols. As explained in “Main terms used”, the indication is a sign that relates to the material
object (smoke indicates fire, movement of the weather vane indicates wind, etc.). The icon is a
sign creating an analogy and resemblance with the object in question. This is why icons were
chosen to facilitate computing tasks. Finally, the symbol sets itself apart to reinforce its func-
tionality and efficiency.

5 Petit Dictionnaire Robert, Paris,1999.

6 According to philosopher Paul Ricoeur.

7 See especially Umberto Eco, I limiti dell’interpretazione, Di Fabbri, Milan, 1990.

8 Régis Debray, Manifestes médiologiques, Paris, Gallimard, 1994.

9 See Marc Boyer and Philippe Viallon in La communication touristique, PUF, Paris, 1994.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

CHAPTER I

NATIONAL EXPERIENCES IN THE FIELD OF

TOURISM SIGNS AND SYMBOLS

The countries which in recent years have dealt with tourism signs and
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symbols, have sought to apply the principles of uniformity, consisten-

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cy and continuity, and this involves better-defined procedures

Georgios Drakopoulos (307-99-294)

between local and national levels.

Policies on tourism signs and symbols are usually drawn up on a

national level and the more developed the tourism industry in a coun-
try or territory, the more likely it is that there will be a coherent, cen-
tralized and coordinated policy in line with the international agree-
ments and regulations.

The countries and territories may adopt specific rules and regulations
governing tourism signs and symbols on a national scale and for the
whole of the national territory, as part of general rules and regulations
applicable to all sectors. This situation is found mainly in Europe. But
it tends to be known in other continents, especially in countries
intending to put in place or reinforce a comprehensive national poli-
cy1.

Such policy supported by laws and regulations can be applied to the

different types of signs and symbols according to the following cate-
gories2:

A. Public information symbols in tourist facilities

B. Public information symbols at tourist sites

C. Road signs

D. Signs in bus and railway stations, seaports and airports

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World Tourism Organization

E. Symbols for tourist facilities

F. Symbols for tourist attractions

G. Tourist routes (markers)

H. The official “tourist information” sign

I. The national tourism promotion logo

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

1. ROLE OF NATIONAL TOURISM ADMINISTRATIONS

AND OFFICES

In more and more countries and territories, the National Tourism

Administrations and Offices bear responsibility on a national level for
the adoption and implementation of tourism signs and symbols. If
not, they are consulted in this matter by another competent body.
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Who bears responsibility for visitor signage?

In the Republic of Cyprus, the Ministry of Communication and

Public Works consults the Cyprus Tourism Organisation before
placing a sign for a specific tourist attraction. In Jordan, the
NTA/NTO responsibility is shared with the Royal Jordanian
Automobile Club, the Ministry of Public Works and Housing and
the Royal Jordanian Geographic Centre; in China, with the
national technical administration for supervision and manage-
ment; in Macao with the Public Works Department; in Romania
with the Ministries of the Environment and the Interior.

The responsibility of adopting and implementing visitor signage

is also often shared with the municipal and provincial tourism
bodies for the public information symbols at tourist sites as in the
cases of Bolivia, Peru, Laos, China, Macao, Israel and Romania or
with the Tourism & Hotel Association as in Aruba.

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LATIN - AMERICAN EXPERIENCES 3

The Argentinian signs system for tourism

In Argentina, since 1979 the National Tourism Secretariat has set up

the National signs system for Tourism with a view to proposing a
coherent system for signs in tourism locations. The basic idea
behind the system is to replace written language by graphic lan-
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guage, eliminating explanatory texts, adopting uniform type,

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including urban signs and using the colours that are generally used
internationally.

The Bolivian manual on tourism signs

In August 1997 Bolivia published a manual entitled “Methodology

for tourism signs” (Department of Planning, National Tourism
Secretariat, Ministry of Economic Development, La Paz) which
describes the main types and functions of signs; general signs, signs
for the movement of persons or vehicles and general information
signs, especially for health and communications services. The man-
ual states that the National Tourism Secretariat is responsible for the
application on a national level of the methodology proposed. This
method has also been validated on both national and sectorial lev-
els by its directive on tourism quality in Bolivia. It was drawn up
basing on symbols that have already been adopted and on a full
semiotic study and refers to institutions such as the National Roads
Department, the Geographic Military Institute and other organiza-
tions. The National Roads Department draws up road signs in line
with the Inter-American manual of methods for controlling traffic
which was prepared in 1964 through the Organization of American
States. The manual gives all the technical data (size, colour, sym-
bols, graphic features, etc. ) to be taken into account in signs and
defines how signs should be erected.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

In general, the following are the main issues and topics addressed in
visitor signage policies at country or territory levels:

• Elaboration and adoption of rules and regulations

• Rules/regulations applicable at all establishments and activities
on:
- General information and security
- Attractions and culture
- Sport and recreation activities
- Transport modes and terminals
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- Tourist equipment
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- Beach flag warning system

- Marker colour systems

2. FINANCE OF VISITOR SIGNAGE

National tourism administrations and offices do not appear as the

main financial contributors to visitor signage. Local authorities tend
to have a more important role. Only a few tourism administrations
report to have a separate budget for the planning and installation of a
visitor signage system4.

It is recommended that tourism administrations not only have a bud-

get for implementing visitor signage, but also to test its use and assist
local authorities in putting it in place.

With this objective in mind, a visitor signage budget should feature

such items as:

• Research and design of signs and symbols (including testing)

• Manufacture of signposts (including boards)
• Installation and maintenance of signposts

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World Tourism Organization

A CONTINUOUS HUMAN AND FINANCIAL EFFORT

In Argentina, the National Tourism Secretariat has drawn up a

study on the national tourism sign system with a view to proposing
a coherent system for signs in tourism locations. The study shows
that efforts to standardize signs need to be continuous because signs
inevitably evolve over time. A budget must be dedicated to it. The
study covers several experiences of provincial official bodies and
the Argentine Automobile Club. It states that, since 1979, the
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Secretariat has been endeavouring to draw up a coherent system of

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signs (“the National System for Tourism Signs” - Resolution nº4 of

the National Conference in San Juan, 10-12 May 1979) and that the
system proposed be applied in the capital and in various provincial
jurisdictions, namely Misiones, Chubut, Santa Cruz, Santiago de
Estero, San Luis, Cordoba. The system has also been proposed to
other Latin American countries such as Brazil, Chile, Nicaragua and
Venezuela.

3. PARTNERSHIPS

The private sector and its associations are increasingly participating

and intervening in a visitor or tourism signage policy and the stan-
dardization of some symbols: for example in Lesotho; in Aruba (with
the Tourism 8 Hotels Association and the hotel chains); in the Czech
Republic (with the Czech Tourism Club Green-ways for cycling, ski
and walking trails); in Finland (with the Holiday Farms Association).
In Portugal professional associations are consulted so as to follow the
best and more consensual procedures.

More important however, is the role to be played by National

Standards Organizations or Associations. Austria indicates, for exam-
ple, that agreements on all tourism signs and symbols (except for
those that are standardized by law) must be reached with the Austrian
Standards Institute (a private association which has as members of its
Supervisory Committee the Federal Ministry of Economic Affairs and

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

the Federal Chamber of Economy).

In the last few years, as far as possible, National Tourism

Administrations or Offices report to have found it necessary to con-
tribute towards a visitor signage policy, within the existing regulatory
framework, in partnership with:

• ISO member associations such as AENOR in Spain, AFNOR in

France, BSI in the United Kingdom, ANSI in the United States of
America, SAA (Standards Australia), SCC (Standard Council of
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Canada) or SNZ (Standards New Zealand),

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• other governmental bodies and organizations in charge of roads,

airports and other transportation systems, national and regional
parks, security, etc.,

• local and regional tourist or community authorities,

• representative travel trade associations.

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World Tourism Organization

EXAMPLES

Guidelines for tourism signs: A Publication of the Western

Australian Tourism Commission5

The Western Australian Tourism Commission is a regional authority in

charge of tourism in Western Australia. In June 1995, the Commission
with some assistance of Main Roads Western Australia, the regional
body in charge of road traffic, published a short handbook entitled
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“Guidelines for Tourism Signs” to:

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• provide a better understanding of existing signage policies and stan-

dards,
• identify who is responsible for their provision and maintenance,
• determine what is necessary to meet the needs of visitors,
• assist those who are interested in safety directing the road users’
attention to tourist attractions or service facilities,
• attempt to limit the size, clutter and inefficiency of uncontrolled and
inappropriate signs, which create aesthetic and safety problems,
whilst encouraging more effective signs through the adoption of a uni-
form approach to signage throughout the State, etc.

Among the key policy guidelines, the document underlines that:

• Signs should not be used as the primary means of identification.

Good road and tourist maps are always recommended to be used
as the primary means of locating tourist attractions and services.
Road signs then become a means of reinforcing their precise location
and reassuring motorists that they are travelling in the right direction.
• Local government authorities and tourist centres are encouraged to
develop and implement a regular and systematic inspection pro-
gramme and to maintain an up-to-date inventory for their area.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

COLOURS

The Western Australia Guide reminds that:

• Regulatory signs usually contain an element in red

• Warning signs are usually black on yellow background

• Guide signs are white on green background

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• Service signs are on white on blue background

• Tourism signs are white on brown background

The guide also calls the attention of those responsible for tourism sign-
posting to important related issues by providing lists of:

• service benefits on road reserve environment (footpaths and cycle-

ways, public utilities, traffic signs and directional signs, parking, rest
and picnic areas, information bays),

• environmental benefits of a good advertising management such as

the conservation corridors (to protect fauna and native vegetation)
and the enhancement of scenic views,

• management issues

• safety aspects such as:

- Unauthorized signs can detract from the message of legitimate

signing,

- Signs can be badly positioned so that they obstruct or form a con-

fusing background to traffic signs and signals,

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World Tourism Organization

- Poor methods of construction and selection of materials can cause

dangers to road users and pedestrians,

- Road users can be distracted by inappropriate displays, lightning

or positioning of signs,

- Too many signs in one location can also be hazardous to road

safety simply because there is too much information for the driver
to take in. 6
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In the latter respect, Main Roads Western Australia supplemented the

guide with a four-page publication A guide of roadside advertising con-
taining principles and tools for roadside advertising:

“The legislation, together with Main Roads guidelines, is designed to

work with local Government by-laws to ensure that outdoor advertising
does not interfere with the safety of road-users, and to prevent visual pol -
lution”.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Peru: A manual on Tourism Signage

In Peru, in 1989 a Manual on Tourism Signs was approved by a minis-

terial resolution 7 and subsequently published for the purposes of tourism
signposting. It includes the main tourism signs to be used on roads and
in urban centres, and provide guidance on the design procedures for
symbols setting. Only two series of referents are included under stan-
dardized tourism symbols: for accommodation establishments and for
restaurants.
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In addition, the manual explains that:

• the Ministry of Transport, Communication, Habitat and Construction

is in charge of symbols relating to civil aviation, roads and trans-
portation systems,
• the National institute of Civil Defense is in charge of symbols relating
to safety with regard to earthquakes and other natural disasters,
• the National Institute for Natural Resources and the National Institute
for Culture adopt signs and symbols for the use of National Natural
and Cultural Heritage Areas.

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China: “Graphic signs for tourist hotels” and “Graphical

symbols for use on public information signs”

The People’s Republic of China has published two brochures for nation-
al and international purposes on the above subjects where a series of
symbols are presented.

The brochure whose title in English is “Graphic signs for tourist hotels”
LB/T001-1995 was published in 1995 in Chinese and English and lists
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the standards and corresponding pictograms and some explanations in

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Chinese for the industry. It contains two types of symbols: for hotel ser-
vices and features and for general public information:

A1 Taxi ISO 7001: 1990(012)

A2 Parking for bicycle ISO 7001: 1990(023)
A3 Rubbish receptacle ISO 7001: 1990(018)
A4 Guard
A5 Emergency call
A6 Emergency signal
A7 Fire alarm
A8 Fire extinguisher ISO 7001: 1990(014)
A9 Direction ISO 7001: 1990(001)
A10 Way in ISO 7001: 1990(026)
A11 Way out ISO 7001: 1990(027)
A12 Emergency Exit
A13 Stairs ISO 7001: 1990(013)
A14 Stairs up
A15 Stairs down
A16 Escalator
A17 Elevator; lift ISO 7001: 1990(021)
A18 Facilities for disabled person
A19 Toilet ISO 7001: 1990(006)
A20 Toilet male; man
A21 Toilet female; woman
A22 Men’s locker
A23 Women’s locker
A24 Drinking water
A25 Mailbox
A26 Postal service

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

A27 Telephone ISO 7001: 1990(008)

A28 Check-in; reception
A29 Information
A30 Currency exchange ISO 7001: 1990(020)
A31 Settle accounts
A32 Lost and found;
lost property ISO 7001: 1990(049)
A33 Left luggage ISO 7001: 1990(028)
A34 Luggage trolley
A35 Laundry
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A36 Drying
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A37 Ironing
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A38 Barber
A39 Restaurant ISO 7001: 1990(031)
A40 Chinese restaurant
A41 Snack Bar
A42 Bar
A43 Coffee
A44 Flower
A45 Book and newspaper
A46 Conference room
A47 Dance Hall
A48 OK, karaoke bar
A49 Cinema
A50 Sauna
A51 Massage
A52 Swimming
A53 Chess and cards
A54 Table tennis
A55 Billiards
A56 Bowling
A57 Golf
A58 Squash/Racquet ball
A59 Tennis
A60 Gymnasium
A61 Sporting activities ISO 7001: 1990(029)
A62 Silence
A63 Smoking allowed ISO 7001: 1990(002)
A64 Smoking not allowed

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World Tourism Organization

Comment: Many symbols are on line with ISO standards (ISO

Standard 7001).

The brochure entitled “Graphical symbols for use on public information

signs” (GB 10001-94) presents 79 signs which are used as standard-
ized symbols in China. Many of these symbols are found in the previous
document (“Graphic signs for tourist hotels”).
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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

France: A guidebook on tourist signage

“A guide for your use”8

The French Ministry of Tourism and the Ministry of Equipment, Housing

and Transportation published in 1992 a guide on Visitor and Tourist
Signage (“Signalétique”). The main feature of this guide is a list of all the
resources available for both road signs and advertising with a view to
protecting the natural and cultural heritage as well as road safety.
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The Guide is intended for “decision-makers in various fields of tourism …

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who are keen to improve the historic and natural service and leisure
potential of our country”.

“With the assistance of technicians and specialists, they will be able to

organize highway information both to satisfy visitors and to develop a
common purpose and synergy between inhabitants and socio-profes -
sional groups to enhance the value of our diversity.”

The Guide explains that, whatever the challenges, the tourist communi-
cation policy should be based on two vehicles:

1. Promotion: its role is to create a motivation, establish or develop

a tourism activity and to stimulate, and thus guide, the desire to trav-
el and discover. Signage is one of its tools.

2. Highway communication: its role, once an interest has been

aroused, is to enable everyone to reach the desired destination sim-
ply and pleasantly.

The communication policy is based on several regulatory texts, the main

ones being the amended ministerial order of 24 November 1967 con-
cerning road and motorway signs and the inter-ministerial instruction on
road signs.

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THE COMPONENTS OF THE FRENCH ROAD SIGNAGE

1. DIRECTION INDICATORS
2. INFORMATION SIGNS
3. LOCATION INDICATORS
4. SIGNS INDICATING ENTRY INTO AND
EXIT FROM BUILT-UP AREAS
5. INFO STATIONS OR INFORMATION BAYS
6. CULTURAL AND TOURISM
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INFORMATION SIGNS
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7. SIGNS INDICATING
MOTORWAY RECREATION AREAS
8. TOURIST ROUTE SIGNS
9. IDEOGRAMS (SYMBOLS)

Source: Signalisation touristique: Guide, Paris, mars 1992

The Guide also gives very precise indications on the conditions for use
of road signage, their employment in signage development plans (in
area and urban development plans), the rules for the use of certain EU-
type (European Union) entry signs for administrative regions or depart-
ments and signs depicting urban limits.

Signage development plans are now the indispensable tools for urban
and area planning and development. They reply to the question: WHAT
SHOULD BE SIGNPOSTED? They should be studied globally and not
during the introduction of the signs.

The Guide describes in particular the Info Stations or Information Bays

(RIS – Network of Info Stations). These are small facilities, sometimes a
solid building, bordering the motorway or tourist route providing clear,
explanatory signs and often toilets. A guide to this effect was published
in January 19859. It was produced to meet such tourist needs as:

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

• reception in a geographical area

• information concerning a tourist zone
• information on generic terms
• information indicating a change on a main highway or built-up area
• information on accommodation facilities
• information on tourist routes
• information concerning famous personages
• information on regional products
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Lastly, the guide sets out general principles on outside advertising in

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tourism areas (hoarding, billboards, advertising signs at ground level,

luminous slide advertisements, small signposts and street furniture). It
advises local partners, advertisers, and poster advertising companies to
incorporate signs into the landscape in such a way that they do not
detract from its aesthetic quality (control of visual pollution).

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The Spanish system of endorsed tourism signage

(SISTHO)

The Spanish constitutional system has granted the main competencies on

tourism to the Autonomous Communities, except on national matters. An
interministerial cooperation has been established between the Secretariat
of State for Trade, Tourism and SME of the Ministry of Economy and
Finance, and the Secretariat of State for Infrastructure and Transport of
the Ministry for Development, in order to open the way for the harmo-
Wednesday, March 02, 2011 4:38:45 AM

nization of visitor signage at the national levels.

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An agreement was signed between both administrations on 19

September 1998 with the purpose of establishing a visitor signage sys-
tem aimed to inform people who travel on national roads and highways
leading to special tourist interest destinations. Furthermore, the modern-
ization of visitor signage meant to stimulate the adoption of a system
accepted by the Autonomous Communities. Among the actions contem-
plated in the agreement there are three main objectives:

1. Selection of especially prominent tourist destinations (“superdestinos”):

so far, 318 destinations considered important for signage have been
determined (June 1999).

2. Endorsement of a design method according to normal procedures in

the field of road signage as for dimensions, colour, reflectance, graphs,
letter types, general location, etc. with designs corresponding to three
categories in which the tourist destinations have been grouped in a first
stage: - nature, – cultural–artistic, - sun and beach and special tourist
destinations in a second stage.

3. Preparation of road signage standards for an endorsed tourist informa -

tion system, in which criteria have been set for the location of postsigns,
materials to be used, installation and construction, etc. These criteria
must ensure a correct perception of the message inside parameters of
quality assurance and road safety, the avoidance of interference with
other signs and symbols, maintenance and conservation, etc.

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In the framework of SISTHO, a possibility is given to signal other tourist

destinations of difficult classification, but of growing importance, such as
tourist routes, sport activities (ski stations, marinas, golf courses, wind-
surfing, motor- racing circuits, sport aviation, horse ways, etc.) and the-
matic parks.

One of the most arduous problems of the system was to determine how
to qualify the tourist destinations worthy of being signaled. Four well-
known tourist guides such as “Anaya”, “Michelin”, “Spain under the Sun”
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and “El Pais” are used for the evaluation of the tourist site. The destina-
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tions have been assessed as a whole and not for all of their attractions.
A catalogue of endorsed tourist signs and symbols (CATHO) was imple-
mented during the year 2000 by the General Directorate of Roads and
Highways.

P. Clave: P. Clave: P. Clave:

CULTURA NATURALEZA SOL Y PLAYA

Source: Ministerio de Fomento and Globalesco, Madrid, 1999, Pictogramas - C

Type of symbol: Road orientation signs

Background colour: Brown (following UE rule)
Composition: Matrix type S-224 including pictogram
Pictograms: Polychromic (better quality perception)

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United Kingdom: symbols for tourist guides, maps and

countryside recreation 10

This booklet, last revised and updated in 1993, was intended for the use
of publishers of guidebooks, maps and other publications directed at pro-
viding information for tourists. After an introduction, the different chapters
of the booklet:

• Give examples of symbols shown in use

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• Illustrate symbols, which may be used in the preparation of tourist

publications and accommodation guides

• Illustrate some additional symbols for specialist use

• Illustrate symbols to help people with disabilities

• Contain symbols specifically for use in the countryside

• Contain symbols for signposting tourist attractions on roads.

The sponsoring organizations connected with this publication support the

work of the committees working under the auspices of the International
Organization for Standardization (ISO) towards standardization of pub-
lic information symbols and the efforts made by the European Union and
trade bodies within the EU to introduce wider harmonization of symbols.
The booklet is available in DTP format for an easy reprint of symbols.
Almost 500 symbols are illustrated.

All the symbols are displayed in alphabetical order and are classified in
six categories appropriate to their use in commercial or local guide-
books:

• Camping and caravan parks

• Holiday camps, chalet parks, etc.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

• Serviced accommodation

• Self-catering accommodation

• Recreational and sports facilities

• Tourist facilities

• Suitable for maps and diagrams

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With respect to variants, publishers may wish to use a symbol for differ-
ing but related subjects (the exact wording used can even be altered for
individual purposes). The booklet proposes referents to symbols and does
not forbid graphical variants. It is also possible to use symbols at differ-
ent angles.

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World Tourism Organization

4. CONFIRMED STATUS OF THE USE OF SOME SIGNS

AND SYMBOLS (ACCORDING TO THE WTO SURVEY
OF 1998)

SAFETY SYMBOLS

Countries and territories 11 mentioned below report having standard-

ized safety symbols for their internal use. However, such symbols,
among the first subject to standardization at national level, appear not
to be always harmonized internationally.
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Fire escapes: Lesotho, Morocco; Argentina, Aruba, Bolivia, Ecuador,

México; Macao; Austria, Cyprus, Czech Republic, Finland, Israel,
Italy, Portugal, Romania, Slovakia, the Former Yugoslav Republic of
Macedonia (FYROM); Turkey; Jordan.

Fire: Lesotho, Morocco; Argentina, Aruba, Bolivia; Austria, Cyprus,

Czech Republic, Finland, Israel, Italy, Portugal, Romania, Slovakia,
the Former Yugoslav Republic of Macedonia (FYROM); Turkey;
Jordan.

Emergency exit: Malawi, Morocco; Argentina, Aruba, Bolivia,

Ecuador; Macao; Austria, Czech Republic, Finland, Israel, Italy,
Portugal, Romania, Slovakia, the Former Yugoslav Republic of
Macedonia (FYROM); Turkey, Jordan; Sri Lanka.

Emergency lighting: Lesotho, Malawi, Morocco; Argentina, Aruba;

Macao; Austria, Cyprus, Czech Republic, Finland, Israel, Italy,
Portugal, Romania, Slovakia, the Former Yugoslav Republic of
Macedonia (FYROM); Turkey, Jordan.

First aid: Lesotho, Morocco; Argentina, Aruba, Bolivia, México;

Macao; Austria, Cyprus, Czech Republic, Finland, Israel, Italy,
Portugal, Romania, Slovakia, the Former Yugoslav Republic of
Macedonia (FYROM); Turkey, Jordan; Sri Lanka.

First aid stations: Morocco; Argentina, Bolivia, Ecuador; Macao;

Austria, Cyprus, Israel, Italy, Portugal, Slovakia, the Former Yugoslav
Republic of Macedonia (FYROM); Turkey, Jordan; Sri Lanka.
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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Life buoys (on boats): Morocco; Argentina, Ecuador; Cyprus, Czech

Republic, Finland, Israel, Italy, Portugal, Romania, Slovakia; Jordan.

Stretchers: Malawi, Morocco; Argentina; Macao; Czech Republic,

Italy, Portugal, Romania.

A fire extinguisher symbol is confirmed in Mexico.

A flashlight on boats symbol is confirmed in Finland.

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SYMBOLS FOR PEOPLE WITH DISABILITIES

The 1998 WTO survey identified the countries and territories that
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have standardized the use of signs and symbols to idicate the status of
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facilities and services with respect to their use by people with disabil-
ities. Annex 5 gives examples of such symbols and their variants.

Entrances, interiors and rooms that are accessible for wheelchairs:

Lesotho; Argentina, México; Macao; Cyprus, Czech Republic, Finland,
Israel, Italy, Portugal, Romania, Slovakia, the Former Yugoslav
Republic of Macedonia (FYROM); Turkey; Jordan.

Accessible lifts: Lesotho, Malawi, South Africa; Argentina, Aruba;

China, Laos, Macao; Austria, Cyprus, Czech Republic, Finland (par-
tial), Israel, Italy, Portugal, Romania, Slovakia, the Former Yugoslav
Republic of Macedonia (FYROM), Turkey; Iraq, Jordan; Maldives, Sri
Lanka.

Spacious or suitable toilets/bathrooms: Lesotho, Malawi, South

Africa; Argentina, Aruba, México; China, Laos, Macao; Austria,
Cyprus, Czech Republic, Finland, Israel, Italy, Portugal, Romania,
Slovakia, the Former Yugoslav Republic of Macedonia (FYROM);
Turkey; Iraq, Jordan; Maldives, Sri Lanka.

Accessible telephones: Lesotho, Malawi, South Africa; Argentina,

Aruba; China, Laos, Macao; Austria, Cyprus, Czech Republic,
Finland, Israel, Italy, Romania, Slovakia, the Former Yugoslav
Republic of Macedonia (FYROM); Turkey; Iraq, Jordan; Maldives, Sri
Lanka.

Touch systems (Braille): Lesotho.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Ramps: Argentina, Ecuador, México; Macao; Cyprus, Czech Republic,

Finland, Portugal, Romania, Slovakia, Turkey; Jordan.

Car parking places for people with limited mobility: Lesotho;

Argentina, México; Macao; Cyprus, Czech Republic, Finland,
Portugal, Romania, Slovakia; Turkey; Jordan.
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World Tourism Organization

CODE COLOURS FOR BEACH WARNING FLAGS

With regard to beach safety, which is found of vital importance in

leisure tourism, the International Federation of Tour Operators (IFTO)
took the initiative in early 1997 of collecting information on the use of
beach warning flags in different countries. WTO and APEC were also
asking countries and territories on the colours used to indicate the sta-
tus of bathing water (beach safety).

The results of the IFTO survey were as follows:

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• Anguilla: no flag warning system

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• Antigua & Barbuda: no flag warning system

• Australia (Queensland): green for safety, yellow for caution, red
for danger
• Barbados: green for safety, yellow for caution, red for danger
• Canada: no flag warning system
• Cayman Islands: no flag warning system
• Cyprus: red for danger
• Dubai: white for safety, red for danger
• Florida: no flag for safety, yellow for caution, red for danger
• France: green for safety, orange for caution, red for danger
• Gambia: white for safety, red for danger
• Gibraltar: green for safety, yellow for caution, red for danger
• Grenada: no flag warning system
• Hong Kong: red/yellow indicates lifeguards are present, red for
danger, blue on white indicates report of shark in the vicinity
• India - Goa: green for safety, red for caution, black for danger
• Ireland: red on yellow for safety, red for danger
• Italy: no flag for safety, yellow for caution, red for danger
• Jersey: red/yellow for safety, red for danger
• Malta: no flag warning system
• Mauritius: no flag warning system
• Monaco: green for safety, orange for caution, red for danger
• Morocco: white for safety, orange for caution, red for danger
• Philippines: no flag warning system
• Portugal: green for safety, yellow for caution, red for danger
• Seychelles: red/yellow for safety and caution, red for danger
• Singapore: no flag warning system

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

• South Africa: green for safety, yellow for caution, red for danger
• Spain: green for safety, yellow for caution, red for danger
• St. Kitts: no flag warning system
• St Vincent and the Grenadines: no flag warning system
• Tunisia: white for safety, orange for caution, red for danger
• United Kingdom: green for safety, orange for caution, red for dan-
ger

In supplementing this information, the WTO survey identi-

fied the following use of colours:
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(a) For safe bathing

• white in Morocco, Mexico, Israel, Slovakia
• light blue in Argentina
• green in Macao, Cyprus, Finland, Portugal, Sri Lanka

(b) For bathing with caution

• red in Morocco, Israel, Romania
• yellow/black in Argentina
• yellow in Ecuador, Mexico, Macao, Cyprus, Finland, Portugal,
Slovakia
• no flag in Sri Lanka

(c) For danger, bathing not permitted

• black in Morocco, Israel, Romania, Slovakia
• red and black in Argentina
• red in Ecuador, Mexico, Macao, Cyprus, Finland, Italy,
Portugal, Sri Lanka.

In addition, APEC provided the following data on the use of the

beach flag warning system among its member economies:

Australia: yellow or red for Care needed,

and red for Do not swim
Canada: no colour code
Chile: green for Safe
Chinese Taipei: green for Safe,
yellow for Care needed,
and red for Do not swim

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World Tourism Organization

New Zealand: yellow and red flags are used to indicate the
area patrolled by lifeguards. Swimmers are
advised to swim between the yellow and red
flags. If no flags are displayed the beach is not
patrolled.
Thailand: green for Safe and red for Do not swim.

Conclusion: As emphasized by IFTO, the present range of colours is

“at best confusing and at worst dangerous”, considering the fact that
international leisure travellers move from one country to another and
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are confronted with different warning colours. This area is therefore a

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clear example where international standardization should be consid-

ered as a matter of urgency.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

LOGOS, SIGNPOSTING AND MARKINGS FOR TOURIST

ROUTES AND TRAILS

Tourist routes (roads, itineraries, etc.) and trails (paths, tracks, ways,
etc.) related to outdoor recreation and sports activities (e.g. climbing,
walking, hiking, trekking, cycling, canoeing, skiing, etc.) have become
a major tourist attraction and, as a matter of necessity, require the
intelligent use of logos, signposting and markings (the latter especial-
ly by means of colours).
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They are needed for a number of reasons: for general information on

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existing routes and trails; to provide, promote and strengthen their

visibility and image; to facilitate user flows; to provide for users’ safe-
ty and comfort, to protect the natural environment and, in case of their
commercial exploitation, where appropriate, to equip their operators
with a handy means to facilitate advertising and marketing.

Standardization of the logo is required for tourist routes whether at

national or international levels (when such routes cross various coun-
tries). While there will be different logos for different routes each
expressing the cultural idiom of its own, the way they are depicted or
posted, however, should be subject to international standardization.

Designation of trails for outdoor activities is partly covered by the

existing graphic symbols standardized by ISO (see Chapter III) and
there appears to be no international standardization for markings.
This should be considered seriously for the main reason of safety.

According to the WTO survey, the authorities and other bodies which
are competent for the designation, marking, development and main-
tenance of routes and trails, in which logos, signposting and markings
have to be dealt with, vary greatly from one country or territory to
another. They can include the NTA or Ministry responsible for
tourism (a minority situation) and often another government depart-
ment (e.g. the Ministry of Transport or Public Works, especially if they
are responsible for roads), a national association (such as a sports fed-
eration (e.g. for walking and skiing trails, etc.) or provincial or local
authorities such as prefectures, town councils and other respective
bodies. In some countries, the owners of land may be held responsi-

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World Tourism Organization

ble for signposting and marking.12

Although, as a rule, public funds are used for logo designation, sign-
posting and marking, the private funding and volunteer work can
also be employed. An example of the latter is the work accomplished
by the French Federation of Hikers13 which designed, marked and
organized about 40,000 km of hiking paths, generally with the help of
volunteers and without any official funding.
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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

COLOURS GENERALLY EMPLOYED TO INDICATE TRAILS

FOR OUTDOOR ACTIVITIES

For all ski activities and trekking trails as well as climbing, the fol-
lowing colours and signs are generally used14:
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GREEN FOR EASY AND SAFE

YELLOW OR ORANGE FOR MORE DIFFICULT

RED FOR VERY DIFFICULT

RED AND BLACK FOR DANGER15

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World Tourism Organization

Concepts developed by France

on routes and trails

Research on routes and trails has been under way in France for about twen-
ty years. Tourist routes stretch from one place to another pass through a cer-
tain number of points of interest, are open to visitors, and follow an attrac-
tive itinerar y16. A comprehensive approach is essential to develop quality
signposting and to organize and classify itineraries, propose efficient docu-
ments on “methods of use” and guarantee quality marking with the help of
the RIS (Info – bays network). Any tourist route must be submitted for study
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by a commission in the “département” or region.

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In addition, cultural and tourism promotion on motorways is based on

graphic and thematic symbols which aim to break the monotony of motor-
way driving and give drivers a sense of the location they are passing
through by naming the surrounding sights and cultural, tourist and econom-
ic assets of the area and indicating any relevant monuments and sights that
can be visited and that are close to the main road.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

EXAMPLES OF EXISTING ROUTES AND TRAILS 17

Africa:
- Malawi: Sailing routes on Lake Malawi
- Morocco: Crossing the High Atlas, Imperial Town Circuit, Circuit
of Fortified Monuments
- South Africa: Midlands Meander, Wine Route, Kwazulu Natal,
and Western Cape

Americas:
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- Bolivia: Trekking circuits using the pre-Hispanic routes such as

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Takesi, Choro, Yunga Cruz, the Gold Route

- Mexico: Mundo Maya, Colonial cities, Barrancas del Cobre, and
the route taken by Hernan Cortés

Europe:
- Finland: the King’s Road, the Häme Ox Road
- Georgia: the Silk Road (International Route)
- Israel: the great crossing of Israel, regional nature walks, Via Maris
(the idea is to restore an old route that went from Egypt to Turkey
through Israel)
- Italy: Archaeological walks
- Poland reports 24,643 km of hiking paths, 9,980 km of mountain
paths, 324 km of skiing routes in Poland. The International Cycling
Route and several hundreds of kilometres of cycling trails have
been marked out in Poland. There are also marked paths in the
Sudety, Tatra, Beskidy, Bieszczady and Gory Swietokrzyskie
Mountains and two canoeing circuits on the Brda and Krutyn
rivers.
- Czech Republic: Cycling route from Prague to Vienna (the green
route)

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World Tourism Organization

COLOUR MARKER SYSTEMS FOR TOURIST ROUTES AND

TRAILS

The marker systems used for tourist routes and trails that have been
identified are usually colour bands or arrows, for example:

- brown arrows in Lesotho

- blue lines in Malawi
- fluorescent painted bands and arrows in Morocco
- green for roads, blue for cycling and walking paths in Cyprus
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- brown symbols and signs in Finland

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- colour marks and pictograms at the start of paths in Israel

- white and green in the Czech Republic
- red and blue in Romania
- colour marks in summer and stakes for winter in Slovakia

In Argentina, colours vary according to the type of environment,

whether urban, rural, indoor or outdoor.

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Visitor signage and the use of bar codes

Bar codes 18 may be originated from the Morse code invented in the 19th
century. Although the relationship between bar codes and tourism does not
come to be evident, this area must be looked into carefully in view of the
new technologies of information intervening in tourism. In essence, bar
codes are graphic symbols, but they are read by machines (scanners). In
their most common form, linear bar codes are a series of alternating dark
and light bars, in various widths, which reflect light within an acceptable
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reflectance tolerance as prescribed by specifications. Most linear symbols

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are bi-directional, i.e. the data carrier may be read left – to – right and right
– to – left.

They are increasingly used to exchange information on the characteristics of

products and services and to improve the accuracy and efficiency of filing
and identification by quick electronic scanning19. Bar codes are employed
for luggage identification in airports or to allow a visitor with a ticket to enter
a specific exhibition area or attraction in a museum or a theme park, etc. In
the near future, bar codes are very likely to be employed in electronic dri-
ving systems to position the driver’s location vis-à-vis the destination, a par-
ticular site or attraction.

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1 For example, in Argentina tourism signs are included in the National Transit Law that is
applicable to the whole industry and its “National system for tourism signs” includes graphic
symbols for roads, public transport stops and urban locations as an integral part of an informa-
tion system for both residents and tourists.
2 The experience (reflected in the 1997- 1998 survey) suggests that only a few countries and ter-
ritories have regulations on a regional or local level. Six countries answered in the affirmative:
Ecuador, Finland, the Former Yugoslav Republic of Macedonia (FYROM), Lesotho, Mexico and
Turkey.
3 Peru has also published a Manual on tourism signs. It was approved by Ministerial Resolution
nº 288-86-ITI/TUR (Ministry of Industry, Foreign Trade, Tourism and Integration, 2nd edition,
1991) and covers design procedures and the main tourism signs on roads and in urban centres.
This case is presented further.
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4 Morocco reports to spent the equivalent of US$ 100.000 in 1997. The Visitor Signage system of
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Jordan was developed with the assistance of USAID for the amount of US$ 125.000.
5 Western Australian Tourism Commission, June 1995

6 In the present Guidelines for Tourism Signs the types of signs are defined as follows:
Tourist service signs which cover such areas as:
• accommodation facilities
• service stations
• town centres
• local businesses
• sporting venues
• tourist information bays
• tourist information centres
• airports

Tourist Attraction Signs

• national parks
• natural features
• commercial tourist operations
• wineries that cater for tourists
• historic sites and towns
• scenic look-out
• heritage trail

Destination signs (these signs are generally used in conjunction with maps and are considered
as reinforcement tools, reassuring motorists that they are travelling in their desired direction)
• advance warning signs
• intersection signs
• fingerboard signs
• position signs
• route marker signs ( used for State Tourist Drives)

7 No 288-86-ITI/TUR, Ministry of Industry, Trade, Tourism and Integration, 2nd edition, 1991.

8 Ministère du tourisme et Ministère de l’Equipement, du Logement et des Transports,

Signalisation touristique: Guide, Direction des Journaux officiels, Paris, mars 1992. In addition,
in 1993, the French Ministry of Tourism proposed a graphic chart for multi-lingual information
on road signs concerning the French cultural and natural heritage, especially for rural and eco-
tourism. This graphic chart lays down the dimensions, production specifications, colours and

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

layout for essential information for visitors in French and in three foreign languages.
9 Guide relatif aux relais d’information service, Journal Officiel, Paris, janvier 1985.

10 published by the British Tourist Authority in association with: English Tourist Board, Scottish
Tourist Board, Wales Tourist Board, Northern Ireland Tourist Board, Countryside Commission.
11 The order in which countries and territories are classified follows the regional breakdown
employed by WTO (Africa, Americas, Asia and the Pacific, Europe, Middle East, South Asia).
The listing is not exhaustive but just a sample derived from 1998 WTO survey.
12 Some examples of signposting and marking responsibility according to the WTO survey:
Malawi, the Lake Malawi Services Company; The Czech Republic, the Czech Tourism Club;
Finland, local tourism associations; Israel, the Nature Protection Society; Italy, the owners of
Wednesday, March 02, 2011 4:38:45 AM

land or concession holders with respect to routes and trails; Slovakia: the Slovak Sports
Association, the Slovak Tourism Club.
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13 In French, Fédération Française de Randonnée pédestre (FFRP).

14 In some countries such as Malaysia, the blue is employed for very difficult; in New Zealand,
a double black diamond is used for very difficult, a simple black diamond for difficult, a blue
square for moderate and a green circle for easy.

15 Sometimes, it means that the user is asked, before skiing, climbing or touring, to report to
patrols.
16 Guide Signalétique Touristique, France, idem.

17 In the WTO survey, some countries (e.g. Lesotho, Argentina, China, Macao, Cyprus, Slovakia)
indicated having routes and trails, but did not come to identify them. All in all, it is advisable to
equip routes and trails with specific identity by using a name or/and a graphic symbol (logo) or
both.

18 The first patent on bar codes was registered in 1952 as a data carrier for commerce and man-
ufacturing.

19 “When standardized this global ability can empower international partnerships, drive costs such as
relabelling and excess inventory management form the supply chain, increase the responsiveness to cus -
tomer demand, and accelerate product delivery through the chain.” ISO Bulletin, How bar codes per-
form: A global primer, August 1997, p. 11.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

CHAPTER II

INTERNATIONAL COOPERATION
ON PUBLIC AND TOURISM SIGNAGE

International cooperation on transportation signs and symbols of

interest to tourism started already before the First World War. Such
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cooperation is still needed, perhaps more than in the past, due to ever
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growing movements of people from different cultures and societies,

proliferation of tourist routes, competition based on corporate identi-
ty, etc. In the past fifty years, two successive trends have emerged:

- Countries and territories follow international conventions, subre-

gional or bilateral agreements1 to put in place public information
symbols or even instruments agreed upon by professional or trade
associations (e.g. in the hotel sector2). In 1949, a Convention on
Road Traffic and a Protocol on Road Signs and Signals were adopt-
ed. Their revision was done by the Economic and Social Council of
the United Nations (ECOSOC) through its resolutions 967 (XXXVI)
of 25 July 1963, 1034 (XXXVII) of 14 August 1964 and 1082B
(XXXIX) of July 1965. As a next step, the Convention on Road
Signs and Signals was adopted in Vienna in 1968.

- Recently, countries, territories, industry sectors or companies are

more keen to invert the process of adopting symbols and stan-
dards by following the procedures recommended by the
International Organization for Standardization (ISO) through
national standardization bodies and technical committees. This
trend is fuelled by international agencies such as ICAO, IMO, UIC
and lastly WTO and is characterised by public and private sector
partnerships.

The main international instrument of interest to tourism is still the

Convention on Road Signs and Signals (Vienna, 1968). Efforts of inter-
national organizations aimed at harmonizing and standardizing visi-
tor signage need to be sustained3.

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World Tourism Organization

The present WTO action follows on this trend and provides for a num-
ber of specific recommendations by taking stock of the prevailing sit-
uation and best practices in the field.

1. MAIN INTERNATIONAL INSTRUMENTS FOR VISITOR

SIGNAGE

The Convention on Road Signs and Signals

Wednesday, March 02, 2011 4:38:45 AM
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The United Nations Conference on Road Traffic was convened in

Vienna at the invitation of the Government of Austria by the
Secretary-General of the United Nations in accordance with resolu-
tions 1129 (XLI) and 1203 (LII) adopted by the Economic and Social
Council on 27 July 1966 and 26 May 1967.

The Final Act of the Vienna Conference contains Resolution 1129 (XLI)
of the Economic and Social Council concerning the Convention on
Road Traffic and the Convention on Road Signs and Signals. This last
instrument is the first exhaustive tool for standardizing signs and sig-
nals which has a direct or indirect relation with tourism. Both
Conventions were adopted on 8 November 1968.

The Convention on Road Signs and Signals was revised in 1995 with
regard to special instruction signs and service facility signs (E/Conf.
56/17/Rev.1/Amend.1)4.

Meanwhile, the 1971 European Agreement supplementing the

Convention contains provisions on the signs indicating tourist attrac-
tions and signs giving directions (for tourism)5.

The list of 113 signs and signals covered by the Convention is pre-
sented in ANNEX 2 of this Guidebook (The standardized signs of the
Convention on Road Signs and Signals, Vienna, 1968).

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Main recommendations of the Convention specific to tourism

Five recommendations were proposed for the installation and identi-

fication of tourism signs:

“1. Prevent multiplication of tourism signs by prohibiting their installation

unless they are indisputably useful in order to avoid devaluating them
and especially in order to prevent distracting the attention of road users
through excessive signposting as their attention should focus above all on
signs that are essential for indicating their itinerary and for ensuring
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traffic safety.
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2. Do not install such signs where there are already a number of signs giv -
ing instructions or indications of special importance for traffic safety, in
order to ensure that priority is given by users to instructions or indica -
tions for their safety or for clarifying their itineraries.

3. Only install tourism signs at a reasonably close distance to the places or

centers which are to be indicated in order to avoid trivializing signs and
the proliferation of signs which are not essential to the choice of itinerary.

4. Differentiate clearly between tourism signs and other types or road signs
by keeping for them square or rectangular shapes or the shape of an arrow
and coloring them, where possible, brown or white or a combination of
these two colors, and ensure that the tourism signs covered by the Vienna
Convention on road signs are always used instead of other types.

5. As soon as possible, replace names on tourism signs by symbols or pic -

tograms and ensure that these symbols are easy to understand for users
and, as far as possible, are identical in the different countries”.6

Moreover, signs indicating tourist attractions that are different from

those figuring in the Convention on road signs and signals must be
designed and installed in compliance with the following principles:

• “Signs for tourist attractions should only be installed where their useful -
ness is undeniable. Their importance must not be lessened and the atten -
tion of road users must not be distracted by the presence of too many
signs.”

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• “Since road users must give priority to road regulations and information
aiming to ensure safety or clarity, signs for tourist attractions must never
be installed in places where there are already several signs giving instruc -
tions or indications that are of special importance for traffic safety.”

• “Tourist attraction signs must only be installed at a reasonably close dis -

tance to the places or centres they indicate.”

• “The brown colour reserved for tourist attraction signs must never be
used for other road signs. It is recommended that countries using other
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colours for tourist attraction signs should replace them gradually with
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signs having a brown background and white symbols and/or lettering or

brown symbols and/or lettering on a light background.”

• “Any lettering used on tourist attraction signs should, wherever feasible,

be replaced by symbols or pictograms so that the signs can be easily
understood by foreign road users.”

The Convention on Road Signs and Signals stipulates also that the
Contracting Parties shall limit the number of types of Signs adopted
to the minimum necessary and form a coherent system (chapter I, art.
4):

a) all road signs, traffic light signals and road markings installed in their
territory shall form a coherent system and shall be designed and placed in
such a way as to be easily recognizable;
(b) the number of types of sign shall be limited and signs shall be placed only
at points where they are deemed useful;
(c) danger warning signals shall be installed at a sufficient distance from
obstructions to give drivers adequate warning;

It shall be prohibited:

• to affix to a sign, to its support or to any other traffic control device any -
thing not related to the purpose of such sign or device; if, however,
Contracting Parties or subdivisions thereof authorize a non-profit mak -
ing association to install informative signs, they may permit the emblem
of that association to appear on the sign or on its support provided this
does not make it less easy to understand the sign;

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

• to install any board, notice, marking or device which might be confused

with signs or other traffic control devices, might render them less visible
or effective, or might dazzle road-users or distract their attention in a
way prejudicial to traffic safety;

• to install on pavements and verges devices or equipment which might

unnecessarily obstruct the movement of pedestrians, particularly elderly
or disabled persons.

Thereby, for preparing the European Agreement supplementing the

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Convention, the European Conference of Transport Ministers agreed

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on the following basic principles for tourism signs.7

“Principle of safety: user safety must not be affected by excessive presence

of signs along roads. Tourism signs should therefore not be sited where there
are already numerous road signs, especially those giving instructions...
However, the correct placement of road signs prevents drivers from hesitat -
ing about the road to take. This means that tourism signs may amount to a
safety element.

“Principle of proximity: signs and signposts must not be installed too far
from the sites, monuments or services to which attention is being drawn. If
it seems necessary to keep, in some cases, the idea of tourism markers, a
tourism direction sign will be sited reasonably close to the place indicated in
order to prevent a proliferation of signs. A limited number of exceptions may
be allowed to this principle when the place under consideration is considered
of essential importance for a whole region or if it is at the end of an itinerary
so that drivers need permanent guidance from long before it.

“Principle of specificity: tourism signs should be differentiated, on the one

hand, from advertising signs such as trademarks and pre-trademarks and, on
the other, from signs regulating road usage.”

Recommendation on the “i” sign, official tourist information sign

(“i” or “i” sign)

The sign “i” or “i” sign was recommended by the International Union
of Official Tourism Organizations (which preceded WTO) to indicate
the location of a tourist information office. It is the first attempt to

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standardize a tourism symbol by an international tourism body.

At a meeting of IUOTO Regional Commission for Europe held in

Amsterdam (Netherlands) on 28 April 1975, it was considered that
most European countries had adopted the “i” or “i” sign to indicate
the location of a tourist information office with a sign conforming to
one of the two models given below. The symbol appearing on one of
the two signpost models could be used with a directional sign as in
examples E.7 and E.8 given in section B of Annex 5 of the Convention
on Road Signs and Signals (a blue letter in a white square with blue
Wednesday, March 02, 2011 4:38:45 AM

background).
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Most countries have adopted one of the two standard “i” signs (i or i)
proposed by IUOTO to indicate the location of a tourist information
office. Despite the existence of the official tourist information sign and
its use, there is no international agreement on its terms of reference,
i.e. who can use it, what type of information services it entitles to
(especially whether paid or free-of-charge services), whether autho-
rization is needed for its use, etc8.

The present most popular official tourist information sign variant is

when the “i” (or “i”) sign is accompanied by a question mark. This
practice is seen across all regions (including in Europe) and is pre-
ferred outside Europe 9, especially where the Latin alphabet is less or
not used. In the APEC region, it is contemplated (an APEC TWG pro-
posal) to officially recommend the use of a question mark.

The draft WTO recommendation “ considers that the actual status of

the sign is not always clear to its current and potential users and ben-
eficiaries and

1. reaffirms said recommendation to use the “i” (or “i” ) sign in order to:

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

(a) indicate the location of public tourist information offices

(b) indicate all the other places, whether official or private, where
tourism information is provided free of charge to the public at
large
(c) indicate the availability of tourist information in printed,
audiovisual and electronic media

2. recommends to alternatively use in these instances the “i” (or “i” )

sign accompanied by a question mark.”
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The joint publication of IMO and ICAO on international signs at

airports and marine terminals

The Council of the International Civil Aviation Organization (ICAO)

published in 1970 (Document 9430) “a set of standard signs to facilitate
the efficient use of airport terminals by travellers and other users”. This
measure was taken to provide guidance to the many airport authori-
ties faced with increasing congestion in terminal buildings and having
to modify or extend their facilities. Signs were experimented and used
and the new and revised signs were published in 1984 as the second
edition of Doc 9430.

In 1987, the attention of the Facilitation Committee of the

International Maritime Organization (IMO) was drawn to the ICAO
publication Doc 9430. This IMO Committee considered most of the
signs contained therein to be suitable for port use and agreed to con-
sult with ICAO with a view to jointly publishing such signs and sym-
bols for both marine and air terminals.

Previously, during the tenth session of the IMO Assembly in

November 1977, a new recommended practice indicated:

“For use at marine terminals and on board ships in order to facilitate and
expedite international maritime traffic, public authorities should implement,
or where the matter does not come within their jurisdiction, recommend to
the responsible parties in their country to implement, standardized interna -
tional signs and symbols developed or accepted by the Organization in coop -
eration with other appropriate international organizations, are common to all

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modes of transport.”

In 1993, the ICAO and IMO Councils approved a new edition of

Doc 9430 as a joint ICAO/IMO publication to contribute to the uni-
form and world-wide adoption of the signs at international airports
and marine terminals entitled “International signs to provide guidance to
persons at airports and marine terminals”. It was published in 199510.

The ICAO/IMO publication indicates that the number of signs used

should be kept to the minimum consistent with the need to provide
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guidance to the public. Sometimes, authorities may wish to post addi-

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tional signs. It was not considered appropriate to deal with them

through the development of standard international signs, for example
signs covered by national building codes or signs designed for the
convenience of passengers rather than to facilitate their movement
through terminals.

The general principles concerning the use of signs and the list of 42
recommended signs are given in ANNEX 3 (International signs to pro-
vide guidance to persons at airports and marine terminals ).

The APEC region study on the standardization of symbols for visi-

tor signage 11

In 1997, the Tourism Working Group of the Asia Pacific Economic

Cooperation (APEC) decided to launch a three-stage study aimed to
standardize the symbols for visitor signage of tourist facilities, ser-
vices and transportation in the member economies:
• to gather and identify major visitor signage systems currently
used in the member economies and international organizations
• to evaluate existing signage
• to develop a standardized signage strategy (but not to actually
design new signage and an implementation plan).

Information was gathered from most of the 21 APEC members

economies (Australia; Brunei Darussalam; Canada; Chile; China,
Hong Kong SAR; China; Indonesia; Japan; Korea; Malaysia; Mexico;
New Zealand; Papua New Guinea; Philippines; Singapore; Chinese

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Taipei; Thailand; United States) and (Peru; Russia; Vietnam). 13

replies to the questionnaire were received from: Australia, Canada
(Quebec, Saskatchewan and Yukon), Chile, China, Korea, Malaysia,
New Zealand, Peru, Singapore, Chinese Taipei, Thailand.

The findings of the APEC study show the need of a tourism and visi-
tor signage policy. The APEC initiative is the first experience of this
kind in the region and a common strategy may be easily adopted.
There are no main differences in the systems actually used.
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This strategy is to support the following:

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• the combination of the current ICAO, IMO, ISO, UIC and WTO, sym -
bol databases, under the management of a single lead body, i.e. the APEC
TWG, to provide a single database for the APEC member economies,

• the combination of the current APEC member economies standards when

they exist to provide in this database symbols and colour markers refer -
ents, which have not been internationally standardized,

• the guidance on the use of symbols in a tourist/visitor context and their

adoption within standards of tourist/visitor interest to be prepared under
the patronage of WTO, ISO and other international organizations,

• the strategy must be based on the following principles:

- the more a symbol is used, the more familiar it becomes: i n t ro d u c -
ing needless differences confuses the visitor and undermines the effec -
tiveness of symbols,
- tourists/visitors are being faced with a growing number of symbols:
the fewer they have to remember the better (ISO Principle).

At the same time, it is recommended to provide for a gradual development of

visitor signage standards while focusing at the beginning on just a few tar -
get areas, for example tourist facilities and attractions.

Symbols proposed for APEC referents: A list of symbol and marker

referents has been defined. Some are abstract in nature, but they are
fairly familiar. Others are new, but quite representative and would
seem to offer a better chance of being understood. It must be recog-

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nized that as many of the symbols are aimed at international visitors,

they may be misunderstood in some member economies and they are
let to the judgment of the TWG members to be accepted or not.

It is also intented to avoid confusion between prohibition behaviour

and mandatory behaviour. Some of these symbols may be accompa-
nied by a text, such as the name of the monument, the site, the place
where the activity is accomplished, etc. It is considered important that
the text does not bring confusion to the meaning of the symbol.
Wednesday, March 02, 2011 4:38:45 AM

Around 270 symbols, broken down by four major groups are pro-
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posed to be standardized:

(a) Public and tourist safety

(b) Tourist transportation
(c) Tourist attractions and activities
(d) Tourist equipment and facilities

Route, track or trail markers and beach warning systems are included
in the third group.

A second implementation phase may take place in conjunction with

PATA and WTO to include these suggested steps, such as:

• to create a Special Committee,

• to reach a consensus on the referents to be adopted as standards by
APEC TWG,
• to invite WTO, ISO and major travel and tourism associations
which are interested in the project to participate in the Visitor
Signage Special Committee,
• to publish a guidebook and brochures,
• to publish web pages on Adopted Visitor Signage Standard
Referents (adopted drawings with shape and colours) within the
APEC site,
• to invite member economies to test some of the adopted referents
in their own tourist facilities and attractions according to the char-
acteristics of their tourist products,
• to invite member economies to take the necessary measures to
implement the adopted Standard Referents.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

EXAMPLE:
THE BLUE FLAG SIGNS

The Blue Flag award is a label given by the Federation for

Environmental Education in Europe (FEEE)12 for improving the quality
of coastal destinations. FEEE proposes 12 signs to express criteria for
beach management and safety13:

• certified clean water

• information and environmental education 14
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• beach cleansing and refuse collection

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• controlled beach life saving

• safe and easy access for disabled persons
• first aid
• no free camping
• compliance with sea shore regulations
• drinking water
• sanitary facilities, no cleaners on the sand
• no vehicular access
• no pets

Signs proposed by the Blue Flag

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1 e.g. in Europe, Southern Africa (with SADC), Latin América.

2 For example, AH&MAin North America.

3 Including strategic alliances with tourism industry organizations with a view to obtaining a
consensus on visitor signage standardization and inviting members of the World Tourism
Organization to take part, in conjunction with ISO and other relevant bodies, in the testing pro-
cedures for new signs and symbols subject to standardization (see WTO Secretariat proposals of
Council recommendations on tourism signs and symbols (QSC 4/7 (b), Annex 1 (e).

4 With respect to tourism direction signs, three signs were added in 1995:
• car-sleeper trains: the direction towards the place where vehicles are loaded onto the trains
as well as the direction for loading the vehicle on a train to go through a tunnel.
Wednesday, March 02, 2011 4:38:45 AM

• trains: the direction for loading the vehicle on a train to go through a tunnel.
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• ferry: the direction to be taken to embark a vehicle on a ferry.

Georgios Drakopoulos (307-99-294)

These symbols must in be in a dark colour on a light background.

5 (Economic Commission for Europe, Inland Transport Committee, Main Working Group on
road transport, Working Group on traffic safety) Document dated 5 May 1997
(TRANS/SC.1/295/Rev.3).

6 Chapter I of the Convention.

7 Economic Commission for Europe, Inland transport Committee, Main Working Group for
Road Transport, Working Group on Traffic Safety, in its 14th session (11-15 Feb. 1991):

8 The “i” sign is generally used in tourism offices (national, regional, local), information offices
at bus and railway stations, seaports and airports, other public information offices and, in some
cases, tourist or commercial establishments. In Finland, requests for use must be made to the
Finnish Tourist Office. In Israel, there are no rules governing its use.

9 For example, in Argentina: “When the national tourism signs system was designed and com-
pared with universal symbols, it was noted that the use of a question mark was widespread. In
the tourist information symbol, the criterion chosen was that the question mark should incor-
porate the logotype of the organization that was indicated.”

10 At the same time, UIC (International Union of Railways) compiled a comprehensive list sim-
ilar to IMO and ICAO symbols with some variants, for example for refreshments, pharmacy,
washing facilities, pushchair, babycare, shopping and specific symbols such as cloakroom, tick-
et validation, underground station, electric shaver point, hand drier and paper towel dispenser.

11 APEC, TWG 01/98, Singapour 1999.

12 The logotype of the Blue Flag is presented in Chapter IV.

13 See WTO/UNEP/FEEE, Awards for improving the coastal environment: the example of the
Blue Flag, Madrid, 1996.

14 The signs shown in bold type are also presented in Chapter III.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

2. VISITOR SIGNAGE POLICY AND INTERNATIONAL

STANDARDIZATION

A comprehensive approach towards visitor signage

The setting up of a visitor signage policy may be a long process as it

must be accepted not only by the central authorities, but by the local
and regional communities and the travel and tourist trade associa-
tions.
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The following graph presents a scheme of a comprehensive approach

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towards visitor signage. A similar model was developed by the French

Ministries of Tourism and of Equipment, Housing and Transport *. At
the design level, the symbols may be standardized according to the
following attributes (elements): size, lettering, use of common words
and terminology, colour, location (height, distance, position on specif-
ic objects).

The facilities for which symbols (signs) may be standardized accord-

ing to the above characteristics are:

• Maps, including road maps;

• Directional signs (arrows or markers towards a destination);
• Location signs for marking the location of a facility or a service.

* Ministère du Tourisme et Ministère de l’Équipement, du Logement et des Transports,

Signalisation touristique, Guide, Direction des Journaux Officiels, Paris, France, mars 1992.

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ISO procedures for defining and testing public information

symbols (referring also to visitor signage)

A. The standard ISO 7001

One of the main steps in the implementation of a visitor signage pol-

icy is to define the function of the symbols to be used and to test them
in order to be understood by the largest possible number of people
form different cultures and using different languages. Such defini-
tions of functions and testing of comprehensibility were carried out
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with respect to international standardized referents such as the stan-

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dard ISO 7001 (international standards for public information sym-

bols)1 of which fifty-seven referents were adopted until 2000.

The International Organization for Standardization (ISO) is a world-

wide federation of national standards bodies (ISO member bodies).
The work of preparing international standards is normally carried out
through ISO Technical Committees. Draft International Standards
adopted by the Technical Committees are circulated to the member
bodies for approval before their acceptance as international standards
by the ISO Council (with at least 75% approval by the member bodies
voting).

ISO has set up a Technical Committee “Graphical symbols”2 (ISO/TC

145)-Subcommittee SC1(Public information symbols) which aims to
standardize the attributes (elements) of graphical symbols, such as
their colours in particular, when these elements form part of a mes-
sage which the symbol aims to represent (for example a safety sign or
beach warning sign) 3.

As a result of consultations4, the WTO Secretariat concluded that

Standard ISO 7001 should be enlarged to 250 to 300 referents, around
40 of them should have testing priority and 160 referents referring to
tourist attractions and equipment should be tested with the specific
group of users (hotels, tour operators, tourist authorities). Visual
design criteria for public information symbols as well graphical sym-
bols covering the needs for information by people with disabilities
were also discussed.

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B. Other ISO standards affecting directly visitor signage

The basic documents/publications for standardization work include

the following:

• ISO/IEC Directives Part 1, “Procedures for the technical work”,

3rd edition, 1995 and Amendment 1, 1997-04-15
• ISO/IEC Directives Part 2, “Methodology for the development of
further International Standards”, 2nd edition, 1992
• ISO/IEC Directives Part 3, “Rules for the structure and drafting of
Wednesday, March 02, 2011 4:38:45 AM

International Standards”, 3rd edition, 1997.

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Further, ISO /TR 7239 is used to specify a number of definitions and

principles (terminology) concerning the development and application
of public information symbols, and should be used as a guide to the
application of the Standard 70015.

ISO 3461: General Principles for Graphical Symbols for use on equip-
ment – Creation of graphical symbols: it provides detailed advice on
how to create a symbol, indicating various aspects of graphical
design, from orientation to appropriate line thickness.

ISO 3864: 1984 - Colours and safety signals: it provides a system for
safety signs where the use of colour and geometric shape are used to
identify different categories of use as prohibition signs, mandatory
signs, warning signs and information signs concerning safe condi-
tions.

ISO 4196: 1984 - Graphic symbols: use of arrows.

ISO 6309: 1987 - Protection against fire: safety signals.

ISO/TR 7239: 1984 - Development and principles for the application

of pictograms: it provides a comprehensive procedure which empha-
sizes an iterative approach to the design of symbols where symbols
must be tested for comprehensibility at each cycle in the design
process.

ISO/CD 7239: 1984 - Principles for the development and application

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of public information symbols.

ISO 9241 – 3: 1992 – Ergonomic requirements for office work with

visual display terminals (VDT). Part 3: Visual display requirements.

C. The contents of the ISO procedures for the development and testing of
public information symbols

The International Standard ISO 9186: 1989 (First edition) specifies the
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procedure to be used in gathering the information needed to develop

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Public Information symbols (ISO 7001) as well as the method to be

used in testing which variant of a symbol is the most appropriate (in
terms, for example, of a specific site or attraction) and the method to
be used in testing the extent to which a variant of a symbol commu-
nicates its intended message.

Prepared by the Technical Committee ISO/TC 145, (Graphical sym-

bols, Subcommittee SC1, Public Information symbols), this edition is
under revision. The new edition is expected for publication in 2000. Its
main elements are summarized below.

The procedure involves the use of experts to properly oversee and

execute the project of testing symbols using various focus groups
made up of the general public.

“Owing to cultural and technological differences between countries, it has

been decided to standardize only the image content of graphical symbols, not
the graphical images themselves. For each of the image contents included in
this International Standard, the details are specified on a single sheet. Each
single sheet also contains a guide-line example which conforms to the stan -
dard image content. The guideline examples are not binding, but their use is
to be encouraged... Where there are two designs, one is suitable for large-scale
limits reproduction and the other is simplified for small-scale reproduction;
the recommended size limits are shown for each. In such cases, the adaptation
for reproduction in very small size may omit some elements of the standard
image content.”6

There are five stages in the procedure for the development and testing

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of symbols with their image content7:

1. Collection of the information needed concerning the request for a

standard symbol.
2. Collection of a set of existing and proposed variants.
3. Selection of the most appropriate variants.
4. Testing of the most appropriate variants.
5. Definition of the standard image content and/or standardization of
the most appropriate symbol.
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The appropriateness-ranking test is described stage by stage in the

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International Standard ISO 9186: 1989 as in the following brief:

1. Preparation of test material

• Information card: Prepare an information card for each referent
mentioning the name of the referent, its function, its field(s) of
application and excluded functions (if any).
• Test cards: Make a set of test cards (size A7), each showing one
of the symbol variants. On the back of each card, write a code
number identifying the referent and the variant.

2. Respondents
• Conduct the test in at least two countries having different cul-
tural backgrounds (for example, one European country and
one Asian country).
• The number of respondents shall never be less than 50. The
validity of the test results will be increased if the sample resem-
bles the eventual user population.

3. Respondents’ task
• Read carefully the information cards.
• Where there are 10 or fewer variants, the respondent is
instructed to rank them from the most appropriate to the least
appropriate.
• Where there are 10 or fewer variants, the respondent is
instructed to sort them into three different classes: “very
appropriate”, “less appropriate” and “least appropriate”.

The results of the appropriateness ranking test are tabulated by the

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following methodology:
• Sum the values for frequency
• Calculate the median rank value for each variant
• Presentation of the results
• Prepare separate forms for each referent for each country, which
participated in the test.

The result forms include such data as:

• the name of the referent
• the function of the referent
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• the field(s) of application

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• the country in which the test was conducted

• the number of respondents
• copies of the symbol variants tested
• identification codes of the variants
• the source of each variant
• the median rank for each variant

Selection of variants for the comprehension test8:

1. Three variants are usually sufficient for the comprehension test.

2. The comprehension test must be conducted in at least four coun-
tries.
3. The sample of respondents for one symbol set should comprise at
least 100 respondents in each country, with an approximately
equal number of respondents from each age group.

Analysis of the results of the comprehension test:

The responses are listed for every referent; the list may be used to
resolve any anomalies in the results from different countries. The ISO
procedure recommends that 3 judges be appointed to assign each
response on the list to one of the seven standard categories from

Correct understanding of the symbol:

• is certain to the meaning which is stated,

• is the opposite of that intended
• or the response is wrong 9.

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For the combination of results from different countries, a table is con-

structed for each referent showing the combined data from all coun-
tries, which participated in the comprehension test.

D. Tests using computer screen presentation

The novelty of the draft 2nd edition of the International Standard

ISO/DIS 9186: 2 is the introduction of tests using computer screen
presentation to be carried out in approved testing centres10.
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For the comprehensibility judgement test, an important step is the

preparation of test material:

“To ensure that all displays are of the same standard, they should be prepared
at one programming site and the programs and files that made available to
the test administrators in each participating country in the format they need.
“... During the test a respondent should have a printed version of the infor -
mation display for the referent. For each respondent, the variant symbols
should be positioned in a different random order round the circle on the
screen.”

For the comprehension test, “a test-display should show one of the sym -
bols positioned in the centre of the display. The size of the symbol should be
at least 40 x 40 mm. Below the symbol should be a rectangular box with a
long side of at least 80% of the maximum line length. The box is intended for
the respondents’ response and should provide space for four lines of text.
“In the comprehension test, it is important to inform the respondents of the
general context in which they would expect to see the symbol; for example,
“at an airport”, “on the wall of a public building”. This information should
be shown on the computer screen above the symbol.”

The new International Standard ISO/DIS 9186: 2 presents also Annex

A (normative) for the collection of information. The application form
or request form contains the details of the request for the standard-
ization of a symbol or the image content of a symbol. Annex B (nor-
mative) on the Comprehensibility judgement test shows a frequency
matrix for analyzing the results of the comprehensibility judgement
test and the form for presenting the results of the comprehensibility

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judgement test. Annex C (normative) shows the details of an example

of test material for a comprehension test and the Table for presenting
the comprehension test as well as the Table for showing the combined
data from participating countries for the comprehension test.
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1 see Annex 4: Numerical Index and Survey of the Public Information Symbols adopted in ISO
7001.

2 The secretariat is hosted by the British Standards Institution (BSI) since December 1996.

3 Since the start of the Technical Committee (ISO/TC 145), only 57 symbols were developed and
adopted, in particular due to the complexity and expense of testing procedures using ISO 9186
Standard. The last edition (second edition) of the ISO 7001 Standard with Amendment 1 was
published on 1 February 1990. This edition cancels and replaces the first edition (ISO 7001: 1980)
together with ISO 7001: 1980/Addendum 1: 1985, of which it constitutes a minor revision.
Source: ISO/TC 145, Resolution 97-2, London. In 1998, the working group of the Technical
Committee (ISO/TC 145) on “Graphical symbols” was requested to make proposals for assess-
ment and quick, efficient tests in order to speed up the standardization of public information
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symbols, especially by using modern electronic means.

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4 On 2-4 November 1998, the Technical Committee ISO/TC 145, SC/1 on Public Information
symbols, held a meeting with WTO in Madrid (Spain) and considered the possibility of stan-
dardizing new symbols in addition to the already standardized 57 symbols (relating mainly to
tourism attractions, tourism sites and tourist equipment).

5 At the level of the European Committee for Standardization (CEN), in 1999, a proposal was
under study (i.e subject to change) which may be, when adopted, the reference for terminology
on “Tourism Services – Hotels and other types of tourism accommodation” (Proposal of
CEN/TC 329/WG 1) and for terminology on “Tourism Services / Travel Agencies and Tour
Operators” (CEN/TC 329/WG 2).

6 IISO 9186: 1989.

7 The image content includes the elements of the symbol to test and their relative disposition.

8 The comprehension test is the procedure for eliciting a response from the public which enables
measurement of the degree of comprehension of the proposed symbols. This term is different
from the comprehensibility judgement test which is the procedure for eliciting judgements of
the comprehensibility of the proposed symbols.

9 For the determination of the most comprehensible variant:, a variant giving a score of over 66%
(by adding the scores for categories 1 and 2 above) may be used to define the standard image
content. Where two variants have the same comprehension score, the most comprehensible vari-
ant can be identified by taking the one having the lowest percentage in category 5 (“The
response is wrong”).

10 Annex D of the Draft International Standard ISO /DIS 9186: 1999.

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CHAPTER III

SELECTED SIGNS AND SYMBOLS,

STANDARDIZED, RECOMMENDED AND USED
FOR PUBLIC AND VISITOR INFORMATION
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1. THE SELECTED CATEGORIES OF REFERENTS

This chapter reviews various signs and symbols (referents) of interest

to tourism and their use. They have been selected by the WTO
Secretariat on the basis of the material received from member States
and other organizations, both national and international. The purpose
of the selection is to indicate the possibility of international harmo-
nization of the referents.

As a rule, in the list that follows one example has been taken for each
referent, which certainly does not illustrate all the variants of existing
signs and symbols. In indicating specific referents, preference was
given to those which have already been standardized (ISO), recom-
mended (IUOTO/WTO, IMO, ICAO, UIC), commonly used by a
group of countries or uniquely provided by single respondents.
However, the quotation of specific referents does not express the pref-
erence of the guide drafters, the WTO Secretariat or the Organization.
Further, the list of referents does not pretend to be exhaustive as, for
example, they may exist graphical symbols for attractions, activities
and facilities which may be found only in specific tourism destina-
tions and such have not been included.

The selected referents have been classified into seven main categories:

1. General public and visitor information

2. Tourist equipment and facilities
3. Public and visitor transportation

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4. Tourist attractions
5. Sports and outdoor recreation
6. Tourism signs and symbols appearing as typical icons found in
Internet portals (open channels) and Web sites

Each referent or variant given in pictogram form in black and white is

denoted according to the model below1:

• use (or symbol function)

• image content
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• application
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• origin of example (country or organization)

• comments (if necessary)

Two hundred and ninety-one referents are represented in this chapter.

1 This description is elaborated by the WTO Secretariat or quoted from ISO ( the fifty-seven
Public Information symbols adopted in ISO 7001).

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General public and visitor information

A. LIST OF REFERENTS

1. Tourist information symbol 36.Silence

2. Way in /Entrance 37.School/Kindergarten
3. Way out/Exit 38.Pedestrian zone or street
4. Emergency exit 39.Picnic area/Fire place/Outdoor
5. Directional arrows recreation area
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6. Stairs 40.No fire place

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7. Elevator/Lift 41.Rest area

8. Escalator 42.Play area/Playground
9. No entry/No trespassing 43.SOS alarm/Emergency alarm
10. Toilets (General) 44.SOS phone
11. Toilets (Men) 45.Danger/Warning
12. Toilets (Women) 46.Dangerous water conditions
13.Fire extinguisher 47.Security camera /Security
14.Fire alarm watching
15.Fire hose 48.VIP
16.Fire phone 49.Men’s locker
17. Telephone 50. Women’s locker
18.Fax facilities/Internet facilities 51.Sheltered parking
19.Postal facilities 52.No parking
20. Telegram/Cables/Telex 53.Guided tours
21.Bank or currency exchange 54.Litter/Rubbish receptacle
22.Drinking water (on tap) 55.No litter
23.First aid 56. International symbol of access for
24.Pharmacy or drugstore the disabled (persons with
25.Hospital disabilities)
26.Garage/Auto mechanics 57.Accessible to a wheelchair user
27.Gasoline station with assistance
28.Police/Tourist police 58.Access to someone with limited
29.Passports / Immigration mobility but able to walk a few
30.Customs paces and up to a maximum of
31.Lost property/Lost and found three steps
32.Smoking allowed 59.Access for persons with walking
33.Smoking not allowed aids
34.Dogs/Pets in leash 60.Facilities for visually impaired
35.No dogs allowed persons

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61. Facilities for persons with hearing

impairments
62.Guide dogs welcome
63.Information in Braille
64.Facilities for older persons
65.Facilities for pregnant women
66.Facilities for women with baby
67. Facilities for persons with cardiac
disabilities
68.Facilities for persons with mental
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disabilities
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B. DESCRIPTION OF REFERENTS

Tourist information symbol

Use: To indicate and identify the location of an tourist infor-
mation point or place
Image content: i or i? or i or i?, a blue letter in a white square
with blue background
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams
Origin of example: WTO
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Way in/Entrance
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Use: To indicate and identify the location of an entry or pre-

ferred way to enter
Image content: Diagram enclosure with top view of two swing
doors in one side of enclosure. Doors are partially opened
inwards with arrow head in opening.
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams, vehicles
Origin of example: ISO 7001

Way out /Exit

Use: To indicate and identify the location of an entry or pre-
ferred way to go out
Image content: Diagram enclosure with top view of two swing
doors in one side of enclosure. Doors are partially opened
outwards with arrowhead in opening.
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams, vehicles
Origin of example: ISO 7001

Emergency exit
Use: To indicate and identify the location of an emergency exit
or preferred way to go out in case of emergency or fire
Image content: Silhouetted human figure running out of door
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams, vehicles
Origin of example: China

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Directional arrows
Use: To indicate direction
Image content : Arrow with Belgian head and angle at apex
of between 84º and 86º
Application: Buildings, public places and vehicles
Origin of example: ISO 7001

Stairs
Use: To signify access facilities via a fixed staircase. Shall not
be used to indicate or identify an escalator
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Image content:
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(a) where no direction is required: staircase with two human

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figures, one walking up, one walking down

(b) for staircases restricted to “down” traffic: staircase with
one human figure walking down
(c) for staircases restricted to “up” traffic: staircase with one
human figure walking up
Application: Buildings, public places, vehicles
Origin of example: ISO 7001

Elevator/Lift
Use: To indicate and identify the location of a public elevator
(lift)
Image content: Lift (elevator) cage in lift (elevator) shaft show-
ing several pushbuttons on lift (elevator) cage. Figure in cage.
“Up” arrow above the cage. “Down” arrow below the cage.
Application: Buildings, public places, orientation diagrams
Origin of example: ISO 7001

No entry/No trespassing
Use: To prohibit the entrance in a street, road, path, trail or a
place, corridor, room, etc.
Image content: Red circle with white strip in the middle
Application: Buildings, public places, streets and roads, ori-
entation diagrams, vehicles, rooms, corridors, etc.
Origin of example: Convention on road signs and signals,
ICAO/IMO

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Toilets (General)
Use: To indicate the entrance of a public toilet for men and
women
Image content: Front perspective of man and woman figures
separated by a wall-line
Application: Buildings, public places, orientation diagrams,
and vehicles
Origin of example: Portugal

Toilets (Men)
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Use: To indicate the entrance of a public toilet for men

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Image content: Front perspective of man figure

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Application: Buildings, public places, orientation diagrams,

and vehicles
Origin of example: ICAO/IMO

Toilets (Women)
Use: To indicate the entrance of a public toilet for women
Image content: Front perspective of woman figure
Application: Buildings, public places, orientation diagrams,
and vehicles
Origin of example: ICAO/IMO

Fire extinguisher
Use: To indicate the location of a fire extinguisher and/or to
identify a fire extinguisher
Image content: Cylinder fire extinguisher with tap adjacent to
flames
Application: Buildings, public transportation facilities,
bridges, tunnels, recreational areas
Origin of example: ISO 7001

Fire alarm
Use: To indicate the location of a fire alarm and/or to identi-
fy a fire alarm
Image content: Hand pushing button adjacent to flames
Application: Buildings, public transportation facilities,
bridges, tunnels, recreational areas
Origin of example: China

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Fire hose
Use: To indicate the location of a fire hose and/or to identify
a fire hose
Image content: A square diagram representing a rolled up
fire hose
Application: Buildings, public transportation facilities,
bridges, tunnels, recreational areas
Origin of example: AH&MA

Fire phone
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Use: To indicate the location of a fire alarm phone and/or to

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identify a fire alarm phone

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Image content: A square diagram with telephone receiver in

profile
Application: Buildings, public transportation facilities,
bridges, tunnels, recreational areas
Origin of example: AH&MA

Telephone
Use: To signify communication facilities by telephone
Image content: Telephone receiver in profile
Application: Buildings, public places, orientation maps, vehi-
cles
Origin of example: ISO 7001

Fax facilities/Internet facilities

Use: To signify communication facilities by fax or Internet
Image content:
1. Radar antenna and telephone receiver in profile
2. Telephone receiver in profile with a electrical flash
(example)
3. World Globe with blue arrows (International)
Application: Buildings, public places, orientation maps
Origin of example: Portugal, Internet icon

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Postal facilities
Use: To signify or to indicate the place where postal facilities
can be found
Image content: Diagram of a stamped envelope with two lines
representing an address
Application: Buildings, public places, orientation maps
Origin of example: ICAO/IMO

Telegram/Cables/Telex
Use: To signify or to indicate the place where
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telegram/cables/telex facilities can be found

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Image content: Diagram of a stamped envelope with electri-

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cal flash
Application: Buildings, public places, orientation maps
Origin of example: ICAO/IMO

Bank or currency exchange

Use: To signify or to indicate the location of a bank or an
office where foreign money may be exchanged
Image content: Banknote with numbers as currency mark and
three randomly arranged coins each with a different number
(i.e. 25, 10 and 5)
Application: Buildings, public places, orientation maps
Origin of example: ICAO/IMO

Drinking water (on tap)

Use: To signify drinking (tap) water
Image content: Tap above glass containing water indicated by
wavy lines
Application: Buildings, public places, orientation diagrams,
vehicles
Origin of example: ISO 7001

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First aid
Use: To indicate the place where a first aid service (or even kit)
or a doctor is available
Image content: Human hand with banded finger adjacent to a
cross, crescent or another appropriate emblem in green or red
colour
Application: Buildings, public places, guidebooks, orientation
diagrams, vehicles
Origin of example: China
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Pharmacy or drugstore
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Use: To indicate the place where a pharmacy or a drugstore

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(where medicines can be sold) is located

Image content: Aesculapus’s caduceus showing a snake
around a rod in side view in a plain double-cross
Application: Buildings, public places, guidebooks, orientation
diagrams
Origin of example: China (Macao)

Hospital
Use: To indicate where permanent medical service is available
and/or to identify the building itself and the connecting area
Image content: Bed with cross or crescent above in outline (or
other emblem used in the country)
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams
Origin of example: ISO 7001

Garage/Auto mechanics
Use: To signify the availability of auto repairs and motor fuel
Image content: Outline of an adjustable spanner
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams
Origin of example: Portugal

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Gasoline station
Use: To signify the availability of motor fuel
Image content: Gasoline pumps with hose to show different
types of fuel (unleaded gas)
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams
Origin of example: ISO 7001

Police/Tourist police
Use: To indicate and identify the location of a police station or
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a place where a policeman or a tourist policeman can be found

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Image content: Policeman in uniform in front view

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Application: Buildings, public places, maps, guidebooks, ori-

entation diagrams
Origin of example: Argentina
Comment: In some countries, only the logotype of the tourist
police is used.

Passports/Immigration
Use: To indicate and identify the location of a passport or
immigration booth or office
Image content: Human figure of officer handling a passport
Application: Public places, orientation diagrams
Origin of example: ICAO/IMO

Customs
Use: To indicate and identify the location of customs
Image content: Human figure of officer looking to open lug-
gage
Application: Public places, orientation diagrams
Origin of example: Argentina

Lost property/Lost and found

Use: To indicate and identify the location where lost property
may be registered or property that has been found may be
claimed
Image content: Glove, umbrella with label displaying a ques-
tion mark and briefcase
Application: Buildings and public places, orientation diagrams
Origin of example: ISO 7001

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Smoking allowed
Use: To signify where smoking is allowed
Image content: Cigarette with smoke view
Application: Buildings, public places, services, vehicles
Origin of example: ISO 7001

Smoking not allowed

Use: To signify where smoking is not allowed
Image content: Cigarette with smoke view with a diagonal
slash bar
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Application: Buildings, public places, services, vehicles

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Origin of example: IMO/ICAO

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Dogs/Pets on leash
Use: To indicate the possibility to walk or jog with pets, dogs
on leash/led
Image content: Human figure in side view with dog figure on
a leash in side view
Application: Buildings, public places, guidebooks, orientation
diagrams
Origin of example: AH&MA

No dogs allowed
Use: To indicate that no dogs are allowed
Image content: Dog figure in side view with a prohibition
slash
Application: Buildings, public places, guidebooks, orientation
diagrams, vehicles
Origin of example: Austria

Silence
Use: To signify the need of silence in a shrine or a specific
place
Image content: A hand with a finger pointing lips
Application: Buildings, shrines, halls, special sites or places
Origin of example: China

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School/Kindergarten
Use: To indicate the existence of a school and to prevent dri-
vers of the presence of children
Image content: The figure of two kids running ( a boy figure
and a girl figure in side view) with school satchels
Application: Street and public places
Origin of example: Portugal

Pedestrian zone or street

Use: To indicate the existence of a zone or a street where pri-
Wednesday, March 02, 2011 4:38:45 AM

vate cars are forbidden and where visitors have to walk

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Image content: The figure of adults and kids walking in front

Georgios Drakopoulos (307-99-294)

view
Application: Street and public places, orientation diagrams,
maps
Origin of example: Portugal, China (Macao)

Picnic area/Fire place/Outdoor

recreation area
Use: To indicate a outdoor recreation place or a place in a
road or motorway rest area where picnicking is possible with
or not fire place(s)
Image content: Outdoor table in side view with a fire place if
it exists or a table with a seated human figure 1
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Argentina (1); Austria (2)

2
Fire place
Use: To indicate a place where fire is prohibited for picnicking
or other activities
Image content: Firewood circle with flames
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Austria

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Rest area
Use: To indicate an outdoor recreation place or a place on a
side of a road or motorway where rest is possible with or with-
out picnicking facilities
Image content: A deck chair
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Portugal

Play area/Playground
Use: To indicate an outdoor recreation ground or a place on
a side of a road or motorway with outdoor playing facilities is
possible for adults or kids
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Image content: Swing in side view with kids or human figures

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Georgios Drakopoulos (307-99-294)

Application: Roads and motorways, outdoor recreation areas,

maps, guidebooks, orientation diagrams
Origin of example: Austria

SOS alarm/Emergency alarm

Use: To indicate the location of and/or to identify an alarm
signal
Image content: SOS in Latin block capital letters
Application: Buildings, public transportation facilities,
bridges, tunnels, recreational areas
Origin of example: China

SOS phone
Use: To indicate the location of and/or to identify an alarm
phone
Image content: A phone handle adjacent to SOS in Latin
block capital letters
Application: Buildings, public transportation facilities,
bridges, tunnels, recreational areas
Origin of example: China

Danger/Warning
Use: To warn or indicate dangerous conditions
Image content: Exclamation mark
Application: Roads and motorways, coasts, outdoor recre-
ation areas
Origin of example: New Zealand

Dangerous water conditions

Use: To warn of dangerous water conditions
Image content: Exclamation mark above two wavy lines
Application: Roads and motorways, coasts, outdoor recre-
ation areas
Origin of example: New Zealand

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Security camera/Security watching

Use: To indicate and identify the location of a security camera
or a zone with security watching
Image content: Diagram enclosure with top view of two swing
doors in one side of enclosure. Doors are partially opened
outwards with arrowhead in opening.
Application: Buildings, public places, and public transporta-
tion vehicles
Origin of example: Portugal
Wednesday, March 02, 2011 4:38:45 AM

VIP
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Use: To indicate a room, a zone or a place only allowed to VIP

Georgios Drakopoulos (307-99-294)

and authorized personnel

Image content: VIP in Latin block capital letters
Application: Public transportation terminals, buildings, hotels,
convention centers or special places
Origin of example: China

Men’s locker
Use: To indicate and identify the location of men’s locker
Image content: Male figure and coat-hanger
Application: Buildings, public places, orientation diagrams,
vehicles
Origin of example: China

Women’s locker
Use: To indicate and identify the location of women’s locker
Image content: Female figure and coat-hanger
Application: Buildings, public places, orientation diagrams,
vehicles
Origin of example: China

Sheltered parking
Use: To indicate and identify the location of a sheltered area
where vehicles may be parked
Image content: Sanserif capital letter “P” under symbol repre-
senting sheltering facility
Application: Buildings, public places, shopping centers, maps,
guidebooks, orientation diagrams
Origin of example: Portugal

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No parking
Use: To indicate and identify the location of a sheltered area
where vehicles may be parked
Image content: Sanserif capital letter “P” with prohibition
slash
Application: Buildings, public places, shopping centers, maps,
guidebooks, orientation diagrams
Origin of example: Austria

Guided tours
Use: To indicate the possibility and the location of guided tours
in a city, tourist area, park, outdoor recreation area
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Image content: Human figure in side view along to a bus in

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Georgios Drakopoulos (307-99-294)

front view with the word “TOUR” in capital letters

Application: Orientation diagrams, public places
Origin of example: Portugal

Litter/Rubbish receptacle
Use: To indicate a receptacle where rubbish may be thrown
away
Image content: Standing figure adjacent to sectional elevation
of a rubbish receptacle. Four representative articles of rubbish
falling down into the receptacle
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams, vehicles
Origin of example: variant of ISO 7001

No litter
Use: To indicate the prohibition of littering rubbish
Image content: Hand with slashed litter
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams, vehicles
Origin of example: ISO 7001

International symbol
of access for the disabled
Use: To indicate the possibility for persons with limited mobility
to have access to a place, hall, room, bathroom or toilets, etc.
Image content: Human figure seated on a wheelchair in side
view
Application: Buildings, public places, maps, guidebooks, ori-
entation diagrams, vehicles
Origin of example: Rehabilitation International (RI)

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Accessible to a wheelchair
user with assistance
Use: To indicate the possibility for persons with limited mobil-
ity to have access to a place, hall, room, bathroom or toilets,
etc. with the assistance of another person
Image content: Standing human figure behind a human fig-
ure seated on a wheelchair in side view
Application: Buildings, public places, public transportation
modes, maps, guidebooks, orientation diagrams
Wednesday, March 02, 2011 4:38:45 AM

Origin of example: variant of the symbol adopted in 1969

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Georgios Drakopoulos (307-99-294)

by Rehabilitation International (RI)

Access to someone with limited

mobility but able to walk a few paces
and up to a maximum of three steps
Use: To indicate the possibility for persons with limited mobil-
ity but able to walk a few paces and up to a maximum of
three steps to have access to a place, hall, room, bathroom
or toilets, etc.
Image content: Standing human figure with a walking stick
or a tripod stick
Application: Buildings, public places, public transportation
modes, guidebooks, orientation diagrams
Origin of example: Proposal of the European Union
Tourism For All Accessible Accommodation Standard

Access for persons with walking aids

Use: To indicate the possibility for persons with limited mobil-
ity but able to walk with walking aids to have access to a
place, hall, room, bathroom or toilets, etc.
Image content: Standing human figure with one or two
crutches
Application: Buildings, public places, public transportation
modes, guidebooks, orientation diagrams
Origin of example: Proposal of the European Union
Tourism For All Accessible Accommodation Standard

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Facilities for visually impaired people

Use: To indicate facilities for visually impaired people (blind or
partially sighted people), with or without tapping cane, to
have access to a place, hall, room, bathroom or toilets, etc.
Image content: Sectional eye drawing with slash and frac-
tured left side
Application: Buildings, public places, public transportation
modes, guidebooks, orientation diagrams
Origin of example: Proposal of the European Union Tourism
For All Accessible Accommodation Standard
Wednesday, March 02, 2011 4:38:45 AM

Facilities for persons with

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Georgios Drakopoulos (307-99-294)

hearing impairments
Use: To indicate facilities for persons with hearing impairments
(deaf, deaf without speech or hard of hearing) to have access
to a place, hall, room, bathroom or toilets, etc.
Image content: Ear with large plain diagonal slash
Application: Buildings, public places, public transportation
modes, guidebooks, orientation diagrams
Origin of example: Proposal of the European Union Tourism
For All Accessible Accommodation Standard
Origin of example: ISO 7001
Comment: International symbol used to show induction loop
is available. Also used to show that staff have skills in help-
ing deaf people or that there are other facilities for deaf
people

Guide dogs welcome

Use: To indicate the possibility for persons with disabilities
assisted by a guide dog to have access to a place or estab-
lishment
Image content: Standing human figure helped by a guide dog
on a leash
Application: Buildings, public places, public transportation
modes, guidebooks, orientation diagrams
Origin of example: Proposal of the European Union Tourism
For All Accessible Accommodation Standard

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Information in Braille
Use: To indicate the existence of information in Braille for visu-
ally impaired people (blind or partially sighted people)
Image content: Diagram enclosure with Braille alphabet
•
Application: Buildings, public places, public transportation
•
modes, guidebooks, orientation diagrams •
Origin of example: Proposal of the European Union Tourism
For All Accessible Accommodation Standard

Facilities for older persons

Wednesday, March 02, 2011 4:38:45 AM

Use: To indicate the existence of facilities for old people

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Image content: Human figure bent with cane

Georgios Drakopoulos (307-99-294)

Application: Buildings, public places, public transportation

modes, orientation diagrams
Origin of example: ALPE Proposal

Facilities for pregnant women

Use: To indicate the existence of facilities for pregnant women
Image content: Human figure of pregnant woman in side view
Application: Buildings, public places, public transportation
modes, orientation diagrams
Origin of example: ALPE Proposal

Facilities for women with baby

Use: To indicate the existence of facilities for women with baby
Image content: Human figure of woman with baby in front
view
Application: Buildings, public places, public transportation
modes, orientation diagrams
Origin of example: ALPE Proposal

Facilities for persons with

cardiac disabilities
Use: To indicate the existence of facilities for persons with car-
diac disabilities
Image content: Plain human figure with white circle on heart
in front view
Application: Buildings, public places, public transportation
modes, orientation diagrams
Origin of example: ALPE Proposal

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Facilities for persons with

mental disabilities
Use: To indicate the existence of facilities for persons with
mental disabilities
Image content: Plain human figure with white circle head in
front view
Application: Buildings, public places, public transportation
modes, orientation diagrams
Origin of example: ALPE Proposal
Wednesday, March 02, 2011 4:38:45 AM
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Tourist equipment and facilities

A. LIST OF REFERENTS

1. Accommodation 32. Hairdresser/Beauty salon/

2. Restaurant Barber
3. Hotel 33. Dry cleaning
4. Motel 34. Laundry service
5. Tourist apartment 35. Room service
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6. Campsite/Camping area
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Georgios Drakopoulos (307-99-294)

7. Camping not allowed

8. Caravan/Mobile home park
9. Power point (electric energy
point)
10. Youth hostel
11. Inn/Country hotel
12. Mountain refuge or other
refuge
13. Casino
14. Mahjong
15. Cards and chess
16. Conference facilities
17. Conference /Meeting room
18. Banquet room
19. Business centre
20. Night club/Dance hall
21. Karaoke bar
22. Bar
23. National thematic restaurant
24. Snack bar
25. Coffee/Tea room
26. Swimming place
27. Sauna
28. Massage
29. Check-in/out or reception
30. Breakfast only
31. Facilities for children

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07:56
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B. DESCRIPTION OF REFERENTS

Accommodation
Use: To indicate and identify where temporary accommoda-
tion is available or may be booked
Image content: Sleeping figure in bed
Application: Buildings, services, public places, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001
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Restaurant
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Georgios Drakopoulos (307-99-294)

Use: To indicate an eating place where hot and cold meals

are available and which is licensed to serve wine and spirits
Image content: Diagonally crossed knife and fork
Application: Buildings, services, public places, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

Hotel
Use: To indicate and identify where hotel accommodation is
available or may be booked
Image content: Sleeping figure in bed under a shelter house
Application: Buildings, services, public places, maps, guide-
books, orientation diagrams
Origin of example: Argentina

Motel
Use: To indicate and identify where motel accommodation is
available or may be booked
Image content: Bed under one side of a shelter, a private car
on the other side
Application: Buildings, services, public places, maps, guide-
books, orientation diagrams
Origin of example: Argentina

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Tourist apartment
Use: To indicate and identify where tourist apartment is avail-
able or may be booked
Image content: Sleeping figure in bed under a shelter with a
large A or large A over white stripe
Application: Buildings, services, public places, maps, guide-
books, orientation diagrams
Origin of example: Portugal

Camp site/Camping area

Wednesday, March 02, 2011 4:38:45 AM

Use: To indicate the location of a camp site or a camping area

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Image content: Bell tent with door in front view

Georgios Drakopoulos (307-99-294)

Application: Outdoor recreation areas, maps, guidebooks,

orientation diagrams
Origin of example: Austria

Camping not allowed

Use: To prohibit camping
Image content: Tent with door in front view with a prohibition
slash
Application: Outdoor recreation areas, orientation diagrams
Origin of example: Austria

Caravan/mobile home park

Use: To indicate the location of a caravan site or a mobile
home park
Image content: Caravan in side view
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: China (Macao)

Power point
(electric energy point)
Use: To indicate the availability of power points in a camp site
or outdoor recreation area
Image content: Plug (in front view) and socket (side view) con-
nectors
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Portugal

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Youth hostel
Use: To indicate the location of a youth hostel
Image content: Linear drawing of a house with a tree
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: International Federation of Youth Hostels

Inn/Country hotel
Use: To indicate the location of a inn or a country hotel
Image content: Silhouetted drawing of a house
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Application: Outdoor recreation areas, maps, guidebooks,

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orientation diagrams
Georgios Drakopoulos (307-99-294)

Origin of example: China (Macao)

Mountain refuge or other refuge

Use: To indicate the location of a mountain refuge or refuge
Image content: Linear drawing of a shelter with a human fig-
ure in front of a chimney
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Argentina

Casino
Use: To indicate and identify the location of a casino
Image content: Linear drawing of two playing cards (aces)
Application: Buildings, services, public places, maps, guide-
books, orientation diagrams
Origin of example: Argentina

Mahjong
Use: To indicate and identify the location of a mahjong room
Image content: Linear drawing of two dice
Application: Buildings, services, orientation diagrams
Origin of example: China
Cards and chess
Use: To indicate and identify the location of a room where it is
possible to play chess and cards
Image content: Card and chess symbols
Application: Buildings, services, orientation diagrams
Origin of example: China
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Conference facilities
Use: To indicate and identify the location of a conference cen-
ter or meeting facilities
Image content: A meeting hall with human figures seated
Application: Buildings, services, orientation diagrams, maps,
guidebooks
Origin of example: Portugal

Conference/Meeting room
Use: To indicate and identify the location and the availability
Wednesday, March 02, 2011 4:38:45 AM

of a conference or meeting room

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Image content: Four human torso figures around a table

Georgios Drakopoulos (307-99-294)

Application: Buildings, services, orientation diagrams

Origin of example: China

Banquet room
Use: To indicate and identify the location of a banquet room
Image content: Three human torso figures around a table with
fork and spoon
Application: Buildings, orientation diagrams
Origin of example: Portugal

Business center
Use: To indicate and identify the location of a business center
Image content: Linear drawing of a type writer and a written
page
Application: Public places, buildings, orientation diagrams
Origin of example: China

Nightclub/Dance hall
Use: To indicate and identify the location of night club or
dance hall
Image content: Female and male human figures dancing
Application: Buildings, services, public places, orientation
diagrams, maps, guidebooks
Origin of example: China

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Karaoke Bar
Use: To indicate and identify the location of karaoke bar or a
place where karaoke can be found
Image content: Hand holding a microphone and treble clef
Application: Buildings, services, public places, orientation
diagrams, maps, guidebooks
Origin of example: China

Bar
Use: To indicate and identify the location of bar (licensed or
Wednesday, March 02, 2011 4:38:45 AM

not)
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Image content: Linear drawing of a coctail glass

Georgios Drakopoulos (307-99-294)

Application: Buildings, services, public places, orientation

diagrams, maps, guidebooks
Origin of example: ICAO/IMO

National thematic restaurant

Use: To indicate and identify the location of eating place
where national thematic hot and cold meals are available,
licensed or not
Image content: Depending on the national or local culture in
China, a soup bowl and two sticks
Application: Buildings, services, public places, orientation
diagrams, maps, guidebooks
Origin of example: China

Snack bar
Use: To indicate and identify the location of eating place
where hot and cold meals are quickly served, licensed or not
Image content: A soft drink glass and a hamburger
Application: Buildings, services, public places, orientation
diagrams, maps
Origin of example: China

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Coffee/Tea room
Use: To indicate and identify the location of coffee shop or a
tea room where cold and hot drinks are available
Image content: Linear drawing of a coffee or a tea cup with
three lines up symbolizing heat
Application: Buildings, services, public places, orientation
diagrams, maps
Origin of example: China
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Swimming place
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Use: To indicate and identify the location of a public swimming

Georgios Drakopoulos (307-99-294)

place or pool or a private swimming place in a accommoda-

tion establishment
Image content: Depending on the national or local culture, in
general a human figure on a diving board above three waves
Application: Buildings, services, public places, orientation
diagrams, maps
Origin of example: China (Macao)

Sauna
Use: To indicate and identify the location of a sauna room or
where a sauna is available in an accommodation establish-
ment
Image content: Human figure seated in front of a heat source
Application: Buildings, services, orientation diagrams
Origin of example: China

Massage
Use: To indicate and identify the location of a message place
or where massage is available in a accommodation establish-
ment
Image content: Human figure lying down on a massage table
with another human torso giving massage
Application: Buildings, services, orientation diagrams
Origin of example: China

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Check-in/out or reception
Use: To indicate and identify the location of a reception or a
check-in counter in an accommodation establishment
Image content: Human torso behind a bar and another
human figure waiting with luggage on the floor
Application: Buildings, services, orientation diagrams
Origin of example: China

Breakfast only
Use: To indicate that only breakfast are served in an accom-
Wednesday, March 02, 2011 4:38:45 AM

modation establishment
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Image content: Coffee cup and egg cup

Georgios Drakopoulos (307-99-294)

Application: Buildings, services, orientation diagrams

Origin of example: Portugal

Facilities for children

Use: To indicate and identify facilities for children/infants
Image content: Linear drawing of Child’s push chair
Application: Buildings, services, orientation diagrams
Origin of example: Austria

Hairdresser/Beauty salon/Barber
Use: To indicate and identify hairdresser, beauty or barber
facilities in a public place or an accommodation establishment
Image content: Linear drawing of a pair of scissors and a
comb
Application: Buildings, services, orientation diagrams
Origin of example: China

Dry cleaning
Use: To indicate and identify dry cleaning facilities in a public
place or an accommodation establishment
Image content: Linear drawing of a shirt or over-garment
being dried
Application: Buildings, services, orientation diagrams
Origin of example: China

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Laundry service
Use: To indicate and identify laundry facilities in a public
place or an accommodation establishment
Image content: Linear drawing of a shirt or over-garment
being laundered
Application: Buildings, services, orientation diagrams
Origin of example: China

Room service
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Use: To indicate that room service is available in an accom-

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modation establishment
Georgios Drakopoulos (307-99-294)

Image content: Human figure holding a food and beverage

tray in side view in a corridor
Application: Buildings, services, orientation diagrams
Origin of example: China

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Public and visitor transportation

A. LIST OF REFERENTS

(a) ICAO/IMO recommended sym- 22. Taxi

bols 23. Waiting room
24. Aircraft
The ISO 7001 standardized symbols, 25. Boat
the ICAO/IMO recommended symbols 26. Left luggage
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which coincide with ISO/7001 are not

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included in this section:

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(c) Other ISO 7001 standards linked

1. Baggage claim area with public and visitor transportation
2. Baggage cart/trolley
3. Baggage lockers 27. Cable car, large capacity
4. Train 28. Cable car, small capacity
5. Car hire/Car reservations 29. Cable railway / ratchet railway
6. Shopping area 30. Chair lift
7. Variant 1: Flowers (China) 31. Close overhead safety bar
8. Nursery/Baby care 32. Open overhead safety bar
9. Hotel reservations 33. Close safety bar
10. Carry no weapons on board 34. Open safety bar
11. Arrivals (airports) 35. Line up two by two
12. Arrivals (marine) 36. Line up three by three
13. Departures (airports) 37. Raise ski tips
14. Departures (marine) 38. Ski lift
15. Connecting flights 39. Bath
16. Foot passengers 40. Shower
17. Cars 41. Tickets
18. Lorries 42. Double Chairlift
43. Triple Chairlift
44. Quadruple Chairlift
(b) ISO 7001 standardized symbols 45. Line up four by four
(coinciding with the ICAO/IMO 46. Foot passengers have to get off
recommended symbols) 47. Skiers have to get off
48. Steep-slope ski lift
19. Helicopter
20. Tram streetcar
21. Bus

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(d) Other transportation symbols

(designed by international bodies and
at national level)

49. Old forms of transportation

50. High speed train
51. Underground station/Metro
52. Air strip
53. Meeting point
54. Prayer place
55. Seaport
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56. Cruise boat

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57. Anchorage
58. Mooring point
59. Boat launching

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B. DESCRIPTION OF REFERENTS

Baggage claim area

Use: To indicate the location in an airport or any transporta-
tion system where luggage are distributed
Image content: A piece of luggage arranged on a convoyer
belt
Application: Public places, orientation diagrams
Origin of example: ICAO/IMO
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Baggage cart/ trolley

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Georgios Drakopoulos (307-99-294)

Use: To indicate the existence and location of baggage trolleys

in an airport hall, seaport hall or any other public transporta-
tion system
Image content: Baggage cart in side view with a piece of lug-
gage
Application: Public places, orientation diagrams
Origin of example: ICAO/IMO

Baggage lockers
Use: To indicate the existence and location of baggage lock-
ers in an airport hall, seaport hall or any other public trans-
portation system
Image content: Baggage locker with luggage under a drawn
key
Application: Public places, orientation diagrams
Origin of example: ICAO/IMO

Train
Use: To indicate the location of a railway station
Image content: Train in front or side view
Application: Public places, streets and roads, orientation dia-
grams, guidebooks, maps, timetables
Origin of example: ICAO/IMO

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Car hire/Car reservations

Use: To indicate the possibility of car hire, the existence and
the location of a car reservation booth
Image content: Linear drawn key above a car in front view
Application: Buildings, public places, streets and roads, ori-
entation diagrams, vehicles, rooms, corridors, etc.
Origin of example: ICAO/IMO
Comment: a “i” may be added to the key symbol

Shopping area
Use: To indicate the existence and location of a shopping cen-
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ter in a public transportation place

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Georgios Drakopoulos (307-99-294)

Image content: Stylized book and newspaper drawings

Application: Buildings, public places, orientation diagrams
Origin of example: ICAO/IMO

Variant 1: Flowers (China)

Use: To indicate the existence and location of a shopping cen-
ter in a public transportation place with a flower shop
Image content: Stylized flower drawing
Application: Buildings, public places, orientation diagrams
Origin of example: China

Nursery/Baby care
Use: To indicate the existence and location of a nursery or a
baby care room in a public place (mainly airport, seaport,
railway or bus terminals)
Image content: Drawing of a feeding bottle
Application: Public places, orientation diagrams, vehicles
Origin of example: ICAO/IMO
Comment: in some countries, the image contents a female fig-
ure caring infant

Hotel reservations
Use: To indicate the possibility, the existence and the location
of a hotel reservation booth
Image content: Question mark above a bed in side view
Application: Public places, orientation diagrams
Origin of example: ICAO/IMO
Comment: The question mark “?” may be changed by “i” or “i”

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Carry no weapons on board

Use: To prohibit the entrance on board of a plane or a ship
with weapons
Image content: Red circle with red strip in the middle around
knife and handgun
Application: Airports, seaports
Origin of example: ICAO/IMO

Arrivals (airports)
Use: To indicate arrival zone at airpor t
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Image content: Silhouette of boeing landing over airstrip

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depicted by a stripe below it

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Application: Air terminals

Origin of example: ICAO/IMO

Arrivals (marine)
Use: To indicate arrival zone at harbour
Image content: Frontal image of boat and a broken square
with wavy line drawings above it depicting the harbour
entrance
Application: Marine terminals
Origin of example: ICAO/IMO

Departure (airports)
Use: To indicate the departure zone at airport.
Image content: Silhouetted drawing of boeing taking off from
airstrip depicted by a stripe below it
Application: Air terminals
Origin of example: ICAO/IMO

Departure (marine)
Use: To indicate departure zone at harbour.
Image content: Frontal image of boat and a broken square
with wavy line drawings above it depicting the harbour exit
Application: Marine terminals
Origin of example: ICAO/IMO

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Connecting flights
Use: To show the location of transit and connecting area in an
airport
Image content: Two planes linked by a line and human figures
walking between
Application: Air terminals
Origin of example: ICAO/IMO

Pedestrians
Use: To indicate the path or way for pedestrians.
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Image content: A male and female figure in walking posture

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above an arrow
Georgios Drakopoulos (307-99-294)

Application: Buildings, public places, streets and roads,

rooms, corridors, etc.
Origin of example: ICAO/IMO

Cars
Use: To indicate the road or way for cars.
Image content: Frontal image of a car above an arrow
Application: Air and marine terminals and train stations
Origin of example: ICAO/IMO

Lorries
Use: To prohibit the entrance in a street, road, path, trail or a
place, corridor, room, etc.
Image content: Drawing of a truck from front left angle
Application: Air and marine terminals and train stations
Origin of example: ICAO/IMO

Helicopter
Use: To signify a transport facility by helicopter
Image content: Helicopter in side view
Application: Buildings, services, public places, maps, guide-
books, and timetables
Origin of example: ISO 7001

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Tram streetcar
Use: To signify a transport facility by tram (streetcar)
Image content: Electric tram (streetcar) in side view
Application: Buildings, services, public places, maps, guide-
books, and timetables
Origin of example: ISO 7001

Bus
Use: To signify a transport facility by bus
Image content: Bus in side view
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Application: Buildings, services, public places, maps, guide-

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books, and timetables

Georgios Drakopoulos (307-99-294)

Origin of example: ISO 7001

Taxi
Use: To signify a transport facility by taxi
Image content: Front view of taxicab with “TAXI” incorporat-
ed into the symbol. For small reproduction the word “TAXI”
may be omitted
Application: Buildings, services, public places, maps, guide-
books, timetables, orientation diagrams
Origin of example: ISO 7001

Waiting room
Use: To signify areas where people may wait
Image content: Two persons in side view with a clock over-
head
Application: Buildings, services, public places, maps, guide-
books, and timetables
Origin of example: ISO 7001

Boat
Use: To indicate the location of a ferry or water transport ser-
vices or to identify them
Image content: Side view of appropriate water transport
Application: Buildings, services, public places, maps, guide-
books, orientation diagrams, timetables
Origin of example: ISO 7001

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Aircraft
Use: To signify the location of an airport
Image content: Aircraft in plan view
Application: Buildings, services, public places, maps, guide-
books, timetables, orientation diagrams
Origin of example: ISO 7001

Left luggage
Use: To indicate a supervised place for temporary storage of
luggage
Image content: Four assorted pieces of luggage arranged on
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two shelves in orderly fashion

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Georgios Drakopoulos (307-99-294)

Application: Buildings, services, public places, maps, guide-

books, orientation diagrams, vehicles, rooms, corridors, etc.
Origin of example: ISO 7001

Cable car, large capacity

Use: To indicate and identify cable car transport where pas-
sengers travel in suspended closed car of large capacity
Image content: Large rectangular cable car with several win-
dows, suspended from an inclined cable, in side view
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
.Origin of example: ISO 7001

Cable car, small capacity

Use: To indicate and identify cable car transport where pas-
sengers travel in suspended closed car of small capacity
Image content: Small hexagonal cable car with one window
suspended from an inclined cable, in side view
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

Cable railway/ratchet railway

Use: To indicate transport by cable railway (ratchet railway)
where passengers travel in closed cars
Image content: Car of cable railway (ratchet railway)
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

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Chair lift
Use: To indicate transport where passengers travel singly on
suspended chairs
Image content: Human figure seated on a chair with attach-
ment suspended from an inclined cable, in side view
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

Close overhead safety bar

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Use: To instruct passengers to close the overhead safety bar

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immediately after boarding

Georgios Drakopoulos (307-99-294)

Image content: Human figure seated on a chair in side view,

closing an overhead safety bar; an arrow indicates the direc-
tion of movement
Application: Chairs lifts with overhead safety bars
Origin of example: ISO 7001

Open overhead safety bar

Use: To indicate the point at which the chair lift passengers
approaching the top or lower station have to open the over-
head safety bar
Image content: Human figure seated on a chair in side view,
closing an overhead safety bar; an arrow indicates the direc-
tion of movement
Application: Chairs lifts with overhead safety bars
Origin of example: ISO 7001

Close safety bar

Use: To instruct passengers to close the safety bar (safety
chain) immediately after boarding
Image content: Suspended chair with attachment and safety
bar in front view; an arrow indicates the movement of closing
Application: Chairs lifts with safety bars (safety chains)
Origin of example: ISO 7001

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Open safety bar

Use: To indicate the point at which the chair lift passengers
approaching the top or lower station have to open the safety
bar (chain)
Image content: Suspended chair with attachment and safety
bar in front view; an arrow indicates the movement of open-
ing
Application: Chairs lifts with safety bars (safety chains)
Origin of example: ISO 7001
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Line up two by two

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Use: To instruct passengers to line up two by two

Georgios Drakopoulos (307-99-294)

Image content: Two human figures drawn in solid form stand-

ing side by side in front view, behind each of which are simi-
lar figures drawn in outline
Application: Double chair lifts, T-bar ski lifts
Origin of example: ISO 7001

Line up three by three

Use: To instruct passengers to line up three by three
Image content: Three human figures drawn in solid form
standing side by side in front view, behind each of which are
similar figures drawn in outline
Application: Triple chair lifts
Origin of example: ISO 7001

Raise ski tips

Use: To indicate the point at which passengers must raise the
tips of the skis
Image content: Human figures drawn in solid form seated on
a suspended chair in side view, with an upward arrow adja-
cent to the ski tips
Application: Chair lifts
Origin of example: ISO 7001

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Ski lift
Use: To indicate ski lift transportation intended only for people
on skis
Image content: Human figure seated on skis in side view hold-
ing a rope that points in the direction of movement
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

Bath
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Use: To indicate and identify a location where an indoor facil-

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ity for partial immersion of the human body in water in a

Georgios Drakopoulos (307-99-294)

near-horizontal position is available. Not for shower or swim-

ming-pool
Image content: Silhouette of human figure in bath in water
indicated by a wavy line
Application: Buildings and other locations, floor plans, maps,
guidebooks, orientation diagrams
Origin of example: ISO 7001

Shower
Use: To indicate and identify a facility for washing by contin-
uous dispersed flow of water over the human body or to indi-
cate and identify a room which provides such a facility.
Image content: Side view of showerhead with water indicated
by lines of dots
Application: Buildings and other locations, floor plans, maps,
guidebooks, orientation diagrams
Origin of example: ISO 7001

Tickets
Use: To indicate and identify a facility where tickets may be
obtained. May be used for automatic distributors. Shall not be
used to indicate a ticket check
Image content: Hand holding two tickets
Application: Buildings and other locations, floor plans, maps,
guidebooks, orientation diagrams, vehicles
Origin of example: ISO 7001

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Double Chairlift
Use: To inform the public that the chairlift can carry two pas-
sengers sitting side by side at the same time
Image content: Two human figures seated on a chair with
attachment suspended from an inclined cable, in side view
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

Triple Chairlift
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Use: To inform the public that the chairlift can carry three pas-
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sengers sitting side by side at the same time

Georgios Drakopoulos (307-99-294)

Image content: Three human figures seated on a chair with

attachment suspended from an inclined cable, in side view
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

Quadruple Chairlift
Use: To inform the public that the chairlift can carry four pas-
sengers sitting side by side at the same time
Image content: Four human figures seated on a chair with
attachment suspended from an inclined cable, in side view
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

Line up four by four

Use: To instruct passengers to line up four by four
Image content: Four human figures drawn in solid form stand-
ing side by side in front view, behind each of which are simi-
lar figures drawn in outline
Application: Quadruple chair lifts, ski and tourist resorts, sign-
boards, maps, and guidebooks
Origin of example: ISO 7001

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Foot passengers have to get off

Use: To inform foot passengers on the chairlift of the location
of the landing point for foot passengers
Image content: Human figure drawn in front of a suspended
chair, in side view; an arrow indicates the required direction
of movement
Application: Ski and tourist resorts, signboards, maps, and
guidebooks
Origin of example: ISO 7001
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Skiers have to get off

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Use: To inform skiers on the chairlift of the location of the land-

Georgios Drakopoulos (307-99-294)

ing point for skiers

Image content: Human figure on skis drawn in front of a sus-
pended chair, in side view; an arrow indicates the required
direction of movement
Application: Ski and tourist resorts, signboards, maps, and
guidebooks
Origin of example: ISO 7001

Steep-slope ski lift

Use: To inform skiers that parts of the track of the surface ski
lift are steep
Image content: Human figure on skis drawn in side view;
holding a rope, which is almost vertical. The skis are parallel
to one side of a solid equilateral triangle with an inscribed %
sign
Application: Ski and tourist resorts, signboards, maps, and
guidebooks
Origin of example: ISO 7001

Old forms of transportation

Use: To indicate availability or presence of old forms of trans-
port
Image content: Solid drawing of human figure sitting in line
drawing of sleigh
Application: Ski and tourist resorts, signboards, maps, and
guidebooks
Origin of example: Austria

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High speed train

Use: To indicate and identify the location of a high speed
train.
Image content: Various logos
Application: Buildings, public places, streets and roads, ori-
entation diagrams, vehicles, rooms, corridors, etc.
Origin of examples: France, Belgium, UK
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Underground station/Metro
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Use: To indicate and identify the location of an underground

Georgios Drakopoulos (307-99-294)

or metro station.
Image content: Front view of an underground metro
Application: Buildings, public places, streets and roads, ori-
entation diagrams, vehicles, rooms, corridors, etc.
Origin of example: IUC

Air strip
Use: To indicate and identify the location of an air strip.
Image content: Outline of a propeller plane
Application: Buildings, public places, streets and roads, ori-
entation diagrams, vehicles, rooms, corridors, etc.
Origin of example: Argentina

Prayer place
Use: To indicate the availability of a prayer place
Image content: Side drawing of a figure bent in prayer before
a line drawing of a cross
Application: Air and marine terminals and train stations
Origin of example: Bolivia

Seaport
Use: To indicate marine transport facilities
Image content: Side view drawing of a boat or ferry above
two wavy lines attached to vertical line indicating the dock
Application: Seaports
Origin of example: Argentina

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Cruise boat
Use: To indicate marine transport facilities
Image content: Angled drawing of a cruiser above two wavy
lines alongside a strip indicating land with a palm tree
Application: Seaports
Origin of example: Portugal

Anchorage
Use: To indicate marine facilities for tourists
Image content: Graphic portrayal of an anchor in side view
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Application: Harbours and seaside resorts

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Origin of example: Portugal

Georgios Drakopoulos (307-99-294)

Mooring point
Use: To indicate a mooring point available for tourists with
boats
Image content: Side view drawing of a yacht on a line indi-
cating the sea and a mooring point
Application: Harbours and seaside resorts
Origin of example: Portugal

Boat launching
Use: To indicate facilities for tourists to launch boats
Image content: Side view drawing of a boat on a trailer
above two wavy lines indicating the water connected to wedge
shape indicating land
Application: Tourism seaside resorts and waterside recreation
areas
Origin of example: New Zealand

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Tourist attractions

A. LIST OF REFERENTS

1. World Heritage attraction 34. Prehistoric site

2. Landmark 35. Urban centre
3. National park 36. Cinema
4. National shrine 37. Museum
5. Unique monument 38. Festivals
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6. Nature reserve 39. Folklore

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Georgios Drakopoulos (307-99-294)

7. Panorama/Look out/ 40. Art galler y

Viewing point 41. Gastronomy
8. Photography 42. Vineyard
9. Cave 43. Markets and local fairs
10. Waterfall 44. Craft centre/Exhibit
11. Spa
12. Fountain
13. Cape/Peninsula
14. Botanical garden
15. Bird/Ornithological sanctuary
16. Endangered species sanctuary
17. Aquarium
18. Zoological garden
19. Trail with interpretation
20. Interpretation walk
21. Lighthouse
22. National Palace
23. House of Parliament
24. Historical monument
25. Religious monument (church)
26. Religious monument (mosque)
27. Religious monument (synagogue)
28. Religious monument (temple)
29. Castle
30. Monastery
31. Cloister
32. Historic water-mill
33. Prehistoric paintings or carvings
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B. DESCRIPTION OF REFERENTS

World Heritage attraction

Use: To indicate the location of a site or monument listed by
UNESCO World Heritage (a list of 630 cultural and natural
properties of outstanding universal value updated in
December 1999. It consists of 480 cultural, 128 natural and
22 mixed properties in 118 States Parties)
Image content: Linear drawing of a circle limited to an open
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square
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Application: Roads, street, outdoor recreation areas, maps,

Georgios Drakopoulos (307-99-294)

guidebooks, orientation diagrams

Origin of example: UNESCO
Comment: It may also be considered as a logo

Landmark
Use: To indicate the location of a landmark
Image content: In a circle, the stylized symbol of the country
landmark
Application: Roads, outdoor recreation areas, maps, guide-
books, orientation diagrams
Origin of example: Chile

National park
Use: To indicate the location of a national park
Image content: Stylized tree or specific plant or animal sil-
houette best representing the preservation of fauna or flora
Application: Roads, outdoor recreation areas, maps, guide-
books, orientation diagrams
Origin of example: Chile

National shrine
Use: To indicate the location of a national shrine
Image content: Stylized silhouette representing the national
shrine
Application: Roads, outdoor recreation areas, maps,
guidebooks, orientation diagrams
Origin of example: Jordan

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Unique monument
Use: To indicate the location of a national monument
Image content: Stylized drawing representing a unique mon-
ument
Application: Roads, outdoor recreation areas, maps, guide-
books, orientation diagrams
Origin of example: Jordan

Nature reserve
Use: To indicate the location of an area set aside for the
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preservation of flora and fauna

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Image content: Tree silhouette alongside an appropriate ani-

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mal
Application: Roads, outdoor recreation areas, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

Panorama/Look out/Viewing point

Use: To indicate a place or a point with an exceptional
panoramic view
Image content: Eye with a bundle of rays
Application: Roads, outdoor recreation areas, maps, guide-
books, orientation diagrams
Origin of example: Israel

Photography
Use: To signify the activity of photography or a place where
photo or movie camera shots can be done
Image content: Camera in front view
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Argentina

Cave
Use: To indicate the location of a cave
Image content: Linear drawing of a cave with human figure at
the entrance
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Brazil

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Waterfall
Use: To indicate the location of a waterfall
Image content: Linear drawing of a waterfall
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Brazil

Spa
Use: To indicate the location of a spa
Image content: Linear drawing of a spa fountain
Wednesday, March 02, 2011 4:38:45 AM

Application: Outdoor recreation areas, maps, guidebooks,

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orientation diagrams
Georgios Drakopoulos (307-99-294)

Origin of example: Romania

Fountain
Use: To indicate the location of a fountain
Image content: Linear drawing of a fountain
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Portugal

Cape/Peninsula
Use: To indicate the location of a cape or a peninsula
Image content: Linear drawing of a cape in side view
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Portugal

Botanical garden
Use: To indicate the location of a botanical garden
Image content: Stylized silhouette of a unique flower
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Belgium

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Bird/Ornithological sanctuary
Use: To indicate the location of a bird sanctuary or an ornitho-
logical park
Image content: Bird (unique or endangered) in side view
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Cyprus

Endangered species sanctuary

Use: To indicate a place where an endangered species can be
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found and to prevent drivers and people

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Image content: Depends on the species

Georgios Drakopoulos (307-99-294)

Application: Roads and motorways, outdoor recreation areas,

maps, guidebooks, orientation diagrams
Origin of example: Thailand

Aquarium
Use: To indicate the location of an aquarium
Image content: Stylized fish in side view with some water bub-
bles
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Portugal

Zoological garden
Use: To indicate the location of a zoological garden
Image content: ZOO in Latin letters is the most commonly used
symbol
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Portugal

Trail with interpretation

Use: To signify a walk for nature or heritage interpretation
purposes
Image content: Rucksack or knapsack and cane with the letter
“i”
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Austria

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Interpretation walk
Use: To signify a walk for interpretation purposes
Image content: Walking human figure, tree’s silhouette with
letter “i” post
Application: Outdoor recreation areas, maps, guide-
books, orientation diagrams
Origin of example: New Zealand

Lighthouse
Use: To indicate the location of a lighthouse of historical or
technical interest
Wednesday, March 02, 2011 4:38:45 AM

Image content: A linear drawing of lighthouse with bundle of

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Georgios Drakopoulos (307-99-294)

rays
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Turkey

National Palace
Use: To indicate the location of the Palace of the Head of State
Image content: A linear drawing in front view of a palace
Application: Roads and motorways, urban centres, maps,
guidebooks, orientation diagrams
Origin of example: Austria

House of Parliament
Use: To indicate the location of the House of the Parliament of
the Nation
Image content: A linear drawing in front view of a Parliament
House with columns
Application: Roads and motorways, urban centres, maps,
guidebooks, orientation diagrams
Origin of example: Argentina

Historical monument
Use: To indicate the location of a monument of historical
importance
Image content: A linear drawing in front view of temple (most
commonly used)
Application: Roads and motorways, urban centres, maps,
guidebooks, orientation diagrams
Origin of example: Iraq

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World Tourism Organization

Religious monument (church)

Use: To indicate the location of a religious monument, shrine
or building where it is possible to pray and to follow the obser-
vance of the Christian religion
Image content: A shelter above a cross on a plain strip
Application: Roads and motorways, urban centres, maps,
guidebooks, orientation diagrams
Origin of example: Thailand

Religious monument (mosque)

Wednesday, March 02, 2011 4:38:45 AM

Use: To indicate the location of a religious monument, shrine

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or building where it is possible to pray and to follow the obser-

Georgios Drakopoulos (307-99-294)

vance of the Moslem religion

Image content: A shelter above a crescent on a plain strip
Application: Roads and motorways, urban centres, maps,
guidebooks, orientation diagrams
Origin of example: Thailand

Religious monument (synagogue)

Use: To indicate the location of a religious monument, shrine
or building where it is possible to pray and to follow the obser-
vance of the Jewish religion
Image content: The Star of David on synagogue motif.
Application: Roads and motorways, urban centres, maps,
guidebooks, orientation diagrams
Origin of example: Israel

Religious monument (temple)

Use: To indicate the location of a religious monument, shrine
or building where it is possible to pray and to follow the obser-
vance of the Buddhist religion
Image content: A shelter above a wheel on a plain strip
Application: Roads and motorways, urban centres, maps,
guidebooks, orientation diagrams
Origin of example: Thailand

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Castle
Use: To indicate the location of an ancient castle
Image content: A linear drawing a castle’s tower from the
Middle Ages
Application: Roads and motorways, maps, guidebooks, ori-
entation diagrams
Origin of example: The Netherlands

Monastery
Use: To indicate the location of a monastery
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Image content: Linear drawing of a monastery stylized

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according to the national or local architecture

Georgios Drakopoulos (307-99-294)

Application: Roads and motorways, urban centres, maps,

guidebooks, orientation diagrams
Origin of example: Cyprus

Cloister
Use: To indicate the location of a cloister
Image content: Four arches and columns representing an
angle of a cloister stylized according to the national or local
architecture
Application: Roads and motorways, urban centres, maps,
guidebooks, orientation diagrams
Origin of example: Portugal

Historic water mill

Use: To indicate the location of a historic water mill
Image content: Water mill wheel linear drawing in side view
and a house in background
Application: Roads and motorways, maps, guidebooks, ori-
entation diagrams
Origin of example: Portugal

Prehistoric paintings or carvings

Use: To indicate a place where prehistoric or archaic paintings
or carvings can be seen
Image content: Hands, marks and naive drawing of human
figures and animals
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Argentina

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World Tourism Organization

Prehistoric site
Use: To indicate the location of a prehistoric site
Image content: Mark depending on the site
Application: Roads and motorways, outdoor recreation areas,
maps, guidebooks, orientation diagrams
Origin of example: Columbia

Urban centre
Use: To indicate and orient towards a city centre
Image content: Three circles with a plain centre point
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Application: Roads and motorways, maps, guidebooks, ori-

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Georgios Drakopoulos (307-99-294)

entation diagrams
Origin of example: Portugal

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Cinema
Use: To indicate the location of a movie theater
Image content: Three persons in front of a strip depicting c
piece of film
Application: Public places, orientation diagrams, maps
Origin of example: China GB 10001-94/62

Museums
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Use: To indicate the location of a museum

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Georgios Drakopoulos (307-99-294)

Image content: Different possible symbols depending on the

national or local culture and civilization
Application: Roads and motorways, public places, orientation
diagrams, maps, guidebooks
Origin of example: U.K. (an object under a shelter)

Festivals
Use: To signify the existence of festival events
Image content: Dancers or actors on a theatre stage
Application: Guidebooks, Orientation maps
Origin of example: Iraq

Folklore
Use: To indicate the location of a place where regional or
national folklore can be found
Image content: A dancing couple in front of a historic monu-
ment
Application: Roads and motorways, Outdoor recreation
areas, orientation diagrams, maps, guidebooks
Origin of example: Portugal

Art gallery
Use: To indicate the location of an art gallery
Image content: A symbolic drawing of a painting or a sculp-
ture near a human figure
Application: Public places, orientation diagrams, maps,
guidebooks
Origin of example: Bolivia

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Gastronomy
Use: To indicate the location of a gastronomical centre or
restaurant
Image content: A symbolic drawing of the local or national
food specialties
Application: Public places, orientation diagrams, maps,
guidebooks
Origin of example: Portugal

Vineyard
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Use: To indicate the location of a vineyard or a wine centre

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Image content: A symbolic drawing of a bunch of grapes

Georgios Drakopoulos (307-99-294)

Application: Public places, orientation diagrams, maps,

guidebooks
Origin of example: Portugal

Markets and local fairs

Use: To indicate the location of a typical market or a local fair
Image content: A symbolic drawing of a market or fair
Application: Public places, orientation diagrams, maps,
guidebooks
Origin of example: Iraq

Craft centre/Exhibit
Use: To indicate the location of a craft centre or exhibit
Image content: A symbolic drawing of potters’ art or other
local or national specific craftsmanship
Application: Public places, orientation diagrams, maps,
guidebooks
Origin of example: Ghana

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Sports and outdoor recreation

A. LIST OF REFERENTS

1. Sporting activities 35. Caving

2. Facilities for sport 36. Climbing
3. Gymnasium/Fitness centre 37. Cycling
4. Motor-racing track 38. Bicycle hire
5. Four-wheel-drive routes 39. Mountain biking
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6. Shelter 40. Trial bike riding

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Georgios Drakopoulos (307-99-294)

7. Walking track/Path 41. Diving

8. Trekking 42. Scuba diving
9. Route 43. Fishing
10. Barbecue 44. River fishing
11. Archery 45. Boat fishing
12. Athletic events 46. Shellfish gathering
13. Ballooning 47. Geology
14. Basketball 48. Gold panning
15. Billiards 49. Golf
16. Bowling 50. Hang gliding
17. Boxing 51. Paragliding
18. Eurhythmics 52. Parachuting
19. Fencing 53. Horse riding
20. Football 54. Polo
21. No football 55. Hippodrome / Race course
22. Handball 56. Hunting / Shooting
23. Judo 57. Small game
24. Karate 58. Game bird hunting
25. Wrestling 59. Clay pigeon shooting
26. Rugby 60. Ice-skating
27. Indoor volleyball 61. Jogging
28. Weight lifting 62. Mini-golf / Croquet
29. Bull fighting 63. Orienteering
30. Boating 64. Downhill skiing
31. Boat hire 65. Ski touring
32. Canoeing 66. Snowboarding
33. Rowing 67. Tobogganing
34. Rafting 68. Swimming
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69. Water-skiing
70. Surfing
71. Windsurfing
72. Jet skiing
73. Aquatic park
74. Tennis
75. Squash / Racket ball
76. Table tennis
77. Do not feed birds or animals
78. Do not remove vegetation
Wednesday, March 02, 2011 4:38:45 AM
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Georgios Drakopoulos (307-99-294)

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B. DESCRIPTION OF REFERENTS

Sporting activities
Use: To indicate and identify the location of an area set side
for sporting activities
Image content: Three distinct items of sports equipment
Application: Buildings, services, public places, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001
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Facilities for sport

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Georgios Drakopoulos (307-99-294)

Use: To indicate the location of facilities for sports or a sport

field
Image content: Five Olympic circles
Application: Outdoor recreation areas, services, public
places, maps, guidebooks, orientation diagrams
Origin of example: China (Macao)
Comments: This symbol looks like the Olympic logotype and
is used in many destinations

Gymnasium/Fitness centre
Use: To indicate the location of a gymnasium or a fitness cen-
tre or a place where gymnastics or fitness can be exercised
Image content: Human figure exercising with heavy weights
or dumbbells
Application: Outdoor recreation areas, buildings, services,
public places, maps, guidebooks, orientation diagrams
Origin of example: China

Motor-racing track
Use: To indicate the location of a motor-racing track
Image content: Race car and pilot in side view
Application: Outdoor recreation areas, services, public
places, maps, guidebooks, orientation diagrams
Origin of example: China (Macao)

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Four wheel drive routes

Use: To indicate the road is suitable only for four wheel drive
vehicles
Image content: Vehicle in side view climbing a bumpy slope
with the mark 4x4
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: New Zealand

Shelter
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Use: To indicate a facility that provides temporary /emer-

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gency shelter
Georgios Drakopoulos (307-99-294)

Image content: Human figure under a stylised shelter ( ^ )

Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: New Zealand

Walking track/Path
Use: To signify a path classification track, trail or path or the
activity of walking
Image content: Adult and child human figures walking
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: New Zealand
Comment: A strip on the down side of the square can be
added with the following colours:
Green: Easy
Yellow: Moderate
Red: Difficult
Black: Dangerous or dangerous portion of the path

Trekking
Use: To signify a trek or tramping classification trail /track or
the activity
Image content: Human figure trekking with a rucksack
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: New Zealand (tramping track)
Comment: A strip on the down side of the square can be
added with the following colours:
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Green: Easy
Yellow: Moderate
Red: Difficult
Black: Dangerous or dangerous portion of the path

Route
Use: To signify a route classification track
Image content: Human figure walking uphill on a bumpy track
with a rucksack
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Wednesday, March 02, 2011 4:38:45 AM

Origin of example: New Zealand

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Georgios Drakopoulos (307-99-294)

Comment: A strip on the down side of the square can be

added with the following colours:
Green: Easy
Yellow: Moderate
Red: Difficult
Black: Dangerous or dangerous portion of the route

Barbecue
Use: To signify barbecue facilities
Image content: Stylised fork with sausage above a ground fire
Application: Outdoor recreation areas, orientation diagrams
Origin of example: New Zealand

Ballooning
Use: To signify and indicate the location of ballooning activi-
ties and facilities
Image content: Linear drawing of an old balloon
(Montgolfiere)
Application: Outdoor recreation areas, orientation diagrams
Origin of example: Portugal

Billiards
Use: To signify and indicate the location of activities and facil-
ities for billiards
Image content: Human figure playing billiards
Application: Buildings, public places, outdoor recreation
areas, orientation diagrams, and guidebooks
Origin of example: China

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World Tourism Organization

Bowling
Use: To signify and indicate the location of activities and facil-
ities for bowling
Image content: Linear drawing of a bowl and a set of skittles
Application: Buildings, public places, outdoor recreation
areas, orientation diagrams, and guidebooks
Origin of example: China

Bull fighting
Use: To signify and indicate the location of bullfighting facili-
Wednesday, March 02, 2011 4:38:45 AM

ties and plays

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Image content: Toreador’s figure in front view with cape and

Georgios Drakopoulos (307-99-294)

bull silhouette in side view

Application: Public places, roads and motorways, orientation
diagrams, maps and guidebooks
Origin of example: Portugal

Boating
Use: To indicate boating as outdoor recreation activity
Image content: Human figure in motor boat in side view
Application: Outdoor recreation areas, public places, maps,
guidebooks, orientation diagrams
Origin of example: Argentina

Boat hire
Use: To indicate and identify a location where recreational
boats can be hired
Image content: Motor boat figure under key in side view
Application: Outdoor recreation areas, public places, maps,
guidebooks, orientation diagrams
Origin of example: Spain

Canoeing
Use: To indicate a canoe and identify a location for canoeing
activity
Image content: Human figure canoeing above two wavy lines
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Rafting
Use: To signify a raft and identify a location for the activity of
rafting
Image content: Raft linear drawing with three human figures
going down above two wavy lines
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

Caving
Wednesday, March 02, 2011 4:38:45 AM

Use: To signify the activity of caving

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Image content: Human figure kneeling down in a cave with

Georgios Drakopoulos (307-99-294)

front lighting in side view

Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

Climbing
Use: To signify the activity of climbing or mountain climbing
Image content: Human figure kneeling down in a cave with
front lighting in side view
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand
Comment: A strip on the down side of the square can be
added with the following colours:
Green: Easy
Yellow: Moderate
Red: Difficult
Black: Dangerous

Cycling
Use: To indicate and identify a location for cycling activity
Image content: Human figure on bicycle in side view
Application: Outdoor recreation areas, street and roads,
guidebooks, orientation maps
Origin of example: New Zealand

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World Tourism Organization

Bicycle hire
Use: To indicate and identify a location where bicycles and
other cycles can be hire
Image content: Bicycle in side view
Application: Outdoor recreation areas, street and roads,
guidebooks, orientation maps
Origin of example: Austria

Mountain biking
Use: To indicate and identify a location for mountain biking
Wednesday, March 02, 2011 4:38:45 AM

activity
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Image content: Human figure on mountain bike in side view

Georgios Drakopoulos (307-99-294)

Application: Outdoor recreation areas, guidebooks, orienta-

tion maps
Origin of example: Austria
Comment: A strip on the down side of the square can be
added with the following colours:
Green: Easy
Yellow: Moderate
Red: Difficult
Black: Dangerous

Trial bike riding

Use: To indicate and identify a location for trial bike riding
activity
Image content: Human figure on trial bike in side view on a
bumpy trail up
Application: Outdoor recreation areas, guidebooks, orienta-
tion maps
Origin of example: New Zealand
Comment: A strip on the down side of the square can be
added with the following colours:
Green: Easy
Yellow: Moderate
Red: Difficult
Black: Dangerous

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Diving
Use: To signify the activity of diving
Image content: Human figure starting to dive above two wavy
lines
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

Scuba diving
Use: To signify the activity of scuba diving
Wednesday, March 02, 2011 4:38:45 AM

Image content: Human figure of scuba diver with bottle and

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some bubbles up
Georgios Drakopoulos (307-99-294)

Application: Outdoor recreation areas, maps, guidebooks,

orientation diagrams
Origin of example: New Zealand
Comments:
1. The Argentinean variant has an image content of a scuba
diver figure under two wavy lines
2. A strip on the down side of the square can be added with
the following colours:
Green: No danger
Black: Dangerous

Fishing
Use: To signify the activity of fishing
Image content: Human figure angling above two wavy lines
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

River fishing
Use: To signify the activity of river fishing
Image content: Human figure of fisherman with angle and fish
above two wavy lines
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Austria

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Boat fishing
Use: To signify the activity of fishing from a boat
Image content: Human figure of fisherman with angle on a
small boat above two wavy lines
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

Shellfish gathering
Use: To signify the activity of shellfish gathering
Wednesday, March 02, 2011 4:38:45 AM

Image content: A hand grasping a shellfish above two wavy

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lines
Georgios Drakopoulos (307-99-294)

Application: Outdoor recreation areas, maps, guidebooks,

orientation diagrams
Origin of example: New Zealand

Football
Use: To signify the possibility of football as an outdoor recre-
ation activity
Image content: Human figure with a ball under feet
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Austria

No Football
Use: To signify the prohibition of football
Image content: Human figure with a ball under feet with a
prohibition red slash
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Austria

Geology
Use: To signify the possibility of geology as an outdoor recre-
ation activity
Image content: Pickaxe and three small stones in side view
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

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Gold panning
Use: To signify the possibility of gold panning as an outdoor
recreation activity
Image content: Human figure with gold pan above two wavy
lines
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

Golf
Wednesday, March 02, 2011 4:38:45 AM

Use: To indicate the possibility of golf or a golf course

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Image content: Human figure swinging a club

Georgios Drakopoulos (307-99-294)

Application: Outdoor recreation, roads and motorways,

maps, guidebooks, orientation diagrams
Origin of example: China

Hang gliding
Use: To signify the possibility and locate a facility for hang
gliding
Image content: Human figure under a delta glide
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

Paragliding
Use: To signify the possibility and locate a facility for paraglid-
ing
Image content: Human figure under a paraglide and a rope
attached
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

Parachuting
Use: To signify the possibility and locate a facility for para-
chuting
Image content: Human figure under a parachute
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

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Horse riding
Use: To signify the possibility and locate a facility for horse rid-
ing
Image content: Human figure on horse
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: Austria
Comments: Variants can exist with a slash for prohibition or
under a shelter to locate a indoor activity
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Polo
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Use: To signify the activity of polo and locate a polo field

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Image content: Human figure on horse with polo club in side

view
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: Argentina

Hippodrome/Race course
Use: To indicate the location of a horse-race field
Image content: Horse and cavalier in side view
Application: Roads and public places, maps, guidebooks, ori-
entation diagrams
Origin of example: China (Macao)

Hunting/Shooting
Use: To indicate the possibility and an outdoor area for hunt-
ing or shooting
Image content: Human figure shooting with gun
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Mexico
Small game
Use: To indicate the possibility and an outdoor area for hunt-
ing small game
Image content: Rabbit or hare silhouette running
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Spain

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Game bird hunting

Use: To indicate the possibility and an outdoor area for hunt-
ing game bird
Image content: Human figure shooting bird
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

Clay pigeon shooting

Use: To indicate the possibility and an outdoor area for shoot-
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ing clay pigeon

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Image content: Human figure shooting and clay plate above

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Application: Outdoor recreation areas, maps, guidebooks,

orientation diagrams
Origin of example: Portugal

Ice-skating
Use: To signify the activity of ice-skating
Image content: Human figure ice skating in side view
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand
Comment: A variant exists for indoor ice-skating; same image
content under shelter ^

Jogging
Use: To signify the possibility of jogging or the location of a
jogging path
Image content: Human figure jogging
Application: Outdoor recreation areas , street and roads,
maps, guidebooks, orientation diagrams
Origin of example: New Zealand
Comment: The Chinese variant shows a linear drawing of a
path with directional arrow

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Mini-golf/Croquet
Use: To signify the possibility of mini-golf or croquet and indi-
cate the location of a mini-golf or croquet facility
Image content: Human figure with club, croquet hoop and
croquet ball
Application: Outdoor recreation areas, street and public
places, maps, guidebooks, orientation diagrams
Origin of example: Austria

Orienteering
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Use: To signify the activity of orienteering

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Image content: Human figure jogging within a circle showing

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North (N), West (W) and East (E)

Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: New Zealand

Rowing
Use: To signify the possibility of rowing
Image content: Human figure rowing in a rowing boat in side
view above two wavy lines
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Argentina
Comment: A variant exists to prohibit rowing with the same
image content and red slash

Rugby
Use: To signify the possibility of rugby
Image content: Human figure running with a rugby ball
Application: Outdoor recreation areas, maps, guidebooks,
orientation diagrams
Origin of example: Argentina

Downhill skiing
Use: To signify the activity of downhill skiing and to locate a
ski slope
Image content: Human figure downhill skiing with skis in side
view
Application: Ski and tourist resorts, sign boards, maps, guide-

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books, orientation diagrams

Origin of example: Austria
Comment: A strip on the down side of the square can be
added with the following colours:
Green: Easy
Yellow: Moderate
Red: Difficult
Black: Dangerous
A variant exists to prohibit downhill with the same image con-
tent and red slash.
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Ski touring
Use: To signify the activity of ski touring and to locate a ski
touring trail
Image content: Human figure with skis in side view
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: Austria
Comment: A strip on the down side of the square can be
added with the following colours:
Green: Easy
Yellow: Moderate
Red: Difficult
Black: Dangerous
A variant exists to prohibit ski touring with the same image
content and red slash.

Snowboarding
Use: To signify the activity of snowboarding and to locate a
snowboarding slope
Image content: Human figure with snowboard
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: Austria
Comment: A strip on the down side of the square can be
added with the following colours:
Green: Easy
Yellow: Moderate
Red: Difficult

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A variant exists to prohibit snowboarding with the same

image content and red slash.

Tobogganing
Use: To signify the activity of tobogganing and to locate a
tobogganing facility
Image content: Human figure seated on a tobogganing ski
Application: Ski and tourist resorts, sign boards, maps, guide-
books, orientation diagrams
Origin of example: New Zealand
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Comment: A strip on the down side of the square can be

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added with the following colours:

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Green: Easy
Yellow: Moderate
Red: Difficult
Black: Dangerous
A variant exists to prohibit tobogganing with the same image
content and red slash.

Swimming
Use: To signify the possibility of swimming and to locate
beaches and other swimming facilities
Image content: Human torso drawn swimming above two
wavy lines
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: Argentina
Comment: A coloured beach warning flag can be added:
Green for safe
Yellow or orange for caution
Red for dangerous/Unsafe
A variant exists to prohibit swimming with the same image
content and red slash.

Water-skiing
Use: To signify the possibility of water-skiing and to locate
beaches and other facilities for water-skiing
Image content: Human figure water-skiing above two wavy
lines in side view

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Application: Outdoor recreation areas, roads and trails,

maps, guidebooks, orientation diagrams
Origin of example: Argentina
Comment: A coloured beach warning flag can be added:
Green for safe
Yellow or orange for caution
Red for dangerous/Unsafe
A variant exists to prohibit swimming with the same image
content and red slash.
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Surfing
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Use: To signify the possibility of surfing and to locate beaches

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and other facilities for surfing

Image content: Human figure and surfboard above wavy lines
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: Portugal
Comment: A coloured beach warning flag can be added:
Green for safe
Yellow or orange for caution
Red for dangerous/Unsafe
A variant exists to prohibit swimming with the same image
content and red slash.

Windsurfing
Use: To signify the possibility of windsurfing and to locate
beaches and other facilities for windsurfing
Image content: Human figure and windsurf sail above two
wavy lines
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: Austria
Comment: A coloured beach warning flag can be added:
Green for safe
Yellow or orange for caution
Red for dangerous/Unsafe
A variant exists to prohibit swimming with the same image
content and red slash.

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Jet skiing
Use: To signify the possibility of jet skiing and to locate beach-
es and other facilities for jet skiing
Image content: Human figure on Jet Ski in side view above
two wavy lines
Application: Outdoor recreation areas, roads and trails,
maps, guidebooks, orientation diagrams
Origin of example: Argentina
Comment: A coloured beach warning flag can be added:
Green for safe
Yellow or orange for caution
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Red for dangerous/Unsafe

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Georgios Drakopoulos (307-99-294)

A variant exists to prohibit swimming with the same image

content and red slash.

Aquatic park
Use: To indicate the location of an aquatic park
Image content: Human figure on water toboggan and seal sil-
houette playing with a ball in side view
Application: Outdoor recreation, maps, guidebooks, orienta-
tion diagrams
Origin of example: Portugal

Tennis
Use: To indicate and identify a facility for playing tennis or
tennis courts.
Image content: Human figure with racket and ball, with hori-
zontal double line representing the top of the net
Application: Buildings and other locations, maps, guidebooks,
orientation diagrams
Origin of example: ISO 7001

Squash/Racket ball
Use: To indicate and identify a facility for playing squash
and/or racket ball
Image content: Lines representing the corner of a room, with
superimposed human figure holding a racket above which is
a ball. For small-scale reproduction the ball may be omitted
Application: Buildings and other locations, maps, guide-
books, orientation diagrams
Origin of example: ISO 7001

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Table tennis
Use: To signify the possibility of table tennis
Image content: Linear drawing of a table tennis racket and
ball
Application: Outdoor recreation, maps, guidebooks, orienta-
tion diagrams
Origin of example: China
Comment: A variant may exist to prohibit this activity with the
same image content and red slash.
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Do not feed birds or animals

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Use: To indicate feeding birds or animals is not permitted

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Image content: Human hand feeding bird silhouette and diag-

onal red slash
Application: Outdoor recreation, maps, guidebooks, orienta-
tion diagrams
Origin of example: New Zealand (in this case, the bird is a
kea)
Comment: Variants may exist with other bird or animal sil-
houette depending on the location

Do not remove vegetation

Use: To indicate that the removal of vegetation is not permit-
ted
Image content: Human hand close to a plant with three leaves
or petals and diagonal red slash
Application: Outdoor recreation, maps, guidebooks, orienta-
tion diagrams
Origin of example: New Zealand
Comment: Variants may exist with different or specific plants
depending on the site, edelweiss for example in the Alpine
countries.

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Typical icons found in Internet portals and Web sites

for travel information and electronic commerce1
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1 Source: Yahoo! Travel Portal,March 2001.

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Relationship between the

Thesaurus on Tourism and Leisure Activities,
graphical symbols and internet icons

In 2000, the World Tourism Organization, in cooperation with the

Secretariat of State for Tourism of France, published a trilingual (from
French to English to Spanish) Thesaurus on Tourism and Leisure
Activities. Its relationship with graphical symbols and icons can soon
Wednesday, March 02, 2011 4:38:45 AM

be established, in the latter case thanks to the development and

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rapid use of new information and communication technologies.

The basic framework of the Thesaurus is made up of semantic areas

which include terms, definitions and relations linking the terms to
each other. The semantic areas are the following:

01.Sports 11. Tourism Heritage

02. Tourism Legislation 12. Tourism Policy
03.Ecology of Tourism 13. Tourism Services
04.Economy of Tourism 14. Tourism Professionals
05. Tourism Facilities 15. Tourism Promotion
06. Visitor Flows 16.Science and Information
07. Training and Employment 17.Sociology of Leisure
08.Accommodation 18. Tourism Sectors
09.Leisure Activities 19. Transport
10. Tourism Events 20. Countries and Country
Groupings

Accordingly, the structure of catalogues, inventories, search engines

and portals in the internet could follow on the relevant parts of the
Thesaurus (shown in bold type in the list above) to which graphical
symbols or icons could be attributed.

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2. GUIDANCE FOR THE USE OF SYMBOLS

Acceptance and confusion

According to ISO principles, a symbol is reliable when it is tested with

more than 85 % criteria for acceptance and no more than 5% critical
confusion answers. In particular, safety signs must be rigorously
examined for the quality of the graphical representation and for the
ability of the visitor audience to understand with confidence the
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intended message.
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Graphic and overall design considerations1

It is necessary that the graphic design of symbols and markers meet

specific criteria to transmit information in an optimum way. As quot-
ed from ANSI, the American National Standards Institute, “individual
symbols should be designed, wherever possible, as elements of a con-
sistent visual system”, i.e. according to rules such as:

Proportion: avoid long, narrow forms.

Symmetry: generally, symbols should be designed to be symmetrical

about a vertical or horizontal axis.

Direction: conflicts or ambiguities in direction must be avoided.

When a symbol with directional characteristics is combined with
another directional element, the combination shall give the same
directional information.

Form: solid forms are preferred to outline forms. An outline form, if

used, should be bold and discriminated from its background.

Detail: simple geometric forms are preferred. The use of superfluous

detail or decoration shall be avoided the critical details of the symbols
should be able to be discriminated at the intended viewing distance.

Size: since symbols may be used on large and small areas, objects or
documents, they should be legible at the intended viewing distance.

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Placement: especially for safety signs, which should be placed within

the normal field of view, and near the hazard or area for which action
is required.

Environment: attention should be paid to environmental factors such

as dirt, degradation, light level and light quality which may impair
the effectiveness of a symbol.

Composite signs: sometimes they create more problems than solu-

tions. It is better in strategic locations of attraction-rich areas to use
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information bays with maps and other signs with their explanation.
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Colours (from the Convention on Roads Signs and Signals)

• All destination signs are generally coloured white on a green back-

ground.

• Safety signs are generally red or black and white.

• Tourist signs generally have white borders and worded legends on

brown backgrounds.

• Outdoor recreation signs and posts have generally dark green

background colours.

• Information and service signs are generally coloured white on

dark blue background.

• Generally Matt finished colours are preferred over high gloss, but
either may be used. Gloss and Matt finishes look quite different so
the choice should be used consistently within a locality.

Dimensions

Dimensions depend on the purpose and the location of the symbol.

The Convention on Road Signs and Signals indicates that “signs shall
be so placed that they do not obstruct vehicular traffic on the car-

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riageway, and, if placed on the verges, obstruct pedestrians as little as

possible and that the dimensions of sign panels shall be such that the
sign is easily visible from a distance and can be easily understood by
a person approaching it” (according to the maximum speed allowed
of his/her vehicle for example). Further, as a general rule the
Convention indicates that there shall be four sizes for each type of
sign:

• small signs where conditions do not permit the use of normal

signs or where traffic can only move slowly (but no less than 0.60
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m for the side of a danger warning, a mandatory or a regulatory

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sign),

• normal size (for example, the normal size of a danger warning, a

mandatory or a regulatory sign shall measure approximately
0.90m),

• large size where very wide roads carry high-speed traffic,

• very large signs on roads carrying very high-speed traffic, such as

motorways2.

Shape

Generally, also according to the Convention, the shape depends on the

type of signage. The commonly accepted standards are the following:

• advance signs are rectangular in shape and having their long axis
horizontal,
• position signs have a chevron direction indicator and one end
shaped as a point 3,
• advance warning signs are generally rectangular

The Convention also reminds that:

• signs prohibiting or restricting standing or parking shall be circular,

• signs providing useful information on parking shall be square,

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• danger warning signs are equilateral triangles or squares with one

diagonal vertical,

• signs regulating priority at intersections, danger warning signs at

approaches to intersections and signs regulating priority on nar-
row sections of road may be:
- equilateral triangle,
- octagonal,
- circular,
- square with one diagonal vertical,
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- mandatory signs shall be circular,

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• informative signs are usually rectangular; however, direction signs

may be in the shape of an elongated rectangle with the longer side
horizontal, terminating in an arrowhead.

Consistent use of symbols

As pointed out in the “APEC strategy”:

• the more a symbol is used, the more familiar it becomes,

• introducing needless differences confuses the visitor and under-

mines the effectiveness of symbols,

• tourists/visitors faced with a growing number of symbols, the

fewer they have to remember the better.

Use in travel literature

“Remember, target by design: if I can’t read your material, you might as well
have not spent the money to create it.“
(Hal Norvell, AARP)

In travel literature (maps, brochures, etc.), the dimension of signs and

symbols depends on the graphic context. A very common error is to
consider the use of graphical symbols only from the viewpoint of

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design and aesthetics while neglecting the practical aspect of visually

distinguishing their image content. For example, in travel catalogues
and guides, the size of symbols may be too small or they may be
reproduced against a dark background, so it will make the page look
attractive, but not easy or even impossible to read and understand.
Annex 6 explains how print communication (including graphic sym-
bols) should be organized to target the mature reader or senior trav-
eller.
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1 From APEC, Standardization of Symbols for Visitor Signage, Final Report, Singapore, May
1999.

2 In some APEC member economies, these dimensions have been defined. The Signs Manual of
Transit New Zealand proposes two sizes for all tourist signs A and B.
The A size signs shall be used when:
the speed of approaching vehicles is less than 70 km/h,
the sign is not affected by competing visual stimuli, and
the sign is not offset too far from a driver’s normal line of sight.
The B size signs shall be used in all other situations.

3 In New Zealand, for example, it is proposed that “when the direction is not indicated at right
angles to the main road, the narrower rectangular type of sign with an arrow direction indicator
Wednesday, March 02, 2011 4:38:45 AM

should be used.”
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CHAPTER IV

GRAPHIC SYMBOLS USED IN TOURISM AS

LOGOTYPES
In addition to tourism signs and symbols used for public and visitor
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information, the tourism sector is witness to an increasing number of

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logotypes (logos) which serve as distinguishing emblems or devices

Georgios Drakopoulos (307-99-294)

for organizations, companies, products, campaigns, programmes,

destinations or even countries. They are commonly displayed in
advertising material, official head letter paper and accessories associ-
ated with the promotion of tourism or its specific objectives (mer-
chandising). The use of logotypes implies to be subject to juridical,
administrative and operational considerations and procedures which
may be fixed by national or even international law.

Some logotypes may have a labelling function (which has to be com-

patible with label content), in order to identify companies and organi-
zations following a pattern of criteria, certified or not, within a specif-
ic programme such as aimed at ethics, ecology, safety and security,
health and hygiene, etc.

For the purpose of this chapter, logotypes can be assembled in six

broad groups relating to:

• special campaigns or programmes

• routes
• destinations (including countries)
• trademarks
• special events
• quality labels

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1. SPECIAL CAMPAIGNS OR PROGRAMMES

National and international campaigns and special programmes are

frequent in tourism to mobilize the public, defend determined values,
warn against certain risks or attitudes, and induce positive or correct
behaviour. The use of a logotype can help strengthen the public image
of a special activity, provide for self-identification of their participants
or call attention to the object of the campaign or programme. As a rule,
everyone using such logos should develop a specific action, policy,
professional code of conduct and other self-regulatory measures con-
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forming to the aims of the campaign or programme.

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Following are examples of international campaigns or programmes

such as NO CHILD SEX TOURISM, THE BLUE FLAG, THE GREEN
GLOBE and TUTTO for which logos have been used.

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NO CHILD SEX TOURISM

Origin
Originally used by the Brazilian Tourist Board (EMBRATUR) in the
national campaign, the logo was adopted for an international cam-
paign in 1997 by the Child Prostitution and Tourism Task Force com-
posed of tourism industry groups, non-governmental organizations
and the World Tourism Organization (WTO). It is displayed in the
Internet page of the Child Prostitution and Tourism Watch under the
WTO home page (www.world-tourism.org).
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Function
• to identify organizations, companies and establishments actively
working to prevent and eliminate child prostitution;
• to sensitize the staff concerned;
• to inform travellers, the users of tourism establishments and the
public at large of the campaign.

Image content

Application
Travel catalogues, advice for travellers (brochures), window displays,
accommodation establishments, suitcases (stickers, tags), in-flight
magazines, in-flight videos, etc.

The logo can be accompanied by any other logo, sign, graphic or pub-
lic information symbol or message to identify the organization using
the international logo and to transmit the organization’s own mes-
sage.

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THE BLUE FLAG

Origin
The Blue Flag campaign organized by the Foundation for
Environmental Education in Europe (FEEE) began in the mid-1980s as
a means of encouraging local authorities to provide clean and safe
beaches and marinas for local populations and tourists. The campaign
was increasingly conducted within the much wider context of envi-
ronmental improvement of the coastal area, and the criteria used in
the campaign have been progressively broadened as the campaign
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has matured.
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Function
The Blue Flag is an annual award scheme (sometimes considered as
eco-label) that seeks to reward local governments and its partners for
providing safe and clean coastal areas. It is linked with 12 signs to
express criteria for beach management and safety (see previous
Chapter II).

Image content

Application
Flying the Blue Flag on awarded beaches and marinas, or displaying
it on travel catalogues, brochures, orientation diagrams, maps, etc.

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GREEN GLOBE

Origin
The Green Globe is a world-wide environmental programme for the
travel and tourism industry. Started in 1994, the Green Globe is a fol-
low up to the 1992 Rio Earth Summit, the UN Conference on
Environment and Development, and the strategic outlook at the
implications of Agenda 21 for Tourism taken by the Earth Council, the
World Travel and Tourism Council and the World Tourism
Organization.
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Function
The Green Globe is recognized as an ecobrand in environmental and
mainstream tourism. The logotype is limited to a specific certification
programme through which a company can show, through indepen-
dent assessment, that it is addressing issues of environmental, social
and cultural responsibility.

Image content

Application
Establishments, travel catalogues, brochures, window displays, etc.

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TUTTO

Function
The international project “TOURISM FOR ALL” under the motto
“TUTTO”1 is dedicated to improve access to tourism facilities equip-
ment and services for people with disabilities of any kind, without
pointing out any specific disability (See Annex 5).

Image content
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Application
The logotype can be used in establishments, travel catalogues,
brochures, window displays, etc.

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2. INTERNATIONAL TOURIST ROUTES

In 1960 the Council of Europe stressed the importance of cultural trav-

el as a quality way of using leisure time. In 1985, also, WTO called for
the development of new tourism products to facilitate encounters
among people and indicated that such products could be built around
important tourist routes.

Following the Council of Europe initiative, the European cultural itin-

eraries were launched in 1987 with three main objectives:
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• to make the common cultural identity more visible, to enhance it

and encourage the citizens of Europe to share it,
• to safeguard and enhance the European cultural heritage as a way
of improving lifestyle and as a source of social, economic and cul-
tural development,
• to give citizens new possibilities of fulfilment by focusing on cul-
tural tourism and related activities.

Many projects have been put in place: the Roads to Santiago, the
Baroque Routes, the Rural Habitat Route, Architecture Without
Frontiers, the Great Walser Road, the Venetian Villas, the Routes of the
Celts, the Vikings Route, the Hanseatic World, the Lombards Route,
the Mozart Itinerary, the Cistercian Routes, the Routes of Henry the
Navigator, the Routes of Orthodox Monasticism, etc.

Each route has been equipped with its own logo whose use is recom-
mended for information and safety.

Rural Habitat Route Roads to Santiago

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The Roads to Santiago or Jacobean Roads were the first Pan -

European itinerary. With reference to the original routes dating to the
Middle Ages, this programme was launched in Santiago de
Compostela (Spain) in 1987 with a predominantly religious dimen-
sion. Nowadays, they also take on a major cultural and tourism
dimension that is not exclusive or oblivious to the former. A plan for
tourism markers was undertaken in several countries (Spain, France,
Portugal, Italy, Germany, and Belgium). The triptych showing the
logo of the Roads to Santiago was issued in 5 European languages
(Spanish, French, English, German and Italian). A manual for using
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the logo was published in Spanish.

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Both UNESCO and WTO supported regional and inter-regional pro-

jects, such as Mundo Maya, the Silk Road or the Slave Route, each fea-
turing a logo of its own, among other international routes2.

MUNDO MAYA

Mundo Maya (The World of the Maya), called previously Ruta Maya,
is a project launched with the participation of WTO and UNESCO in
1991 between five Central American countries: Guatemala, Honduras,
El Salvador, Belize and the south of Mexico (States of Tabasco,
Chiapas, Campeche, Yucatán and Quintana Roo).

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THE SILK ROAD

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UNESCO, together with WTO, launched the project entitled

“Integrated study of the Silk Roads” by setting up a working group
which, during the meeting held in Como (Italy), 13-15 October 1988,
proposed that the UNESCO Cultural Cooperation Council should
have a structure to promote the signposting of itineraries by estab-
lishing links between them. The logotype for these activities is an
interlaced figure. The following countries have adopted this logo:

• Japan
• Republic of Korea
• China
• Kazakhstan
• Kyrgyzstan
• Pakistan
• Tadzhikistan
• Uzbekistan
• Turkmenistan
• Iran
• Turkey
• Azerbaijan
• Georgia
• Greece
• Egypt

The aim is to promote tourism along the historic route which became
a real link between the East and West around 100 BC and lasted until
the 15th century when newly discovered sea routes to Asia opened
up. For 12.000 kilometers, the world’s main commercial artery pro-
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vided a link between some of the greatest civilizations the world has
ever seen – the Chinese, Mongolian, Indian, Persianm Roman, Greek,
Byzantine, Mesopotamina and Egyptian.
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THE SLAVE ROUTE

“The Slave Route” is a scientific and cultural project of an interna-

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tional nature. It was developed by WTO and UNESCO and has its
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own logo. At a meeting held on 3 and 4 April 1995 in Accra under the
auspices of WTO and UNESCO and in the spirit of the International
Year of Tolerance, the participating countries expressed their wish to
foster economic and human development and to rehabilitate, restore
and promote the tangible and intangible heritage handed down by the
slave trade for the purposes of cultural tourism, thereby emphasize
the common nature of the slave trade between Africa, Europe, the
Americas and the Caribbean.

The Accra Declaration, which was adopted on 29 April 1995 in

Durban (South Africa) by the WTO Commission for Africa during its
twenty-seventh meeting, led to a programme of work including an
inventory, evaluation and appraisal of the sites, monuments and
records in the territories, the preparation and joint implementation of
strategies and programmes aiming to promote both international and
national tourism and the adoption and application of measures that
will promote the removal of barriers which hinder travel and tourist
flows.

The very first activity carried out under the project was in relation to
signs. It involved creating an identity for “The Slave Route” by means
of a logo which is to be used by the partners in all communications
and a promotional supporting document presenting the project that
gives a description of the content and the agreement as well as a prac-
tical guide and a graphic chart. The logo is metaphorical - “a musical
slave travelling through time and space, from the tom-tom to the sax-
ophone”.

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3. TOURISM DESTINATION LOGOTYPES

A number of countries and tourism destinations, in particular through

their national tourist offices which are responsible for the overall
tourism promotion at home and abroad, have adopted an official logo
(often incorporating a corresponding theme) in order to draw atten-
tion to their attractions and cultural and linguistic aspects.

As a rule, the official tourism logo is created after a careful study of

the tourism resources and attractions in question.
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Promotion logotypes (or logos) have come to be considered the tourist

emblems of a country or a tourism destination. They can also act as an
indication of belonging to the tourism sector of the country.

The application of the international law to the national

tourism logos

The Paris Convention for the Protection of Industrial Property dated

20 March 1883 as revised in Stockholm on 14 July 1967 applies direct-
ly to NTA / NTO logotypes under the chapter “Trade marks: prohibition
for State emblems, official control signs and emblems of intergovernmental
organizations”. The Convention stipulates in its article 6c.:

“(a) The countries of the Union3 agree to reject or invalidate registra-

tion and to prohibit by appropriate measures the use without
proper authorization, either as a trade mark or as an element of
such marks, coats of arms, flags and other emblems of State of
countries of the Union, signs and official hallmarks for control and
guarantee adopted by them as well as any imitation from the point
of view of heraldry.”
“(b) The above provisions also apply to coats of arms, flags and other
emblems, initials or designations of inter-governmental interna-
tional organizations of which one or more countries of the Union
are members, with the exception of coats of arms, flags and other
emblems, initials or designations which have already been cov-
ered by current international agreements for their protection.”

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Disciplines governing the use of national tourism logos

In most countries and destinations, the following bodies are entitled

to use the national tourism promotion logo:

• national, regional and local tourism authorities

• any other public or official body in agreement with the logo hold-
er (or without such authorization)
• commercial enterprises with authorization4.
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Review of some NTO or NTA logos

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Countries and destinations have developed logos in relation to their

marketing strategy. These logos may change with the reformulation of
the tourism image of the country or destination.

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TOURISM VISUAL IDENTITY OF ARGENTINA

The National Secretariat for Tourism of Argentina developed in

the nineties a new slogan “Argentina, the country of the six con-
tinents”, and a logotype representing a symbolized Andean con-
dor. The description of the logo (colours: Pantone 207C, Pantone
1665C and Pantone 289C, screens, corporate typography:
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Garamond, minimal sizes, official application for provinces), the

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basic conditions for its use (official application for provinces) and
the signposting instructions (panels, bands, trade marks, etc.)
were given in a published manual. Any use and variation in the
conditions applied by the Secretariat must be approved by the
latter, especially with respect to any promotional material, hotel
advertisement or travel agency advertisement.

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PORTUGAL’S IDENTITY MANUAL

Portugal’s Identity Manual was published and circulated in 1992

to launch the new tourism logotype. It gives details on the graph-
ics, colours, printing and inks to be used, recommendations for
reproducing the logotype and indications for its protection.
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THE SPANISH LOGO

This logotype, with the word ESPAÑA beneath the graphic illus-
tration, suggests a sun in 4 colours • yellow, red, green and
black. The brochure gives details on the standard colours (Europa
Skala) with the colour percentages and linear design of the logo-
type with proportions. It indicates that the logotype is the proper-
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ty of the General Secretariat for Tourism and that it is managed

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and exploited by the independent organization TURESPAÑA. The

latter must give express permission for its use by private persons
or entities that must make an application in accordance with the
Regulation of 22 April 1986 (Official State Bulletin dated 7 May
1986).

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4. TRADEMARKS IN TOURISM

Trademarks in tourism are usually represented graphically by signs

and symbols. They have very specific economic and legal aspects to be
considered.

Basic elements

Trademarks pertain to the field of intellectual property rights. The

critical aspects of using trademarks have been accentuated due to the
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ongoing liberalization of world trade. As much as in other sectors,

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trademarks are increasingly used in the tourism sector to make the

company and its product distinct from other companies and thus
compete for individual and corporate consumers. Apart from legal
aspects, it is important that they are designed and depicted in much a
way so as not to confuse and discomfort the traveller.

Trademarks have a different value to tourism symbols or signs. They

go beyond the image of the logotype they bear to represent companies
and organizations with a history and a culture. Over one million
trademarks are registered annually in the world, and these figures are
rising sharply in growing sectors such as tourism. A time gap is need-
ed before a trade mark can be recognized nationally or international-
ly. When they begin to be successful, they become reference trade-
marks, either for the products or services they represent or for their
inherent quality which leads them to represent values that amount to
a sort of contract for loyalty or trust with their customers.

Regulated and legitimate use of trademarks contributes to trans-

parency and respect for business ethics and helps to prevent confu-
sion for consumers as well as commercial disputes.

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Conventions on trademarks

International conventions exist and are applied for the protection of

national trademarks in foreign countries, namely:

• The Paris Convention for the Protection of Industrial Property dated 20

March 1883 (revised in 1967),

• The Madrid Agreement for the International Registration of Trademarks

dated 14 April 1891,
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• The Nice Agreement on International Classification of Products and

Services for the purpose of registration of trade marks dated 15 February
1957,

• The Trade Related Agreement on Commercial Aspects of Intellectual

Property Rights of the World Trade Organization dated 15 April 1994
(TRIPS).

The TRIPS agreement, which came into force on 1 January 1995, pro-
vides that “any sign, or combination of signs, serving to distinguish the
products or services of one enterprise from those of other enterprises may con -
stitute a trade mark. Such signs, especially words, including the names of
persons, letters, figures, figurative elements and combinations of colours as
well as any combination of such signs, may be registered as trade marks”.
(Article 15, section 2: Trademarks).

The agreement also states that the parties to it “shall publish each trade -
mark either before registration or as soon as possible after registration, and
shall arrange for a reasonable possibility of having the registration cancelled”.

Article 16, line 1 covers conferred rights: “The owner of a registered

trademark shall have the exclusive right of preventing any third parties act -
ing without consent from using in commercial operations identical or simi -
lar signs for identical or similar products or services to those for which the
trademark was registered in cases where such usage would lead to confusion.
In the case of usage of an identical sign for identical products or services, the
risk of confusion is presumed to exist. The above rights shall not affect any
previously existing right...”

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Paragraph 2 confirms that article 6b of the Paris Convention (1967)

“Trademarks: well-known trademarks”, that is, the Paris Convention for the
protection of industrial property of 20 March 1893 as revised in Stockholm
on 14 July 1967, shall apply, mutatis mutandis, to services. In order to deter -
mine if a trade mark is well-known, the parties to the Agreements shall take
into account the fame of the trademark amongst the concerned part of the
public, including the fame in the country concerned as a result of promotion
of the trademark”.

The same article will also apply, mutatis mutandis, to products or ser-
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vices which are not similar to those for which a trade mark has been
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registered, provided that use of the trademark for these products or

services indicates a link between these products or services and the
owner of the registered trademark and on the condition that this use
might harm the interests of the holder of the registered trademark.
This means that all tourism products and services are affected by the
TRIPS agreement and that tourism enterprises must conform to the
provisions of the 1994 Agreement.

The agreement also protects geographic indications serving to identi-

fy a product or a service as having originated in the territory of a party
to the Agreement. This issue is very important in the area of travel and
tourism.

The TRIPS agreement covers “Control of anti-competitive practices in

contract licenses” (Section 8, article 40) which are very frequent in the
tourism sector. The design of trademarks falls under intellectual prop-
erty which the TRIPS Agreement also aims to protect by requesting
the countries that are party to the Agreement to include in their legis-
lation procedures enforcing compliance with industrial property
rights, as well as rapid corrective measures to prevent any violation of
these and corrective measures constituting a means of dissuasion
against any subsequent violation.

With respect to the prevention and resolution of disputes (Part V,

Articles 63 and 64), the agreement requires that there should be trans-
parency in laws, regulations and final judicial and administrative
decisions with a view to facilitating the exchange of information.

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Role of NTAs and NTOs

NTAs and NTOs begun to take interest in regulations for the registra-
tion and protection of trademarks only a few years ago. In general,
they make recommendations on this matter or when asked for advice.

Disputes on registered trademarks may be resolved by means of arbi-

tration or through their commercial courts. In a few cases, there are
special procedures for disputes in the area of tourism.
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EXAMPLES

National administrations and organs responsible for tourism trade-

marks in the different regions of the world: some examples

Africa
Malawi: Control of tourism trademarks under the authority
of the Ministry of Trade and Industry
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Morocco: Control under the authority of the Ministry of Finance,

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Department of Taxes and Registration

(NTA is responsible for quality control)

Americas
Argentina: Trademark registration and intellectual property rights
are considered on a national level
Aruba: Control exercised by the Chamber of Commerce
Bolivia: General Department of the National Office
for Industrial Property
México: Mexican Institute for Industrial Property
Peru Institute for Fair Trading Practices and Intellectual
Property

South Asia/Asia and the Pacific

China: Administration for Industry and Trade
Maldives: Ministry of Trade, Industry and Labour
Sri Lanka: Register of Public and Private Enterprises

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Europe
Cyprus: Register of Official Enterprises and Emblems
Finland: National Office of Licenses and Registration
Israel: Ministry of Justice
Slovakia: Office for Industrial Property of the Slovak Republic
Former
Yugoslav
Republic of
Macedonia
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(FYROM): the Office for the Protection of Industrial Property

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Turkey: Turkish Institute for Standardization

Middle East
Iraq: Ministry of Trade
Jordan: Ministry of Trade, Industry and Supplies

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Tourism signs for Lisbon Expo´98

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In 1996, a study on the standardization of tourism symbols was pub-

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lished by the Planning and Study Office of the General Directorate for
Tourism of Portugal which provided an index of tourism signs and sym-
bols in the following areas:

• culture
• leisure
• nature
• infrastructure
• transport and travel
• tourist facilities
• business tourism
• health
• events

It was a very useful tool for the world exposition, LISBON EXPO’98.

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5. SPECIAL EVENTS

Logotypes for special events of importance for tourism such as

tourism and other fairs, exhibitions, celebrations (e.g. special days),
cultural festivals, sports, games, races, world expositions, etc. are
needed to carry and transmit their graphical image, which can be
used as effective information, advertising and marketing tools.

It is worth-mentioning that not all major events, even if they are peri-
odically organized at regular intervals (e.g. World Tourism Day held
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every 27 September), have their own logotypes. Those responsible for

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such events may equally conclude that the use of a logo is not cost-
effective, or that another new logo may not be noticed among the
many logos already existing, or, on the contrary, that the adoption of
a logo may help carry the message and better achieve the objective, be
it awareness-raising, participation or even sale. This should be exam-
ined on a case by case basis.

6. QUALITY LABELS

Tourism quality marks or labels represent an effort intended to con-

vey a message of excellence or compliance with determined quality
standards to individual and corporate customers. They can be found
in travel literature and in establishments and equipment. They can be
used by establishments which have been awarded the distinction con-
cerned by the competent and recognized body in the field (a national
body or a professional organization5 and may also take the form of a
recommendation. Some of the symbols may have a more concrete
meaning to professional bodies (e.g. tour operators contracting
hotels), others are aimed at the public at large.

As quality-related labels are a very recent development, their promo-

tional, commercial and informational effectiveness will be checked
over time. In the meantime, it is important to know the meaning of
specific distinctions or labels.

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ISO Certification

The respective labels (e.g. (ISO 9001, ISO 9002, ISO 9004-2, ISO 14000)
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found in some tourist establishments, in particular hotels, or in travel

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literature, inform about the compliance with ISO standards, such as

procedures used in management (organization, written procedures,
control of key documents, keeping registers, carrying out periodical
checks, identifying and correcting errors, improving communication...)
which have been certified by a competent third party. Compliance with
ISO standards does not guarantee quality, but implies such expectation
by having created a favourable management environment for quality
at the establishment concerned. The system is international and pri-
marily of interest to tourism companies within tourism distribution
channels (e.g. to tour operators with respect to certified hotels).

Regional symbols

European Ecology Label (eco-label)

Established by regulation CE 880/92, this distinction, alongside ISO

14000, is useful for tourism establishments interested in sound envi-
ronmental management.
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World Tourism Organization

National quality symbols

Recent examples come from Spain and Switzerland.

Spain
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Started as a quality mark for hotels and tourist apartments known as

ICHE (designed by the Instituto para la Calidad Hotelera
Española/Institute for Spanish Hotel Quality), its application has
been extended, at the present stage (year 2000), to travel agencies,
restaurants, campsites, ski and mountain stations and rural tourism
establishments, to be managed by the sole Institute for Spanish
Tourism Quality (ICTE). The concession of the quality mark is based
on the following principles:

• its voluntary and self-regulatory character,

• a neutral and rigorous system of standards design and certifica-
tion,
• the existence of a Certification Committee formed by prestigious
and responsible personalities and institutions not related to the
sub-sector concerned.

Switzerland

Initiated and agreed to by a wide spectrum of tourism related bodies:

NTO - Tourisme Suisse, the Swiss Tourism Union, GastroSuisse, the
Swiss Hotel Association, the Swiss Union of Cable Railways (ASC),
the Swiss Union of Public Transport (UTP), the Conference of
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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

Regional Directors (RDK), the Association of Swiss Directors of

Tourism (ASDT, this voluntary and horizontal system has from the
outset been applied to hotels, holiday flats, campsites, restaurants,
tourist information offices, mountain railways, water transport, sport
centres, etc.

Three stages of quality standards are designated by corresponding

quality marks:

1. Applies to establishments which have created the basis for the

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development of quality service.

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2. Applies to establishments which have instituted management for

quality to back quality service.

3. Applies to establishments which boast having the system of total

quality management (TQM)

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World Tourism Organization

Classification symbols

Graphic symbols used for tourism establishment classification pur-

poses, by means of stars, crowns, keys, forks, shells, etc., primarily
carry the message of the establishment physical characteristics, such
as space, size, the type and number of items featured, as well as the
price level. Such characteristics also give rise to quality expectations,
these, however, cannot be satisfied on the basis of classification alone
since quality can be ensured in all establishment categories (and vice
versa).
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The Themis/OMT TEDQUAL Certification Logo

This logo reflects the certification for quality and efficiency in the
tourism education programmes of a teaching institution. WTO has
developed, through its Themis Foundation, the TEDQUAL
Certification System (Tourism Education Quality), with the aim of
contributing to competitiveness in tourism education, by proposing a
methodology and voluntary standards with a universal scope to fos-
ter the qualitative definition of tourism education systems.
TEDQUAL is thus a quality assurance system in tourism education
and training, to which all those teaching institutions and corporations,
whether public or private, who wish to certify specific Tourism
Education Programmes (TEPs) can voluntarily subscribe.

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TOURISM SIGNS & SYMBOLS - A Status Report and Handbook

1 Source: Asociaci which all those teaching institutions and corporations, whether public or pri-
vate, who wish to certify specific Tourism

2 Examples of other important international cultural and tourist routes are given below (accord-
ing to the WTO survey):
Argentina: Route of the Incas, Route of the Jesuit Missions
Mexico: Colonial Cities, Barrancas del Cobre, the Cortés Route
Finland: Route of the Nordic Kings
Israel: Spice Road (under negotiation)
Italy: The ‘consular roads’ of Roman origin starting in Rome, such as the Via Aurelia leading to
France and Spain, and the Via Romea, originating in the area of Ravenna included in the
European itinerary E45 going from Sicily all the way up to Denmark) of which some remains are
still visible in Germany. The ancient Via Francegina crosses Tuscany, the north of Italy and the
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Alps and leads to France National Road 12 from Abetone and Brennero originates in Tuscany
and leads to Austria across the Brenner pass.
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Czech Republic: Burgenstrasse

Slovakia: International Danube Cycloroute

3 i.e. the assembly of parties to the Convention.

4 According to the WTO survey, only one country reported to accept the use of the national
tourism promotion logo by commercial enterprises without permission (the Former Yugoslav
Republic of Macedonia (FYROM)).

5 e.g. ,the Automobile Association of America, Michelin in France (applicable to establishments

in and outside France), etc.

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