This paper seeks contribute to the literature on the formation of consumer-based destination brand equity (CBDBE), on the premise that positioning is a major source of competitive advantage for organizations, coupled with an effective strategy to communicate that positioning. The aims of the study are: (1) to examine which type of positioning (specialized vs. diversified) is best suited to generating greater CBDBE, and (2) to identify the extent to which message consistency (high vs. low) within the integrated marketing communications strategy for the destination moderates that relationship. The results of the study make a contribution to the specialist literature on brand destination and integrated marketing communications, and offer interesting implications for tourist destination managers seeking to ensure their destination is selected by tourists. •A positioning strategy based on tourism type has a significant effect on CBDBE.•Communication that comprises highly consistent messages contributes to increasing CBDBE.•Message consistency moderates the relationship between positioning strategy and CBDBE.