NATION BRANDING: IS IT ONLY ABOUT TOURISM?

The article aims to answer the question on whether nation branding is only about tourism and investment attractions or has a deeper task of positioning the state among others. The author emphasizes that nation branding can have a double goal of uniting a nation around certain ideas and messages, but also of promoting the country for foreign consumers – cultural, touristic, business. The second one cannot come without the first one, as internal support can multiply the effect of promotion.

The article aims to answer the question on whether nation branding is only about tourism and investment attractions or has a deeper task of positioning the state among others. The author emphasizes that nation branding can have a double goal of uniting a nation around certain ideas and messages, but also of promoting the country for foreign consumers – cultural, touristic, business. The second one cannot come without the first one, as internal support can multiply the effect of promotion.
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Hanna Shelest

Dr. Hanna Shelest, Editor-in-chief of UA: Ukraine Analytica, member of the Board at the Foreign Policy Council "Ukrainian Prism" and curator of the Ukrainian Peacebuilding School. Previously H.Shelest served as a Senior Researcher at Odessa branch of the National Institute for Strategic Studies and a Visiting Research Fellow at the NATO Defence College (Italy). She has a PhD in International Relations, specializing in conflict resolution and security issues. She has more than 50 academic and more than 100 media articles on conflicts and security. H.Shelest is a Rotary Peace Fellow (2010), John Smith Fellow (2012) and Marshall Memorial Fellow (2016)


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