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.

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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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About

Hanna Shelest, PhD, Editor-in-chief of UA: Ukraine Analytica, Head of the Security Programmes at the Foreign Policy Council "Ukrainian Prism". 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), Visegrad Think Fellow (2019).

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