Interviews with people who manage the image and international position of countries: heads of national brand and promotion agencies, trade and investment promotion bodies, and national tourism boards. The collection goes back to 2015 and includes conversations with leaders of Marca Chile, Essential Costa Rica, PromPeru, Brand South Africa, Brand Ukraine, the GREAT Britain campaign, Presence Switzerland, the Swedish Institute, Destination Canada and Estonia’s country promotion team, among others.
Common themes are how to build a shared national story, how tourism, trade, investment and diplomacy can work together under one country brand, how to measure results, and how countries deal with crisis and reputation risks. Many interviews come from Latin America, Africa and the Caribbean, where country branding is often closely tied to development goals. Consultants and academics who specialise in nation branding are included as well.
Interviewees are nominated by peers and invited by TPBO. Background reading: country branding explained and nation branding explained. More leaders from other fields: Who is Who.