The "country" brand - Part I
Many countries have recently embarked on a journey of revamping their image.
Good idea! Why not?
Traditionally countries have built their brand, either based on tourism (like Italy) or technologic excellence (like Germany), or both (like Switzerland).
Actually, all countries have been doing it for long, even without noticing. Hence some want to change their image.
There is a guy who has been paid bundles to change some countries' image, like in the Ex-Soviet Baltics. One of his premises is that the emphasys on tourism should be abandoned. For him, tourism is based on "something old", and countries have to focus on "something new", like technology. Personally, I think he is a meathead. Hence, no link to his page.
Ignoring a country's natural beauty and historical legacy is just plain dumb. That is, unless your country is destroying the environment and endorsing ethnic cleansing, like Nigeria until 1999.
You don't need to destroy everything and start from scratch (leave that to the Maoists).
But you can and should mix history with modernity, traditions and technology.
Italy is paramount for this: nowhere else in the world can one be immersed as much in a Medieval/Renaissance atmosphere, inside extremely well-preserved cities and towns. And that "respect for the old" has paid off big time, with tourism income flowing constantly into the Italian treasury.
At the same time, the image of Italy as one of the world's most advanced countries is not affected by this. It is part of the G8, everyone loves Italian (sports) cars, and Milan is one of the fashion capitals of the world.
One of the things that hurt me more is that in Portugal old buildings in town centres come down in the name of progress, to give way to total aberrations. Two examples from my home region:
- Santarém wanted to be a UNESCO heritage city, but did not win the bid because of some awful stuff right in the Old Town.
- Cartaxo has rebuilt its Cinema-Theatre "modern style", and has demolished some nice examples of late XIX century traditional architecture (I mean, 3-story high buildings, covered with coloured glazed tiles) and are building "modern" apartments in their place. Once again right, in its Old Town. Then, paradoxally, new 10-story high apartment blocks are being built in the outskirts, with "traditional architecture" finishings! Go figure.
The point is: these two cities are trying to be known through tourism. So this should be a warning to places which are doing the same. Who wants to visit a place promising vibrant History, yet is full of boring modernity?
Precisely.
Good idea! Why not?
Traditionally countries have built their brand, either based on tourism (like Italy) or technologic excellence (like Germany), or both (like Switzerland).
Actually, all countries have been doing it for long, even without noticing. Hence some want to change their image.
There is a guy who has been paid bundles to change some countries' image, like in the Ex-Soviet Baltics. One of his premises is that the emphasys on tourism should be abandoned. For him, tourism is based on "something old", and countries have to focus on "something new", like technology. Personally, I think he is a meathead. Hence, no link to his page.
Ignoring a country's natural beauty and historical legacy is just plain dumb. That is, unless your country is destroying the environment and endorsing ethnic cleansing, like Nigeria until 1999.
You don't need to destroy everything and start from scratch (leave that to the Maoists).
But you can and should mix history with modernity, traditions and technology.
Italy is paramount for this: nowhere else in the world can one be immersed as much in a Medieval/Renaissance atmosphere, inside extremely well-preserved cities and towns. And that "respect for the old" has paid off big time, with tourism income flowing constantly into the Italian treasury.
At the same time, the image of Italy as one of the world's most advanced countries is not affected by this. It is part of the G8, everyone loves Italian (sports) cars, and Milan is one of the fashion capitals of the world.
One of the things that hurt me more is that in Portugal old buildings in town centres come down in the name of progress, to give way to total aberrations. Two examples from my home region:
- Santarém wanted to be a UNESCO heritage city, but did not win the bid because of some awful stuff right in the Old Town.
- Cartaxo has rebuilt its Cinema-Theatre "modern style", and has demolished some nice examples of late XIX century traditional architecture (I mean, 3-story high buildings, covered with coloured glazed tiles) and are building "modern" apartments in their place. Once again right, in its Old Town. Then, paradoxally, new 10-story high apartment blocks are being built in the outskirts, with "traditional architecture" finishings! Go figure.
The point is: these two cities are trying to be known through tourism. So this should be a warning to places which are doing the same. Who wants to visit a place promising vibrant History, yet is full of boring modernity?
Precisely.
posted by Andre' Serranho at
01:54
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