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A tourist’s perception of a country will be coloured not only by his own experience of that country (if he’s been there before), but also by what he hears from other people, what the media say about it, and by how that country chooses to present itself to him (the latter being the one thing totally under your control).

Branding a nation abroad has implications that go way beyond tourism and the revenues that tourism brings.

It affects political attitudes, commerce and inward investment. As a result, branding a country is no trivial matter.

More and more countries are actively and aggressively marketing themselves on the global tourism market. Thus posing a threat to the country that fails to update a tired, outdated image, simply through passivity and inertia. Or to the country that fails to counter negative perceptions (usually based on ignorance) by creating a clear, appropriate and motivating brand image.

Securing a fair share of the global tourism market depends on drawing in new tourists - be they from niche markets or from foreign markets. To do so requires, as we’ve mentioned, a distinctive and relevant brand image, and developing means of communication (like websites or even microsites) that work with the mindset of today’s independent traveller.

At The Hat Factory we have experience of working with tourist boards and state institutions at all levels. We understand the different needs and attitudes of all the multifarious stakeholders involved, from politicians and other government officials right through to hoteliers and tour operators.

To find out more about how we can help you achieve these rewards, take a moment or two to explore this site further and see for yourself how we work and what we have achieved.