The economic malaise caused by the global pandemic had led to a sharp decline in global flows of foreign direct investment (FDI) and in revenue streams for countries that heavily rely on tourism. With the rollout of vaccines now stoking hopes of a rebound this year, in 2021, countries will need to get their nation branding strategy right. So how does a country improve its nation’s standing in the World’s eyes? What are the pitfalls to avoid? We’ll hear from experts who know what it takes to create a valuable, authentic national brand that can help further a country’s economic and development goals.

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00:00 Intro
03:36 What is nation branding? How different countries interpret it?
07:44 It’s not about shiny advertising
11:48 Thinking about what a location represents
16:08 Countries can change their image and can change their perception
19:42 Improving the understanding of how Costa Rica was perceived was very important
30:04 Engage with your people and the world
35:20 Do the governments and countries really know what they’re doing?
38:06 How will countries need to communicate with those younger generations?
39:54 How much do you accept that these days it is about trust?
42:28 Is sustainability the future of tourism?
47:32 What things might be like in a post covid world?
49:48 What steps can Italy take to solidify its cultural identity while adopting policies to become more welcoming to foreign investors, students, workers? 
42:23  Do you have any ideas for building an economy based on things other than tourism?
54:03 Is that dollar gonna shrink or expand and how will for example tourist destinations compete in a post-COVID world in that sort of scenario?
56:08 How can cities like Bogota compete to be relevant in the new future?
57:47 Is the world going to have an identity crisis or is this going to be a world of opportunity after this pandemic?

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