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Nation Brand Strategy. In a country where sustenance relies on the symbiotic relation between foreign investment and the management of heritage sites – essentially through the Tourism Industry – the Nation Brand Strategy must not only be based on these goals, but also on a principle of stability, both in terms of personal/collective safety and conditions for business ventures. Unsympathetic and daunting lyrics such as Sarin gas launch, Human Rights violations, attacks on public and private businesses allied with the prospect of both internal and external military interventions turned Syria into a focus-point for mass media speculation, word’s governments security discussion and the perception of potential tourists as a risk destination. The negative trajectory of Syria’s Nation Brand Strategy can be seen in performance evaluation rankings such as the ones launched by Bloom Consulting in 2011 and 2012, referring to Trade, where Syria obtained 76th and 91st places, respectively, denouncing the need for the implementation of a Nation Brand Strategy, aggravated by the events of the last few months. When addressing the present problems, Syrian authorities must take under consideration the international tourist and investor’s perception on the country’s status. Although the mission to create a reliable Nation Brand Strategy for Syria presents itself as an arduous task, it is essential to guarantee the success of the country’s economy and consequently it’s development. However, the present times demand Syrian and international effort in finding peaceful and swift resolutions to the country’s current situation. Only when in times of peace and stability it is possible to start rebuilding, innovating and developing a solid Nation Brand Strategy that motivates both the Tourists looking for unique heritage sites and investors looking for a new land of opportunities. ">While some look into the past looking for answers and drivers for the current status or into the present to find contemporary explanations for the Syrian savoir fair, my concerns are focused towards the future of Syria and the key role that will be played by the Syrian Nation Brand Strategy. In a country where sustenance relies on the symbiotic relation between foreign investment and the management of heritage sites – essentially through the Tourism Industry – the Nation Brand Strategy must not only be based on these goals, but also on a principle of stability, both in terms of personal/collective safety and conditions for business ventures. Unsympathetic and daunting lyrics such as Sarin gas launch, Human Rights violations, attacks on public and private businesses allied with the prospect of both internal and external military interventions turned Syria into a focus-point for mass media speculation, word’s governments security discussion and the perception of potential tourists as a risk destination. The negative trajectory of Syria’s Nation Brand Strategy can be seen in performance evaluation rankings such as the ones launched by Bloom Consulting in 2011 and 2012, referring to Trade, where Syria obtained 76th and 91st places, respectively, denouncing the need for the implementation of a Nation Brand Strategy, aggravated by the events of the last few months. When addressing the present problems, Syrian authorities must take under consideration the international tourist and investor’s perception on the country’s status. Although the mission to create a reliable Nation Brand Strategy for Syria presents itself as an arduous task, it is essential to guarantee the success of the country’s economy and consequently it’s development. However, the present times demand Syrian and international effort in finding peaceful and swift resolutions to the country’s current situation. Only when in times of peace and stability it is possible to start rebuilding, innovating and developing a solid Nation Brand Strategy that motivates both the Tourists looking for unique heritage sites and investors looking for a new land of opportunities.
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Destination brand, Tourism strategy, Destination branding, National brand strategy,
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