Tourism is a competitive business. Every destination—cities, states, nations, hotels, historical landmarks, etc.—is vying for your attention, time and money. All of which, of course, is in limited supply. But neither the time nor the money comes into play if the place doesn’t have your attention. And that’s where savvy marketing comes in. Nearly every country on this vast planet has a slogan to make you perk up and take notice and inspire you to come visit. And let’s just say some slogans have a good chance of grabbing your attention by the collar while others might float past you unnoticed with bland reminders of their beauty or friendly residents or geographic locale (Portugal, for instance, beckons with the claim “Europe’s West Coast” and Nigeria announces “Good people. Great nation.”). And others might just make you giggle or, in some cases, furry your brow in bewilderment.
FamilyBreakFinder, a British company that offers tips for family vacations, recently unveiled an epic map of tourism slogans around the world and it is, without a doubt, captivating. Tourism marketers have a tough job, to be sure: to capture a nation’s spirit in a few bite-size words. Some don’t tout any bells or whistles. They give us just the facts—well, just a fact—and they give it to us quick. There’s “Magical Kenya” and “Epic Estonia.” Germany is “Simply inspiring” while the Netherlands is “The original cool,” Uzbekistan is “Naturally irresistible!” and Denmark is “Happiest place on Earth!”
Some nations express a bit more authority, presenting their catchphrase as a demand or instruction. Romania tells the world “Explore the Carpathian Garden” and Poland orders you to “Move your imagination” and if the Caucasus region is calling you, “Visit Armenia. It is beautiful.” For a bit of positive reinforcement, “Travel in Slovakia. Good idea!” Albania’s slogan has us a bit befuddled, though. They say “Go your own way!” Is it just us, or does that sound like they’re turning you away.
Looking at the map as a whole, there are a few countries that seem to need to have a powwow and come to some agreements. Mozambique beckons with “Come to where it all started” while Egypt and Ethiopia declare “Where it all begins” and “Land of origins,” respectively. We’re not sure if this is a case for anthropologists and archeologists or philosophers.
The tourism bureaus with what we imagine to be the toughest jobs work in any country where residents are trying to flee or have fled. In Africa, Rwanda avoids debate or unease with “Remarkable Rwanda.” West of the Himalayas we’re reminded “It’s beautiful. It’s Pakistan” while in the Middle East, if you’re thinking of visiting Petra or the Dead Sea or the Desert Castles, Jordan tourism wants to assure you “Yes, it’s Jordan.” On a serious note, though, with the unspeakable and devastating destruction of late Syria’s “Always beautiful” slogan may sadly need some retooling.
A little comic jab or pun is a dependable way to stick in people’s minds. Morocco, for instance, broadcasts “Much Mor” and then there’s one of our personal favorites: “Djibouti: Djibeauty.” Another tactic for being memorable? Make an effort to make no sense. El Salvador does a pretty good job with this one, declaring itself “The 45 minute country.”