Effective Brand Positioning to Improve the Country’s Image Internationally

Bosnia and Herzegovina is challenged with limited international recognition as a tourism destination and negative perception. The 2019 World Economic Forum Country Brand Index placed BiH as 116th out of 140 countries. To help elevate awareness and improve perception, USAID Turizam recently introduced a toolkit for the tourism boards to help them better understand the role of Place Brand in improving the country’s attractiveness and appeal in the international marketplace. The toolkit, and accompanying training workshops, aims at providing tourism boards with the necessary tools, best practices and case studies to develop, curate and communicate their respective place brands internationally and the role of private sector to augment the brand reach and effectiveness through their own communication and sales channels.