When the best just isn’t good enough
“A COUNTRY Brand is built on two main pillars—business and tourism. Within those two clearly defined categories, you cover all the different elements that make up a Country Brand,” said international communications expert Didier Lagae. “Business covers living and working, investing and exporting. Meanwhile, the high volume of income that tourism contributes each year to the GDP [gross domestic product] of most countries, makes it a strategic sector that governments usually can’t afford to ignore,” said the multiawarded public relations professional in an interview with PR Week on February 18, 2021.