ABSTRACT
Developing countries face a unique set of historical and current realities that play a role in shaping their international image. Stereotypes and media representation play a significant role in how others see a country, its people, its government and its role in the international arena. While a country’s image is often shaped by unplanned events and realities, there are other deliberate strategies a country can implement in this regard. Tourism marketing and nation branding are two such deliberate efforts governments and decision makers in developing (and developed) countries use to counteract a negative country image or build upon a positive international country image. This chapter focuses on the importance of tourism advertising for developing countries and highlights some benefits (specifically through the “bleed-over” effect of tourism advertising campaigns) and challenges successful tourism advertising campaigns bring to a country. It also highlights strategies developing countries can implement to improve their country image. We apply these elements to tourism advertising campaigns in the South Asian countries of Bangladesh and Nepal by using the “Beautiful Bangladesh” and “Visit Nepal Year 2020: Lifetime Experiences” campaigns.
