Literature Review

Nation branding also helps emerging markets combat negative perceptions, as travelers are less likely to visit a destination where their safety is a concern (Sojasi Queidari et al., 2023, p. 7). Iran, stigmatized by political and religious narratives, has identified key stereotypes hindering tourism, working to address these through targeted campaigns. Similarly, research suggests leveraging status symbols in marketing can make destinations in underdeveloped markets more desirable, as seen in efforts to attract South American travelers to Canada (Rojas-Méndez, Davies, 2024, p. 759).

Cultural representations in media also boost tourism. Verona, Italy, capitalized on Shakespeare’s Romeo and Juliet by creating attractions like Juliet’s Balcony, drawing 5.5 million visitors in 2023 (Statistica, 2024). Ireland used Sally Rooney’s Normal People to promote tourism, investing in behind-the-scenes content to showcase its cultural appeal (Foxe, 2020).

These examples demonstrate how strategic nation branding enhances global perception and drives economic growth.

 The tourism industry increasingly relies on new media for marketing, leveraging both official nation branding efforts and user-generated content like reviews, photos, and recommendations. Social media significantly influences travel decisions, with 75% of travelers citing it as a factor in 2023, followed by traditional media (62%) and family or friends (47%) (Statistica, 2023). Online bookings now dominate the industry, sidelining traditional travel agencies. For instance, Expedia's expansion since 2014 has tripled its revenue, reaching $12.84 billion by 2023 (Expedia Group, 2023). In Morocco, a study revealed that 66% of travelers use search engines, 60% rely on social networks, and only 19% opt for travel agencies (Ait Hattani & Khoumssi, 2020).

Social media content, especially "Instagrammability," plays a growing role in tourism. In 2018, 40% of millennials considered Instagram appeal when choosing destinations (Hosie, 2017). Verona, Italy, has embraced this trend, promoting “Instagrammable Places” on its official website to cater to social media-savvy travelers (Visit Verona, 2024).

However, not all destinations welcome the label of “Instagrammable.” Cities like Barcelona have seen protests against overtourism, while U.S. national parks enforce strict visitor rules to prevent dangerous influencer behavior. Tragic incidents, such as the 2016 deaths of influencers in Canada’s Shannon Falls, highlight the risks of prioritizing content over safety (Ray Chaudhury et al., 2021). Campaigns like Instagram’s @publiclandshateyou, with over 70,000 followers, call out disrespectful or illegal behavior in parks and promote responsible tourism.

 Tourism campaigns aim to attract visitors and boost economies but often perpetuate cultural stereotypes by emphasizing marketable images over cultural complexities. This can reduce destinations to clichés, staging traditions for tourists rather than authentically representing them. For instance, Sweden's @VisitSweden campaign, celebrated for inclusivity, excluded much of the population since only 3% of Swedes used Twitter in 2012, highlighting the risk of misrepresentation even in well-meaning efforts (Christenson, 2013).

Governments have historically relied on stereotypes to attract tourists, as these are widely recognized and attention-grabbing. Spain’s “Spain is Different” campaign, launched in 1935, continues to exploit outdated stereotypes, despite local criticism. Spanish law centralizes tourism branding, limiting regional efforts to promote unique cultures (Procas & Barroso, 2021). Similarly, Italy’s 2023 “Open to Meraviglia” campaign, costing €9 million, faced backlash for portraying Botticelli’s Venus as a modern influencer. Critics, including Florence’s mayor, condemned it as a commercialized mockery of Italian art. Moreover, AI-generated campaign images included inaccuracies, reinforcing research that AI requires unbiased training to avoid perpetuating stereotypes (Syed, 2023; Zhu et al., 2024).