NATIONAL IMAGE IN THE EYES OF A GUIDE, DESTINATION BRAND

This article analyzes the relationship between the concepts of national image and destination brand, as well as their role in the tourism industry. The national image represents a country's international reputation, reflecting its social, economic, and cultural aspects. On the other hand, a destination brand is a marketing strategy aimed at enhancing a region's attractiveness for tourists. The article discusses the role of national image in shaping a destination brand, its impact on the development of the tourism sector, and its contribution to intensifying competition between countries. Additionally, the study explores ways for nations to develop and promote their national images, along with the characteristics of successful branding strategies. It emphasizes that through tourism branding, countries can showcase their uniqueness and appeal while simultaneously increasing the economic potential of the tourism industry.