Belarus: Destination Brand
Client: Ministry of Sport and Tourism, Republic of Belarus
Challenge
Belarus didn't benefit from the post-Soviet tourism boost, which many other Eastern European countries experienced. Belarus's traditional market, dominated by older Russians visiting sanatoria and seeking a rural dacha experience, was declining; younger Russians were turning to the bright lights of global capitals; and the tourism infrastructure was not yet ready for western visitors.
Solution
- We identified markets that might begin to replace the imminently declining Russian market in the short, medium and long-term.
- We developed a national brand for Belarus and 5 sub-national brands - for Mstslavl, Polatsk, Grodna and the Augustow Canal Region, Narach, and Kamanets-Pruzhany.
- The national brand focused on reinforcing an image that would appeal simultaneously to a new generation of Russian travellers, to residents of neighbouring countries, and to adventurous western Europeans: “refreshing nostalgia” - one of the last places in Europe where the natural, cultural, and historical environment combined to evoke memories of childhood fairytales.
Result
Belarus still has a way to go to attract visitors from countries beyond its traditional markets of Russia and neighbouring countries. Nevertheless, although still too early to tell, the branding infrastructure we developed should stand the country in good stead as it develops its visitor economy. As a basis for future tourism development this has put the following platforms in place:
- Clear distinctive national brand identity for Belarus to stand out from its neighbours on the international stage.
- Sub-national brands for 5 areas, which enable them to project their own distinguishing characteristics and, thereby, contribute to an overall picture of the diversity of the entire country as a visitor destination.
- Confidence and enthusiasm amongst key players in each sub-national destination to develop tourism in their area - from people in the embryonic inbound travel industry to regional oblasts (local municipalities).