Advice to Participants and Some Ideas

Dear Contest Participants!

On behalf of the Jury may I give you some advice which hopefully should direct the contest to the most constructive and creative course.

Slogans of other countries

We have collected for you on a single page all the publicly known tourism slogans of other countries and territories. Please read them. Try to understand what specifically their creators wanted to convey to the potential travellers.

Our favourite slogan so far is that of Cameroon — All of Africa in one country. It works wonderfully! If a tourist contemplates a trip to Africa or in fact to any exotic country, the slogan says: «There is no need to choose! Know that there is ONE country where you will find EVERYTHING that you expect to find in Africa: a native culture, wild nature, exotic animals, the jungle etc.». Whether it is true or not about Cameroon, is not important: the slogan works.

We also like Malaysia — Truly Asia. What is «true Asia» is anyone’s guess, but by this slogan the country aggressively insists that it is a place absolutely worth visiting if one wants something of Asia. It bluntly states that the essence of Asia is not Japan, not China, not Thailand — but Malaysia.

As you may understand, the mission of a tourism slogan is not in it being a 100% accurate statement. Its mission is advertising, and advertising often presupposes an exaggeration. So do not shy away from making up a slogan which may cause the locals to put on an ironic smirk, but will excite a keen interest of international tourists. «The highest mountains», «The most azure rivers», «The cleanest lakes» — it may technically be not the most truthful of statements, but... you understand.

Several countries have adopted slogans which underline only one single aspect. But a very important one for their tourism industry. You are invited — such is the slogan of Iran — the country where tourists are afraid to go for fear that they may be torn apart by aggressive islamists (could not be further from the truth, by the way). Iran has magnificent monuments of the old ages, beautiful nature, tropical islands in the Gulf and a stunning Caspian seashore rimmed by the majestic Alborz mountains. But the country decided that the most important thing to say on the international travel market is that you can go there in principle. That they are welcoming.

Mongolia has decided to state with its slogan (Go Nomadic!) that if you are interested in the nomadic culture, that is the destination to go. Stole our agenda somewhat, by the way. Nicaragua (A Water Paradise) advertises that there you will find clean rivers and a beautiful ocean shore. Natural purity is a popular theme to lure tourists (Uruguay Natural, Pristine Paradise Palau, Ecuador — Life at its Purest etc.).

Anyway, we hope that our table of slogans will give you a good direction for thought.

And one more thing.

Don’t you think, having read the table, that many slogans there are vapid and dull? We definitely think that this is the case. So let us work together to create for our beautiful Kyrgyzstan a slogan which will make future travellers say, «Wow! This is interesting!»

Focus audience

The slogan developed by you must first of all make sense to international tourists.

For example, we have nothing against the use of Manas as a symbol of Kyrgyzstan, but this legendary figure and his role in the Kyrgyz culture is evident to hardly even 1 per cent of all the people who come to travel around these lands. So do not focus on symbols which are well known domestically but hardly evident to outsiders.

Think wider!

We all know about «Celestial Mountains», «The Silk Route», «nomads» etc. We have nothing against the creative use of these symbols in developing the slogan. But maybe you should view the task wider and not necessarily stick to the national symbolism. Maybe the optimal solution lies in an entirely different area — be creative!

Start not from what we have but from what the traveller wants

Recalling the true riches of our country (wide unpopulated valleys, mountain peaks covered in snow all year round, beautiful lakes, carpets of flowers on plains) you should be able to create bright phrases which will stress that specific aspect of Kyrgyzstan.

But you may also reverse your logic.

Imagine yourself a foreign tourist — best as you can (this may be an elderly German who has seen it all on his 2500 Euro+ pension, or a loud Russian guy seeking active beach-and-alcohol-and-disco style of entertainment, or a Chinese who wants to go places but only in a group of at least 50 people...). And ask yourself — what do these people want? To submerge into the world of silence and untapped natural beauty? Step on the paths of the world history? Race quadbikes on hills? And think of a slogan which will precisely appeal to that interest, no compromise.

So let me now wish you a creative mood and good luck winning!

With warmest regards,

Valery Tutykhin
Executive Chairman, Swiss — Central Asian Business Council
Member of the Contest Jury