Tourism is becoming a more dynamic industry for different nations. Countries like Saudi Arabia, known for its oil, and Albania, known for its isolation, have been rebranding themselves through tourism. Colombia has been known for violence and conflict within the nation. However, today it is rewriting itself through tourism. Albania counted more than 12.4 million foreign arrivals in 2025, while Colombia welcomed nearly 4.7 million foreign arrivals, and Saudi Arabia is aiming for 150 million visits a year by 2030, including domestic travelers.
Why countries rebrand through tourism
Consider yourself as a tourist in a foreign destination. Depending on your experience, your opinion of that country will shift. This is exactly what countries are using to rebrand themselves in the world. This helps them gain influence through attraction and excludes any kind of force. Tourism also provides employment opportunities for people in need.
Saudi Arabia
Saudi Arabia has a number of major projects such as AlUla, the Red Sea Project, Diriyah, NEOM, and Qiddiya, with the purpose of expanding tourism within the country. Saudi Arabia has a national target of 150 million visits by 2030, and it includes domestic and international tourists.
The critics’ view
Saudi Arabia hosted the 26th UN Tourism General Assembly in Riyadh from 7 November 2025 to 11 November 2025. This is where the Riyadh Declaration on the Future of Tourism was adopted. Many critics argue that the tourism and mega-event push helps soften the international scrutiny the country has been receiving.
Albania
Albania has been sitting in decades of isolation, and now there is a significant turnaround. It is also one of the fastest growing destinations in Europe. As per INSTAT, Albania recorded 12,466,038 arrivals of foreign citizens in 2025. That is 6.6% more in comparison to 2024.
Growing pains
The government of Albania has been pushing towards higher value tourism and longer travel seasons. However, ensuring steady and rapid construction with rising local costs and strain on different infrastructures will prove to be significant challenges for the country. Nevertheless, the growth in Albania’s tourism is driven by low-cost carriers, social media, beaches, and cultural sites.
Colombia
For Colombia, tourism is also tied to economic growth, inclusion, and rebuilding after the conflict that had been going on in the country. There are significant urban transformations going on, and it is selling a brand of the country of beauty to visitors. The country observed 4,677,267 visitors in 2025. That is 3.8% more than in 2024.
Where the brand meets the world
The marketing that Colombia has adopted does give travelers an appeal. However, government travel advisories ask them to stay aware and safe while traveling to Colombia. Due to the country’s past historical records, the situation in Colombia is recorded as unpredictable by countries like Canada, the UK, and the US. There are safe zones as instructed by the government in their advisories, such as Bogotá, Medellín, Cartagena, and the coffee region.
Can tourism really change a country’s reputation?
If we compare Albania, Saudi Arabia, and Colombia, each of these countries faces different scrutiny from the world. Tourism works by providing travelers a better experience in the country, which spreads a better opinion in the world through positive experience of the travelers. With the results of Albania, tourism does seem to help the reputation of the nation to a certain degree. However, before traveling to nations that focus on improving their reputations with tourism, do check travel advisories provided by governments and trusted agencies.
