Countries have brands. Will the brand of the United States change with an election?  This article is not political so ‘hold your horses’.  In the 1950’s American tourists were presented as ultra-wealthy. They shipped Cadillacs to Paris and spent dollars at very high post-war exchange rates. These tourists smiled with perfect pearlies. They chatted with everyone. They were known for leaning over restaurant tables to engage shy locals. They dressed for the golf course. Our brand has changed.  How we are perceived today is not the theme of this article. The theme is how brands change and influence our travels.

How do countries change their brands? One way is via marketing. Another is political, i.e. who the State Dept wants to woo. A third is the growth of tourist infrastructure. A fourth is the evolution of country counters.

Some wartime enemies are now popular beach spots. Some ‘axis of evil’ are now friendlies. Some battle-torn areas are tourist meccas. Conversely, some friendlies became frenemies. Some pals become enemies.

One top example of war torn turned popular destination is SE Asia: Vietnam, Cambodia. Vietnam is one of the world’s fastest growing tourism markets.  Why? —Safety. —Scenery with UNESCO Heritage areas like Halong Bay. —Vietnamese cuisine is now popular in the US.  —Prizes: Kayak named Vietnam the top destination in 2024. —Well developed infrastructure. Americans find Hanoi and Ho Chi Minh City exotic yet doable. Both are mix of narrow, wobbling streets with shops, crafts, colonial buildings, and ancient temples. Don’t get me started about Bangkok. It did not need marketing after The King and I.

I visited Burma (Myanmar) when it was an ‘axis of evil’. The Irrawaddy river boat was  10% full. We walked with monks on morning forays, traded Revlon lipsticks for a small emerald, then oogled at Russians buying the big stones. Today river boat companies all sell Myanmar.  During the same era, our group did its first trips to ‘axis of evil’ Cuba. We could only go on 2 flights from the US, but we saw world famous art on building facades and in museums, climbed freely around castles and in coffee plantations. Americans were new; Cubans saddled up to chat. On our group’s March 2025 Cuba trip, one will have similar experiences but more hotels, flights and both a traditional and hip culture to enjoy.

You missed The Women’s Travel Group trip to Iran in 2016 and several to the Soviet Union. But recently Saudi Arabia opened to women.  Saudis were thrilled to meet un-scarved American women. I arrived a day before the WTG group. Walking around,  I met 2 Riyadh ladies. We ended up doing selfies over coffee and conversation.

New friendlies like Emirates and Qatar offer competitive airfares, new planes and quick routes. India is easier, and flights cheaper via a Gulf airline. On my first trip to India, hotels were a tad shabby except for the 5+ starred. Roads were broken. Flights iffy. During our last group to India, we experienced: new airports, new highways, excellent 4 star chain type hotels. Tourist sights were organized. Shopping had choices: cheap/cheerful and upmarket fashionable. Food ranged in a hotel buffet from Japanese to waffles.

Finally, Mexico and effective public relations. A recent article discussed a Michelin starred Taco stand in town. Mexico City is a now called ‘a global capital’, with billionaire-built museums, and star chefs. Yucatan is not far behind. The fashion for gourmet chocolate popularizes artisanal Yucatan chocolates. Spa treatments have ancient Mayan names. First came cruises, then Cancun, then pyramids. Next a tourism swoop into the Mayan World, its math, mystery and great publicity. Jungles, hidden ruins, tropical flowers and birds,16c haciendas, Spanish crusader churches, and some of the greatest food in the Western Hemisphere.

Here is your job today

Make a list of all the places Americans cannot go. Then list the new places we can visit. Then book your adventure.