The downward trend of nearly all the world’s most valuable nation brands is not entirely surprising. With COVID-19 contributing to the rise of protectionism, we may see a reversal of the economic growth brought about by globalisation. Nevertheless, with analysts’ forecasts looking less dire than initially predicted, and with a working vaccine in place, the future is certainly looking brighter.

To put it simply, if a country wants to do well, it must do good. Simon Anholt, founder of the Good Country Index, shares his thoughts on how nations can make a real impact on the global stage and create genuine, lasting positive perceptions.

There's a fine line between soft power and sharp power. How can we reconnect our values into our soft power approaches in a post-COVID-19 world? Can cities, regions and nations, promote a more global mindset in their citizens?

Closing the narrative gap between your identity and your perceived identity is a challenge for many places. Nick Hill, Chief Executive, Auckland Tourism, Events & Economic Development, shared with us how they're working to change perceptions with a new brand playbook - and how they're putting sustainable destination management at the core of their strategy.