Brand USA, a non-profit, public-private partnership, is to launch a global advertising campaign next month, as part of the country’s concerted effort in marketing tourism to the world. Symbolic as it may be, it sends an unmistakable signal reaffirming America’s openness and optimism, the very foundation of the country’s soft power.

While organisers hope London 2012's economic impact will be one of its main legacies, bringing £1bn of extra business over four years, some question the mixed message being projected by the GREAT campaign.

Britain’s Culture Secretary Jeremy Hunt launched a major campaign on Thursday to attract an extra 4.6 million tourists to the U.K. through advertisements in 14 cities worldwide. The goal of the campaign...is to maximize the tourism and business potential generated by Britain’s hosting of the 2012 Olympics.

Brand USA, a non-profit, public-private partnership, is to launch a global advertising campaign next month, as part of the country’s concerted effort in marketing tourism to the world. As its core mission, the organization, created in 2010, is to “encourage and inspire travelers to explore America’s boundless possibilities.”

Brand USA, a non-profit, public-private partnership, is to launch a global advertising campaign next month, as part of the country’s concerted effort in marketing tourism to the world. As its core mission, the organization, created in 2010, is to “encourage and inspire travelers to explore America’s boundless possibilities.”

The introduction of non-stop flights between the two destinations promises to facilitate business and leisure travel between the two countries. "Introducing direct flights between China and South Africa will promote tourism and trade, not only to South Africa, but also to all Southern African Development Community and other African countries," Mzimela said.

In 2012, every country that has global clout, and every country that aspires to that status, will use smart power — a combination of soft and hard power — to achieve national goals. India is not doing badly, but it has to brace itself for hard battles in soft power in the years to come.

Back in October, Japan’s national tourism agency floated a plan that seemed an ideal remedy to boost flagging visitor numbers in the wake of the March 11 disasters. Free flights to Japan in 2012. A full 10,000 of them. However, whatever tourism authorities thought a good idea, Japan simply can’t afford it, the government’s budget planners have concluded.