Taken overall, the medium and long-term reputational and economic impact of previous Olympics has frequently been overstated for host nations. However, in the midst of its current troubles, Brazil now has a significant opportunity to use the world’s largest sport event for a positive brand makeover that could produce a lasting legacy for the country.

Ethiopia’s untapped tourism potential is shifting the gear to new initiative to increase number of visitors with its brand new promotion logo “Land of Origin.” The government emphasizes on the need for a tourism sector which is both environmentally friendly and economically viable to generate sustainable revenue supporting the country mission to become middle income country in the coming decade.

Summer solstice fire festivals in the Pyrenees. Korean tightrope-walking. Solving math equations on a traditional Chinese abacus… and the Mediterranean diet? The olive-oil-abundant way of eating may seem like an outlier here, but all these things share one common attribute: They’re recognized by UNESCO as cultural treasures worth preserving for future generations.