It’s been a busy winter in downtown Athens, where scaffolding, tarpaulins and dust have been symbols of hope: a mini construction boom heralding a tourist renaissance. Nine hotels are being built or restored around the city centre. [...] The Greek Tourism Confederation, Sete, is predicting another bumper season for an industry that has long been the single biggest contributor to the economy and job market.

As a competitive contender to be one of the world’s top tourist destinations in the coming years, Morocco has redeveloped its brand to specifically target the wider, English-speaking audience and further showcase the cultural diversity and historical vibrancy of its country. In cooperation with Spring, a strategic communications design agency based in the UK, the Moroccan National Tourist Office (MNTO) launched the Much Morocco campaign targeted at the English- speaking market. 

China has reasons to feel it can use outbound tourism as a soft power to influence foreign policy. Governments across the world are adjusting their visa and other regulations to welcome the rising tide of Chinese tourists.

The Irish Embassy in Beijing as well as Consuls General Therese Healy in Shanghai and Peter Ryan in Hong Kong, were working closely with Tourism Ireland to boost Ireland’s interests, Mr Kavanagh said. The Embassy in Beijing is in the process of appointing a press and public diplomacy attaché.

Kenya has been recognized for its aggressive campaign to position itself as the best destination for trade, tourism and investment through its initiative "Make it Kenya". The country received the Best Place or Nation Brand [...] in Dubai. The award follows extensive campaign by Brand Kenya that was initiated to revive the image of the country following several terror attacks that kept away investors and tourists therefore affecting the country's economy.

Pakistan's UN mission recently organised a cultural festival of ideas for the first time in the history of foreign office in New York, and it aimed to promote Pakistan's diverse cultural aspects including arts and literature. [...] A combination of cultural and public diplomacy is not only a powerful tool that can improve public image but can also help bring economic investment and tourism opportunities. 

On May 11, Moroccan King Mohammed VI visited Beijing and signed a new “strategic partnership” with his counterpart, Chinese President Xi Jinping. It calls for heightened political and economic cooperation in the realms of renewable energy, telecoms, and industry — among other forms of potential exchange, including the realms of education, cultural, and tourism.

If there's one thing on which Europeans agree with Donald Trump, it's that the U.S. is gradually losing to China. The Middle Kingdom is working hard to improve its image in Europe and investing lots of money along the way. The queen of England may think Chinese officials are "very rude," but outside Buckingham Palace they are winning influence and friends.