Re-presenting Ireland: tourism, branding and national identity in Ireland

This article examines sources of national identity formation under rapidly changing social and economic conditions. Specifically, it links constructivist notions of national identity formation and reformulation to the growing practice of nation branding. Following a discussion of the contributions of constructivism to the literature on national identity, the article summarises the emergence of nation branding as a contemporary strategy to promote a particular image of the nation to a specific audience. While that audience was once confined to political and economic elites, it has broadened in recent years to include potential tourists, diaspora communities and even one's own citizens. The case study of tourism branding in Ireland demonstrates that while the branding message often differs from reality, its content constitutes a powerful tool for the state in reinforcing a particular notion of national identity.