Lola Méndez is a Uruguayan-American freelance journalist. She writes about veganism, sustainability, travel, culture, and wellness for many print and digital publications such as CNN, USA Today, InStyle, and Refinery29. In addition to her responsible travel blog, you can follow her on Instagram, Facebook and Twitter@LolaAnnaMendez.
Across the globe, national tourism boards are tasked to create witty slogans that represent their country and encourage tourists to visit. Some phrases are quite sensible, catchy, or bold—but many leave travelers a bit puzzled. Here are 15 of the wackiest country slogans.
Aruba: One Happy Little Island
The roots of this slogan are quite uplifting—Aruba’s population includes people from over 90 nationalities who all live in harmony. The slogan conveys being welcomed by locals, the charm of the island, beautiful beaches, and warm weather. Removing the extra stress about your security, you’re able to simply enjoy and be happy. Aruba is one of the safest islands in the Caribbean to visit as far as natural disasters go as it’s outside of the hurricane belt. Aruba also has the least amount of rainfall in the Caribbean so travelers can expect bright sunshiny days.
Bhutan: Happiness is a Place
It’s a bit funny to refer to a country as an emotion. Bhutan is often ranked as the happiest country in Asia. The country is also a leader in social and environmental sustainability making it a happy place for both locals and visitors.
Cameroon: All of Africa in One Country
Hold on, how can all of Africa be in one country? This slogan may be a bit perplexing to other African countries that also have plenty to offer tourists. However, Cameroon does offer many tourist experiences that Africa is known for including the fascinating culture, incredible wildlife, idyllic beaches, and more.
Croatia: Full of Life
This is a bit of an odd slogan as it doesn’t say anything about the country other than there’s life there, which could be said for any country. The ‘full of’ plug is also used to convey more tangible aspects of tourism in Croatia which makes a bit more sense: Croatia Full of Adventures, Croatia Full of Flavors, and Croatia Full of Islands to name a few.
Dominica: The Nature Island
Plenty of islands have nature, so what makes Dominica unique? Dominica’s mountainous terrain and geothermal activity are unique in the Caribbean. Visitors can experience the Caribbean’s longest hiking trail (Waitukubuli National Trail), partake in world-class snorkeling, enjoy natural sulfur hot springs, and soak in bubbling mud baths.
Eswatini: A Royal Experience
If travelers go here, do they get to hang out with a prince? If not, what does this slogan mean? Eswatini is a kingdom and one of the few remaining monarchies in Africa. Royal heritage is a point of pride in Eswatini but the chances of interacting with royals on a trip are quite slim.
A 2017 Gallup International Survey found that Fiji is the happiest country in the world. The tourism board wants to share some of those good vibes with travelers. Bula inspired Fiji’s ethos—it’s the traditional Fijian greeting that includes a wish for happiness, good health, and the energy of life.
The Gambia: The Smiling Coast of Africa
This slogan is vague, but there’s a good reason behind the connection between smiling and Gambia. All it takes is a look at the map to see that the country’s location in Africa is positioned like a smile on the continent. Smiling and welcoming locals help seal the deal on this tourism slogan.
Guyana: South America Undiscovered
This is a bit wacky, as of course, as the country has been discovered (we’re looking at you colonizers). But Guyana is a relatively unknown country and is often confused with Ghana, Guinea, Gabon, and the Gambia. Travelers often mistakenly think Guyana is located in Africa. So, the tourism board put the actual continent front and center in the slogan.
Jamaica: Heartbeat of the World
Jamaica isn’t an organ that keeps the world going. The slogan refers to Jamaica’s musical influence—especially reggae music which is beloved all over the globe. Reggae bars around the world are a testament to just how far the heartbeat of Jamaica can reach.
Kiribati: For Travellers
This is so vague it’s funny. For what type of traveler is the country? Upon further research, it appears Kiribati specifically wants to attract intrepid travelers who seek authentic adventure in a country that hasn’t been overrun by mass tourism yet.
Lesotho: Kingdom in the Sky
This slogan is accurate as Lesotho is a highland plateau within South Africa. And, the country does have a king. Don’t get lost in the clouds while you’re there or you might end up crossing national borders.
Papua New Guinea: A Million Different Journeys
That’s a lot of paths for a traveler to select. This slogan is meant to spark curiosity. PNG offers a wide range of experiences with over 750 tribes that speak over 800 different languages and have unique cultures. There’s also an abundance of nature activities. But a million choices? Surely not.
This is simply not true as Peru represents 0.11 percent of the world economy. But being rich doesn’t always mean money. Despite pirates and colonial explorers stripping this country of its gold and jewels, Peru is truly one of the most culturally rich places on earth.
Uganda: You’re Welcome
This slogan makes absolutely no sense. Uganda’s nickname, the “Pearl of Africa” coined by Winston Churchill in 1907, would be a more sensible tourism slogan.
These country slogans may make us chuckle, but they certainly spark our interest and make us eager to visit these destinations. Maybe after our visits, we’ll be able to suggest more appealing slogans to the tourism boards. Until then, we’re glad we can find happiness in Fiji, that we’re welcome in Uganda, and can go on a million different journeys in Papua New Guinea.
What’s your favorite of these country slogans? Let us know in the comments.