Brand USA falters

If you’ve traveled overseas in the past few years and watched CNN International in your hotel room or at an airport, you must have seen the commercial promoting travel to Croatia that runs several times a day.

More recently, newly independent Montenegro, another part of former Yugoslavia, has been showing off its tourist attractions on the air. It’s only natural for small countries to do that, but even Germany has promoted its tourism on National Public Radio. When was the last time you saw or heard an ad campaign aimed at foreign visitors to the United States? For many years, both government and travel industry officials assumed that Brand USA was a sufficient incentive for millions of foreigners to flock to the new world and spend even more millions of dollars here…

The new statesman

Vojislav Kostunica is still trying to recover from the “shock” he felt nearly four months ago when he finally realised that he was indeed the president of Yugoslavia. He was “thrilled and humbled”, he says, and had thought much about how he would “behave as president-elect” after his September 24 victory over Slobodan Milosevic, who disputed the results of the vote until he was forced out of power on October 6.

But since then, “things have been changing very quickly” for the soft-spoken and studious 56-year-old lawyer, who readily acknowledges his “lack of experience” in governing, and finds his new duties and unlikely celebrity rather overwhelming.

“This job is very difficult, but also very creative,” he says, “and I wouldn’t be in politics if the creativity were missing”. Although he remains entirely serious, it seems that he is wittily hinting at the total mess which he inherited in his country’s affairs — both domestic and foreign — from his predecessor and which necessarily will require quite a bit of “creativity” to overcome…