Interactive Map: United Colors of Tourism

United Colors of Tourism is the first interactive map showing brand colors and marketing slogans of national tourist boards from around the world. Simply hover your mouse on the different countries to see their slogans or taglines and click on them to visit their official tourism websites (when available). Those marked in gray are virtually out of the tourist map.

United Colors of Tourism Palette
Zoom Using +/- | View Larger Version | Download It as an Image | Palette Made with Color Thief

In terms of national brand colors, we considered the dominant or accent color of the brand identity of each national tourism organization. In their marketing efforts, the NTOs cover almost the entire chromatic spectrum, from total black (Iceland and New Zealand) to water leaf green (Lithuania) and laser lemon yellow (Burkina Faso), with a clear predominance of primary colors.

If at first glance the map may seem reddish due to the covered surface, actually the by country count puts blue in first place (27%), followed by red (25%), green (21%), orange (12%), and yellow (10%). At the continental level, blue prevails in Africa and Asia, red in Europe, and green in the Americas and Oceania.

To communicate trust and wisdom (blue), energy and passion (red), or freshness and harmony (green), many countries set aside their national colors, sometimes venturing into true chromatic hazards, as in the case of Finland, that is famous for its green areas, has a blue cross flag, but opts for a warmer crusta orange.

When it comes to tourism slogans, it’s not surprising that they primarily invite to “discover”, “feel”, “experience”, and “live”. The most common terms used are: heart, land/home, nature/natural, journey, inspiring/inspired, life, happiness, beauty/beautiful, amazing, endless, magical, wonder, original, and timeless.

Some of our favorites include Home of All Right (Jamaica), Powered by Nature (Norway), Best Enjoyed Slowly (Latvia), World Friendly (Argentina), Much Mor (Morocco), Arrive and Revive (Austria), and I Feel Slovenia (Slovenia).

Please find below the full list of information displayed on the interactive map.

National Brand Colors and Tourism Slogans in Africa

Country Color Official Website Tourism Slogan
Algeria The Heart Trip
Botswana   botswanatourism none
Burkina Faso   n/a Crossroads of Discoveries
Burundi   n/a Heart of Africa
Cameroon   n/a All of Africa in One Country
Chad   n/a none
Djibouti   visitdjibouti none
Egypt Where It All Begins
Eswatini   thekingdomofsz A Royal Experience
Ethiopia Land of Origins
Gambia   visitthegambia The Smiling Coast of Africa
Ghana Culture, Warmth, Rhythm
Guinea Bissau none
Kenya   magicalkenya Magical Kenya
Lesotho   visitlesotho The Kingdom in the Sky
Madagascar   mg-tourisme Treasure Island
Malawi   destinationmalawi The Warm Heart of Africa
Morocco   muchmorocco Much Mor
Mozambique   n/a Come to Where It All Started
Namibia   namibiatourism Endless Horizons
Nigeria   n/a Fascinating Nigeria
Rwanda   visitrwanda Remarkable Rwanda
Senegal   n/a none
South Africa Inspiring New Ways
Tanzania   tanzaniatourism The Soul of Africa
Togo   togo-tourisme none
Tunisia   tourismtunisia Inspiring Tunisia
Uganda   n/a You’re Welcome
Zambia   zambiatourism Let’s Explore
Zimbabwe   zimbabwetourism A World of Wonders

National Brand Colors and Tourism Slogans in the Americas

Country Color Official Website Tourism Slogan
Argentina World Friendly
Bahamas It’s Better in the Bahamas
Belize   travelbelize Is Closer Than You Think
Bolivia te espera
Brazil   visitbrasil Sensational!
Canada Keep Exploring
Chile Open Nature
Colombia Magical Realism
Costa Rica   visitcostarica Essential Costa Rica
Cuba AutΓ©ntica Cuba
Dominican Republic   godominicanrep Has It All
Ecuador All You Need Is Ecuador
El Salvador Impressive!
Falkland Islands   falklandislands Where Nature Is Still in Charge
Guatemala   visitguatemala Heart of the Mayan World
Guyana   guyanatourism South America Undiscovered
Haiti   experiencehaiti …Experience It!
Honduras We Are All About You
Jamaica   visitjamaica Home of All Right
Mexico   visitmexico Live It to Believe It
Nicaragua   visitnicaragua Unica… Original!
Panama   visitpanama Not for Tourists
Paraguay You Have to Feel It!
Peru Land of Hidden Treasures
Puerto Rico   seepuertorico none
Suriname   surinametourism A Colorful Experience…
Exotic Beyond Words
Trinidad and Tobago   gotrinidadtobago The True Caribbean
United States of America   thebrandusa All Within Your Reach
Uruguay   turismo.gub Uruguay Natural
Venezuela   n/a …es para quererla!

National Brand Colors and Tourism Slogans in Asia

Country Color Official Website Tourism Slogan
Afghanistan   afghan-tours none
Armenia none
Bangladesh   n/a Life Happens Here
Bhutan Happiness Is a Place
Brunei   bruneitourism Abode of Peace
Cambodia   tourismcambodia Kingdom of Wonder
China Like Never Before
East Timor   visiteasttimor none
Georgia   exploregeorgia Georgia on My Mind
India   incredibleindia Incredible India
Indonesia Wonderful Indonesia
Iran none
Israel Land of Creation
Japan Endless Discovery
Jordan   visitjordan none
Kazakhstan   visitkazakhstan none
Kyrgyzstan   n/a So Much to Discover
Laos   tourismlaos Simply Beautiful
Lebanon   destilebanon Live Love Lebanon
Malaysia Truly Asia
Mongolia   travelmongolia Nomadic by Nature
Myanmar Let the Journey Begin
Nepal   welcomenepal Once Is Not Enough
Oman   tourismoman Beauty Has an Address
Philippines   experienceph It’s More Fun in the Philippines
Qatar   visitqatar Discover a Unique Destination
Saudi Arabia   sauditourism Experience to Discover
South Korea   visitkorea Imagine Your Korea
Sri Lanka Wonder of Asia
Syria   n/a Always Beautiful
Taiwan The Heart of Asia
Tajikistan   n/a Feel the Friendship
Thailand   tourismthailand Amazing Thailand
United Arab Emirates Sharjah: My Destination
Ajman: Sincerely Emirati
Ra’s al-Khaimah: Beyond a Journey
AD: Home of Exceptional Experiences
Uzbekistan   n/a Symbol of the Magic East
Vietnam Timeless Charm
Yemen   n/a none

National Brand Colors and Tourism Slogans in Europe

Country Color Official Website Tourism Slogan
Albania Go Your Own Way
Austria Arrive and Revive
Belarus none
Belgium Wallonia: Feel Inspired
Flanders: State of the Art
Bosnia and Herzegovina The Heart-shaped Land
Bulgaria   bulgariatravel none
Croatia Full of Life
Cyprus   visitcyprus In Your Heart
Czech Republic   czechtourism Land of Stories
Denmark   visitdenmark none
Estonia   visitestonia none
Finland   visitfinland I Wish I Was in Finland
France Rendez-vous en France
Germany Simply Inspiring
Greece   visitgreece All Time Classic
Greenland Be a Pioneer
Hungary   gotohungary Time for Hungary
Iceland   visiticeland Inspired by Iceland
Ireland   tourismireland none
Italy none
Latvia Best Enjoyed Slowly
Lithuania Real Is Beautiful
Luxembourg   visitluxembourg Live Your Unexpected Luxembourg
Macedonia   mk-timeless Macedonia Timeless
Moldova   moldovaholiday Discover the Routes of Life
Montenegro Wild Beauty
Netherlands The Original Cool
Northern Cyprus   welcometotrnc none
Norway   visitnorway Powered by Nature
Poland Move Your Imagination
Portugal   visitportugal The Beauty of Simplicity
Romania   romaniatourism Explore the Carpathian Garden
Russia none
Serbia One Journey, Million Impressions
Slovakia Travel in Slovakia Good Idea
Slovenia I Feel Slovenia
Spain none
Sweden   visitsweden none
Switzerland   myswitzerland Get Natural
Turkey   turkeytourism Be Our Guest
Ukraine It’s All About U
United Kingdom   visitbritain Home of Amazing Moments
Scotland: A Spirit of Its Own
Wales: Find Your Epic

National Brand Colors and Tourism Slogans in Oceania

Country Color Official Website Tourism Slogan
Australia   tourism.australia There’s Nothing Like Australia
Fiji Where Happiness Finds You
New Caledonia Pacific Heart
New Zealand 100% Pure New Zealand
Papua New Guinea   papuanewguinea A Million Different Journeys
Solomon Islands   visitsolomons Seek the Unexplored
Vanuatu   vanuatutravel Discover What Matters

Note: among the countries that don’t appear on the map are Andorra, Bahrain, Barbados, Bermuda, Cape Verde, Faroe Islands, Gibraltar, Hong Kong, Liechtenstein, Maldives, Malta, Martinique, Mauritius, Monaco, Samoa, Seychelles, Singapore, and Tibet.

Updated, October, 2018


  1. I like the idea on Twitter @hashtaganywhere. An imaginary city archive. Slogan: a city of stories. And cake. My kind of place. (Although they should have said And Wine.)

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  3. This is absolutely fantastic! Thank you! As a Montessori Teach an absolute interesting tool if we talk about marketing, psychology but in context to geography! Thank you!

  4. I’m just loving this map and my country’s slogan Jamaica πŸ™‚ Many of them so accurately represent their respective nations esp. Guyana’s. It’s so beautiful. The world needs to discover Guyana.

    • Costa Rica is there Mark, with its beautiful pigment green and its slogan “Essential Costa Rica”. You only have to zoom a bit to see it or try the larger version of our map here. It does better justice to the smaller countries πŸ˜‰

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  6. It’s quite fascinating to see what colours and words each country thinks best represents itself.

    As well as the main UK website, England, Scotland, Wales and Northern Ireland all have their own websites with their own brand colours, and Scotland and Wales have their own slogans, too.

    England’s website is and its brand colour is red, like the cross on the English flag.

    Scotland’s website is, its colour a rather lovely dark reddish-purple, and its slogan is “A Spirit of its Own”.

    Wales’ website is and is a similar shade of red to the English site – again, taken from the nation’s flag. Its current slogan is ‘Find Your Epic”.

    Northern Ireland’s websites are / and they have a slate grey and bright pink colour scheme (for reasons I can’t begin to guess).

    • Thank you Cat! We’ve added Wales’ and Scotland’s slogans to the map, keeping GB’s crimson as the dominant color. Compared to Belgium and the United Arab Emirates, in the case of the UK, presented itself as the main official website: “… a holiday to the UK? Discover everything you need to know about visiting England, Scotland, Wales and Northern Ireland with the official guide.” They also had a slogan, so we decided to keep it simple. But, as you pointed out, it seems only fair to give space to each nation. BTW, what about the traditional difference between the United Kingdom and Great Britain? Is it no longer valid?

      • You are quite right, of course, that the United Kingdom and Great Britain are different entities: Great Britain is the island of Britain, made up of Scotland, England and Wales, and the United Kingdom is Great Britain plus Northern Ireland. For most purposes, though, they are much the same thing: our Olympic team, for instance, is ‘Team Great Britain and Northern Ireland’ (or just ‘Team GB’), which linguistic and historical pedants (I am both) point out should actually be ‘Team UK’.

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