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Dear reader, an image making process is an extremely complex and highly political activity that can enhance a nation s economy national self-image and identity. To build an image for a destination is a long lasting and complex process. Managers must overcome the politics and outsmart their competitors. It takes patience to establish brand reputation. A rapid elevation to celebrity status is the result of culmination of long-term economic, political, social and cultural factors. Promoted image should always reflect the reality of a destination in question. The case in point Azerbaijan has a room for a makeover of its image as a safe destination. Arguably, country s image can be overhauled by reviewing curbing factors that were identified in this study. Notably, some of country image aspects as history and geographical dispensation cannot be altered or easily manipulated. However, application of relevant marketing strategies as events and deeds were found relevant in Azerbaijan context.

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Amirova Samira born in 27.09.1982. PhD student (2011-2015) and a lecturer at Azerbaijan Tourism Institute, MBA degree at Alexander Technological Educational Institute of Thessaloniki (2008-2010), BA and MA degrees in philology and linguistics of the English language at Azerbaijan University of Languages (1999-2005).

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