Why it matters:
Kazakhstan went from banning Borat to launching a viral “Very Nice!” campaign—proving how travel brands can turn mockery into marketing magic.
By the numbers:
Borat (2006) grossed $262M globally.
Borat 2 reached tens of millions on Amazon Prime.
The “Very Nice” campaign earned $11M+ in free media coverage.
Kazakhstan’s tourism hit a record 9.2M visitors in 2023, up from 2M during COVID.
How they did it:
2006: Kazakhstan bans Borat, threatens legal action.
2012: Foreign Minister says Borat helped grow tourism 10x.
2020: Kazakhstan launches “Very Nice!”—a cheeky, well-produced ad campaign timed with Borat 2.
Result: Global press, viral content, and rebranded perception.
Zoom out:
Other destinations have flipped bad PR too:
Chernobyl saw a 30% tourism spike post-HBO series
Salem, MA leaned into its witch trial past to create a booming Halloween economy
Fargo, ND turned a woodchipper into a tourist attraction
The bottom line:
Mockery is attention. Attention is opportunity.
Tourism marketers who act fast, own the narrative, and have a sense of humor can flip cultural perception—and win.