Foreword
If 2024 was the year we started building the Country Promotion Department, then 2025 became the year of real execution. With the EU support project led by the Ministry of Foreign Affairs, we moved from planning to action across the full scope of our work: updating the Brand Estonia design system, developing new websites, and making systematic use of insights from international image surveys.
Being resourceful is in our Estonian DNA and thus the seemingly impossible tasks were delivered despite the limited team and time. The very Estonian-style positive discontent was the driver for ambition to push hard and make no compromises. I’d like to think that 2025 was a year of making a difference and having an impact.
When it comes to global image, there is no substitute for meaningful actions. In January we launched an international campaign around a simple milestone: our last remaining public service, the divorce application, also became available online. We spoke about it with a light touch, using the idea of “0% bureaucrazy” in Estonia. The point was not technology itself, but what it enables: ease in everyday life and a smoother environment for doing business. That message proved widely relatable and brought attention from international media as well as business and country delegations.
In February, our President announced the nationwide education programme AI Leap, giving students and teachers access to the latest AI technologies to support learning and equip our future talent with the skills needed for the future. Estonia, already known for strong PISA results, made another statement that resonated internationally, reinforcing our image as a forward-looking, tech-savvy nation that acts, not just talks.
Emphasizing the importance of building trust and relying on our democratic values, along with our Nordic neighbours, was in clear focus. Estonia rose to second place in the Liberal Democracy Index and in the World Press Freedom Index. And on a very human note, Estonia was also chosen the friendliest country in Europe by readers of Condé Nast Traveler. People experience Estonia as a place where trust is real and that has global value.
Our aim was to emphasize that a strong, consistent country image is a shared strategic priority that supports our security, competitiveness, and long-term economic success. We tried to make the most of every speaking opportunity, and it slowly started to pay off – more and more requests started popping up to share the data, explain the story, and help others use it. Delivering the brand Estonia story from students to diplomats and companies was our mission in Estonia and abroad. It also appeared that building internal confidence is often a bigger challenge than shining abroad, but it’s also where the real impact begins.
Estonia is increasingly recognised as a global example of modern country branding, with our team invited to share Estonia’s best practices at leading place branding conferences around the world. We became the first country to bring home two City Nation Place Global Awards in the same year. It’s proof that being small is not a limitation. It’s an opportunity to act faster and do things differently.
So, what’s next? The new websites are cooking. A major two-year research project with the University of Tartu has been confirmed, diving deeper into the impact of country image. Structural changes at Enterprise Estonia enable us strengthen focus and align Estonia’s global visibility more clearly. The future looks challenging but bright.
Brand Estonia is built together. Thank you to everyone who has contributed by telling Estonia’s story, using the brand consistently, sharing insights, and putting Estonia on the map through your everyday work. Your role matters. Together, we are making Estonia bigger and stronger.
