Sharing Estonia's story

This year, we worked to ensure that nation branding remained a central topic in conversations about Estonia’s future. By contributing to events and conferences in Estonia and abroad, engaging with media, and taking an active role in key public and private sector networks, we helped raise awareness of why Estonia’s reputation matters.

Our aim was to emphasize that a strong, consistent country image is a shared strategic priority, the one that supports our security, competitiveness and long-term economic success.

MATKA 2025 tourism fair, Helsinki

How do Finns perceive Estonia – an overview of the county's image, both for tourism professionals and the Finnish media.

sTARTUp Day 2025, Tartu

How to talk about Estonia: a fresh perspective on our national brand for the tech community and entrepreneurs at the most startup-minded business festival in Estonia.

Global Soft Power Summit 2025, London

Leveraging image surveys and AI for tailored strategy and messaging – Estonian case study at Brand Finance’s annual Global Soft Power Summit.

Veriff Global Summer Week 2025, Tallinn

Presentation about Estonia and our digital success story for Veriff's global team.

MELT Innovation Forum, Tallinn

Presentation about Brand Estonia and how Estonian companies can stand out in international markets through strong branding and authentic storytelling, focusing on value, trust and long-term competitiveness rather than price alone.

Brand Ukraine International Conference 2025, Kyiv

Country Brand as a Shield: Values Guarding National Security – sharing Estonian experiences with Ukraine.

Briefs for diplomats and brand envoys, Tallinn, Stockholm, Copenhagen

Sharing Estonian story, country image, and tools with Estonian diplomats, honorary consuls, and other government officials.

Strategic Communication Seminar of the Government Office of Estonia, Tallinn

From investment certainty to self-confidence - sharing insights from Estonian global image to investment attraction at the annual strategic communication conference of the Government Office "Building self-confidence".

City Nation Place Global 2025 conference, London

Evolving the place brand to keep it relevant – Estonian case study for the place brand managers from around the world.

Keeping brand on the agenda

Eesti riigi turundaja Kata Varblane: Eestist on heal arvamusel pigem jõukamad inimesed

Kata Varblane gave an interview to Ärileht on the strategic importance of strong country branding. “When we have a good image, people look our way.”

Read the interview

Estonia’s secret to nation branding success

For a country of less than 1.5 million, Estonia punches well above its weight with its nation branding initiatives. From developing innovative data tools that are widely adopted to finding fresh new angles to share their place narrative, Enterprise Estonia blew away the CNP Awards jury this year with their creative approach. City Nation Place caught up with Kata Varblane, Estonia’s Director of Country Promotion, to understand what underpins Estonia’s winning formula, and what advice she has for other nation brand leaders.

Read the interview

Kuidas Eesti riigi bränd majandus ja julgeolekut edendada aitab Bestmarketing, January 2025

Eesti brändi edendaja: Eestit fännavad jõukad India naised ja meil pole aimugi, miks Äripäeva raadio, January 2025

Eesti riigi bränd maksab 47 miljardit eurot Eesti Ekspress, January 2025

Rahvusvaheline uuring: Eesti mainet on enim kasvatanud Eesti väärtuspõhine välissuhtlus Turundajate Liit, February 2025

Eesti positsioon rahvusvahelises indeksis kukkus korralikult Postimees, February 2025

Kata Varblane. Eesti ettevõtete võimalused uusi turge vallutada ja vanasid tagasi võita Kuku raadio, March 2025

Estonia: A Makers’ Nation with a Sustainable Soul. A Nordic Outlier in a Rapidly Changing World Forum Views - Monthly Capital Markets and Lifestyle Magazine, April 2025

Uus Eestit tutvustav video näitab, et meie tavaline ongi eriline Turundajate Liit, August 2025

Kata Varblane on Leading Estonia’s Evolving Nation Brand Strategy Place Brand Observer, August 2025

Eesti naasis City Nation Place Awardsilt kahe võiduga Turundajate Liit, November 2025

Estonia’s secret to nation branding success City Nation Place, December 2025