The country is a highly attractive destination, known for its beautiful, diverse seasons and well-established tourism infrastructure. The country´s reputation as a less crowded and eco-friendly destination aligns well with the growing demand for sustainable travel. Moreover, it enjoys a strong, positive image globally, thanks to its stable and transparent society, which fosters trust in its authorities.

The NTO, with its agile and low-hierarchy structure, is well-prepared to make quick decisions and adapt to changing circumstances, further enhancing the nation's appeal as a safe and reliable travel destination.

The country tourism ecosystem also faces challenges, primarily due to the lack of a unified approach to risk management. Without a central authority overseeing crisis management, responses can be fragmented and slow.

Current geopolitical tensions have introduced significant accessibility constraints to the destination. The destination has lost its competitive advantage as a hub for the East due to flight restrictions over Russian airspace, and it is now inaccessible by train for international travellers. Additionally, lack of mobility and accessibility options within some cities and between different regions is also a challenge. 

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