Country branding for cultural tourism

It seems easy to brand countries as destinations for cultural tourism, because the culture of each country is different. Also, the traveler who prefers this type of tourism, is most likely to look closer into these differences, versus the beach vacation tourist, who looks the weather report and the price tag. Is really easier to brand a country as an attractive destination for cultural tourism, especially in the emerging markets in Europe? See why I think that for some regions that is kind of a challenge, in spite that there is a light in the tunnel.