Kazakhstan Adopts Borat’s “Very Nice” In New Tourism Campaign

Anna Kroupina, Open Jaw

The mere sound of an unplaced accent trilling "very nice" is sure to illicit images of fluorescent thongs, fermented horse urine beverages and many other crude scenes from Sacha Baron Cohen’s hit comedy, Borat Subsequent Moviefilm. 

Rather than banning the movie, the country is capitalizing on the film's mind-boggling success and turning a negative into a positive. Kazakhstan Tourism is adopting the catchphrase of the movie for its newest tourism campaign.

The promotional video features tourists visiting sites in the central Asian nation and saying --- you guessed it -- “Very nice.”

Kairat Sadvakassov, the deputy chairman of Kazakh Tourism, told The Guardian the phrase sums up the vast tourism potential of the nation in a "short, memorable way."

“Kazakhstan’s nature is very nice; its food is very nice; and its people, despite Borat’s jokes to the contrary, are some of the nicest in the world," he continued. "We would like everyone to come experience Kazakhstan for themselves by visiting our country in 2021 and beyond, so that they can see that Borat’s homeland is nicer than they may have heard.”

Back in 2006, Kazakhstan leaders banned the film, snubbed that Borat portrayed the country as anti-Semitic, misogynistic, and riddled with factual inaccuracies. When a trailer was released for the Boratsequel, Cohen said he was prepared for another fight with the Kazakh government. But it never came…

That's because unflattering as it was, Kazakh officials noticed the film actually increased tourism.

There's no such thing as bad publicity, right?

Anna Kroupina

Anna Kroupina Journalist

Anna is OJ's newest member and she joins the team as a writer/reporter. She co-writes the daily news and covers events. Although she's new to the industry, pursuing a career path in travel/tourism has been a goal since her first family road trip to the Florida Keys sparked a desire to discover the world and this exhilarating, fast-paced industry.

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