Perception and positive brand recognition

When you look at Maputo, Mozambique you wouldn’t think on first sight that this country has a lower GDP per capita than Somalia, and that not so long ago it was in a terrible civil-war for decades;

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Despite all of their issues, when the Mozambiquans invite investors to their national capital to discuss potential projects, those businessmen and women are instantly put at ease because they see an orderly and well managed modern African capital.

This is why restoring Mogadishu’s entire waterfront should have been a priority by every Somali government of the last 10 years but their inaction is today costing the country immensely in terms of perception and brand recognition.

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More importantly it also changes the mentality of the locals, who no longer have to pass a once iconic but now ruined hotel, parliament or government building. The FGS should be contacting the original owners, if they don’t have the funds to rebuilt, then let them enter a joint-venture with a major Somali company or even a foreign one. Decale has a successful hotel next to the airport, I’m sure they would be eager to have one next to the beach, so instead of the Juba Hotel remaining a ghost of the past, the government could initiate a joint-venture that materialises into the ‘Decale-Juba Hotel’ but with the condition that its rebuilt in the prewar design. This could be repeated across the city with other historic buildings until no trace of a past war is left.

And yes, projects like the Dahab Tower are super important for the city’s identity and ability to shake off the stereotypes of the last decades. It could be an iconic symbol of Mogadishu the way the Petronas Towers are for Malaysia’s capital Kuala Lumpur;


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Why is it that more people die as a result of gun violence in Colombia, El Salvador, Mexico, South Africa, etc but millions of people still visit those same countries for tourism? It’s because of perception. They have capitals and major cities that are modern and with iconic skylines, its therefore a priority that the Somali government establishes a major overhaul plan for all of its cities now that the debt-relief is all but a success and it will be in a prime position to bring major infrastructure projects to its cities as well as invest in sound urban plans.

Mogadishu could be our Kuala Lumpur, or Rome. Bosaso and Berbera could be our Muscat and Casablanca. Merca and Barawa could be our Santorini and Split, etc, etc.

One world famous Somali city with a positive image will have a profound domino effect on the prosperity of all Somali cities, including those outside the country’s borders.
 
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mohammdov

Nabadshe
Somalis only need years to improve their image in the world. Most people still think we are starving to death like the 1990s
 
Somalis only need years to improve their image in the world. Most people still think we are starving to death like the 1990s

What is considered the crossroads of humanity? Airports! This is where Somali Airlines could play an impactful role. Instead of purchasing a wasteful private jet, the FGS should have leased two Boeings with the classic Somali Airlines livery:

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With a huge diaspora that regularly travels, Somali Airlines would have a guaranteed consumer base and be one of the most profitable airlines in Africa. After that, the next strategy would be to invest in brand deals with a major football club preferably one with a huge audience like the Premier League.
 
Whatever happened to this project to built a new Al-Uruba Hotel on the waterfront? It seems the political fall-out with the UAE caused the project to be axed, but why can’t the FGS attract a major Western, Malaysian, Turkish or Moroccan Hospitality Company to establish a state-of-the art hotel there with the old design?

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