Building Your National Space Brand: Researchers Say Space Branding Can Shape The Future of Orbital Tourism and The Space Industry

Insider Brief

• A recent study finds that national and regional branding will play a critical role in the growth of orbital space tourism and, ultimately, boosting the viability of the space industry.
• Countries with strong safety records, user-friendly spaceports, and visible participation in global space forums are better positioned to attract tourists and investors.
• Strategic branding through architecture, media, events, and cultural storytelling can enhance public trust and differentiate national space programs.

The future of space tourism and the growth of the space industry may depend as much on national image and regional identity as on rockets and reusable capsules, according to researchers.

In a peer-reviewed chapter published in Sustainability Transitions – Innovation Ecosystems – Digital Solutions, researchers Aileen Rabsahl and Árpád Ferenc Papp-Váry explore how national and regional branding efforts could influence the commercial success of orbital space tourism. The researchers, who are from the Budapest Metropolitan University of Applied Sciences, argue that as space becomes a destination for paying travelers, governments and companies alike will need to think like tourism boards — crafting stories, symbols and place-based experiences that inspire trust, curiosity, and loyalty.

The study points to an emerging geopolitical and commercial shift in how countries present themselves in the space sector. No longer just a domain of science or defense, space is being marketed as a lifestyle and aspirational experience. According to the researchers, nations that align their space ambitions with compelling brand narratives may gain a first-mover advantage in attracting tourists, investors, and international attention.

What is Space Branding?

According to the researchers, there is more to branding than logos or slogans. The paper defines it as the sum of perceptions about a country’s culture, safety, technology, and values — shaped through policy choices, media, architecture and physical infrastructure. For example, a country with a clean safety record, user-friendly spaceports, and global visibility through events like the International Astronautical Congress is likely to inspire greater confidence among prospective tourists and their insurers.

The researchers highlight the importance of “dual branding,” a coordinated approach between national governments and private companies. This strategy allows a launch service provider or space tourism firm to benefit from the positive image of its home country, while also reinforcing the country’s image as technologically advanced and future-focused. In this arrangement, companies like SpaceX or Virgin Galactic become de facto ambassadors of national capability.

Space Centers as Tourists Destinations

The paper argues that the regions surrounding launch sites have untapped potential to become space tourism destinations in their own right. Areas like New Mexico’s Spaceport America, French Guiana’s Centre Spatial Guyanais, and India’s Satish Dhawan Space Centre are all cited as examples of places that could build regional identity and economic growth through tourism tied to space access. Branding efforts could include visitor centers, curated travel experiences, local partnerships, and visual storytelling that connects the cosmos to local culture.

The study draws parallels between space tourism and other types of high-value, experiential travel—such as ecotourism, polar expeditions, or undersea resorts. In each case, the destination’s brand must convey both wonder and reassurance. For orbital tourism to succeed, the study argues, travelers must feel a sense of emotional connection to the journey and trust in the safety, technology, and professionalism behind it.

Safety a ‘Core Branding’ Element

Safety, in particular, is treated as a core branding element. The authors note that early setbacks in the industry — such as the 2014 crash of a Virgin Galactic test flight — demonstrate how quickly public confidence can erode. In this light, countries and companies must align their messages to avoid perceptions of recklessness. The narrative should highlight rigorous training, stringent oversight and successful missions, rather than framing space solely as an adventure.

Another key recommendation is the strategic use of international forums to promote national branding. The researchers point out that more than 90 countries showcased their space activities at the 2024 International Astronautical Congress. Participation in such events helps countries stake a claim in the emerging orbital economy and gain visibility not only among scientists but also among potential tourists, investors, and global media. These events serve as platforms to project national identity, aspirations, and capabilities.

Visual Identity

The study also emphasizes visual identity — design, architecture, and even color schemes—as critical elements in the branding of space infrastructure. Just as airports and cultural landmarks are often designed to express national values, the same should be true for spaceports, visitor centers, and spacecraft interiors. These elements can reinforce trust, convey professionalism, and offer immersive storytelling that links space travel to local and national heritage.

While the study acknowledges that branding cannot replace engineering or cost-efficiency, it makes a strong case that perception plays a pivotal role in adoption. In the early years of commercial spaceflight, where ticket prices remain high and options limited, the perceived prestige, safety, and meaning of the experience may be as important as its technical execution.

The authors recommend that countries aiming to lead in orbital tourism should invest not only in launch capacity but also in marketing expertise, design talent, and partnerships with tourism agencies. They suggest that success will depend on a blend of aerospace innovation and brand strategy—one that recognizes space as both a new frontier and a global stage.

Small, But Innovative Countries Can Compete

From a strategic perspective, the study suggests that countries with limited space budgets could still compete through creative branding. By aligning with commercial partners, hosting conferences, offering training programs, or building compelling visitor experiences, even smaller nations could develop recognizable space identities that draw attention and investment.

The researchers emphasize that, ultimately, orbital space tourism will not be shaped solely by propulsion systems or launch frequencies. Instead, national stories — about exploration, innovation, identity, and belonging — will become critical in defining who wins the race for space tourists.

10 Actionable Tips for Better Space Program Branding

Here are a few actionable suggestions the research team makes to boost space program branding:

• Use Branding to Attract Talent and Investment
  Present the space sector as a place of opportunity, diversity, and innovation to attract global talent, partnerships, and funding.
• Invest in Safety and Publicize It
  Maintain a strong safety record and highlight it consistently across public channels to build trust among tourists, investors, and insurers.
• Design User-Friendly Spaceports
  Create welcoming, architecturally distinctive, and logistically smooth spaceport experiences that reflect national values and professionalism.
• Participate in Global Forums
  Maintain a strong presence at international events like the International Astronautical Congress to raise visibility and communicate national space ambitions.
• Develop a Dual Branding Strategy
  Align government and private sector messaging so companies reinforce national identity and nations support commercial credibility.
• Build Visitor Infrastructure Around Launch Sites
  Treat launch regions as space tourism destinations with museums, training simulations, themed hotels, and cultural experiences tied to space.
• Promote National Identity Through Visual Design
  Use logos, uniforms, signage, and facility design to express recognizable symbols of national culture, innovation, and aspiration.
• Engage Media Proactively
  Offer press access to launches, publish behind-the-scenes content, and provide educational materials that help tell a clear, inspiring story.
• Integrate Cultural Storytelling
  Link space ambitions to national history, mythology, or values to foster emotional connection and a sense of belonging in global audiences.
• Support Creative Industries
  Involve designers, filmmakers, and artists in shaping the public perception of space missions and infrastructure through media and exhibits.