Ida-Viru County in Estonia is actively working to shift its tourism focus away from its Soviet-era associations. The region currently suffers from an image perceived as a “ghost town” rooted in its Soviet past. Local tourism professionals believe a rebrand is crucial to attracting a wider range of visitors. This initiative signifies a desire to move beyond “nostalgia” tourism centered on the Soviet period. The county hopes to highlight its contemporary offerings and diverse attractions. The rebrand aims to attract tourists interested in more than just historical remnants of the Soviet Union. Officials anticipate the new branding will boost the local economy and present a more accurate picture of Ida-Viru County today.