But the Singapore brand is what sells the country to tourists, investors, talents. No amount of NTO marketing will work if a country does not have the goods. Some countries are lucky they are born with natural spectacular attractions. Others build them. But how many cities in modern history can field the intangible, unique attraction Singapore has: that people want to visit it because they want to see for themselves its remarkable transformation as much as they want to enjoy the city? Mr Lee created Singapore and in doing so created tourism.