Some locations work better than others, for sure. Japan, Germany, Morocco, and France still work exceptionally well. Problem is the UK, Mexico, and China feel stereotypical, not in a bad, racist way, just very "this is from the 70s clearly" sort of way.
I'd approach the WS problem from two angles: adding modern accents and angles to existing pavilions and expanding some of the more "flat" pavilions (see: America.) For over a decade the various festivals papered over the cracks in WS. Now we have travel vlogs and readily accessible ways to experiencing foreign cultures that accurately represent them, not some sort of 70s version dictated through the eyes of a sponsor.