The index is a comprehensive study which highlights rankings, trends, travel motivations, challenges and opportunities within the worlds of travel, tourism and country branding.
Conducted by FutureBrand, a leading global brand consultancy, in conjunction with public relations firm Weber Shandwick’s Global Travel & Lifestyle Practice, countries are ranked across 30 distinct categories providing a perspective on strengths, weaknesses and opportunities.
The rankings highlight qualities that shape country reputations, perceptions and experiences. New categories to this year's rankings include best country brand for Standard of Living, Political Freedom and Advanced Technology.
The index looks at intergenerational travel (represented by countries such as the USA, Canada and Japan), medical tourism, mainstream luxury (represented by countries like Japan and Spain), ‘stay’cations and a rise in the off-the-beaten-
Rene A. Mack, President, Weber Shandwick’s Travel & Lifestyle Global Practice said, “With the current state of the world -economic turmoil, political unrest and global warming- it’s always fascinating to see which countries come out on top in branding themselves, generating global recognition and fueling the travel and tourism industry.”
This year, for the third year running, Australia nabbed the top spot as the world’s number one country brand. Think of Australia and sunswept beaches, board shorts and barbecues spring to my mind.
Canada (I think skiing, outdoorsy lifestyle and friendly locals) and the USA (super sized everything, baseball) took second and third places.
The most recognized country brands were Italy (olive oil, passion, mama’s recipe) and Switzerland (snow, cuckoo clocks, reliable trains) followed by France (wine, farmhouses) New Zealand (open space, hokey pokey ice-cream) the UK (crowds, concrete) Japan (sushi, neon) and Sweden (according to my (male) colleague - hot women).
The country brands identified as ideal for business were the USA, Germany and the UK, while the country brands considered the best place to live were Australia, New Zealand and Canada.
The Netherlands, Spain and Canada were listed as the best country brands for ease of travel, while the UAE, the US and the Maldives were the top brands for resort and lodging options.
China, the UAE and Croatia were identified as the top three countries most likely to become major tourist destinations in the next five years.
Vietnam, India and Cuba were also listed as having a bright future ahead. The report also highlighted a “changing landscape” within the industry, noting that traditional tourism “hotspots”
“In this our fourth year, it is exciting to see many countries embracing the idea of brand,” said Rina Plapler, FutureBrand’
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Notes to editors:
TheMoveChannel.com is a property website that was founded in 1999 as an online resource for buying, selling and learning about property. It now receives as many as 300,000 visits per month and advertises over 50,000 properties in nearly 90 countries, which are listed by over 500 partner organisations.
For further information as well as images and interview possibilities, please contact:
Dan Johnson
Managing Director
www.themovechannel.com
0207 952 7650
