Australia, U.S. and Italy Are Top Brands
NOVEMBER 9, 2006. Australia ranks as the top overall country brand, according to the second annual Country Brand Index 2006 released at World Travel Market.
The United States and Italy ranked second and third, respectively. The CBI identifies countries as brands and emerging global travel trends in the world's fastest-growing economic sector(1) -- travel and tourism. This sector accounts for more than one in every 11 jobs worldwide. The CBI also identified China, Croatia and the United Arab Emirates as the top three "rising star" countries -- those likely to be major tourism destinations in the next five years.
Developed by FutureBrand, a leading global brand consultancy, in conjunction with public relations firm Weber Shandwick's Global Travel Practice, the global study of more than 1,500 international travelers, travel industry experts and hospitality professionals examines how countries can be branded and ranked according to key criteria. This year's CBI includes rankings, as well as emerging trends, travel motivations, challenges and opportunities within the world of travel, tourism and country branding.
"Countries can no longer continue to see themselves as commodities. A country brand is more than tourism. It is exports, investments, trade and industry," said Rina Plapler, executive director, FutureBrand. "We continue to believe that branding is a tremendous opportunity for both developed and developing countries to build preference, consideration, loyalty and advocacy."
CBI Highlights:
---|Best Country Brand for Authenticity India
---|Best Off-the-beaten-Track/Exotic Country Brand Peru
---|Best Country Brand for Families U.S.
---|Best Country Brand for Beaches The Bahamas
---|Best Country Brand for Natural Beauty New Zealand
---|Best Country Brand for Nightlife/Dining Italy
---|Best Country Brand for Shopping U.S.
---|Best Country Brand for Safety Canada
---|Best Country Brand for Value for Money Thailand
---|Best Country Brand to do Business U.S.
"If travel and tourism is the world's second largest industry -- often driving entire national economies -- governments should be focusing more attention on how their destinations not only market themselves, but also influence and improve the experience for every visitor," said Rene A. Mack, president of Weber Shandwick's Global Travel Practice.
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