Australia tops tourism’s Country Brand Index

21 November 2007

In the tourism sector, Australia has once again become the world’s top country brand.

The United States ranks second and the United Kingdom, the third, according to the Country Brand Index (CBI) of 2007.

Other countries which made up the Top 10 in the Country Brand Index included Japan, Canada, France and Greece.

Croatia, China, and the United Arab Emirates (UAE) were identified as the top three “rising stars” – that is, the countries likely to become a major tourist destination in the next five years.

Cuba, Iceland, and the Russian Federation also found their way into the 2007 Country Brand Index.

According to Country Brand Index, now in its third year, is a comprehensive study of over 2,600 international travelers conducted by FutureBrand, a leading global brand consultancy, in collaboration with public relations firm Weber Shandwick’s Global Travel & Lifestyle Practice.

CBI examines how countries are branded and ranked according to key criteria. The index for 2007, included rankings and trends as well as travel motivations, challenges and opportunities within the worlds of travel, tourism and country branding.

In 2007, it was claimed, the Country Brand Index covered a diversity of topics that are relevant to travelers as well as tourism professionals. The topics ranged from the most environmentally oriented country brand (Sweden) to the country brand in which they would most like to do business (the United States).

Following are key highlights from the 2007 Country Brand Index. The top five countries are listed in the order of rank for each category:

• Best country brand ideal to do business in: The United States, China, the United Kingdom, France, Italy.
• Best country brand easiest to do business in: The United States, the United Kingdom, Canada, Ireland, France.
• Best country brand to extend a business trip in: The United States, Australia, Italy, Japan, Thailand.
• Best country brand for conferences: The United States, Switzerland, Germany, Singapore, the United Arab Emirates.
• Best country brand for art and culture: Italy, France, Egypt, India, the United Kingdom.
• Best country brand for authenticity: New Zealand, China, South Africa, Japan, Thailand.
• Best country brand for beaches: Maldives, Tahiti, Bahamas, Australia, Dominican Republic.
• Best country brand for families: Denmark, Canada, Australia, the United States, Sweden.
• Best country brand for history: Egypt, Italy, China, Greece, France.
  Best country brand for resort/lodging options: The United Arab Emirates, Maldives, Australia, Tahiti, Canada.
• Best country brand for natural beauty: New Zealand, Australia, Maldives, Canada, South Africa.
• Best country brand for nightlife: Spain, the United States, Brazil, Thailand, Singapore.
• Best country brand for fine dining: France, Italy, Singapore, Japan, the United States.
• Best country brand for outdoor sports/physical activities: Australia, New Zealand, Canada, South Africa, the United States.
• Best country brand for friendly local people: Australia, Canada, New Zealand, Ireland, Thailand.
• Best country brand for rest and relaxation: Maldives, Tahiti, Bahamas, Jamaica, New Zealand.
• Best country brand for safety: New Zealand, Canada, Sweden, Denmark, Switzerland.
• Best country brand for shopping: The United States, the United Arab Emirates, Singapore, Italy, Japan.
• Best country brand for value for the money: Thailand, Hungary, the Czech Republic, Mexico, Vietnam.
• Best country brand you would most like to live in other than your own: Canada, New Zealand, Australia, Sweden, Singapore.