Australia has emerged as the world's top country brand for the third consecutive year, according to the 2008 Country Brand Index (CBI), being officially released in London on November 11. Rising from its sixth place ranking last year, Canada is recognized second and the United States rounds out the top three country brands in the 2008 study.
Conducted by FutureBrand, a leading global brand consultancy, in conjunction with Weber Shandwick's Global Travel & Lifestyle Practice, CBI is a comprehensive study of about 2,700 international business and leisure travellers from nine countries. The study identifies China, the UAE and Croatia, respectively, as the top three 'rising stars' – those likely to become major tourist destinations in the next five years. Also making the list this year are Vietnam, India and Cuba.
Although CBI identifies emerging global trends in the world's fastest-growing economic sector – travel and tourism -- this year's Country Brand Index has increased its scope to look at country brands more broadly. It reviews attributes and associations outside of tourism to better appreciate the opportunities and challenges of country branding.
"Countries are becoming more aware of the importance of defining how they want to be perceived and the need to improve and leverage their assets. While tourism is often the most visible manifestation of a country brand, it is clear that the image, reputation and brand values of a country impact its products, population, investment opportunities and even its foreign aid and funding," the study says.
Here we take a look at the world's top 10 country brands:
Australia
POPULATION: 21,007,310
GDP: $773 billion
SIZE: 2,967,909 sq. miles
AIRPORTS: 461
TRAVEL & TOURISM % OF GOVT EXPENDITURE: 3.7%
TRAVEL & TOURISM GROWTH: 4.4%
TRAVEL & TOURISM INDUSTRY % OF GDP: 4.5%
EXPERTS SAY: "Australia has strong branding. Tourists can access a wide range of offerings: adventure, relaxation, pure scenery and mouthwatering gastronomy."
Canada
POPULATION: 33,212,696
GDP: $1.3 trillion
SIZE: 3,855,103 sq. miles
AIRPORTS: 1,343
TRAVEL & TOURISM % OF GOVT EXPENDITURE: 4.1%
TRAVEL & TOURISM GROWTH: 2.7%
TRAVEL & TOURISM INDUSTRY % OF GDP: 2.9%
EXPERTS SAY: "Canada is an exceptional country and has all of the assets to be a great brand: natural and urban beauty, quality of life, diversity, culture, entertainment, gastronomy, business infrastructure, stability and openness."
America
POPULATION: 303,824,640
GDP: $13.8 trillion
SIZE: 3,794,083 sq. miles
AIRPORTS: 14,947
TRAVEL & TOURISM % OF GOVERNMENT EXPENDITURE: 5.1%
TRAVEL & TOURISM GROWTH: 1.5%
TRAVEL & TOURISM INDUSTRY % OF GDP: 3.8%
EXPERTS SAY: "The US continues to be a tourist magnet for its fun spirit and because it is the giant of entertainment and business, delivering a large variety of rich and diverse experiences."
Italy
POPULATION: 58,145,320
GDP: $1.8 trillion
SIZE: 116,306 sq. miles
AIRPORTS: 132
TRAVEL & TOURISM % OF GOVT EXPENDITURE: 3.5%
TRAVEL & TOURISM GROWTH: 1.0%
TRAVEL & TOURISM INDUSTRY % OF GDP: 4.0%
EXPERTS SAY: "Italy is a country that markets the best of itself: the cradle of gourmet cuisine and art, the romance of Venice, the history of Rome and even the beauty of its men and women."
Switzerland
POPULATION: 7,581,520
GDP: $303.2 billion
SIZE: 15,942 sq. miles
AIRPORTS: 65
TRAVEL & TOURISM % OF GOVT EXPENDITURE: 7.1%
TRAVEL & TOURISM GROWTH: 2.8%
TRAVEL & TOURISM INDUSTRY % OF GDP: 5.3%
EXPERTS SAY: "Switzerland is established, has successfully developed a clear attractive profile and is consistent in its brand promise and delivery."
France
POPULATION: 64,057,792
GDP: $2.1 trillion
SIZE: 248,429 sq. miles
AIRPORTS: 476
TRAVEL & TOURISM % OF GOVT EXPENDITURE: 3.0%
TRAVEL & TOURISM GROWTH: 1.9%
TRAVEL & TOURISM INDUSTRY % OF GDP: 4.1%
EXPERTS SAY: "France has a strong local identity (wine, music, fashion, language, tradition and culture) and the ability to load its brand with emotion: beauty, quality of life, romance."
New Zealand
POPULATION: 4,173,460
GDP: $112.4 billion
SIZE: 103,738 sq. miles
AIRPORTS: 121
TRAVEL & TOURISM % OF GOVT EXPENDITURE: 3.3%
TRAVEL & TOURISM GROWTH: 3.3%
TRAVEL & TOURISM INDUSTRY % OF GDP: 6.0%
EXPERTS SAY: "New Zealand delivers what it promises. Its destination branding has used strong emotional effects: quality, well-being, safe operation, cultural interaction and pristine and pure scenery."
UK
POPULATION: 60,943,912
GDP: $2.1 trillion
SIZE: 94,526 sq. miles
AIRPORTS: 449
TRAVEL & TOURISM % OF GOVT EXPENDITURE: 2.7%
TRAVEL & TOURISM GROWTH: 1.6%
TRAVEL & TOURISM INDUSTRY % OF GDP: 3.4%
EXPERTS SAY: "The UK is a well thought out and executed brand that effectively utilizes all of the natural and cultural resources of the country."
Japan
POPULATION: 127,288,416
GDP: $4.3 trillion
SIZE: 145,883 sq. miles
AIRPORTS: 176
TRAVEL & TOURISM % OF GOVT EXPENDITURE: 4.1%
TRAVEL & TOURISM GROWTH: 1.8%
TRAVEL & TOURISM INDUSTRY % OF GDP: 3.4%
EXPERTS SAY: "Japan already has a high brand profile, but we've found that traveller expectations are always exceeded by the country. The diversity, culture and quirkiness of Japan — and the lower yen — are a powerful combination."
Sweden
POPULATION: 9,045,389
GDP: $338.5 billion
SIZE: 173,732 sq. miles
AIRPORTS: 250
TRAVEL & TOURISM % OF GOVT EXPENDITURE: 2.2%
TRAVEL & TOURISM GROWTH: 3.6%
TRAVEL & TOURISM INDUSTRY % OF GDP: 2.4%
EXPERTS SAY: "Sweden has the charm of Europe but an intriguing sense of mystery and otherness about it. It offers the traveller a variety of adventures and is proving to be a strong destination."
Nov 11, 2008
Subscribe to:
Post Comments (Atom)
3 comments:
Thanks so much for taking the time to write it all down!This site is a very informative site. This is a great article that everyone should read. Wonderful information to pass on. thanks for sharing.
--------------
oliviaharis
Internet Marketing
Kenali dan Kunjungi Objek Wisata di Pandeglang
Keyword Kenali Pandeglang
Mohon dukungannya yach....?!
Semangat..semangat..!!
Pandeglang telah hilang Kenali Si Dunia Aneh
Mari bersama Pak Firman yang bekerja di SDIT Nurul Ilmi Medan dalam kontes Kenali dan Kunjungi Objek Wisata di Pandeglang
http://loanstoday.skachatnow.co.cc/personal-loan-company.php - personal loan company
[url=http://getloan.skachatnow.co.cc/application-loan-online-stafford.php]application loan online stafford[/url]
[url=http://getloan.skachatnow.co.cc/advance-approval-cash-instant.php]advance approval cash instant[/url]
http://paydayloan.skachatnow.co.cc/sba-loan-application-disaster.php - sba loan application disaster
http://fastloans.skachatnow.co.cc/student-loan-settlement.php - student loan settlement
http://newloans.skachatnow.co.cc/consolidation-interest-loan-rate.php - consolidation interest loan rate
[url=http://fastloans.skachatnow.co.cc/salle-mae-stafford-loan.php]salle mae stafford loan[/url]
http://newloans.skachatnow.co.cc/personal-loan-for-people-with-bad-credit.php - personal loan for people with bad credit
http://paydayloan.skachatnow.co.cc/arizona-equity-home-loan-phoenix.php - arizona equity home loan phoenix
[url=http://loanstoday.skachatnow.co.cc/virginia-loan-payday-store.php]virginia loan payday store[/url]
Post a Comment