2008 Top Country Brand Ranking
The Country Brand Index ranks countries across 30 different categories offering a great perspective on their strengths, weaknesses and opportunities. I wonder which of these countries that will attract most tourists in 2009.
“CBI, now in its fourth year, is a comprehensive study of approximately 2,700 international business and leisure travelers from nine countries conducted by FutureBrand, a leading global brand consultancy, in conjunction with public relations firm Weber Shandwick’s Global Travel & Lifestyle Practice.”
The top 10 overall countries were:
1. Australia
2. Canada
3. United States
4. Italy
5. Switzerland
6. France
7. New Zealand
8. United Kingdom
9. Japan
10. Sweden
To see rankings in all categories or to download the ’08 Study, visit Country Brand Index: Country Brand Rankings
I wonder how they measured this. As a brand, I think it is hard to top Italy. I used to work for the Travel Channel and, literally, 60% of the story requests were for Italy.
Spot Cool Stuff’s last blog post..Monkey See, Monkey Spa
thanks for sharing – this is really interesting! i’m curious to see how this list was formed.
ps happy new year too!
helen’s last blog post..World on Fire
@Spot Cool Stuff, Hi Will, True. Italy is hard to beat, at least in art and culture, history and fine dining. The country has so incredibly much to offer, it’s no surprise that tourists want to visit year after year.
@helen, I read this in the press & media section:
“Almost 2,700 respondents from nine countries including the US, UK, China, Australia, Japan, Brazil, UAE, Germany and Russia participated in a travel survey. Participants were screened to include frequent international travelers (who travel internationally more than once a year) between the ages of 21 and 65, with a balanced split between men and women. Business and leisure travelers were both included. Respondents answered questions about behavior around destination selection; country associations with particular attributes; and overall awareness/familiarity, past visits, intent to visit, and willingness to recommend destinations to others. Survey results were aggregated and weighted in proportion to their regions’ respective volume of travel consumption. This was done in order to minimize potential bias around preferred locations from respondents from regions that may have been over-represented in the sample. Performance on attributes by country was then considered against expert opinions and secondary statistics in order to generate the country rankings.”
Getting a list of top countries are hard, i believe they are mostly dependent on personal choices atleast favored by personal choices.