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New Zealand Jumps to Fourth in Country Brand IndexDate: 09 November 2009 New Zealand has leapt three spots to take fourth place in the fifth annual Futurebrand Country Brand Index (CBI). The survey placed New Zealand just behind the US, Canada and Australia in the survey, which ranks countries in terms of their brand strength in tourism. New Zealand also made it into the top five countries for safety, natural beauty, families, environmentalism, and outdoor activities and sports, as well as being one of the top five countries people want to visit or return to. New Zealand was ranked seventh overall in 2008. FutureBrand Chief Executive Tim Riches said the 100% Pure New Zealand campaign had shown clarity and consistency over the last three years, helping New Zealand rise to the challenges facing global tourism. "The New Zealand brand has been punching above its weight," he said. "It highlights the importance of the Kiwi approach, showing that there are great rewards for a country in promoting responsible travel and in designing and managing sustainable tourism practices. "In a highly competitive international market New Zealand has identified and risen to the challenges." The FutureBrand CBI is a comprehensive survey of approximately 3,000 international business and leisure travellers from nine countries. It ranks countries in terms of their brand strength and identifies emerging global trends in travel and tourism, the world’s fastest growing economic sector. The research looked at 102 country brands and their effectiveness. FutureBrand Senior Executive Director said the global economic situation had underlined the need for countries to present a cohesive identity and make the most of every opportunity. "Even with the global economic circumstances facing many nations, the need to maximize opportunity and present a cohesive identity is critical," said Rina Plapler, FutureBrand Senior Executive Director. "The days of countries marketing themselves with travel posters are over. Wise governments harness, propel and amplify their country as a brand, given it also encompasses culture, exports retail, real estate and of course tax revenue. The popular phrase says ‘tourism is too big to fail,’ but if no one is paying attention or if it is undervalued or taken for granted, the competition will benefit." Top 10 Countries in 2009:
1. United States
Find out more at http://www.futurebrand.com/cbi/overview/
Source: Tourism New Zealand Feature |