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By Miral Fahmy Miral Fahmy
SINGAPORE (Reuters) Barack Obama has done it again. The president's starpower
has made the United States the place most people want to visit and do business
with, according to an annual survey that ranks nations like retail brands.
The Country Brand Index, compiled by brand consultancy FutureBrand, found the
United States had unseated Australia, which held the top spot for the past
three years. Australia came in third this year with Canada rising to second
place.
New Zealand and France rounded up the top five country brands in this year's
index that included 102 countries.
"The Obama effect has seen the United States earn the coveted top spot for the
first time in the fifth annual index," FutureBrand, which is part of
Interpublic Group of Companies, said in a statement.
"The revitalization of Brand USA, and other factors, have resulted in the
effect on Australia's ranking. It highlights the importance of keeping a
country brand fresh, relevant and engaging in a highly competitive
international marketplace," added Tim Riches, CEO FutureBrand Singapore.
The index is based on a survey of about 3,000 business and leisure travelers
from nine countries.
In addition to branding countries, it also identifies global trends in travel
and tourism, which the statement said was the world's fastest growing economic
sector.
The United States was seen as the ideal place for business, one of the top
places for families, shopping and quality products, as well as one of the
countries people wanted to visit whether for the first time or again.
The FutureBrand survey echoes a similar poll which showed that the United
States was the most admired country globally, largely thanks to Obama's global
popularity [nL578086].
Looking ahead, the index identified the United Arab Emirates -- which includes
the Gulf cities Dubai and Abu Dhabi -- China, and Vietnam as the top three
nations likely to become major tourist destinations in the next five years.
Croatia, South Africa and India also made the list.
With the global economic crisis tightening purse-strings across the world, the
survey showed that bargain-driven travel would remain a major trend, with
consumers "thinking like financial analysts in choosing destinations and
properties that are undervalued and booking trips that allow them to maintain
the style they were accustomed to in boom times."
This year's index was conducted in conjunction with public relations firm Weber
Shandwick.
"The days of countries marketing themselves with travel posters are over," said
Rene A. Mack, president of Weber Shandwick's Travel & Lifestyle Practice.
2009 CBI Top Country Brands
1. United States
2. Canada
3. Australia
4. New Zealand
5. France
6. Italy
7. Japan
8. Britain
9. Germany
10. Spain