Juicy Info

For about five years, FutureBrand has been tracking the brand ranking of different countries. Here’s a review of the latest 2009 Country Brand Index.

International travel growth may be hindered by the global recession, but  appetite for travel has never been so strong. In advanced nations, our travel repertoire is expanding to new regions and countries as out tastes become more sophisticated and in fast-growth markets, generations of more affluent consumers are taking up international travel for the first time.

Country branding is an essential component to draw in the volumes of travellers. Indeed, as Futurebrands states, national brands are coming to rival that of goods and service brands, as branding becomes more sophisticated and centre-stage in national policy.

When you consider the revenue generated by international travel and tourism it’s no wonder that nations are placing more emphasis on their country brand.

• Travel and tourism accounts for 9.4% of global GDP – that’s $5.5 trillion (FutureBrands/World Travel and Tourism Council)

So which countries top the branding stakes? Below I have contrasted the 2008 and 2009 rankings by FutureBrand to give you a feel.

In 2008, it was Australia that topped the league, but this year USA has taken the lead, followed by its North American counterpart, Canada. The Obama effect has catapulted the US to new heights.

Overall, Antipodean brands have strengthened their brands, with NZ rising to fourth place, largely due to a continuation of its 100% Pure campaign, which was originally launched in 1999. According to experts interviewed in this report, New Zealand is the best-marketed brand, followed in joint second place by Australia and India.

Five of the top ten are Western European markets as was the case in 2008. Germany’s entrance into the top ten is attributed to its ‘trendy cutting-edge cities’ whereas Spain, Italy and France trade on culture and heritage. The report alludes to travellers’ growing desire to immerse themselves in cultures, connecting with locals and experiencing a destination, rather than merely visiting.

2009                             2008

1. USA                          1. Australia

2. Canada                    2. Canada

3. Australia                 3. United States

4. New Zealand          4. Italy

5. France                      5. Switzerland

6. Italy                          6. France

7. Japan                       7. New Zealand

8. UK                           8. UK

9. Germany                9. Japan

10. Spain                   10. Sweden

In terms of key trends driving travel and tourism, the report focuses heavily on value, the web and importantly social media as a tool to drive word of mouth. It proclaims that “2009 will be remembered for the emergence of value travel” as price discounting became more deeply entrenched. Overall, the web is highlighted as the “most powerful and efficient marketing channel for the travel and tourism industry.”

There is a great deal more travel and tourism insights in the exec summary and more still in the full report. Recommended reading if travel is your thing.

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