(EMAILWIRE.COM, November 21, 2008 ) London, UK - It was inevitable that countries would turn from destinations into brands - such is the nature of the culture that we live in. Australia has been listed as the world’s number one ‘country brand’ for the third consecutive year, according to the 2008 Country Brand Index…

The index is a comprehensive study which highlights rankings, trends, travel motivations, challenges and opportunities within the worlds of travel, tourism and country branding.

Conducted by FutureBrand, a leading global brand consultancy, in conjunction with public relations firm Weber Shandwick’s Global Travel & Lifestyle Practice, countries are ranked across 30 distinct categories providing a perspective on strengths, weaknesses and opportunities.

The rankings highlight qualities that shape country reputations, perceptions and experiences. New categories to this year's rankings include best country brand for Standard of Living, Political Freedom and Advanced Technology.

The index looks at intergenerational travel (represented by countries such as the USA, Canada and Japan), medical tourism, mainstream luxury (represented by countries like Japan and Spain), ‘stay’cations and a rise in the off-the-beaten-track trips. Other notable trends this year focus on niche travel opportunities and the changing destination landscape.

Rene A. Mack, President, Weber Shandwick’s Travel & Lifestyle Global Practice said, “With the current state of the world -economic turmoil, political unrest and global warming- it’s always fascinating to see which countries come out on top in branding themselves, generating global recognition and fueling the travel and tourism industry.”

This year, for the third year running, Australia nabbed the top spot as the world’s number one country brand. Think of Australia and sunswept beaches, board shorts and barbecues spring to my mind.

Canada (I think skiing, outdoorsy lifestyle and friendly locals) and the USA (super sized everything, baseball) took second and third places.

The most recognized country brands were Italy (olive oil, passion, mama’s recipe) and Switzerland (snow, cuckoo clocks, reliable trains) followed by France (wine, farmhouses) New Zealand (open space, hokey pokey ice-cream) the UK (crowds, concrete) Japan (sushi, neon) and Sweden (according to my (male) colleague - hot women).

The country brands identified as ideal for business were the USA, Germany and the UK, while the country brands considered the best place to live were Australia, New Zealand and Canada.

The Netherlands, Spain and Canada were listed as the best country brands for ease of travel, while the UAE, the US and the Maldives were the top brands for resort and lodging options.

China, the UAE and Croatia were identified as the top three countries most likely to become major tourist destinations in the next five years.

Vietnam, India and Cuba were also listed as having a bright future ahead. The report also highlighted a “changing landscape” within the industry, noting that traditional tourism “hotspots” are being overshadowed by rising star destinations, with Asia, Asia Pacific and the Middle East all experiencing higher growth rates than the average world demand.

“In this our fourth year, it is exciting to see many countries embracing the idea of brand,” said Rina Plapler, FutureBrand’s Senior Executive Director. “However, we still feel this is a largely underdeveloped category with most countries continuing to promote and market themselves in ways that are not differentiated. Particularly in the coming years, country brands must improve their strategic orientation as well as their delivery.”

-ENDS-

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