Australia Ranks Number 1 As World's Top Country Brand

Australia earns the coveted spot as the world's top country brand for the third consecutive year, according to the 2008 Country Brand Index (CBI) which will be officially released Tuesday, Nov. 11, 2008 at London's World Travel Market, the premier annual exhibition of the global travel trade. Rising from its sixth place ranking last year, Canada is recognized second and the United States rounds out the top three country brands in the 2008 study. Other countries making the top 10 include Italy, Switzerland and France. The CBI examines how countries are branded and ranked according to key criteria, and identifies emerging global trends in the world's fastest growing economic sector – travel and tourism, which accounts for US$5.9 trillion of economic activity worldwide this year and more than 238 million jobs.

2008 CBI Top Country Brands:
1. Australia
2. Canada
3. USA
4. Italy
5. Switzerland
6. France
7. New Zealand
8. United Kingdom
9. Japan
10. Sweden

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. This year’s index includes rankings and trends as well as travel motivations, challenges and opportunities within the worlds of travel, tourism and country branding (visit https://www.countrybrandindex.com/ for complete results).

Rising Stars
The CBI also identified China, the United Arab Emirates (UAE) and Croatia, respectively, as the top three “rising stars” – those likely to become major tourist destinations in the next five years. Also making the list this year are Vietnam, India and Cuba. In addition, this year’s CBI includes an in-depth report of how China fares post- Beijing Olympics.

“In this our fourth year, it is exciting to see many countries embracing the idea of brand. 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 both their strategic orientation as well as their delivery,” said Rina Plapler, senior executive director, FutureBrand.

This year's CBI touches on a variety of topics relevant to travelers and tourism professionals including: intergenerational travel (represented by countries such as the U.S., 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.

"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," said René A. Mack, president, Weber Shandwick’s Travel & Lifestyle Global Practice.

The following are key highlights from this year's Country Brand Index including six new brand categories denoted with an asterisk. The top five countries are listed in rank order for each category:

Best Country Brand to Extend a Business Trip -- Australia, New Zealand, Scotland, Japan and Ireland

Best Country Brand for Art and Culture -- Italy, France, Egypt, Japan and Greece

Best Country Brand for Authenticity -- New Zealand, Japan, Thailand, India and Egypt

Best Country Brand for Beach -- Maldives, Tahiti, Bahamas, Dominican Republic and Australia

Best Country Brand for Families -- Canada, Spain, Denmark, Australia and New Zealand

Best Country Brand for History -- Egypt, Italy, France, Greece and Israel

Best Country Brand for Resort and Lodging Options -- Australia, Switzerland, United Arab Emirates, United States and Maldives

Best Country Brand for Natural Beauty -- New Zealand, Maldives, Switzerland, Norway and Australia

Best Country Brand for Nightlife -- Japan, Brazil, Spain, Thailand and the United States

Best Country Brand for Fine Dining -- Italy, France, Japan, Singapore and Switzerland

Best Country Brand for Outdoor Activities and Sports -- Australia, New Zealand, Canada, Belize and Switzerland

Best Country Brand for Rest and Relaxation -- Maldives, Tahiti, New Zealand, Fiji and Bahamas

Best Country Brand for Safety -- Norway, Switzerland, New Zealand, Sweden and Denmark

Best Country Brand for Shopping -- United States, United Arab Emirates, Singapore, Thailand and Japan

Best Country Brand for Value for Money -- Thailand, India, Mexico, Czech Republic and Poland

Best Country Brand You Would Most Like to Live in -- Australia, New Zealand, Canada, Switzerland and Scotland

Best Country Brand for Ease of Travel -- Netherlands, Spain, Canada, Switzerland and Germany

Best Country Brand for Standard of Living -- Sweden, Norway, Denmark, Australia and Switzerland

Best Country Brand for Political Freedom -- Netherlands, New Zealand, Sweden, Denmark and Norway

Best Country Brand for Advanced Technology -- Japan, United States, United Kingdom, Sweden and Germany

Best Country Brand for Quality Products -- Japan, United States, Germany, France and Italy

Best Country Brand for Most Impressive Last Year -- China, United Arab Emirates, Australia, New Zealand and Japan.

For more information, visit www.webershandwick.com