Australia has been voted the world’s number one country brand, with China, Croatia and the United Arab Emirates rising stars, in the Confederation of British Industry’s second annual Country Brand Index.
Australia came out top based on the work it has done to promote itself. The research, revealed on Monday at World Travel Market, said: “It understands the idea of using the whole country and not just pieces.”.
The US came second due to improvements in the quality of accommodation, with Italy third due to its authenticity.
Spain, seventh, was criticised for being a “sleeper brand which should be greater as every city is a jewel with amazing food and nightlife.”
India, which came tenth, was described as a potential “tourism super brand, but there is still room for improvement”.
China, Croatia and the United Arab Emirates were the three countries tipped to become major tourism destinations over the next five years.
France came fourth for “delivering on its strong expectations” while Greece, in fifth place, has “friendly people with great surroundings and great food”. The UK came in sixth.
Meanwhile, New Zealand, which came eight, was praised for understanding branding by not turning itself into Australia or the UK and remaining “true to its assets”.
Maldives, ninth, was “blessed with nature but the marketing could be better”.
The CBI research, developed in association with brand consultancy FutureBrand, polled more than 1,500 travellers, industry experts and hospitality professionals.
The report’s criteria is based on country’s brand values and their ability lives up to those promises.
FutureBrand executive director added: “Countries can not longer see themselves as commodities”.