The Index also identified the United Arab Emirates (UAE), along with China and Vietnam, respectively as the top three “rising stars” – those likely to become major tourist destinations in the next five years. CBI is a comprehensive study of approximately 3,000 international business and leisure travelers from nine countries. It examines how countries are branded and ranked, and identifies emerging global trends in the world’s fastest growing economic sector – travel and tourism, which accounted for $944bn in international tourism receipts in 2008.
Driven largely by the meteoric rise of Dubai as a world city and the emergence of Abu Dhabi as an economic powerhouse, the UAE has become a relatively strong brand that is still maturing. Ranked #29 overall out of 102 country brands and the highest ranking Middle Eastern Country, the UAE’s ascension is also indicative of the softening of Egypt’s brand despite being ranked #1 and #6 in the History and Art & Culture categories, respectively.
This year’s Index, conducted by FutureBrand, a leading global brand consultancy, in conjunction with public relations firm Weber Shandwick’s Global Travel & Lifestyle Practice, includes rankings and trends, themes in nation building and marketing issues, as well as more in-depth analysis of the strengths and weaknesses of the Top 10 country brands and a look at the “Next 10,” those top country brands ranking 11-20. Additionally, research was expanded to cover 102 country brands, which allowed a breakdown of regional rankings to be included.
“The UAE is beginning to see dividends on the investments it has made in its tourism infrastructure over the past 5 years. With more mega projects, such as the Palm Jumeirah and the Yas Marina gaining international attention, as well as an array of hospitality offerings, the UAE’s strength as a tourist market has enabled the country to weather the current economic climate better than its regional counterparts.”
Said Rina Plapler, senior executive director, FutureBrand.
This year’s CBI also touches on a variety of topics relevant to travelers and tourism professionals including: how small nations can compete with much larger countries; the different ways destinations can communicate value; and the year’s best and worst country brand marketing. Other notable topics focus on the use of social media in country branding and how icons, national companies and sports drive the development of country brand image.
Wednesday, November 11- 2009 @ 16:53 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.