UAE has been ranked as one of the rising stars in tourism, according to the second annual Country Brand Index 2006 (CBI) released at the world travel market in London on 6th November, the premiere annual exhibition of the global travel trade. Coming third after China and Croatia, the UAE also scored highly in terms of a shopping destination, ranking fourth after the USA, Singapore and Italy. In a new category this year, Resort/Lodging Options, the UAE came in tenth and as a destination for off site conventions it was ranked ninth.
Australia ranks as the top overall country brand, with USA and Italy taking second and third position. The CBI identifies countries as brands and emerging global travel trends in the world’s fastest-growing economic sector* - travel and tourism - an economy that directly and indirectly accounts for one in every 11.5 jobs worldwide.
Developed by FutureBrand, a leading global brand consultancy, in conjunction with Weber Shandwick’s Global Travel Practice, the report examines the role and opportunity to create and market a country as a brand, and ranks countries according to a variety of measures. This year’s Index includes rankings, as well as emerging trends, travel motivations, challenges and opportunities within the world of travel, tourism and country branding. Highlights from the CBI include:
• Best Country Brand for Authenticity India
• Best Off The Beaten Track/Exotic Country Brand Peru
• Best Country Brand for Families U.S.
• Best Country Brand for Beaches The Bahamas
• Best Country Brand for Natural Beauty New Zealand
• Best Country Brand for Nightlife/Dining Italy
• Best Country Brand for Shopping U.S.
• Best Country Brand for Safety Canada
• Best Country Brand for Value for Money Thailand
• Country Brand Easiest to do Business in U.S.
The Country Brand Index also reports that new trends in travel and tourism are emerging and key markets are gaining momentum as the consumer is concerned with all meeting unique criteria when crafting a trip. This year’s trends revolve around “experiences beyond the guidebook,” including:
1. By Travellers for Travellers – A new generation of travel content no longer relies on authoritative experts. Technology has enabled countless Web sites and blogs to sprout up that are geared to social networking and travellers are embracing these vehicles to organize and shape a travel community for travellers, by travelers.
2. Scarcity Drives Demand – Travellers are becoming more attracted to the limited and scarce. The harder it is to get in, the more desirable the experience is becoming.
3. At Home While Abroad – Many travel companies now employ people of the same visitor nationality for their tours. Speaking the language is no longer sufficient and now many promote “travel with someone from your own country.”
With new trends and an expanding global travel community come new audiences are also seeking intoxicating spas, “health-tels,” semi-permanent vacation experiences, and commemorating abroad (weddings, anniversaries, reunions, milestones and multi-generational bonding).
At the heart of the Index is an overview of the behavioral drivers of destinations. Practical, experiential and aspirational motivations all factor into what business and leisure travellers look for in a country destination – generally one that offers escapism, discovery, affinity and delight. FutureBrand research continues to indicate that the practical needs and experiential wants are important and major constructs in a country brand ranking, and that the fine chemistry of safety, value, communication, proximity and weather combined with natural beauty, authenticity, art & culture, lodging and resort options and outdoor activities are what help define the brand and overall destination experience.
“Countries continue to see themselves as disparate parts and products. A country brand is more than tourism; it is exports, investments, trade and industry. We continue to feel a brand is a tremendous opportunity for countries – from leading to developing – to help build preference, consideration, loyalty and advocacy,” notes Rina Plapler, executive director, FutureBrand.
“If travel and tourism is the world’s second largest industry – sometimes driving entire national economies – governments should be focusing more attention on how their destinations not only market themselves, but how they influence and better the experience for each and every visitor,” said René A. Mack, president of Weber Shandwick’s global travel practice.
