‘Australia’ brand tops the world………….
An AAP article says that has the world’s most marketable country brand, according to an index released in London at the World Travel Market.
The “Australian brand” topped the United States and Italy, which were ranked second and third respectively, on the second annual Country Brand Index 2006 (CBI).
The CBI identifies countries as brands and their rating within emerging global travel trends in travel and tourism.
Federal Minister for Small Business and Tourism, Fran Bailey, said Tourism Australia, the government body tasked with promoting Australia overseas, had recently made a huge effort to build awareness of Australia and the result in London was “terrific”.
“Australia is loved by millions of people worldwide,” Ms Bailey said today.
“The Aussie character, matched by such a unique natural environment, ensures Australia is one of the most desired countries to visit in the world.”
Australia was placed in the top 10 rankings for 12 of the 20 CBI categories.
It was third in the “country easiest to do business with” category and second to New Zealand in the “best country for outdoor activities/sports”.
Travel tourism is the world’s fastest growing economic sector and accounts for more than one in 11 jobs worldwide, according to the CBI.
The CBI identified China, Croatia and the United Arab Emirates as the top three emerging countries likely to be major tourism destinations in the next five years.
It says many travel companies now employ people of the same nationality as the visitors they service.
Travel company Future Brands said research highlighted the importance of safety, value for the money, ability to easily communicate, proximity and weather and proximity to experiences such as natural beauty, authenticity, art/culture, outdoor activities, lodging and resort options.
Report The Mole and AAP
John Alwyn-Jones
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