Brand Australia dips as the dollar bites
FutureBrand’s annual ranking of the world’s leading country brands has moved Switzerland to the No 1 seat in the consultancy’s 2012-13 Country Brand Index.
Australia is ranked No 6 overall in this year’s index, falling one place from 2011. New Zealand fell two places but is still one place above Australia at No 5.
FutureBrand said despite strong and consistent performance across the board, slight falls in perception of measures pertaining to Australia’s quality of life, business climate and tourism capabilities, coupled with strengthened perceptions of competitor countries, has weakened brand Australia’s overall standing.
Colin Jowell, managing director of FutureBrand Australia, said it was apparent that Australia is not the only Lucky Country – "other nations like Switzerland and Sweden are taking ownership of some of our long cherished attributes".
At the same time, the consistently strong dollar made Australia one of the most expensive places to live, visit, and buy from, had also cost the brand, according to the survey.
Brand Australia outperformed New Zealand in measures relating to Tourism and Good for Business, including Resort and Lodging Options, Food, Skilled Workforce, Advanced Technology and Investment Climate.
In a new addition to the study, FutureBrand has published the Future Fifteen, a ranking of 15 country brands on course to transform the global landscape economically, politically and culturally in years to come.
The inaugural Future Fifteen recognised the United Arab Emirates as the forerunner among tomorrow’s leading country brands.
Ian Jarrett
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Qatar Airways offers reduced timetable to over 60 destinations
Hands In, UATP join forces for airline multi-card payments
AirlineRatings reveals world's safest airline rankings for 2026
Vietnam warns airlines of possible flight reductions amid jet fuel shortages
Fliggy opens AI-powered travel bookings and developer tools