United States is top country brand, Australia third

SYDNEY – While Australia remains the country that most people have on their wish list to visit, the Obama effect has seen the United States earn the coveted top spot for the first time in the fifth annual FutureBrand Country Brand Index (CBI).

Rising from the third spot in 2008, the USA beat Canada, host to the 2010 Winter Olympics, which held on to the second spot; Australia falling to number three, with New Zealand hot on its heels in fourth position.

Other countries making the top 10 of the global 2009 FutureBrand CBI study include France, Italy and Japan.

Brand Australia remained on the top three podium in categories including; families, outdoor activities and sport, to the country people most want to live in and extend a business trip.

The Aussie contingent has ridden on the waves of the highly successful marketing campaign; Queensland’s ‘Best Job in the World’ and international exposure of Baz Luhrmann’s ‘Australia’; but the economic downturn has seen many embracing ‘value travel’ and holidaying closer to home.

“After three years in the number one position, a remarkable achievement by any measure, this new development was just a matter of time,” said Tim Riches, CEO FutureBrand Singapore and Growth Officer, Asia-Pacific.

“The measurable decline of some key attributes, combined with the revitalisation of Brand USA, has resulted in the effect on Australia’s ranking.

“It highlights the importance of keeping a country brand fresh, relevant and engaging – no small challenge in a highly competitive international marketplace.”

Singapore was rated best for shopping and earned No 1 spot as a business-friendly city. It also took fifth spot in the best fine dining category behind France, Italy, Japan and Argentina.

Tahiti won three sectors: Best Beach, Best for Natural Beauty and Best for Rest and Relaxation.

Fiji was voted into first place for having the friendliest locals.

The FutureBrand CBI is a comprehensive study of approximately 3,000 international business and leisure travelers from nine countries.

More than a conventional research study, it ranks countries in terms of their brand strength, and identifies emerging global trends in the world’s fastest growing economic sector – travel and tourism, which accounted for over US$944 billion in international tourism receipts in 2008

The results

Best Country Brand Ideal for Business: United States, Singapore, Japan, Germany, Canada

Best Country Brand to Extend a Business Trip: Australia, Japan, Italy, United States, New Zealand

Best Country Brand for Art & Culture: Italy, France, India, Japan, Greece

Best Country Brand for Authenticity: Japan, India, Peru, Cambodia, Bhutan

Best Country Brand for Beach: Tahiti, Bermuda, Aruba, Barbados, Bahamas

Best Country Brand for Families: Canada, Australia, United States, New Zealand, Portugal

Best Country Brand for History: Egypt, India, Peru, Israel, Italy

Best Country Brand for Resort & Lodging Options: Canada, Tahiti, Bahamas, United States, Mexico

Best Country Brand for Natural Beauty: Tahiti, Costa Rica, Canada, New Zealand, Fiji

Best Country Brand for Nightlife: Japan, United Kingdom, United States, Brazil, Thailand

Best Country Brand for Fine Dining: France, Italy, Japan, Argentina, Singapore

Best Country Brand for Outdoor Activities & Sports: Australia, New Zealand, Costa Rica, Canada, Aruba

Best Country Brand for Rest & Relaxation: Tahiti, Barbados, Aruba, Fiji, Bahamas

Best Country Brand for Safety: Canada, Germany, Japan, New Zealand, Bermuda

Best Country Brand for Shopping: Singapore, United States, Japan, UAE, United Kingdom

Best Country Brand for Value for Money: India, Mexico, Thailand, Vietnam, Bulgaria

Best Country Brand You Would Most Like to Live In: Canada, Australia, New Zealand, Switzerland, United States

Best Country Brand for Ease of Travel: Germany, Ireland, Canada, Singapore, Bermuda

Best Country Brand for Standard of Living: Germany, Canada, Japan, Finland, Singapore

Best Country Brand for Political Freedom: Canada, Germany, Australia, United Kingdom, New Zealand

Best Country Brand for Advanced Technology: Japan, Germany, United States, Singapore, United Kingdom

Best Country Brand for Quality Products: Japan, United States, Germany, Finland, Switzerland

Best Country Brand for Environmentalism: Finland, Germany, Canada, New Zealand, Iceland

Best Country Brand for Friendly Locals: Fiji, Ireland, Aruba, Thailand, Bermuda

Best Country Brand Easiest to Do Business In Singapore, United States, Canada, United Kingdom, Germany

Best Country Brand for Conferences: Japan, Germany, Singapore, United States, United Kingdom

Best New Country for Business: Japan, United States, United Kingdom, India, Singapore

Best Country Brand You Desire to Visit / Visit Again: Australia, New Zealand, Maldives, Tahiti, United States