Bloom consulting countr brand raking tourism 2011

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Bloom consulting countr brand raking tourism 2011

  1. 1. Development of CountriesHuman Asset ManagementBusiness StrategyBloom Consulting Country Brand Ranking ©2011 TOURISM - TOP 25 Performers EditionBloom Consulting © 2003 - 2011 contact@bloom-consulting.com / +34 91 308 0286 (CET) Page 01
  2. 2. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionBloom Consulting Country Brand Ranking ©2011 TOURISM - TOP 25 Performers EditionBloom Consulting, has created this World Ranking in order to answer the fundamentalissue at the heart of every country, corporation and soul: how does one become attractive?Luckily, the rationale behind such a question for a nation is quite simple.A country wishes to draw the interest of people in order to create wealth.In other words, the purpose of country branding is to bring economic growth.Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 01
  3. 3. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionBloom Consulting Country Brand Ranking ©2011 TOURISM - TOP 25 Performers EditionAs a result of every country branding individual strategy, international tourism receiptsin 2009 accumulated for $950 billion worldwide.From 2005-2009, international tourism revenues worldwide experienced a 4.6% annualgrowth rate.The African and Asian countries have grown significantly, at an annual rate of 7.5% and6.9% respectively, followed by Oceania and North America whose respective growthrates stood at 5.9% and 4.1%. Latin America and Europe have grown the least during thesame time span at annual rates of 3.9% and 3.6% respectively. This is a remarkable figurefor Europe due to the size and maturity of its market, however the country brandingeffect, has contributed largelly for this result.In absolute terms, Europe has been able to generate the highest revenues from interna-tional tourism, followed by Asia and North America. The US has generated the highestamount of international tourism revenue for a single country, about 3.4 times the size ofAfrican stock. Despite its size, the US has managed to experience a significant growthduring recent years.Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 02
  4. 4. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionIntroductory NoteA word from our CEOIt is essential for countries to realize that the image a nation projects has a significant impact onthe economy as a whole. The country brand strategy you convey will undoubtedly affect theway your country is perceived. The current global financial crisis has proved this. For instance,we can now see how credit rating agencies are highly influencing external perceptions aboutcountries and more importantly the strong impact they have on a country’s economic perfor-mance. The interesting fact is that how these ratings are calculated are not in the public domain,but rather the speculative effect they have is; it has proven country branding is more than acapricious political idea, but rather a definite national necessity countries now need to face andmanage as a priority. Countries can no longer afford to allow third parties to play with theirnational asset – their brand.Traditional country branding studies and rankings have used public opinion and stereotypes inorder to draw conclusions. Bloom Consulting has created the first country ranking which cap-tures the links between the image a country projects and the effect this has on the country’ssuccess. We have merged macro and micro country facts and statistics, and correlated them withthe communication strategies conveyed by every country in the world. This has enabled us toreach deeply meaningful conclusions that mathematically prove that positioning your country ina specific way will have a direct impact on your GDP. Such consequential conclusions are whatother studies in the past have lacked.This report will help you understand the delicacies of country branding. It will let you compre-hend the current situation worldwide, and which communication strategies should be empha-sized or ignored. It will unearth the regional complexities in this global competition, by unleash-ing the truth behind how a country is perceived and the way it can differentiate itself in theinternational arena.We sincerely believe that this report will expand your knowledge on how to brand your country,and will contribute to guiding your country down the path to success.José Filipe Torres - CEO of Bloom ConsultingBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 03
  5. 5. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionCountry Branding Current ChallengesBloom Consulting “3T” Approach ©The main objectives for creating a country brand strategy rely on three main areas:T1- Attraction of TradeT2- Attraction of TourismT3- Attraction of TalentThe traditional approach to face these challenges is to create, or simply improve, perceptionsof the country both domestically and internationally.Most of these initiatives are developed under one umbrella strategy.This means countries try to create one single strategy for 3 different objectives.However, the ideology and objective behind each one is simply different and ultimately will notwork; the 3 objectives are completely antagonistic. As an illustrative example, one cannot com-municate leisure and entertainment to investors at the same time as communicating a qualifiedand hardworking workforce to potential tourists. They automatically repel each other, thereforedestroying their core objective. Most of the time, what countries try to do is reach a compromiseto better understand the objective of the overall country brand strategy. T2 T1 T3 Fig. 1 - Bloom Consultings ‘3T’ Approach ©Bloom Consulting’s country branding methodology separates these objectives, trade, tourismand talent and treats them individually, not as an umbrella strategy. Thus, we are able to derivegrowth projections and calculations in order to better understand the objective of the overallstrategy (see Fig. 1).Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 04
  6. 6. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionThe ResearchUnderstanding the research methodologyOne of the key differences in theBloom Consulting Country Brand Ranking©and Bloom Consulting Country Brand Rating©is the use of facts and official data as opposedto surveys and interviews. It combines hard data,such as economic indicators and country characteristics,along with communication strategies, giving birth to theBloom Consulting Algorithm.A consistent use of official and recognized sourcesMore than one source of information has been used throughout this project to elaborate theglobal ranking. The United Nations (UN) provided a comprehensive list of 193 countries*,which enabled us to avoid any bias in selecting and identifying specific territories.The economic variables selected to measure the performance of the countries were taken fromthe World Bank (WB). This ranking uses 2009 data, the latest data available from all sources.The communication strategies used by countries to attract tourism were taken from the Tourism Board Organizations (TBOs) of the respective countries associated withthe World Tourism Organisation.When these TBOs were not accessible through the Word Tourism Organisation,information was gathered from embassies .It can therefore be confirmed, that through the consistent use of official internationallyrecognized sources, the data used is current and accurate.*Hong Kong has been added to the list as Bloom Consulting considered the specific nature of the territory and the importance of itseconomic variables. Treating them separately allows us to analyze the real potential of both Hong-Kong and China respectively.Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 05
  7. 7. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionThe ResearchUnderstanding the research methodologyA revised and validated use of dataWith these sources at our disposal, we collected the country brand strategy informationof each country in order to understand how the country brand wishes to be perceived.Naturally, the quality of the data used throughout this project is crucial. For this reason,the research methodology includes a two-step approach to checking the information.Only confirmed and official data through the World Bank, World Tourism Organization,and the United Nations has been used. Moreover, all TBOs have been contacted by emailand telephone in order to verify the veracity of our information.Our methodology assumes that the communication strategies used by TBOs are accurate.We do not question their authenticity as this is not the purpose of the study, we are only inter-ested in the impact they have on a countries’ economy. Even though some countries may chooseto promote aspects that differ slightly from reality, this behavior is rare and eventually wouldhave a negative impact on their tourism and their country branding.This study examines 157 countries; it was not possible to include all 193 countries supplied bythe UN. If a country did not promote any significant messages or if economic data was notaccessible, then they were eliminated from the study.An explanatory and comprehensive clustering of communication strategiesAll country branding strategies are heavily reliant on the chosen communication strategiesas they have a huge impact on the countrys performance. Overall, more than 3,000 messageshave been collected from official sources, and implemented as a basis of informationthroughout this report.Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 06
  8. 8. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionThe RankingBloom Consulting Country Brand Ranking ©With the help of powerful multivariate statistical analysis tools, we successfully identifiedcorrelations between a country’s level of success in tourism and the perception thatthe country projects through its communication strategy. Case-differential tables, as well asmatrices, were used to better comprehend the most significant relationships found, leadingto the Bloom Consulting Algorithm.Hence, we present a ranking which positionsa country brand according to its economic performancebased on previous economic history andthe Bloom Consulting Algorithm;a process which as yet, has never been done before.It is safe to say that our research has indicated that countries lack differentiation when it comesto attracting potential tourists. It is also proven that the most popular communication strategiesare not the most effective. Tourists are looking beyond the traditional reasons to visit a countryand are more inclined to try new experiences. This provides a great opportunity for countries todifferentiate themselves.Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 07
  9. 9. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionThe Ranking - TOP 25Bloom Consulting Country Brand Ranking ©Bloom Consulting Country Brand Ranking Top 25 Countries 2011 – Tourism 1. USA 14. Mexico 2. Spain 15. Netherlands 3. France 16. Belgium 4. Germany 17. Malaysia 5. UK 18. Egypt 6. China 19. Greece 7. Italy 20. India 8. Australia 21. Portugal 9. Austria 22. Sweden 10. Thailand 23. Canada 11. Hong Kong 24. Russian Federation 12. Turkey 25 Japan 13. SwitzerlandThe list of top country branding performers includes countries from all over the world. The USranks first worldwide while European and Asian countries dominate the top 25. All other conti-nents are only represented by Australia, Egypt, and Mexico.Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 08
  10. 10. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionThe RatingBloom Consulting Country Brand Rating ©A country branding rating factor is derived from theBloom Consulting Algorithm which is designedto recalculate the rating factor depending on the eco-nomic performance and the communication strategychosen by each country.Therefore, we can conclude that the Bloom ConsultingAlgorithm cannot be manipulated by any single action.Bloom Consulting has created the Bloom Consulting Country Brand Rating © in order toevaluate the effectiveness of a country‘s chosen communication strategy.The relationship between communication strategies and economic wealth varies substantiallybetween geographic locations and economic development stages. Therefore, these factors, alongwith the number of countries within each sector and the repetition rate of each message withineach communication strategy, were taken into account. This ensured that we could derive anaccurate and just algorithm in order to designate each country with a rating factor, a countrycoefficient detailing the effectiveness of its communication strategy.Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 09
  11. 11. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionThe RatingBloom Consulting Country Brand Rating ©The Bloom Consulting Country Brand Rating © scale has classified the rating factors into7 categories according to the effectiveness of a country’s communication strategy.Bloom Consulting Country Brand Rating © Categories Rating Major positive impact Triple Green Moderate positive impact Double Green Minor positive impact Single Green No impact White Minor negative impact Single Red Moderate negative impact Double Red Major negative impact Triple RedBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 10
  12. 12. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionThe Rating – TOP 25Bloom Consulting Country Brand Rating ©This rating reflects the effectiveness of the top 25 performers chosen communication strategies.Bloom Consulting Country Brand Rating © Top 25 Countries 2011 - Tourism Rating China Australia Austria Egypt USA Spain France Germany UK Italy Thailand Hong Kong Switzerland Mexico Belgium India Portugal Sweden Turkey Malaysia GreeceNetherlands Russian Federation Japan CanadaThe top 5 country branding performers have all achieved positive rating factors; however sohave other countries located further down the ranking. Countries such as China, Australia, Aus-tria, and Egypt all have a major positive rating factor due to the use of the most effective com-munication strategy.On the other hand, the Netherlands, Russia, and Japan all received a neutral rating, whileCanada scored the lowest and the only negative rating factor despite making it into the top 25global ranking. This is because, even though they attract a lot of renenue through tourists, theycould be using a more effective communication strategy and attract even more.Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 11
  13. 13. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionThe Country Branding StrategyHow the world is differentiating itself50% of all countries tend to use the same typeof communication strategy regardless of geographiclocation. The majority choose to communicate messagesrelated to cultural tourism, and leisure and entertainment.The extent to which countries make use of messages, which messages they communicate,and the number of messages they use among other key facts, varies greatly from region toregion. Most countries use different strategies when branding themselves.Country branding differentiation can be achieved through the various messages a countrydecides to communicate, all with the same intent, attracting tourists. In particular, the level ofdifferentiation varies from country to country. There are countries that have a high or low differ-entiation rate based on the communication strategy they use, which allows us to see how manyother countries use the same communication strategy.The most popular communication strategies worldwide are also the most popular communica-tion strategies within every region with the exception of Oceania. Oceania’s most popular mes-sages also include water sports and fishing. All of the messages in Table 1 have been used in thecommunication strategy of more than 40% of countries worldwide.Table1. Most popular messages used in a country‘s communication strategy - World1. Cultural Tourism 77%2. Leisure and Entertainment 69%3. Natual Features 53%4. Beautiful Destination 46%5. Sports Activities 43%Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 12
  14. 14. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionThe Country Branding StrategyHow the world is differentiating itselfIn fact, using popular messages does not guarantee a positive impact on the country brandingstrategy; actually, it’s the opposite. With the exception of cultural tourism, the most valuablemessages according to the Bloom Consulting Algorithm © factor are not the most popular.Table2. Most valuable messages used in a country‘s communication strategy - World1. Gastronomy2. Relaxed Environment3. Urban and Rural Tourism4. Adventure Tourism5. Cultural TourismCommunication strategies related to gastronomy are the most valued in the international arena.Other valued messages help to communicate such aspects of a country as relaxed environmentand urban and rural tourism. Out of the top 5 most valuable messages, only cultural tourism ison the list of the most frequently repeated messages worldwide.The communication strategies mentioned above are the ones that work best in the global arena.However, we know that a regional approach is needed and that the most valuable messages ineach communication strategy vary from continent to continent. In Asia, Africa, and Oceania themessages communicated follow the same trend. However, in Latin America and Europe they usemessages related to leisure and entertainment while in North America they use messages associ-ated with winter sports.Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 13
  15. 15. 2011 TOURISMDevelopment of Countries WORLDHuman Asset ManagementBusiness Strategy RankingBloom Consulting Country Brand Ranking ©2011 TOURISM - WORLD RankingAs opposed to surveys and qualitative interviews, this country brand ranking combinesthe countries economic performance with the respective country branding strategies; a process which as yet, has never been done before. Such combination of variables hasgiven birth to the Bloom Consulting Algorithm - which sets the world RankingWorld Rank Rate1. United States of America2. Spain3. France4. Germany5. United Kingdom6. China7. Italy8. Australia9. Austria10. ThailandBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 01
  16. 16. 2011 TOURISMDevelopment of Countries WORLDHuman Asset ManagementBusiness Strategy RankingWorld Rank Rate11. Hong Kong12. Turkey13. Switzerland14. Mexico15. Netherlands16. Belgium17. Malaysia18. Egypt19. Greece20. India21. Portugal22. Sweden23. Canada24. Russian Federation25. Japan26. Republic of Korea27. South Africa28. Poland29. Croatia30. Morocco31. Singapore32. Indonesia33. Ireland34. Czech Republic35. TunisiaBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 02
  17. 17. 2011 TOURISMDevelopment of Countries WORLDHuman Asset ManagementBusiness Strategy RankingWorld Rank Rate36. Saudi Arabia37. Philippines38. Hungary39. Norway40. Lebanon41. Brazil42. Viet Nam43. New Zealand44. Denmark45. United Arab Emirates46. Israel47. Luxembourg48. Argentina49. Finland50. Bulgaria51. Cyprus52. Jordan53. Dominican Republic54. Syrian Arab Republic55. Slovenia56. Cuba57. Slovakia58. Chile59. Bahamas60. Costa RicaBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 03
  18. 18. 2011 TOURISMDevelopment of Countries WORLDHuman Asset ManagementBusiness Strategy RankingWorld Rank Rate61. Jamaica62. Peru63. Colombia64. Romania65. Bahrain66. Kenya67. Panama68. Iran69. Mauritius70. Estonia71. Albania72. Cambodia73. Malta74. Barbados75. Kazakhstan76. United Republic of Tanzania77. Lithuania78. Ghana79. Pakistan80. Ethiopia81. El Salvador82. Guatemala83. Sri Lanka84. Latvia85. OmanBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 04
  19. 19. 2011 TOURISMDevelopment of Countries WORLDHuman Asset ManagementBusiness Strategy RankingWorld Rank Rate86. Uruguay87. Bosnia and Herzegovina88. Serbia89. Iceland90. Nigeria91. Uganda92. Madagascar93. Honduras94. Botswana95. Georgia96. Ecuador97. Namibia98. Maldives99. Trinidad and Tobago100. Belarus101. Montenegro102. Senegal103. Yemen104. Fiji105. Qatar106. Kyrgyzstan107. Seychelles108. Antigua and Barbuda109. Armenia110. Saint LuciaBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 05
  20. 20. 2011 TOURISMDevelopment of Countries WORLDHuman Asset ManagementBusiness Strategy RankingWorld Rank Rate111. Azerbaijan112. Belize113. Nicaragua114. Angola115. Mongolia116. Nepal117. Algeria118. Cameroon119. Sudan120. Zimbabwe121. Brunei Darussalam122. Macedonia123. Mozambique124. Benin125. Paraguay126. Rwanda127. Saint Kits and Nevis128. Zambia129. Bangladesh130. Saint Vincent and the Grenadines131. Grenada132. Suriname133. Gambia134. Dominica135. SwazilandBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 06
  21. 21. 2011 TOURISMDevelopment of Countries WORLDHuman Asset ManagementBusiness Strategy RankingWorld Rank Rate136. Vanuatu137. Burkina Faso138. Niger139. Uzbekistan140. Samoa141. Bhutan142. Guyana143. Sierra Leon144. Malawi145. Togo146. Lesotho147. Palau148. Solomon Islands149. Tajikistan150. Tonga151. Comoros152. São Tomé and Principe153. Federated States of Micronesia154. Marshall Islands155. Papua New Guinea156. Guinea157. BurundiBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 07
  22. 22. 2011 TOURISMDevelopment of Countries TOP 25Human Asset Management PerformersBusiness Strategy EditionAboutBloom ConsultingBloom Consulting is a strategy consulting firm specialized in country branding.José Filipe Torres founded Bloom Consulting in 2003 and is a regular spokesperson at confer-ences and universities worldwide. He has been interviewed by both The Economist and Forbes,where he was identified as one of the top 3 country branding experts in the world.At the moment Bloom Consulting have offices in Bulgaria, Brazil, Italy, India, Portugal andSpain (headquarters), as well as research centers in Tokyo and London. Bloom Consulting workclosely with presidents, monarchs, ministers and institutions in order to define their strategy,establish their vision, and implement it. Bloom’s clients include the Bulgarian, Latvian, Polish,Portuguese and Spanish governments, and also regions such as Madrid, Castilla y Leon in Spain,and Alqueva and the southwest regions of Portugal.Bloom Consulting has developed a 3T approach © to separate Trade, Tourism, and Talentstrategies. One fundamental point for the success of all of Bloom Consulting’s country brand-ing projects, is the CAMPRO methodology ©. This methodology is a combination of academicand professional knowledge under Bloom Consulting’s management and control, key to obtain-ing the most accurate recommendations and insights for all clients.More informationWhile this report provides a general global overview, the information presented here is anythingbut a glimpse of the findings we have at our disposal. Please do not hesitate to contact us if youwould like a catered and detailed version of the Bloom Consulting Country Brand Ranking ©report for your country or region.For more information, please visit:www.bloom-consulting.com/country_branding_rankingwww.bloom-consulting.com/country_branding_ratingor send an email to countrybranding@bloom-consulting.comBloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 14

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