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Bloom Consulting Country Brand Ranking Tourism 2013
 

Bloom Consulting Country Brand Ranking Tourism 2013

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Bloom Consulting Country Brand Ranking Tourism 2013

Bloom Consulting Country Brand Ranking Tourism 2013

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    Bloom Consulting Country Brand Ranking Tourism 2013 Bloom Consulting Country Brand Ranking Tourism 2013 Document Transcript

    • Bloom Consulting Country Brand Ranking © Tourism Edition 2013 Albania, Algeria, Angola, Anguilla, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Central African Republic, Chile, China, Colombia, Cook Islands, Costa Rica, Côte d'Ivoire, Croatia, Cuba, Curacao, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Estonia, Ethiopia, Fiji, Finland, France, French Polynesia, Gambia, Georgia, Germany, Ghana, Greece, Grenada, Guadeloupe, Guatemala, Guinea-Bissau, Guyana, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Kiribati, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Marshall Islands, Martinique, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Caledonia, New Zealand, Nicaragua, Nigeria, Niue, Norway, Oman, Pakistan, Palau, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar, Réunion, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Martin (French part), Saint Vincent and the Grenadines, Samoa, Sao Tome and Principe, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Sudan, Suriname, Swaziland, Sweden, Switzerland, Taiwan, Tajikistan, Tanzania United Rep., Thailand, Timor-Leste, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe. Bloom Consulting © Since 2003
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Bloom Consulting Brief Introduction During the last decade, Bloom Consulting has developed Nation Brand, City Brand and Place Brand strategies for clients around Europe, Latin America, and the U.S.A. We have worked with political leaders and ministers with a clear objective in mind: to manage the Country Brand as a strategic asset from an economic and political point of view. Bloom Consulting has offices in Madrid (HQ), Lisbon, Sao Paulo, and Los Angeles. We have gained the respect of international media such as Jose Filipe Torres, the CEO of the company. , , and , who have interviewed Mr. Torres is considered one of the top 3 experts in Nation Branding (source: Country Branding Central) and participates in world-class conferences and forums as a keynote speaker. Bloom Consulting publishes annually the Bloom Consulting Country Brand Ranking © for Trade and Tourism. It is the most comprehensive Brand Index of its kind, analyzing the brand performance of 187 countries and territories worldwide. The Bloom Consulting Country Brand Ranking © incorporates unique variables such as the revolutionary Online Search Demand (OSD ©), which measures the online appeal of a country and the Country Brand Strategy Rating (CBS Rating ©), which assesses the effectiveness of a country's communication efforts. These variables allow us to classify and measure a country brand performance from a new point of view based on hard data rather than perceptions, surveys or expert opinions. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 01
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 An introductory note from the CEO Welcome I proudly present to you our third edition of the Bloom Consulting Country Brand Ranking ©! This year is a special year, as it marks one decade of Bloom Consulting working in the field of Nation Branding, City Branding and Place Branding. Each year has brought exciting challenges and projects and I am confident that all the work we have done has prepared us to meet any new future challenges. As a consultancy firm, we find ourselves at the forefront of big changes - we are now in the digital era of Country Branding. According to the recent Google study "The 2012 Traveler", 70% of leisure travelers begin researching their trip online without a specific destination or mode of travel in mind. Tourists are making more and more decisions online and countries cannot afford to miss targeting that new distribution channel and the potential new market. As a reference, in 2012 alone, tourists made around 375.000.000 online searches related to tourism activities at a country level. Imagine the insight you can gain from this data and the conclusions you can draw. With this in mind, Bloom Consulting has developed a proprietary tool, the Online Search Demand (OSD ©), in order to understand the online behavior of potential tourists (see page 7, for more details about OSD ©) and included it in the Ranking Algorithm I hope this brand ranking can provide you with valuable information and I encourage you to use it as an asset and further evidence of the impact a strong country brand may have on the national economic performance. Although we would like to go into more detail on each country’s performance, it is impossible to do so in this overview. However, if you are interested to find out more information on your country brand’s performance, please do not hesitate to contact us. Welcome to the Bloom Consulting Country Brand Ranking © 2013. We hope you appreciate the great results and findings as much as we did! José Filipe Torres – CEO Bloom Consulting Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 02
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Bloom Consulting's CRC Brand Wheel A different approach to Country and Place Branding A Country Brand or a Place Brand is an asset for nations, cities or regions to be managed in order to achieve different objectives. According to our Methodology, there are 6 different Country, Region and City Branding (CRC) objectives or dimensions represented in the Bloom Consulting CRC Brand Wheel (see figure 1): 1 – Attraction of Investment (Trade) 2 – Attraction of Tourism 3 – Attraction of Talent 4 – Increase in Pride 5 – Improvement of Public Diplomacy 6 – Increase in Exports Each of these six objectives, or dimensions, have different target audiences that have different needs. In other words, what attracts each particular target audience to opt for any country, region or city is completely different (see figure 1). Therefore, Bloom Consulting methodology is used to isolate each objective or dimension and to develop specific strategies for each one of them. One may ask why the objectives must be isolated if they refer to the same country brand? The reason for this is that a single strategy most probably cannot satisfy the needs of investors and tourists simultaneously. If it does, it becomes a very general message that most probably will not have enough content to make the difference. According to Bloom Consulting theory, only very few countries can satisfy all needs under an umbrella strategy. Therefore each country, with a professionalized Country Brand, Region Brand, or City Brand strategy, should select the target audience and attend to their needs. By strategies, Bloom Consulting does not refer to logos. You can have the same logo for all six dimensions or no logo at all. The brand is not the logo. Figure 1. Bloom Consulting CRC Brand Wheel objectives, target audience and respective needs Experience Tourists R e sp e c t Bloom Consulting © Since 2003 ion id e s ra t mi e ss G e n e r al p u b li c Ad ni ne D iplo m acy nal Pr ts pa que s tio Inv est ors Inve stm e or Com U ni Exp Country, Region, City Brand Na Adv ant ag e nt e forc ork W t len Ta le Sty fe Li Tourism There are 6 objectives or dimensions for every Country, City and Region Each dimension has 6 different target audiences Each target Audience has a specific need countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 03
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Bloom Consulting's CRC Brand Wheel A different approach to Country and Place Branding Another important aspect that reflects Bloom Consulting's approach is its performance measurement system. Bloom Consulting has developed a set of performance dashboards that allows us, for the first time, to measure the impact of Nation Branding in the 6 dimensions. Traditionally, the results were measured only by public perceptions, opinion surveys and interviews with experts. However, with new proprietary tools, Bloom Consulting is now able to measure the impact of the brand strategy with new variables such as Online Search Demand (OSD ©), which measures the appeal of a country for each target audience (see explanation of OSD © in page 7) and the economic impact caused by tourism revenues. However, not all 6 dimensions can be measured in the same way. Inside the 6 dimensions there are 3 that can be measured in a more tangible way and 3 that can be measured only in an intangible way. Trade (Investment), Tourism and Talent, represented at the top part of the sphere in figure 2, are the ones that can be measured in a more tangible way. See figure 2 to understand the current measurement system. Although we do not discard the importance of the 3 intangible dimensions, Bloom Consulting’s objective is to make Nation Branding Strategy as tangible as possible. Therefore, we focus on the three tangible dimensions and we call it “The 3T approach © ”: 1- Trade (Investment), 2- Tourism and 3- Talent. Based on these explanations, Bloom Consulting should create 3 independent rankings. One for Trade (Investment), one for Tourism, and one for Talent. For the time being only 2 have been developed - Trade and Tourism. This ranking deals only with the Tourism dimension (Investment). Figure 2. Current measurement system for each dimension. Tourism is the dimension selected for this Ranking Current measurement systems Present Ranking Experience ? Tourists s ion ra t id e nal Pr $ Happiness ? Perceptions ! OSD © $ :) mi e ss G e n e r al p u b li c Ad ni ne D iplo m acy tio Inv est ors Inve stm e ts pa que s Na Adv ant ag e or Com U ni Exp Country, Region, City Brand OSD © Revenue e forc ork W t len Ta nt ! Perceptions :) le Sty fe Li Tourism Revenue Happiness These 3 Dimensions can be measured in a more tangible way using metrics such as OSD © and “Revenues” These 3 Dimensions can only be measured in an intangible way using metrics such as “Perceptions” and “Happiness” R e sp e c t Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 04
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 The Methodology Understanding how Bloom Consulting developed the ranking The Bloom Consulting Country Brand Ranking © is derived from the Bloom Algorithm. This ranking contemplates the Tourism dimension, therefore the Bloom algorithm will only consider tourism related figures. This ranking does not try to measure solely country brand perception. The objective of this ranking is to classify how well each and every country is doing in terms of branding, that is, to measure how effective their brand is in the most tangible and realistic manner. For Bloom Consulting to classify the effectiveness of each Country Brand, we analyzed 4 key variables for each of the 187 countries included in this Brand Ranking (see figure 3). Through statistical modeling, Bloom Consulting was able to rank the countries to compare them with one another. The Algorithm takes into consideration each country’s economic level of development. The result is an accurate and objective Brand Ranking based on hard and soft data. Moreover, the Bloom Algorithm takes into consideration a country's performance in Bloom Consulting's rankings from previous years in order to leverage Country Brand equity. Figure 3. Bloom Consulting Country Brand Ranking © algorithm variables Tourism Tourism economic receipts Tourism economic growth 1st Variable These results demonstrate a country’s appeal and is an important variable of the ranking OSD ©: Culture Leisure Nature Sports Niche markets 2nd Variable If tourists search online about a country it is a clear indicator of its appeal and is the most important variable of the ranking 3rd Variable Country Brand Strategy Rating (CBS Rating ©) If each country is using the most accurate country brand strategy is a key variable of the ranking 4th Variable Official website and Social Media performance If each National Tourism Organization is performing well online, is the least important variable of the ranking, but still relevant. 1st Variable Bloom Consulting © Since 2003 2nd Variable 3rd Variable 4th Variable countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Country Brand Ranking © Page 05
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 The Methodology - Continued Details of the first variable 1st Variable 2nd Variable 3rd Variable 4th Variable Country Brand Ranking © The Tourism economic performance is a very important variable in the ranking. Good economic results, whether achieved by a carefully planned strategy or not, are in part a consequence of good country branding. If one applies common sense to this variable, it is easy to understand that tourists prefer to travel to a country they like or have emotional attachments to rather than to a country for which this is not the case. Moreover, all information was calculated based on official UNWTO international tourism statistics Nation Branding is aimed at each country’s international audience, rather than the domestic one. As illustrated in figure 4, Tourism economic performance is based on: a) Tourism economic receipts Strategies and economic returns do not have an immediate impact, therefore the ranking looks at a country’s medium-term (5 years) historical economic performance in tourism receipts. This way, the ranking reflects more consistent trends rather than volatile changes that may occur in the recovering economic climate or due to political instability. and b) Tourism economic growth The growth of international tourism receipts of each country is also an important indicator when measuring the economic performance of a country’s brand. Therefore, the Brand Ranking computes the growth rate of the international tourism receipts over the last five years for more consistent trends, rather than brief volatile changes. The ranking does not take into account international tourists arrivals, the average stay per trip or the average spending per day separately, as all these figures are included in the Tourism economic receipts variable. What adds value to the economy is the current economic impact and growth, powered by revenues not by the number of tourists. Figure 3. Bloom Consulting Country Brand Ranking © algorithm variables Tourism economic receipts Tourism economic growth Average International Tourism receipts between 2007-2011 1st Variable Average growth of International tourism receipts between 2007-2011 Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 06
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 The Methodology - Continued Details of the 2nd Variable 1st Variable 2nd Variable 3rd Variable 4th Variable Country Brand Ranking © Traditionally, the only way to understand the appeal of a country to international tourists is through market research and opinion studies based on extensive research. Now, for the first time, Bloom Consulting introduces a new measurement system as a variable in the Algorithm that is more accurate, more scientific, regularly updated and reaches a broader audience - the Online Search Demand (OSD ©). By using its proprietary OSD © Tool, Bloom Consulting is able to measure the total global online searches performed specifically for tourism and assess international tourists’ online behavior and decisionmaking process when selecting a destination. The more online tourism related searches a country has from international tourists, the more appealing it is, regardless of its size or the type of tourism it attracts. Why is this so relevant? (1) According to Google , nearly 70% of business and leisure travelers considered the Internet to be the most frequently relied upon source of information when making a destination decision, either via desktop PCs or mobile devices. The same study indicates that 64% of affluent travelers use search engines directly as a source of information. Bloom Consulting has been able to define and gather all country characteristics (selling propositions and strategic positioning of all 187 countries) and messages or "Brand Tags" used by all the National Tourism Organizations. In total, 762.440 destination-specific keywords were classified into 45 tourism “Brand Tags”, which allows us to understand selling propositions and strategic positioning of all 187 countries in the world. This information was gathered in eight different languages: Chinese, English, French, German, Japanese, Portuguese, Russian and Spanish, and it was used in the 2nd variable (see figure 4). NOTE: OSD © information for every country cannot be presented in this document but can be ordered. If you are interested in a full OSD © report for a specific country or a group of countries, please contact us at: countrybranding@bloom-consulting.com or call us directly at +34 913 080 286 (CET), we can provide you with a cost estimate for a “Basic” or “Premium” report. Figure 4. “Brand Tags” analyzed via OSD © and used in the 2nd Variable OSD ©: Culture 1. Cultural Archives 2. Gastronomy 3. Historical Heritage 4. Local Culture 5. Local People 6. Performing Arts 7. Religion 8. Traditional Markets 9. UNESCO Leisure 10. Boat Trips 11. Day trips 12. Eating Out 13. Entertainment 14. Parks 15. Gambling 16. Leisure Activities 17. Leisure Events 18. Nightlife 19. Shopping 20. Wellbeing Nature 21. Beaches 22. Bird Watching 23. Coastline & Islands 24. Natural Wonders 25. Protected Areas 26. Rural 27. Safari 28. Sustainable Sports 29. Adventure & Extreme 30. Diving 31. Fishing 32. Golf 33. Hiking 34. Sailing 35. Water Sports 36. Winter Sports Niche markets 2nd Variable 37. Business 38. City 39. Education 40. Family 41. Health 42. Honeymoons 43. LGBT 44. Senior 45. Youth (1) Google/Ipsos OTX MediaCT - 2012 Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 07
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 The Methodology - Continued Details of the 3rd Variable 1st Variable 2nd Variable 3rd Variable 4th Variable Country Brand Ranking © Almost every country listed in the Bloom Consulting Country Brand Ranking © has a National Tourism Organization (NTO). The NTO is the official state agency responsible for positioning their respective Country Brand (from a Tourism Strategy perspective). The NTO effectiveness can impact the Country Brand performance. The 3rd Variable is about the accuracy of each strategy set in place by each NTO. This accuracy is measured through the value each “Brand Tag” produces to the country. The value provided to each “Brand Tag” is given by the popularity it has from the OSD © perspective and also from an economic perspective. A country receives a higher rating if it uses the most searched and valuable “Brand Tag”. If a country receives a poor rating, it means it is focusing on the least searched and valuable “Brand Tags” or not using “Brand Tags” in demand and high value. What is particularly interesting about this rating is that a country rating will not be better if the NTO simply uses all available “Brand Tags”. If they do so and they are not the “correct ones” they will have a poorer rating. The final result is a live snapshot of the supply and demand for information in the international tourism market. For example, how much value is the “Brand Tag” “Beaches” bringing to Brazil? What other “Brand Tags” are not being used that could have a positive impact? Or, even more importantly, which are the “Brand Tags” that are being promoted that do not bring value to the Country Brand Strategy? This 3rd Variable is the Country Brand Strategy rating and it is shown in figure 5. For reference, it is used throughout the Ranking next to each country. Exceptions may apply to countries that recently (last year) implemented a new Country Brand Strategy, with an objective to move away from specific perceptions. In this case, the rating does not mean a country is doing poorly but rather the results are not visible yet. One may question why “Brand Tags” are used to measure the effectiveness of Country Brand Strategies, as they are simply promotional messages or products of a country and not the Country Branding Strategy itself? Bloom Consulting assumes that tourists’ interest for the “product” is the most tangible way to assess Country Brand appeal and, subsequently, the effectiveness of a Country Brand Strategy. Figure 5. 3rd Variable CBS Rating © and respective scores used in the ranking Country Brand Strategy Rating (CBS Rating ©) Score Bloom Consulting © Since 2003 Description AAA AA A BBB BB B CCC CC C D 3rd Variable Very Strong Strong Slightly Strong Very Good Good Slightly Good Slightly Weak Weak Very Weak Poor countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 08
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 The Methodology - Conclusion Details of the 4th Variable 1st Variable 2nd Variable 3rd Variable 4th Variable Country Brand Ranking © We believe it is essential to consider how well a Country Brand is positioned digitally. In order to do that, we have used “Website Analytics” and “Social Media” to evaluate each country’s efforts to make it visible. The official National Tourism Organization website is one of the most important sources of information and it serves as an online gateway to each country. Nevertheless, it is not the only one by far, therefore this variable has less importance compared to other variables in the Algorithm. In order to assess the performance of each country’s website we used the “Website Analytics” tool where we examined each country’s NTO website and analyzed the number of visits and the average time spent on the web page. The Bloom Algorithm values websites with more visitors, richer content and a higher digital reach. Additionally, a country’s presence in online communities, such as Twitter and Facebook, has been taken into account, because online social networking is an efficient and a cost-effective way to interact with the public and promote what a country offers. As each social media network has different purposes and a varying degree of popularity, the ranking has treated the two independently. The assessment criteria are simple. The more “likes” a country’s NTO has on Facebook and the more followers there are on Twitter, the better. If an NTO is not active in social networks or if it does not have an account, the Bloom Algorithm penalizes its online performance, however the country is still included in the ranking. Both online performance indicators, Website Analytics and Social Media, are shown in the figure 6. While a country’s Online Performance is a relevant variable, it holds less importance compared to the other variables in determining a country’s position in the ranking. Figure 6. Website and Social Media performance correspond to the 4th variable Official website and Social Media performance Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) 4th Variable Page 09
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Bloom Consulting Country Brand Ranking © 2013 TOURISM EDITION - WORLD Ranking World Rank CBS Rating © 1. United States of America AA 2. Spain AA 3. Germany AA 4. France A 5. United Kingdom A 6. Thailand 7. Italy 8. Australia BBB 9. Turkey AAA 10. China A AAA A Due to the historical brand equity and the fact that all have strong country brand strategies, China, Hong Kong and Macao have been considered as separate countries in this ranking. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 10
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition World Rank 2013 CBS Rating © 11. Austria AA 12. Macao SAR, China AA 13. Hong Kong SAR, China 14. Switzerland AA 15. Malaysia AA 16. Greece AAA 17. Singapore AAA 18. Korea, Rep. AAA 19. Mexico AAA 20. Canada A 21. Netherlands A 22. Egypt AA 23. Portugal AA 24. Japan BBB 25. United Arab Emirates AAA Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) A Page 11
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Bloom Consulting Country Brand Ranking © Top 25 - Highlights For the third consecutive year, the United States of America continues its dominance in the Bloom Consulting Country Brand Ranking ©. This is thanks to both higher tourism receipts and international tourist arrivals (particularly in the past year) and effective Destination Brand promotion of the majority of its best assets. The U.S.A. has maintained a strong CBS Rating © reflecting the positive impact it has on the on Brand USA. The European tourism powerhouses of Spain, Germany, France and the United Kingdom dominate the rest of the top 5. Of these countries, Germany (3) has improved 4 places from 7th last year. This is due to them having received their highest level of tourism receipts for the past three years and also their best number of international tourist arrivals to date. The United Kingdom (5) has also made huge improvements since last year, when it ranked 9th in terms of Nation Branding. This is partly due to their improved tourism receipts and tourist arrivals but also thanks to their exceptionally active and popular Social Media promotion. Despite being the country with the most international visitors, France has slipped one place into 4th position. This is significant as it is the first time they have fallen out of the top 3 and it is a result of lower international tourism receipts, compared to its competitors, and not taking full advantage of social media channels to promote the country as a Destination Brand. The top 25 is dominated by European and Asian countries, each with 10 representatives appearing in the ranking. Of these Asian countries, Thailand (6) is in the lead after witnessing its best year yet in terms of economic performance in tourism. The next best Asian country is China (10), however it has fallen significantly out of the top 5 due to its lack of presence in Social Media. This is a topic it may want to address if it wishes to regain its place as the leading Asian Destination Brand. Unsurprisingly, the rest of the Asian countries in the top 25 include Turkey (9), Malaysia (15), Singapore (17), and the Republic of Korea (18). These provide a strong reference to the Asian region, as an upcoming Tourist Destination for international travelers. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 12
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Bloom Consulting Country Brand Ranking © Top 25 - Highlights - Continued The rest of the regions are represented by Australia, Mexico and Egypt. Australia (8) also performed strongly this year, despite being fairly isolated geographically. This reflects the appeal Australia Nation Brand carries in the international tourism market. The first and only Latin American country in the top 25 ranking is Mexico at number 19. The positive surprise is Egypt (22), as it maintains a privileged position in the top 25 ranking. Egypt has just registered its lowest tourism receipts and international tourist arrivals for the past five years, while being at the forefront of the widely covered Arab Spring. Nonetheless, Egypt’s strong result demonstrates the power of the country’s Destination Brand and its continued appeal. For the first time, the United Arab Emirates made it into the top 25. With a very strong CBS Rating © of AAA the country’s position has been boosted this year by its very impressive online presence in terms of Social Media, but in particular its Online Search Demand (OSD ©)! In the next chapters you can find the Bloom Consulting Country Brand Ranking © divided by region. We believe that this new feature is an improvement, as it puts the performance of each country’s brand into a regional context. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 13
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Africa Despite the fight... Egypt Albania, Algeria, Angola, Anguilla, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Central African Republic, Chile, China, Colombia, Cook Islands, Costa Rica, Côte d'Ivoire, Croatia, Cuba, Curacao, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Estonia, Ethiopia, Fiji, Finland, France, French Polynesia, Gambia, Georgia, Germany, Ghana, Greece, Grenada, Guadeloupe, Guatemala, Guinea-Bissau, Guyana, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Kiribati, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Marshall Islands, Martinique, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Caledonia, New Zealand, Nicaragua, Nigeria, Niue, Norway, Oman, Pakistan, Palau, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar, Réunion, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Martin (French part), Saint Vincent and the Grenadines, Samoa, Sao Tome and Principe, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Sudan, Suriname, Swaziland, Sweden, Switzerland, Taiwan, Tajikistan, Tanzania United Rep., Thailand, Timor-Leste, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 14
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Egypt, South Africa, and Morocco lead the African ranking, thanks to their robust tourism industries and online brand appeal. Surprisingly, despite the difficulties experienced in Egypt during the Arab Spring, its Tourism Brand outshines all others in Africa. There may, however, be further negative impact on brand equity, as the official 2012 data is yet unavailable. South Africa is 2nd, slightly behind Egypt, but improved from last year. Morocco (3rd) loses the privileged first position due to the weaker CBS Rating © in comparison to its competitors and was downgraded from AAA last year to AA. There is a big gap between the three leaders and the rest of the countries in the top 10 due to markedly lower tourism receipts and poorer Online Search Demand (OSD ©) results. The top 10 list in Destination Branding is completed with countries in Eastern Africa – Kenya (4), Tanzania (6), Uganda (8) and Ethiopia (10), with the tourism experience they offer based on natural wonders and safari. The top 10 also includes Mauritius (5) and Tunisia (7), which capitalize on “beach and relaxing experience”. In terms of social media, more than 50% of African countries are not very active or do not have an account, with the exception of Egypt. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 15
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition Africa Rank 2013 World Rank CBS Rating © 1. Egypt 22. AA 2. South Africa 28. AA 3. Morocco 33. AA 4. Kenya 61. AAA 5. Mauritius 69. AA 6. Tanzania, United Rep. 70. AA 7. Tunisia 75. B 8. Uganda 94. BBB 9. Ghana 102. B 10. Ethiopia 105. B 11. Namibia 107. A 12. Réunion 108. A 13. Botswana 110. AA 14. Nigeria 114. B 15. Senegal 115. BBB 16. Madagascar 120. BB 17. Seychelles 122. BBB 18. Zimbabwe 124. B 19. Rwanda 136. BB 20. Angola 137. CC 21. Cape Verde 140. B 22. Algeria 143. CCC 23. Zambia 144. BBB 24. Mozambique 147. B 25. Sudan 151. BB Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 16
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 World Rank Africa Rank CBS Rating © 26. Mali 152. B 27. Côte d'Ivoire 154. B 28. Cameroon 156. CCC 29. Gambia 162. BBB 30. Benin 163. CCC 31. Liberia 164. CC 32. Burkina Faso 165. BB 33. Togo 167. B 34. Sierra Leone 170. B 35. Swaziland 171. B 36. Malawi 172. CCC 37. Lesotho 174. B 38. Djibouti 178. CCC 39. Guinea-Bissau 180. CC 40. Sao Tome and Principe 182. B 41. Central African Republic 185. CC 42. Burundi 187. C Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 17
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 The Americas USA first in the North, Argentina first in the South Albania, Algeria, Angola, Anguilla, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Central African Republic, Chile, China, Colombia, Cook Islands, Costa Rica, Côte d'Ivoire, Croatia, Cuba, Curacao, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Estonia, Ethiopia, Fiji, Finland, France, French Polynesia, Gambia, Georgia, Germany, Ghana, Greece, Grenada, Guadeloupe, Guatemala, Guinea-Bissau, Guyana, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Kiribati, Korea Rep., Albania, Algeria, Angola, Anguilla, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia FYR, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Botswana, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Marshall Islands, Martinique, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Central African Mauritius, Mexico, Micronesia, Moldova Rep., Republic, Chile, China, Colombia, Cook Islands, Costa Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Caledonia, New Zealand, Rica, Côte d'Ivoire, Croatia, Cuba, Curacao, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Philippines, Poland, Nicaragua, Nigeria, Niue, Norway, Oman, Pakistan, Palau, Palestine, Panama, Papua New Guinea, Paraguay, Peru,Republic, Ecuador, Egypt, El Salvador, Estonia, Ethiopia, Fiji, Finland, France, French Polynesia, Gambia, Georgia, Nevis, Saint Lucia, Saint Martin Guadeloupe, Guatemala, Guinea-Bissau, Guyana, Honduras, Hong Kong SAR China, Portugal, Puerto Rico, Qatar, Réunion, Romania, Russian Federation, Rwanda, Saint Kitts and Germany, Ghana, Greece, Grenada,(French Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Kiribati, Korea Rep., part), Saint Vincent and the Grenadines, Samoa, Sao Tome and Principe, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia FYR, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Sudan, Suriname, Swaziland, Sweden, Switzerland, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Marshall Islands, Martinique, Mauritius, Mexico, Micronesia, Moldova Rep., Taiwan, Tajikistan, Tanzania United Rep., Thailand, Timor-Leste, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Caledonia, New Zealand, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe. Nicaragua, Nigeria, Niue, Norway, Oman, Pakistan, Palau, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar, Réunion, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Martin (French part), Saint Vincent and the Grenadines, Samoa, Sao Tome and Principe, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Sudan, Suriname, Swaziland, Sweden, Switzerland, Taiwan, Tajikistan, Tanzania United Rep., Thailand, Timor-Leste, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 18
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 The Americas is a very diverse region showing a lot of contrast in brand performance. Three countries made it to the world top 25 with the U.S. clearly leading, followed by Mexico and Canada. Thus the strongest Destination Brands are located in North America, while other sub-regions still have opportunities for further development. The top five includes the U.S. (1st), Mexico (2), Canada (3), Argentina (4) and Brazil (5), indicating that the big nations are dominating the Americas. Mexico’s brand ranks slightly better than Canada’s brand. Mexico has more online appeal and has more of an online presence, even though Canada’s tourism receipts have been increasing faster. Similarly, Argentina’s brand is slightly stronger than Brazil’s, however Argentina’s CBS Rating © is a lot stronger than Brazil’s. The South American giant, however, is rapidly catching up with the other four and next year there may be further shifts in the top positions. The Dominican Republic (7) and Puerto Rico (8) are almost on par. They received similar AA brand ratings. It is evident that Puerto Rico is improving its recognition online but it still has not been able to convert this popularity into actual visitors. Chile finished 8th, with a strong strategy and a good performance, while Panama made it to the top 10 with high visibility online. Uruguay closes the top 10 in the Americas just like last year, but with an enhanced Nation Brand strategy. On a last note, the ecotourism destination, Costa Rica (11), and culturally rich Peru (12) did not make it to the top 10 but, overall, Costa Rica improved its position and Peru slipped compared to last year. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 19
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 World Rank Americas Rank CBS Rating © 1. United States of America 1. AA 2. Mexico 19. AAA 3. Canada 20. A 4. Argentina 41. AAA 5. Brazil 42. BBB 6. Dominican Republic 49. AA 7. Puerto Rico 50. AA 8. Chile 54. AA 9. Panama 55. BBB 10. Uruguay 59. AA 11. Costa Rica 63. BBB 12. Peru 64. BBB 13. Colombia 66. BBB 14. Aruba 67. A 15. Guatemala 71. A 16. Bahamas 72. BB 17. Jamaica 73. BB 18. Cuba 76. BB 19. Ecuador 77. A 20. Barbados 78. BBB 21. Venezuela 88. BB 22. Curaçao 89. AA 23. Saint Martin (French part) 92. AA 24. El Salvador 100. BB 25. Bermuda 101. A Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 20
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition Americas Rank 2013 World Rank CBS Rating © 26. Cayman Islands 109. A 27. Martinique 111. BBB 28. Belize 116. AA 29. Trinidad and Tobago 118. BBB 30. Honduras 119. B 31. Paraguay 125. BB 32. Antigua and Barbuda 127. BBB 33. Saint Lucia 130. BBB 34. Nicaragua 133. CCC 35. Guadeloupe 135. B 36. Bolivia 138. CCC 37. Grenada 142. BBB 38. Anguilla 149. BBB 39. Saint Kitts and Nevis 150. A 40. Saint Vincent and the Grenadines 155. BBB 41. Dominica 159. BB 42. Guyana 161. BB 43. Suriname 166. BB 44. Montserrat 179. B Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 21
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Asia Thailand first, China... third Albania, Algeria, Angola, Anguilla, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Central African Republic, Chile, China, Colombia, Cook Islands, Costa Rica, Côte d'Ivoire, Croatia, Cuba, Curacao, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Estonia, Ethiopia, Fiji, Finland, France, French Polynesia, Gambia, Georgia, Germany, Ghana, Greece, Grenada, Guadeloupe, Guatemala, Guinea-Bissau, Guyana, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Kiribati, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Marshall Islands, Martinique, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Caledonia, New Zealand, Nicaragua, Nigeria, Niue, Norway, Oman, Pakistan, Palau, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar, Réunion, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Martin (French part), Saint Vincent and the Grenadines, Samoa, Sao Tome and Principe, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Sudan, Suriname, Swaziland, Sweden, Switzerland, Taiwan, Tajikistan, Tanzania United Rep., Thailand, Timor-Leste, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 22
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 The Asian ranking is led by Thailand, thanks to its outstanding CBS Rating © and exceptional online performance. It maintains its Nation Brand position as 6th in the world, as it is favored by Turkey’s drop in the ranking and, especially, China’s lack of social media presence. Turkey (2nd) also makes it in the top 10, powered by the excellent AAA CBS Rating © and benefiting from its proximity to the rich European market. China (3) and its Special Administrative Regions of Macao (4) and Hong Kong (5) continue to manifest their appeal in tourism, thus making them three of the top 5 Destination Brands in Asia. Malaysia finished 6th, Singapore 7th and South Korea 8th, with no apparent surprises and all three exhibiting excellent Tourism Strategies. Japan (9) and the United Arab Emirates (10) are the new entrants. It is a remarkable achievement for the United Arab Emirates, as it still is a rather new Tourist Destination and it is the only one that puts the Middle East on the map. The country has an incredible online appeal with its Online Search Demand (OSD ©) results just behind the U.S.A. and the U.K. The U.A.E.’s tourism receipts are increasing, however they are still far behind the Asian Destination Brand powerhouses. Overall, the Asian ranking reflects the shift in the tourism industry and the increasing appeal of Asia as a Tourist Destination, led by the countries in South East Asia, such as Thailand and Malaysia, as well as the powerful rise of China and the continued appeal of Macao and Hong Kong. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 23
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition Asia Rank 2013 World Rank CBS Rating © 1. Thailand 6. AAA 2. Turkey 9. AAA 3. China 10. A 4. Macao SAR, China 12. AA 5. Hong Kong SAR, China 13. A 6. Malaysia 15. AA 7. Singapore 17. AAA 8. Korea, Rep. 18. AAA 9. Japan 24. BBB 10. United Arab Emirates 25. AAA 11. India 26. BBB 12. Taiwan 31. BBB 13. Indonesia 35. BB 14. Saudi Arabia 43. BB 15. Lebanon 44. BB 16. Israel 47. A 17. Philippines 51. AA 18. Jordan 56. BB 19. Viet Nam 58. BB 20. Cyprus 65. A 21. Cambodia 79. A 22. Iran 81. B 23. Sri Lanka 83. AA 24. Bahrain 84. B 25. Maldives 85. BBB Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 24
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 World Rank Asia Rank CBS Rating © 26. Qatar 87. A 27. Oman 90. CCC 28. Kazakhstan 91. B 29. Iraq 93. B 30. Nepal 97. AAA 31. Georgia 103. BBB 32. Yemen 106. CCC 33. Azerbaijan 112. BB 34. Pakistan 117. CCC 35. Armenia 121. BBB 36. Kuwait 123. B 37. Lao P.D.R. 129. BB 38. Kyrgyzstan 131. BB 39. Mongolia 134. A 40. Palestine 139. CCC 41. Brunei Darussalam 141. BB 42. Myanmar 153. B 43. Bangladesh 160. B 44. Bhutan 168. CCC 45. Timor-Leste 175 B 46. Tajikistan 177. B Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 25
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Europe Spain is still the one Albania, Algeria, Angola, Anguilla, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Central African Republic, Chile, China, Colombia, Cook Islands, Costa Rica, Côte d'Ivoire, Croatia, Cuba, Curacao, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Estonia, Ethiopia, Fiji, Finland, France, French Polynesia, Gambia, Georgia, Germany, Ghana, Greece, Grenada, Guadeloupe, Guatemala, Guinea-Bissau, Guyana, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Kiribati, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Marshall Islands, Martinique, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Caledonia, New Zealand, Nicaragua, Nigeria, Niue, Norway, Oman, Pakistan, Palau, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar, Réunion, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Martin (French part), Saint Vincent and the Grenadines, Samoa, Sao Tome and Principe, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Sudan, Suriname, Swaziland, Sweden, Switzerland, Taiwan, Tajikistan, Tanzania United Rep., Thailand, Timor-Leste, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 26
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Europe is the world’s most popular tourist destination and the competition for top positions in Destination Branding is intense. This year the top 5 Destination Brands are Spain, Germany, France, the U.K. and Italy, accounting all together for more than 50% of the tourism revenues in the region and each with a vast tourism offering. Spain retains its position at number 1 in the ranking, with tourism receipts and tourist arrivals having recovered to pre-crisis level and continuing to grow. Spain is also very active in promoting itself online. Spain is followed very closely by Germany (2), which this year surpassed France (3). Compared to France, Germany has a stronger growth in tourist arrivals and a better positioned Destination Brand Strategy that helped it to secure the second place. Similarly, the U.K. (4) stands very close to Italy (5). The small Alpine countries of Austria (6) and Switzerland (7) have very popular and strong Tourism Brands. Their outstanding performance demonstrates once again that a country’s size is not a deciding factor when it comes to its success in Nation Branding. Both countries could, however, improve their CBS Rating © and perform even better in the future. Greece earned the 8th position, Netherlands the 9th, and Portugal 10th. Compared to Portugal, Greece was able to successfully satisfy the tourism demand, which is evident in the very strong triple A CBS Rating ©. Finally, we find that Sweden (12) outperformed other Nordic countries, even though it does not have the best rating, and Russia (13), probably due to damaged reputation, declined three places compared to last year. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 27
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 World Rank Europe Rank CBS Rating © 1. Spain 2. AA 2. Germany 3. AA 3. France 4. A 4. United Kingdom 5. A 5. Italy 7. A 6. Austria 11. AA 7. Switzerland 14. AA 8. Greece 16. AAA 9. Netherlands 21. A 10. Portugal 23. AA 11. Croatia 27. AAA 12. Sweden 29. BBB 13. Russian Federation 30. A 14. Poland 32. A 15. Belgium 34. BBB 16. Czech Republic 36. A 17. Ireland 37. A 18. Hungary 39. AA 19. Norway 40. AA 20. Denmark 45. A 21. Finland 46. AAA 22. Slovenia 48. AAA 23. Bulgaria 52. A 24. Malta 53. AAA 25. Estonia 57. AAA Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 28
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 World Rank Europe Rank CBS Rating © 26. Slovakia 60. AA 27. Luxembourg 62. BBB 28. Ukraine 68. BB 29. Romania 74. A 30. Latvia 80. AA 31. Albania 82. BB 32. Lithuania 86. BBB 33. Montenegro 95. B 34. Serbia 96. BB 35. Belarus 98. AA 36. Iceland 99. A 37. Bosnia and Herzegovina 113. BB 38. Macedonia, FYR 146. B 39. Moldova, Rep. 157. CCC Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 29
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Oceania Australia, alone at the top Albania, Algeria, Angola, Anguilla, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Central African Republic, Chile, China, Colombia, Cook Islands, Costa Rica, Côte d'Ivoire, Croatia, Cuba, Curacao, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Estonia, Ethiopia, Fiji, Finland, France, French Polynesia, Gambia, Georgia, Germany, Ghana, Greece, Grenada, Guadeloupe, Guatemala, Guinea-Bissau, Guyana, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Kiribati, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Marshall Islands, Martinique, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Caledonia, New Zealand, Nicaragua, Nigeria, Niue, Norway, Oman, Pakistan, Palau, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar, Réunion, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Martin (French part), Saint Vincent and the Grenadines, Samoa, Sao Tome and Principe, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Sudan, Suriname, Swaziland, Sweden, Switzerland, Taiwan, Tajikistan, Tanzania United Rep., Thailand, Timor-Leste, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 30
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Oceania’s only strong Destination Brand is Australia. The country demonstrates its supremacy in the region by clearly leading in the ranking score. It is the region’s benchmark in tourism receipts, tourist arrivals, online performance and Online Search Demand (OSD ©) results. New Zealand (2nd) is its only competitor, as it has a very well positioned brand strategy, but there is still room for improvement to get on the same level as Australia’s Country Brand. New Zealand’s strongest indicators are online performance and OSD © popularity. The rest of the region is not as well-known and lacks brand equity. Fiji (3rd) stands out from the small island nations by capitalizing on good social media presence and greater interest in its offering from online users, but its poor CBS Rating © brings it down. Vanuatu (4th), French Polynesia (5th) and New Caledonia (6th) are ranked very similarly. Behind the scenes they are somewhat different, as Vanuatu has a strong tourism receipts growth indicator and French Polynesia is more active online than its competitors. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 31
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition Oceania Rank 2013 World Rank CBS Rating © 1. Australia 8. BBB 2. New Zealand 38. AA 3. Fiji 104. BB 4. Vanuatu 126. A 5. French Polynesia 128. B 6. New Caledonia 132. A 7. Samoa 145. BB 8. Cook Islands 148. BB 9. Palau 158. BB 10. Solomon Islands 169. B 11. Tonga 173. CCC 12. Micronesia 176. CC 13. Niue 181. CCC 14. Kiribati 183. BB 15. Papua New Guinea 184. B 16. Marshall Islands 186. C Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 32
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Bloom Consulting Country Brand Ranking © FAQs Who is this Ranking meant for? The Bloom Consulting Country Brand Ranking © is for anyone interested in Nation Branding and Place Branding from every perspective, whether you are in government, academia, industry, finance, or for anyone who just finds it interesting. Why did Bloom Consulting create the Ranking? Bloom Consulting created the Ranking to evaluate the impact of country brand strategies in economic terms and, above all, to answer the important question of how countries can become more attractive. How does Bloom Consulting’s Ranking differ from other rankings? Other rankings measure perceptions, this ranking measures reality. Thanks to statistical models and the Online Search Demand (OSD ©) tool, we were able to measure how effective each Country Brand is in a more tangible way. Moreover, this ranking isolates Tourism as a separate dimension, analyzing tourists as a separate target audience. Please see the trade edition as well here: http://bloom-consulting.com/en/fdi-ranking What is new in the 2013 edition of the Ranking? First of all, it is the third “World Edition” of Bloom’s Country Brand Ranking. Secondly, Bloom has improved its methodology, in comparison to past editions, in order to deliver more accurate and objective results. What is the Online Search Demand (OSD ©)? The Online Search Demand (OSD ©) is a Bloom Consulting proprietary measurement system used to assess all global online searches performed specifically for tourism. How can a country have a poor rating but still do well in the Ranking? If a country has a poor CBS Rating ©, its brand strategy is not actively reflecting what the country has to offer (from the tourism demand perspective). Therefore, even though its economic performance may be strong, the tourism strategy is not taking full advantage of the country’s selling propositions. What if a country does not have social media accounts, does it still feature in the ranking? Yes, it still appears but it receives a lower ranking than it would have done otherwise. Does Bloom Consulting provide different services from the Ranking? Yes, Bloom Consulting provides Nation Branding and Place Branding integrated strategies and Online Search Demand (OSD ©) tailored reports for every country, region and city in the world. What criteria was used to define the geographical distribution of countries? We used the official United Nations classification of countries by region. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 33
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Bloom Consulting Country Brand Ranking © Glossary OSD © Online Search Demand Measurement of all global online searches performed specifically for tourism CBS Rating © Country Brand Strategy Rating Rates the accuracy of each strategy set in place by each NTO “Brand Tag” Unique Selling propositions and strategic positioning of all 187 countries (used by all the National Tourism Organizations). “3T approach” The three tangible dimensions 1- Trade (Investment), 2- Tourism and 3- Talent Bloom Algorithm It is an equation that consists of 4 key variables and calculates each country’s position in the ranking. NTO National Tourism Organization It is the official state agency responsible for positioning their respective Country Brand (from a Tourism perspective). Web Analytics Is an online tool that measures the performance of each country’s website, where each country’s NTO website is analyzed by the number of visits and the average time spent on the web page. Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 34
    • Country Brand Ranking © Development of Countries Human Asset Management Business Strategy Tourism Edition 2013 Bloom Consulting Contacts For ranking related queries please contact: Methodology: Gonzalo Vilar - Partner and Global Strategy Director gvilar@bloom-consulting.com Press: corporate@bloom-consulting.com For any other queries please contact Bloom offices Spain - (WORLD HEAD QUARTERS) José Filipe Torres - Founding Partner and CEO jtorres@bloom-consulting.com Monte Esquinza 14, 6 D ext 28010 Madrid, Spain +34 91 308 0286 Office Brazil Marcello Pastore - Partner and Brazil General Manager mpastore@bloom-consulting.com Rua Pedroso Alvarenga 1254, 4º andar - Conjunto 42 Itaim Bibi São Paulo - SP - CEP 04531 004, Brazil +55 11 3044 6219 Office Portugal Filipe Roquette - Partner and Portugal General Manager froquette@bloom-consulting.com Avda. Joao XXI, 43, 1 Esq 1000-303 Lisboa, Portugal +351 210 936 819 Office U.S.A. Timothy Roberts - Partner and USA General Manager troberts@bloom-consulting.com 5808 Denny Ave. North Hollywood, CA 91601 Los Angeles, USA +1 888 576 0065 Office Bloom Consulting © Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 35