Country Branding From A Global Cultural Tourism Perspective

country branding from a global cultural tourism perspective A comparison between Future Brand Country Brand Index and Anhold GfK Roper Nation Brands Index 2009 edition © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part one: the BIG picture Barack Obama in Berlin 2008 in front of a 250,000 people crowd The winner: USA Widely attributed to President Barack Obama The winners: European countries (6 out of 10 in top positions) The winner country brands: USA, Italy, Spain (equal rank in both indexes) © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part two: the economic aspects The winner: USA The country with the largest GDP in the world The winners: EU Countries The largest GDP as a group 6 out 10 top 10 positions in both Indexes The loosers: China, Russia, Brazil, economic superpowers with not so great country branding in both indexes © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part two: the economic aspects The winner: USA Powerful brand coinciding with real world power President Medvedev at the World Economic Forum, Davos The place where economic superpowers meet The looser: Russia The only one G-8 country with week brand © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part three: history, arts and culture aspects The winners: Italy, France, UK, India, Egypt, In top 10 both in CBI and NBI Altamira Cave in Spain, one of the oldest prehistoric art examples in the world: 25,000 25,000 years old The loosers: Spain, Russia, Mexico, Countries with millennial history not in the top 10 of CBI. Not clear if they are in top 10 in NBI © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part four: tourism aspects The winners: US, France, Italy, UK, Germany & Spain In top the top 10 country overall country branding Hagia Sophia, Istanbul, Turkey: one of the most visited UNESCO monument. Virgin Mary majolica mosaic detail The loosers: Turkey, Ukraine, China & Mexico In the top 10 most visited countries in the world, but with underperforming overall country branding © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part four: tourism aspects The winners: US, France, Italy, UK, Germany & Spain In top the top 10 country overall country branding Kiev, the Gift Chapel, Ukraine. Photo: Sera TJ The loosers: Turkey, Ukraine, China & Mexico In the top 10 most visited countries in the world, but with underperforming overall country branding © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part four: tourism aspects The winners: US, France, Italy, UK, Germany, Australia & Spain In top the top 10 country overall country branding Vienna, Austria Photo: scottpartee The loosers: Turkey, Austria & China In the top 10 most visited countries in the world, but with underperforming overall country branding © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part four: tourism aspects The winners: US, France, Italy, UK, Germany, Australia & Spain In top the top 10 country overall country branding China Great Wall Photo: Christopher Chan The loosers: Turkey, Austria & China In the top 10 most visited countries in the world, but with underperforming overall country branding © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part four: tourism aspects The importance of tourism branding dimensions All countries in top 10 positions in country branding are also in top 10 country tourism brands Taj Mahal, India Photo:Beta Design Not enough: Countries on top 10 positions in tourism branding are not always the most popular country brands, like India, Singapore, China, etc. © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part four: tourism aspects: fact check The importance of tourism branding dimensions Is it really important? For major tourism destination Countries (USA, France, Italy, China, Spain, etc. )Yes! Duffey Lake, Canada, Photo: Jacques Daigneault Tourism branding does not automatically means more arrivals: Canada and India are not among the top 10 in International Arrivals. © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part four: tourism aspects: fact check The importance of tourism branding dimensions When it comes to “show me the money” factor, tourism branding plays a major role Fushimi Inary, Koyoto,, Japan, Photo: JPellgen Tourism branding does translate into international tourism receipts Exception: Japan, who is not in top 10 of Receipts, but in top 5 in tourism branding in CBI composite © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part four: tourism aspects: fact check Hard data vindicates the top 10 tourism brands when it comes to country tourism and travel competitiveness France, Spain, Germany, Canada, USA, Australia & Singapore Geneva, Switzerland, Hotel de la Ciigogne, Photo UGGBoy Or almost… Exception: the number 1, 2 & 7 countries best prepared to compete in travel and tourism are not among the Top 10 in country branding for tourism in the CBI © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part ﬁve: trends: cultural tourism rules Countries with strong cultural tourism brands are also among the most visited countries: France, China, Italy, UK, and Germany Luxor, Egypt Photo: Charlie Phillips There is not any other category in country branding for business, sports, events, Or almost…Exception: shopping, adventure, natural beauty, or other tourism branding dimensions, Egypt, India, Peru, Greece, which number ones are among the most visited countries worldwide. Jordan and Israel © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part ﬁve: trends: cultural tourism rules Countries with strong cultural tourism brands are also among the countries in the top 10 in tourism receipts. France, China, Italy, UK, and Germany Petra, Jordan. Photo: Carrie McDougall Or almost…Exception: Egypt, India, Peru, Greece, Jordan and Israel © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part ﬁve: trends: from cultural tourism to creative tourism Countries with important l development of their cultural Industries are the winners In cultural tourism branding India, Italy, France, China, UK and Germany UNESCO World Heritage Site, Machu Picchu. Photo: Carrie McDougall Exceptions: Egypt, Peru, Greece, Jordan and Israel Engagement traveler – a step forward to a real creative tourism © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part six: conclusion When it comes to global cultural tourism, the overall country branding is helping more than country tourism branding based on cultural heritage. In this comparison, FutureBrand CBI has more value for practitioners, since from the table is obvious that even the position of the countries best branded for cultural tourism coincides to their overall country branding. © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part six: conclusion Importance of the creative industries dimensions for cultural tourism: Six out of the 10 top 10 brands in CBI and 7 out of the top 10 of NBI are among the top 10 in creative industries exports worldwide – a serious country brand driver and indispensable ingredient in the next state of the cultural tourism – the creative tourism. © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) part six: conclusion As a conclusion, National Brands Index is more useful for research institutions with large budgets and the highest level of policy makers in rich governments. Country Brand Index is targeted to practitioners and has much move value for cultural tourism hands-on strategy advisors, consultants, DMOs, CVBs and tour operator managers and much more accessible for small and medium enterprises, not so afﬂuent countries and individual tourism strategy consultants. © 2009 Cultural Realms | A Vizantia Enterprises Company

country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI) More information: Author: Rossitza Ohridska-Olson The opinions expressed in this presentation and my personal blog are not the opinions of the companies who created the indexes. They are my personal observations and are not sponsored or influenced by any of the authors of the analyzed documents. This comparison was prepared based on Country Brand Index (CBI) by FutureBrand and Anhold GfK Roper Nation Brands Index (NBI). You can find and download the CBI summary at: http://futurebrand.com/cbi You can find the NBI summary at: http://www.simonanholt.com/Publications/publications-other-articles.aspx Full text of my analysis at: http://culturalrealms.typepad.com. Please post your comments directly on the blog or write me at: rokambur@gmail.com © 2009 Cultural Realms | A Vizantia Enterprises Company

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Country Branding From A Global Cultural Tourism Perspective

by Rossitza Ohridska-Olson on Dec 20, 2009

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