Canada steady in second place

17 NOV 2009:  After three years in the number one spot as Top Country Brand, Australia has slipped to third, swapping places with the US, now number one for the first time.  Canada holds on to its number two position, but take a look at some of the categories Canada scores highest in – and be thankful you live here.

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

It examines how countries are branded and ranked, and identifies emerging global trends in the world’s fastest growing economic sector – travel and tourism, which accounted for US$944 billion in international tourism receipts in 2008.

The top ten countries making the global 2009 CBI study are:

1.    US
2.    Canada
3.    Australia
4.    New Zealand
5.    France
6.    Italy
7.    Japan
8.    UK
9.    Germany
10.    Spain

The study suggests that the political climate and optimism over Barrack Obama’s  presidential win, was “a key influencer in the US topping the list.“ and ponders whether the country can capitalize on this phenomenon to build a stronger brand going forward.  We’ll check back on that next year…

The following are highlights from this year’s Country Brand Index, listing the top five countries in rank order for each category:

2009 Country Brand Index Ranking Highlights:

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

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

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

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

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

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

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

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

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

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

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

•    Best Country Brand for Outdoor Activities and Sports
Australia, New Zealand, Costa Rica, Canada, Aruba

•    Best Country Brand for Rest and Relaxation
Tahiti, Barbados, Aruba, Fiji, Bahamas

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

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

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

•    Best Country Brand you would most like to live in
Canada, Australia, New Zealand, Switzerland, United States

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

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

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

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

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

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

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

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

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

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

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

A number of emerging trends in travel and tourism include:

Value-Oriented Mindset

The global economic downturn has led consumers to think about travel from a financial standpoint and make decisions accordingly. The concept of value, as defined by more for less, continues to flourish in this environment. Whatever type of vacation travellers are able to afford, whether this be basic or luxury accommodations, consumers expect a bargain.

Consumers are thinking like financial analysts in choosing destinations and properties that are undervalued and booking trips that allow them to maintain the style they were accustomed to in boom times.

Attitudes Towards Travel Planning

With the plethora of last-minute travel bargains and new internet tools allowing for instant bargain bookings, there is a growing divide between those favoring impromptu trips and others prone to careful organization and advanced planning to account for more meaningful and structured travel experiences.

The study also finds that even in the downturn, must-do travel—whether attending a milestone event like a wedding or taking an event-driven trip like attending a major sports event to support a local team—still persists.

Additionally, semi-permanent and open road trips are also aspects of the travel landscape that are expanding as technology permits passengers to plan on the go and hotels largely have vacancies and thus the ability to accommodate travelers at the last minute.

The Mystery of Authenticity

Differing attitudes toward authenticity, and different definitions of the idea mean that there is some discrepancy on why some destinations are thriving and other travel experiences are reinventing the concept.

Here four emerging “authenticity” trends:

•    Synthetic Destinations

Destinations conscious of “classic” places of the past—like Paris, Rome and London—are desperate for a piece of this tourism business and are subsequently planning and buying their ways onto the map by upgrading infrastructure and building attractions to build the number of foreign visitors and investors. Examples of new synthetic destinations include United Arab Emirates’ man-made islands and Qatar’s Museum of Islamic Arts.

•    Fauxthentic Travel

Perhaps the oddest and most absurd “travel”  trend – travellers who are looking for authentic experiences but would prefer not to put in the leg work and expense are turning to “faux authentic” hotels and tours for a simulated experience replicating the originals.

Some travel to the Mayan Temple at Atlantis Paradise Island, Bahamas or take gondola rides at The Venetian Las Vegas to have “real” experiences from afar, while others pretend to rough it in luxury “tents” at places like the Molori Safari Lodge in South Africa while guides give them a real taste of the destination.

•    Tomorrow’s Hidden Jewels

For those constantly seeking out the next destination untouched by tourism, an authentic travel experience is an off-the-beaten path adventure. Destinations such as Croatia and Thailand used to top the list of uncharted spots, but the study predicts Azerbaijan, Ghana and the Balkans will be next to hit adventure seekers’ radars.

•    Cradles of Civilization

Though many of the world’s most historic places are currently immersed in civil unrest, making them unsafe for most visitors, this study predicts an upsurge in visitors to these cradles of civilization as the zones become safer. Examples are the Fertile Crescent in Iraq, the Indus Valley in Pakistan and the ancient kingdoms of Mali and Songhai in modern-day Mali and Niger.

Rising Stars

CBI also identified the United Arab Emirates (UAE), China, and Vietnam, respectively, as the top three “rising stars” – those likely to become major tourist destinations in the next five years.

Also making the list this year are Croatia, South Africa, and India.