FutureBrand's Country Brand Index

Egypt also fared extremely well and was awarded 9th overall position. Australia and the U.S. take the second and third overall positions in the FutureBrand Country Brand Index, which is comprised of a three-tiered analysis of statistics*, a global quantitative survey, and expert opinions of international travel professionals**.

Italy ranks as the top overall destination, according to a first-of-its-kind global index released recently, that identifies countries as brands and suggests the pivotal role that branding could make in helping countries differentiate themselves.

The report examines the role and opportunity to market a country as a brand, and ranks countries according to a variety of measures. This year's index includes rankings, as well as emerging trends, travel motivations, challenges and opportunities within the world's second largest industry - travel and tourism. These include China as "most improved" country brand, the U.S. as "best country brand for business travel" and Italy as "best country brand for art and culture."

"Based on our years of experience in this category, we are excited to launch the FutureBrand Country Brand Index. Countries have traditionally under-performed and under-achieved as brands, despite enormous potential,"

notes Jean-Louis Dumeu, chairman, chief executive officer, FutureBrand. "We hope this study promotes dialogues, raises questions and encourages countries to look at themselves in a whole new way. A strong country brand will offer nations a tremendous competitive advantage and help build long term opportunity for business, tourism, exports and investment."

FutureBrand, a leading global brand consultancy, in conjunction with international PR agency Weber Shandwick's travel practice, intend the study to become an annual occurrence. The initiative was led by Rina Plapler, executive director, FutureBrand, and involved a variety of FutureBrand's global offices and disciplines.