UAE up on FutureBrand's Index chart

DUBAI — 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.

By Staff Reporter

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Published: Sat 19 Nov 2005, 10:13 AM

Last updated: Thu 2 Apr 2015, 5:20 PM

The UAE achieved major recognition in the following categories: Rising Star - 2nd place, Most Improved - 4th place, Business - 5th place and Conventions - 6th place, confirming that the international perception and pull towards the UAE is developing at a steady rate. Egypt also fared extremely well and was awarded 9th overall position. Australia and US 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. 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 US 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, added 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."

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