Greece ranks 5th in Country Brand Index 2006

Greece ranked 5th for overall country branding according to the second annual Country Brand Index 2006 (CBI). The Index was released in London at the World Trade Market, an annual exhibition held for the global travel trade. This is the official release text:

The CBI identifies countries as “brands” and emerging global travel trends in terms of foreign exchange earnings and job creation. The world’s fastest economic sector pertaining to country branding is travel and tourism and accounts for more than 1 of every 11 jobs worldwide.Greece ranked very high in a number of categories, reflecting the country’s exquisite historical and natural resources, wide variety of holiday options, and the all important “enjoyment” factor. The categories in which Greece excelled are:

  • Value for Money
  • History
  • Art and Culture
  • Resort/Lodging Options
  • Rest/Relaxation
  • Beach
  • Natural Beauty
  • Nightlife

The summation quote by the branding experts is “Greece: Friendly people with great surroundings and great food.”The international study of country branding was developed by FutureBrand, a leading global brand consulting firm in co-operation with Weber Shandwick’s Global Travel Practice, a public relations firm. It focused on more than 1,500 international travelers, recruited from a globally diverse sample including the Americas, Europe, Asia, South America and the Middle East and screened to include only frequent international travelers who travel internationally more than once a year- between the ages of 21 and 65, with a balanced split between men and women. Business and leisure travelers were both included, as well as travel industry experts and hospitality professionals. The study examined how nations can be branded and ranked according to key criteria, such as emerging trends, travel motivations, challenges and opportunities within the world of travel and country branding.According to the CBI report, new trends for travel and tourism are emerging and unique criteria are making a big impact on the average traveler who is no longer satisfied with the ordinary. Some of those trends include the emergence of people who write on blogs and countless websites about their own travel experiences.With new trends in the travel industry and an ever expanding travel community, come new audiences, all with different needs and expectations during their time away from home. They crave the exotic, “feel at home” accommodations, and want to make weddings, anniversaries and reunions an unforgettable and special time when abroad, wherever their destination may be.Other contenders who ranked on this year’s CBI list were Australia (1) and the United States (2) and Italy (3). In addition to the top 10 rankings, the top three “rising star” countries that are likely to be major tourism destinations in the next five years are China, Croatia, and the United Arab Emirates.For a complete list of country ranks and a look at the Country Brand Index 2006, visit: www.webershandwick.com

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