Destination Guide: Canada

Futurebrand study ranks Canada top, while UK comes 13th

Canada has been ranked as the world's 'most powerful country brand' for the second year in a row, according to a survey by branding agency Futurebrand, while the UK came 13th.

Futurebrand study ranks Canada top, while UK comes 13th
Futurebrand study ranks Canada top, while UK comes 13th

Canada won the vote of business and leisure travellers, whose responses formed the backbone of Futurebrand’s 2011 Country Brand Index.

The country's ability to hold on to the top spot two years running contrasted with that of the UK, which fell four places after last year's study, although it fared much better than the vast majority of the 113 countries that were ranked.

Maxime Bernier, Canada’s minister of state for small business and tourism, said: "Canada’s continued rating at the top of Futurebrand’s Country Brand Index is a testament to our country’s global appeal.

"We have a wealth of compelling experiences for travellers, and our government is committed to sustaining this momentum by promoting Canada in innovative ways on the international stage."

Other top-scoring countries included Switzerland, New Zealand and Japan, which came second, third and fourth respectively. The United States came sixth; while at the bottom of the table, Pakistan came 113th.

Around 3,400 travellers from 13 countries were asked to assess countries across five key criteria - 'value system', 'quality of life', 'good for business','heritage' and 'culture and tourism'.

A copy of the report can be downloaded here

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