UK fails to make top global C&I brand list

The UK as a brand has once again failed to make the top 10 of favourite conference destinations, according to this year’s Country Brand Index (CBI) report. The study aims to determine the world’s most successful countries in terms of brand, across a range of criteria such as safety, value for money and authenticity. CBI, in its third year and carried out by analysts Future Brand, was unveiled at this week’s World Travel Market show in London. It compiles responses from a sample group of 2,600, split between frequent international travelers and travel industry experts. The US was once again named Best Country Brand for Conferences, while the most improved European destination year-on-year was Switzerland, which moved up six spaces to take second spot. Ireland meanwhile entered the list at number 10. Another big improver this year was the UAE, which climbed from ninth to fifth place. “The UAE is emerging as a powerhouse country brand and its significant rise this year as a leader in conferences is quite dramatic,” said Future Brand executive director Rina Plapler. “Abu Dhabi’s aggressive growth, attention to creating world-class facilities and related ancillary services is clearly impacting global travel perspectives.” The report is produced in conjunction with PR giant Weber Shandwick and president (travel and lifestyle) René Mack added: “A country’s brand reputation drives financial and business investment. A visitor is the most powerful marketer for any country brand. They import the destination and its products and experiences directly into their homes, offices and social communities, combined with the most powerful voice of all – word of mouth.” The UK did figure in this year’s Best Extended Business Trip list, which saw it come in at ninth place (see full lists below). Best Country Brand for Conferences 2007 1 US 2 Switzerland 3 Germany 4 Singapore 5 UAE 6 Japan 7 France 8 Canada 9 China 10 Ireland Best Country Brand for Extended Business Trips 1 US 2 Australia 3 France 4 Italy 5 Spain 6 China 7 Canada 8 Japan 9 United Kingdom 10 Brazil

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