Australia voted the world’s best country brand Steve Jones
Australia has been heralded as the world’s best country brand in a global study.
The annual Country Brand Index 2006 ranked Australia ahead of the US and Italy.
The ‘brand’ performed well across all 20 categories, coming second to New Zealand as Best Country for Outdoor Activities and Sport.
China, Croatia and the United Arab Emirates were identified as “rising stars”.
The study, unveiled at World Travel Market in London, was conducted by global brand consultancy FutureBrand and Public relations firm Weber Shandwick who quizzed more than 1500 travellers, industry experts and hospitality professionals.
“Like any well respected brand, a country is made up of a range of attributes and values,” FutureBrand’s Melbourne-based managing director Tim Riches said. “This report shows that Australia has successfully pulled together each of its aspects to promote a clear picture of itself to the rest of the world.”
Tourism minister Fran Bailey described the recognition as a “terrific result”.
“The Australian Government, through Tourism Australia, has put a strong effort in building awareness of our country internationally from a tourism perspective.”
