ID :
29411
Mon, 11/10/2008 - 15:15
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Shortlink :
http://m.oananews.org//node/29411
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UAE is the 'rising star' in the world of tourism, says survey
The UAE has emerged as one of the three emerging tourist destination brands in the world, besides China and Croatia, according to the 2008 Country Brand Index (CBI), conducted by FutureBrand, a global brand consultancy, part of the Interpublic Group of Companies according to a report in "Emirates Business."
The country, described as the "rising star" in the world of tourism, is expected to become a major tourist destination over the next five years, according to the index. It was also voted as the best country brand for resort and lodging options, shopping and for having the most impressive last year. In the list of top 10 country brands, Australia earned the spot as the world's top country brand for the third consecutive year, followed by Canada, rising from its sixth place ranking last year, and the United States in the third place. Other countries making the top 10 this year include Italy, Switzerland and France, according to the CBI.
The study further revealed that the Middle East, Africa and Asia are experiencing high growth for travel and tourism demand. It said the world's fastest growing economic sector is travel and tourism, which will account for $5.9 trillion (Dh21.67trn) of economic activity worldwide this year and more than 238 million jobs.
Also, with traditional tourism hotspots being overshadowed by rising star destinations, the Middle East besides Africa and the Asia Pacific, is experiencing higher growth rates than the average world demand, according to the CBI survey. Meanwhile, with Asia climbing the tourism ladder, this year's country brand list also includes Vietnam, India and Cuba, according to CBI.
"It is exciting to see many countries embracing the brand idea. However, we still feel this is a largely underdeveloped category with most countries continuing to promote and market themselves in ways that are not differentiated. Country brands must improve both their strategic orientation as well as their delivery," said Rina Plapler, Senior Executive Director at FutureBrand
The country, described as the "rising star" in the world of tourism, is expected to become a major tourist destination over the next five years, according to the index. It was also voted as the best country brand for resort and lodging options, shopping and for having the most impressive last year. In the list of top 10 country brands, Australia earned the spot as the world's top country brand for the third consecutive year, followed by Canada, rising from its sixth place ranking last year, and the United States in the third place. Other countries making the top 10 this year include Italy, Switzerland and France, according to the CBI.
The study further revealed that the Middle East, Africa and Asia are experiencing high growth for travel and tourism demand. It said the world's fastest growing economic sector is travel and tourism, which will account for $5.9 trillion (Dh21.67trn) of economic activity worldwide this year and more than 238 million jobs.
Also, with traditional tourism hotspots being overshadowed by rising star destinations, the Middle East besides Africa and the Asia Pacific, is experiencing higher growth rates than the average world demand, according to the CBI survey. Meanwhile, with Asia climbing the tourism ladder, this year's country brand list also includes Vietnam, India and Cuba, according to CBI.
"It is exciting to see many countries embracing the brand idea. However, we still feel this is a largely underdeveloped category with most countries continuing to promote and market themselves in ways that are not differentiated. Country brands must improve both their strategic orientation as well as their delivery," said Rina Plapler, Senior Executive Director at FutureBrand
