The Country Brand Index study ranks the UAE as one of the ‘rising stars’ among the world’s top tourist destinations, while putting the country once again on top in the “Resort and Lodging Options” category in which the UAE placed well ahead of countries such as the United States of America, the Maldives and Australia.
Now in its fourth straight year, the CBI is a comprehensive study of over 2,700 international business and leisure travellers from nine countries conducted by FutureBrand, a leading global brand consultancy and part of the Interpublic Group of Companies.
CBI 2008 includes rankings and trends and takes into consideration various travel motivations, challenges and opportunities within the worlds of travel, tourism and country branding.
Mario Natarelli, Co-CEO, FutureBrand said: “To maintain a strong country brand, there is a need to sustain the momentum through initiatives that deliver the brand’s core essence. In the case of the UAE, the country has remained a class of its own in delivering world-class hospitality options that have truly redefined the industry. The UAE’s brand initiatives are clearly aimed at reaching higher levels of excellence in terms of service quality, innovation and meeting high expectations of the hospitality market.” FutureBrand’s CBI 2008 cited the UAE’s continued efforts to establish itself as a strong brand for hospitality, promoting resorts for their unique architecture, premier service and ultimate luxury. The UAE’s consistency has helped the country maintain its stronghold in CBI’s Resort and Lodging Options category, which saw a major shake up in the rest of the standings with the USA leapfrogging from sixth last year to the second spot this year, replacing second-placer Maldives.
Australia also moved to fourth from third, while Switzerland retained its place at fifth. The rest of the countries that made it to the top 10 in the Resort and Lodging Options category were Canada, which moved to sixth from fifth; Bahamas and Monaco, which maintained their spots at seventh and eighth; Singapore, which dropped to ninth from eighth; and Tahiti, which dropped to 10th from fourth.
FutureBrand is a leading brand consultancy within IPG that commands a global presence spanning 20 offices in 16 countries. Partnering with the world’s leading companies, FutureBrand helps its clients develop brands that are profitable today and in the future.