Tops In Destination Marketing

Australia took the lead this year as the top overall tourism destination, leapfrogging over the United States and Italy through aggressive and comprehensive branding efforts, according to a second annual global survey.

While Australian government spending on tourism and travel was 3.7 percent, its tourism and travel industry grew 3.6 percent and the industry accounted for 5.3 percent of gross domestic product, according to the second FutureBrand Country Brand Index.

The results combined with a global quantitative survey and expert opinions of international travel, hospitality and industry professionals pushed Australia past last year’s leader Italy and second-place U.S.

“Australia is really doing an impressive job of promoting themselves,” according to the the FutureBrand Country Brand Index survey developed by FutureBrand, a leading global brand consultancy, in conjunction with Weber Shandwick’s Global Travel Practice. “Australia understands the idea of using the whole country, not just the pieces.”

The U.S. again came in second, according to the survey, which was released in November in conjunction with the World Travel Market in London.

“Many U.S. destinations have improved in terms of the range of quality lodging options, dining venues and affordable inbound airline lift,” the survey found.

Italy, which dropped to third, still was ranked as the most authentic country thanks to its history, culture and great conservation efforts despite the constant growth of its cities.

Effective branding is becoming increasingly crucial for countries seeking to lure travelers as worldwide receipts from international tourism soared to $682 billion last year, up nearly $50 billion from the previous year. This year, the global travel and tourism industry is expected to contribute $1.7 trillion or nearly 3.6 percent to the gross domestic product.

Countries’ branding efforts also hold keys for broader travel industry efforts as the survey’s authors noted a brand at the highest level is much more than a logo or slogan, but a unifying and identifiable platform manifested in experience.

“Brand is not merely a marketing wrapper, but a value proposition that changes perception and preference [and] drives usage,” they noted.

In assessing a country’s branding success, the survey focused on how it capitalized in areas including safety, value, ease of communication, proximity, weather, natural beauty, authenticity, art/culture, lodging and resort options and outdoor activities.

It ranked India best for authenticity, and Egypt first in history and art and culture. The Bahamas was tops for beaches for the second time, and the Maldives took the top place for weather and an array of resort and relaxation offerings. New Zealand was tops in two categories: natural beauty and outdoor activities/sports.

In the “rising star” category, China topped the list as likely to become a major tourist destination in the next five years, followed by Croatia and the United Arab Emirates

The U.S. was tops in seven categories including activities for families, shopping and business travel.

In addition to country rankings, this year’s index also highlighted emerging travel trends, challenges and opportunities within the larger world of travel and tourism.

Among key trends is a continuing technological evolution that has given rise to countless Web sites and blogs that are geared to social networking and that travelers have embraced to organize and shape a new kind of travel community.

The survey also found that travelers are becoming more attracted to adventures and travels that are scarce, lured by the desirability of a location or trip that is challenging to obtain. Educational travel, commemorating abroad and micro-segment markets also are gaining momentum as travel consumers craft trips that meet a growing number of unique requirements.

The trends portend key opportunities for travel professionals as well as countries.

“Countries can no longer continue to see themselves as commodities,” said Rina Plapler, executive director, FutureBrand. “We continue to believe that branding is a tremendous opportunity for both developed and developing countries to build preference, consideration, loyalty and advocacy.”