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Bloom consulting countr brand raking tourism 2011
1.
Development of Countries Human
Asset Management Business Strategy Bloom Consulting Country Brand Ranking © 2011 TOURISM - TOP 25 Performers Edition Bloom Consulting © 2003 - 2011 contact@bloom-consulting.com / +34 91 308 0286 (CET) Page 01
2.
2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition Bloom Consulting Country Brand Ranking © 2011 TOURISM - TOP 25 Performers Edition Bloom Consulting, has created this World Ranking in order to answer the fundamental issue at the heart of every country, corporation and soul: how does one become attractive? Luckily, the rationale behind such a question for a nation is quite simple. A country wishes to draw the interest of people in order to create wealth. In other words, the purpose of country branding is to bring economic growth. Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 01
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2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition Bloom Consulting Country Brand Ranking © 2011 TOURISM - TOP 25 Performers Edition As a result of every country branding individual strategy, international tourism receipts in 2009 accumulated for $950 billion worldwide. From 2005-2009, international tourism revenues worldwide experienced a 4.6% annual growth rate. The African and Asian countries have grown significantly, at an annual rate of 7.5% and 6.9% respectively, followed by Oceania and North America whose respective growth rates stood at 5.9% and 4.1%. Latin America and Europe have grown the least during the same time span at annual rates of 3.9% and 3.6% respectively. This is a remarkable figure for Europe due to the size and maturity of its market, however the country branding effect, has contributed largelly for this result. In absolute terms, Europe has been able to generate the highest revenues from interna- tional tourism, followed by Asia and North America. The US has generated the highest amount of international tourism revenue for a single country, about 3.4 times the size of African stock. Despite its size, the US has managed to experience a significant growth during recent years. Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 02
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2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition Introductory Note A word from our CEO It is essential for countries to realize that the image a nation projects has a significant impact on the economy as a whole. The country brand strategy you convey will undoubtedly affect the way your country is perceived. The current global financial crisis has proved this. For instance, we can now see how credit rating agencies are highly influencing external perceptions about countries and more importantly the strong impact they have on a country’s economic perfor- mance. The interesting fact is that how these ratings are calculated are not in the public domain, but rather the speculative effect they have is; it has proven country branding is more than a capricious political idea, but rather a definite national necessity countries now need to face and manage as a priority. Countries can no longer afford to allow third parties to play with their national asset – their brand. Traditional country branding studies and rankings have used public opinion and stereotypes in order to draw conclusions. Bloom Consulting has created the first country ranking which cap- tures the links between the image a country projects and the effect this has on the country’s success. We have merged macro and micro country facts and statistics, and correlated them with the communication strategies conveyed by every country in the world. This has enabled us to reach deeply meaningful conclusions that mathematically prove that positioning your country in a specific way will have a direct impact on your GDP. Such consequential conclusions are what other studies in the past have lacked. This report will help you understand the delicacies of country branding. It will let you compre- hend the current situation worldwide, and which communication strategies should be empha- sized or ignored. It will unearth the regional complexities in this global competition, by unleash- ing the truth behind how a country is perceived and the way it can differentiate itself in the international arena. We sincerely believe that this report will expand your knowledge on how to brand your country, and will contribute to guiding your country down the path to success. José Filipe Torres - CEO of Bloom Consulting Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 03
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2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition Country Branding Current Challenges Bloom Consulting “3T” Approach © The main objectives for creating a country brand strategy rely on three main areas: T1- Attraction of Trade T2- Attraction of Tourism T3- Attraction of Talent The traditional approach to face these challenges is to create, or simply improve, perceptions of the country both domestically and internationally. Most of these initiatives are developed under one umbrella strategy. This means countries try to create one single strategy for 3 different objectives. However, the ideology and objective behind each one is simply different and ultimately will not work; the 3 objectives are completely antagonistic. As an illustrative example, one cannot com- municate leisure and entertainment to investors at the same time as communicating a qualified and hardworking workforce to potential tourists. They automatically repel each other, therefore destroying their core objective. Most of the time, what countries try to do is reach a compromise to better understand the objective of the overall country brand strategy. T2 T1 T3 Fig. 1 - Bloom Consulting's ‘3T’ Approach © Bloom Consulting’s country branding methodology separates these objectives, trade, tourism and talent and treats them individually, not as an umbrella strategy. Thus, we are able to derive growth projections and calculations in order to better understand the objective of the overall strategy (see Fig. 1). Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 04
6.
2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition The Research Understanding the research methodology One of the key differences in the Bloom Consulting Country Brand Ranking© and Bloom Consulting Country Brand Rating© is the use of facts and official data as opposed to surveys and interviews. It combines hard data, such as economic indicators and country characteristics, along with communication strategies, giving birth to the Bloom Consulting Algorithm. A consistent use of official and recognized sources More than one source of information has been used throughout this project to elaborate the global ranking. The United Nations (UN) provided a comprehensive list of 193 countries*, which enabled us to avoid any bias in selecting and identifying specific territories. The economic variables selected to measure the performance of the countries were taken from the World Bank (WB). This ranking uses 2009 data, the latest data available from all sources. The communication strategies used by countries to attract tourism were taken from the Tourism Board Organizations (TBOs) of the respective countries associated with the World Tourism Organisation. When these TBOs were not accessible through the Word Tourism Organisation, information was gathered from embassies . It can therefore be confirmed, that through the consistent use of official internationally recognized sources, the data used is current and accurate. *Hong Kong has been added to the list as Bloom Consulting considered the specific nature of the territory and the importance of its economic variables. Treating them separately allows us to analyze the real potential of both Hong-Kong and China respectively. Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 05
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2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition The Research Understanding the research methodology A revised and validated use of data With these sources at our disposal, we collected the country brand strategy information of each country in order to understand how the country brand wishes to be perceived. Naturally, the quality of the data used throughout this project is crucial. For this reason, the research methodology includes a two-step approach to checking the information. Only confirmed and official data through the World Bank, World Tourism Organization, and the United Nations has been used. Moreover, all TBOs have been contacted by email and telephone in order to verify the veracity of our information. Our methodology assumes that the communication strategies used by TBOs are accurate. We do not question their authenticity as this is not the purpose of the study, we are only inter- ested in the impact they have on a countries’ economy. Even though some countries may choose to promote aspects that differ slightly from reality, this behavior is rare and eventually would have a negative impact on their tourism and their country branding. This study examines 157 countries; it was not possible to include all 193 countries supplied by the UN. If a country did not promote any significant messages or if economic data was not accessible, then they were eliminated from the study. An explanatory and comprehensive clustering of communication strategies All country branding strategies are heavily reliant on the chosen communication strategies as they have a huge impact on the country's performance. Overall, more than 3,000 messages have been collected from official sources, and implemented as a basis of information throughout this report. Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 06
8.
2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition The Ranking Bloom Consulting Country Brand Ranking © With the help of powerful multivariate statistical analysis tools, we successfully identified correlations between a country’s level of success in tourism and the perception that the country projects through its communication strategy. Case-differential tables, as well as matrices, were used to better comprehend the most significant relationships found, leading to the Bloom Consulting Algorithm. Hence, we present a ranking which positions a country brand according to its economic performance based on previous economic history and the Bloom Consulting Algorithm; a process which as yet, has never been done before. It is safe to say that our research has indicated that countries lack differentiation when it comes to attracting potential tourists. It is also proven that the most popular communication strategies are not the most effective. Tourists are looking beyond the traditional reasons to visit a country and are more inclined to try new experiences. This provides a great opportunity for countries to differentiate themselves. Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 07
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2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition The Ranking - TOP 25 Bloom Consulting Country Brand Ranking © Bloom Consulting Country Brand Ranking Top 25 Countries 2011 – Tourism 1. USA 14. Mexico 2. Spain 15. Netherlands 3. France 16. Belgium 4. Germany 17. Malaysia 5. UK 18. Egypt 6. China 19. Greece 7. Italy 20. India 8. Australia 21. Portugal 9. Austria 22. Sweden 10. Thailand 23. Canada 11. Hong Kong 24. Russian Federation 12. Turkey 25 Japan 13. Switzerland The list of top country branding performers includes countries from all over the world. The US ranks first worldwide while European and Asian countries dominate the top 25. All other conti- nents are only represented by Australia, Egypt, and Mexico. Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 08
10.
2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition The Rating Bloom Consulting Country Brand Rating © A country branding rating factor is derived from the Bloom Consulting Algorithm which is designed to recalculate the rating factor depending on the eco- nomic performance and the communication strategy chosen by each country. Therefore, we can conclude that the Bloom Consulting Algorithm cannot be manipulated by any single action. Bloom Consulting has created the Bloom Consulting Country Brand Rating © in order to evaluate the effectiveness of a country‘s chosen communication strategy. The relationship between communication strategies and economic wealth varies substantially between geographic locations and economic development stages. Therefore, these factors, along with the number of countries within each sector and the repetition rate of each message within each communication strategy, were taken into account. This ensured that we could derive an accurate and just algorithm in order to designate each country with a rating factor, a country coefficient detailing the effectiveness of its communication strategy. Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 09
11.
2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition The Rating Bloom Consulting Country Brand Rating © The Bloom Consulting Country Brand Rating © scale has classified the rating factors into 7 categories according to the effectiveness of a country’s communication strategy. Bloom Consulting Country Brand Rating © Categories Rating Major positive impact Triple Green Moderate positive impact Double Green Minor positive impact Single Green No impact White Minor negative impact Single Red Moderate negative impact Double Red Major negative impact Triple Red Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 10
12.
2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition The Rating – TOP 25 Bloom Consulting Country Brand Rating © This rating reflects the effectiveness of the top 25 performers chosen communication strategies. Bloom Consulting Country Brand Rating © Top 25 Countries 2011 - Tourism Rating China Australia Austria Egypt USA Spain France Germany UK Italy Thailand Hong Kong Switzerland Mexico Belgium India Portugal Sweden Turkey Malaysia Greece Netherlands Russian Federation Japan Canada The top 5 country branding performers have all achieved positive rating factors; however so have other countries located further down the ranking. Countries such as China, Australia, Aus- tria, and Egypt all have a major positive rating factor due to the use of the most effective com- munication strategy. On the other hand, the Netherlands, Russia, and Japan all received a neutral rating, while Canada scored the lowest and the only negative rating factor despite making it into the top 25 global ranking. This is because, even though they attract a lot of renenue through tourists, they could be using a more effective communication strategy and attract even more. Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 11
13.
2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition The Country Branding Strategy How the world is differentiating itself 50% of all countries tend to use the same type of communication strategy regardless of geographic location. The majority choose to communicate messages related to cultural tourism, and leisure and entertainment. The extent to which countries make use of messages, which messages they communicate, and the number of messages they use among other key facts, varies greatly from region to region. Most countries use different strategies when branding themselves. Country branding differentiation can be achieved through the various messages a country decides to communicate, all with the same intent, attracting tourists. In particular, the level of differentiation varies from country to country. There are countries that have a high or low differ- entiation rate based on the communication strategy they use, which allows us to see how many other countries use the same communication strategy. The most popular communication strategies worldwide are also the most popular communica- tion strategies within every region with the exception of Oceania. Oceania’s most popular mes- sages also include water sports and fishing. All of the messages in Table 1 have been used in the communication strategy of more than 40% of countries worldwide. Table1. Most popular messages used in a country‘s communication strategy - World 1. Cultural Tourism 77% 2. Leisure and Entertainment 69% 3. Natual Features 53% 4. Beautiful Destination 46% 5. Sports Activities 43% Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 12
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2011
TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition The Country Branding Strategy How the world is differentiating itself In fact, using popular messages does not guarantee a positive impact on the country branding strategy; actually, it’s the opposite. With the exception of cultural tourism, the most valuable messages according to the Bloom Consulting Algorithm © factor are not the most popular. Table2. Most valuable messages used in a country‘s communication strategy - World 1. Gastronomy 2. Relaxed Environment 3. Urban and Rural Tourism 4. Adventure Tourism 5. Cultural Tourism Communication strategies related to gastronomy are the most valued in the international arena. Other valued messages help to communicate such aspects of a country as relaxed environment and urban and rural tourism. Out of the top 5 most valuable messages, only cultural tourism is on the list of the most frequently repeated messages worldwide. The communication strategies mentioned above are the ones that work best in the global arena. However, we know that a regional approach is needed and that the most valuable messages in each communication strategy vary from continent to continent. In Asia, Africa, and Oceania the messages communicated follow the same trend. However, in Latin America and Europe they use messages related to leisure and entertainment while in North America they use messages associ- ated with winter sports. Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 13
15.
2011
TOURISM Development of Countries WORLD Human Asset Management Business Strategy Ranking Bloom Consulting Country Brand Ranking © 2011 TOURISM - WORLD Ranking As opposed to surveys and qualitative interviews, this country brand ranking combines the countries economic performance with the respective country branding strategies; a process which as yet, has never been done before. Such combination of variables has given birth to the Bloom Consulting Algorithm - which sets the world Ranking World Rank Rate 1. United States of America 2. Spain 3. France 4. Germany 5. United Kingdom 6. China 7. Italy 8. Australia 9. Austria 10. Thailand Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 01
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2011
TOURISM Development of Countries WORLD Human Asset Management Business Strategy Ranking World Rank Rate 11. Hong Kong 12. Turkey 13. Switzerland 14. Mexico 15. Netherlands 16. Belgium 17. Malaysia 18. Egypt 19. Greece 20. India 21. Portugal 22. Sweden 23. Canada 24. Russian Federation 25. Japan 26. Republic of Korea 27. South Africa 28. Poland 29. Croatia 30. Morocco 31. Singapore 32. Indonesia 33. Ireland 34. Czech Republic 35. Tunisia Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 02
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TOURISM Development of Countries WORLD Human Asset Management Business Strategy Ranking World Rank Rate 36. Saudi Arabia 37. Philippines 38. Hungary 39. Norway 40. Lebanon 41. Brazil 42. Viet Nam 43. New Zealand 44. Denmark 45. United Arab Emirates 46. Israel 47. Luxembourg 48. Argentina 49. Finland 50. Bulgaria 51. Cyprus 52. Jordan 53. Dominican Republic 54. Syrian Arab Republic 55. Slovenia 56. Cuba 57. Slovakia 58. Chile 59. Bahamas 60. Costa Rica Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 03
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TOURISM Development of Countries WORLD Human Asset Management Business Strategy Ranking World Rank Rate 61. Jamaica 62. Peru 63. Colombia 64. Romania 65. Bahrain 66. Kenya 67. Panama 68. Iran 69. Mauritius 70. Estonia 71. Albania 72. Cambodia 73. Malta 74. Barbados 75. Kazakhstan 76. United Republic of Tanzania 77. Lithuania 78. Ghana 79. Pakistan 80. Ethiopia 81. El Salvador 82. Guatemala 83. Sri Lanka 84. Latvia 85. Oman Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 04
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TOURISM Development of Countries WORLD Human Asset Management Business Strategy Ranking World Rank Rate 86. Uruguay 87. Bosnia and Herzegovina 88. Serbia 89. Iceland 90. Nigeria 91. Uganda 92. Madagascar 93. Honduras 94. Botswana 95. Georgia 96. Ecuador 97. Namibia 98. Maldives 99. Trinidad and Tobago 100. Belarus 101. Montenegro 102. Senegal 103. Yemen 104. Fiji 105. Qatar 106. Kyrgyzstan 107. Seychelles 108. Antigua and Barbuda 109. Armenia 110. Saint Lucia Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 05
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TOURISM Development of Countries WORLD Human Asset Management Business Strategy Ranking World Rank Rate 111. Azerbaijan 112. Belize 113. Nicaragua 114. Angola 115. Mongolia 116. Nepal 117. Algeria 118. Cameroon 119. Sudan 120. Zimbabwe 121. Brunei Darussalam 122. Macedonia 123. Mozambique 124. Benin 125. Paraguay 126. Rwanda 127. Saint Kits and Nevis 128. Zambia 129. Bangladesh 130. Saint Vincent and the Grenadines 131. Grenada 132. Suriname 133. Gambia 134. Dominica 135. Swaziland Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 06
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TOURISM Development of Countries WORLD Human Asset Management Business Strategy Ranking World Rank Rate 136. Vanuatu 137. Burkina Faso 138. Niger 139. Uzbekistan 140. Samoa 141. Bhutan 142. Guyana 143. Sierra Leon 144. Malawi 145. Togo 146. Lesotho 147. Palau 148. Solomon Islands 149. Tajikistan 150. Tonga 151. Comoros 152. São Tomé and Principe 153. Federated States of Micronesia 154. Marshall Islands 155. Papua New Guinea 156. Guinea 157. Burundi Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 07
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TOURISM Development of Countries TOP 25 Human Asset Management Performers Business Strategy Edition About Bloom Consulting Bloom Consulting is a strategy consulting firm specialized in country branding. José Filipe Torres founded Bloom Consulting in 2003 and is a regular spokesperson at confer- ences and universities worldwide. He has been interviewed by both The Economist and Forbes, where he was identified as one of the top 3 country branding experts in the world. At the moment Bloom Consulting have offices in Bulgaria, Brazil, Italy, India, Portugal and Spain (headquarters), as well as research centers in Tokyo and London. Bloom Consulting work closely with presidents, monarchs, ministers and institutions in order to define their strategy, establish their vision, and implement it. Bloom’s clients include the Bulgarian, Latvian, Polish, Portuguese and Spanish governments, and also regions such as Madrid, Castilla y Leon in Spain, and Alqueva and the southwest regions of Portugal. Bloom Consulting has developed a 3T approach © to separate Trade, Tourism, and Talent strategies. One fundamental point for the success of all of Bloom Consulting’s country brand- ing projects, is the CAMPRO methodology ©. This methodology is a combination of academic and professional knowledge under Bloom Consulting’s management and control, key to obtain- ing the most accurate recommendations and insights for all clients. More information While this report provides a general global overview, the information presented here is anything but a glimpse of the findings we have at our disposal. Please do not hesitate to contact us if you would like a catered and detailed version of the Bloom Consulting Country Brand Ranking © report for your country or region. For more information, please visit: www.bloom-consulting.com/country_branding_ranking www.bloom-consulting.com/country_branding_rating or send an email to countrybranding@bloom-consulting.com Bloom Consulting © 2003 - 2011 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 14
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