BLOOM - Consulting Country Brand Ranking Tourism

Nation Branding and Place Branding experts
www.bloom-consulting.com
Bloom Consulting
Country
Brand
Ranking© Tourism
2017
2018 Edition
Bloom Consulting, official data partner

Country Brand
Bloom Consulting Ranking©
2017 Tourism
Countries Regions and Cities 2018 Edition
Hello!
Bloom Consulting © Since 2003 [email protected] / +34 91 308 0286 (CET)

Country Brand
2017 Tourism
Bloom Consulting Country Brand Ranking©

Table of Contents
Bloom Consulting Page 01
A letter from our CEO Page 02
Our approach to Nation branding Page 03
Our methodology Page 05
Global overview Page 10
World outlook Page 10
The top 10 overview Page 11
Global top 25 performers highlights Page 12
Global top 25 performers rank Page 13
The full ranking by continent Page 14
The Americas Page 15
Europe Page 19
Africa Page 23
Asia Page 27
Oceania Page 31
Frequently Asked Questions Page 34
Glossary Page 35
Contact Page 36

Country Brand
2017 Tourism
About Bloom Consulting

Everything you need to know in one page
Bloom Consulting was founded in 2003 as a Nation Branding consultancy.

Our Headquarters are located in Madrid, with offices in Lisbon and São Paulo.
Bloom Consulting has been interviewed by The Economist, Forbes and CNN.
According to Country Branding Central www.countrybrandingwiki.org, our CEO José Filipe Torres, a recurrent
lecturer in Universities such as Harvard, is considered one of the top 3 international experts in the field of Nation
Branding, Region and City Branding, providing advisory for the OECD.
In addition, Bloom Consulting publishes the Bloom Consulting Country Brand Ranking © annually for both Trade and
Tourism, to extensively analyze the brand performance of 193 countries and territories worldwide and the Digital
Country Index - Measuring the Brand appeal of countries and territories in the Digital World.
Bloom Consulting proudly collaborates with the to measure the Nation Brand appeal of every
Country from a tourism perspective.
Here are some of the countries, regions and cities that Bloom Consulting has worked for:
Countries Cities Regions
Austrian Government Abu Dhabi, City Government Algarve, Portugal, Regional Government
Aruban Government Helsinki, City Government Abraham Path, Israel/Palestine World bank fund
Bulgarian Government Brussels, City Government Belo Horizonte, Brazil, Private Regional investor
Cape Verdean Government Buenos Aires, City Government Castilla y León, Spain, Regional Government
Costa Rican Government Munich, City Government European Travel Commission
El Salvador Government Riga, Latvia, City Government Herzegovina, Regional Government
Ecuadorian Government Madrid, Spain, Regional Government
Finnish Government Miami City, USA, Private Regional investor
German Government Southwest Portugal, Regional Government
Latvian Government Oporto and North, Portugal, Regional Government
Maltese Government Tete, Mozambique, Private Regional investor
Macau Government Victoria Gasteiz, Spain, City Government
Norwegian Government
Paraguay Government
Portuguese Government
Polish Government
Spanish Government
Seychelles Government
Swedish Government
Consulting and Strategy

Research and Auditing
Bloom Consulting © Since 2003 [email protected] / +34 91 308 0286 (CET) Page 01
Country Brand
2017 Tourism
A letter from our CEO

The most comprehensive ranking yet
Madrid, April 2017
I proudly present you with the fifth edition of Bloom Consulting’s Country Brand Ranking© for Tourism!
Last year, we introduced our new algorithm and methodology for measuring the effectiveness of a country’s
brand. This year, the new methodology has allowed us to create undoubtedly the most extensive ranking yet,
featuring a record number of 193 countries and territories. This reinforces our firm belief that the new structure is
definitive and more comprehensive than ever before, placing an ever-increasing emphasis on digital tools.
We live in an increasingly #DigitalWorld, our future is truly digital, and digital perceptions really do reflect reality.
Each and every Nation must be fully represented online, or else risk lower global prominence. Tourists made over
300,000,000 online searches in relation to touristic activities and attractions in 2016. Consider the insight a Coun-
try, Region, or City could gain from this data, both about the appeal of a specific destination and its positioning
within a global benchmark.
Year upon year we have been accumulating new, invaluable information which allows us to produce rankings such
as this one. We proudly continue to work alongside the World Economic Forum as data partners, utilizing the data
in this ranking in the Travel and Tourism Competitiveness Report ‘17, which I encourage you to read for yourself.
It is important to highlight that according to our knowledge and experience, a Country Brand’s performance cannot
simply be measured based only on recent developments; It should also be measured through recurrent facts,
actions, activities and policies over a period of several years.
I hope that Bloom Consulting’s Country Brand Ranking© Tourism Edition 2017/18 provides you with valuable
information and that you appreciate the results as much as we did! I strongly encourage you to use the ranking as
evidence of the impact that a strong Country Brand has on the economic performance of a national tourism
industry.
Though we would like to utilize our Country Brand Ranking© to elaborate on each individual country’s perfor-
mance, it is impossible to do so. However, if you would like to find out more about a specific Country Brand’s
performance within the ranking, please do not hesitate to contact us.
José Filipe Torres

CEO, Bloom Consulting
Country Brand
2017 Tourism
Our approach to Nation branding

Bloom Consulting’s Branding Wheel
Advantage
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There are five objectives or dimensions for every Country, City and Region
Brand
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A Country, Region, or City Brand is an asset that must be managed by a distinct and varied set of methodologies in
order to achieve its desired objectives. Bloom Consulting defines five different Country, Region, and City (CRC)
Branding objectives or dimensions as depicted above in Bloom Consulting’s Branding Wheel.
1. Attraction of Investment
2. Attraction of Tourism
3. Attraction of Talent
4. Strengthening Prominence (Increase of Public Diplomacy efforts)
5. Strengthening Exports
Each of these five objectives and dimensions has a specific target audience with distinct needs. The target audience
of tourism, for example, is tourists, who overwhelmingly seek an unparalleled vacation experience when visiting a
branded country, region, or city. Bloom Consulting’s methodology, therefore, focuses on isolating each objective or
dimension to develop unique and tailored strategies for all five dimensions.
So why must the objectives and dimensions be isolated if together they comprise the same brand? Our reasoning
behind this is that a single, narrower strategy cannot possibly satisfy the needs of a such a diverse range of brand
target audiences and markets. Any attempt at an all-encompassing Country, Region, or City Branding strategy does
not address sufficiently varied content and prerequisites in a manner that adequately improves the salience of the
respective brand. Subsequently, any country, region, or city seeking a professional branding technique should
develop tailored strategies for the needs of each target market.
Finally, It is important to remember that the brand is not the logo; a Country, Region, or City Brand can have the
same logo for all five dimensions, or no logo at all.
Country Brand
2017 Tourism
Our approach to Nation branding

Bloom Consulting’s Branding Wheel
Present Ranking Current measurement system
Advantage
These four objectives can be measured
Investors
tangibly and in a transactional way,
Perceptions D2 ©
Investment Transactional using metrics such as perceptions
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and happiness, as well as revenue and

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Revenue Happiness D2 ©.
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Brand
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These four objectives can’t be measured

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n be done using metrics uch as D2 ©,

Revenue Happiness
perceptions and happiness.
Another key facet of Bloom Consulting’s approach to Country, Region, and City Branding is our trademark perfor-
mance measurement system. Bloom Consulting has developed a set of performance indicators that measure the
impact of a branding strategy within each of the five objectives and dimensions. Branding methodologies have
traditionally relied on soft data such as public perception, surveys, and interviews. Our technique, on the other
hand, uses proprietary methods such as our Digital Demand (D2 ©) tool, measuring the online demand for a
specific country by the target audience, as well as indicators of economic impact.
For this report – the Country Brand Ranking © Tourism Edition – online demand for tourism in a specific destina-
tion, as well as tourism revenues, are measured. This data can both assess the current economic impact of tourism
within a country, as well as predict its future success in the industry.
Not all the five dimensions of the Branding Wheel can be measured in the same way. As highlighted in the figure
above, three are measured tangibly (Investment, Tourism, and Exports), while the remaining two sectors (Talent,
and Prominence) are more non-transactional.
For the time being, Bloom Consulting has developed rankings for Investment and Tourism only.
This ranking concerns Tourism.
Country Brand
2017 Tourism
Our methodology
The logic behind our Country Brand Ranking ©
Bloom Consulting derives its annual Country Brand Ranking © from our proprietary algorithm, only considering
tourism-related variables in its formation. The results of our ranking not only measure perceptions and appeal of a
tourism-specific Country Brand but also classify its relative branding performance in a tangible and realistic
manner.
Our algorithm, accordingly, comprises four key variables used to analyze the success of 193 unique Country and
Territories Brands, as well as their relative performance as compared to one another. The algorithm accounts for
the economic performance of a country’s tourism sector, its online performance, as well as digital measurements,
to present an accurate and objective Brand Ranking.
This methodology used in the Country Brand Ranking © is outlined in the figure below and detailed
in the next pages.
Variable 1 - Economic Performance Variable 2 - Digital Demand - D2 ©
Digital
Demand
Variable 3 - CBS Rating Variable 4 - Online Performance
Variable 1 + Variable 2 + Variable 3 + Variable 4 = Country Brand Ranking
Country Brand
2017 Tourism
Our methodology
Variable 1 - Economic performance
Tourism receipts
Tourism receipts growth
The tangible economic success of a country
The economic performance of a country’s tourism sector is a key variable in Bloom Consulting’s Country Brand
Ranking. Economic success, whether obtained intentionally by a tailored strategy or not, is the most important
aspect in measuring an effective Country Brand; the brand of a country’s tourism industry cannot be strong if the
country does not achieve financial gain from international visitors. Tourists will travel to a country with a stronger
appeal and greater attractiveness as a tourist destination, traits governed by the success of that country’s brand.
This variable is based on the following data calculated from UNWTO international tourism statistics:
Tourism receipts
Average of total annual tourism receipts of international tourists within a country, 2010-2014
Given the fact that Country Brand strategies often do not have immediate economic returns, Bloom Consulting
calculates this figure as an average of a country’s total annual tourism receipts from international tourists over a
five-year period (2010-2014). This adjustment also accounts for possible yearly variations in receipt total due to
political instability or acute economic crises.
Note that this variable is the decisive factor for the inclusion of a country or territory in our ranking. Without official
data provided, Bloom Consulting will not include the territory or country in the CBR© for 2017/18.
Tourism receipts growth
Average growth of total annual tourism receipts of international tourists within a country, 2010-2014
To account for a Country Brand’s relative economic performance improvement in the tourism sector by year,
Bloom Consulting computes the annual growth rate of tourism receipts from international tourists within each
country as compiled through a five-year average.
Country Brand
2017 Tourism
Our methodology
Variable 2 - Digital Demand - D2 ©
Culture
Digital
Demand
General Information
Specific Activities
The total online demand for a country
According to the Google Traveler study carried out in June 2014, 77% of leisure travelers utilized the Internet as a
trusted source of information when choosing a destination for travel. The same study indicates that 65% of
travelers use search engines specifically for this purpose. Thus, millions of travelers worldwide are so inspired by
the results they see on search engines that they choose to travel to a destination based on its online image.
Rankings often measure the attractiveness of a country brand solely by extensive market research, surveys, and
opinion studies. Bloom Consulting, has a different measurements system as it uses a proprietary software called
Digital Demand – D2©. The D2© tool measures the total online search volume for tourism-related activities and
attractions within all of the countries and territories included in the ranking, allowing us to assess the online
behavior and decision-making processes of international tourists. The more online tourism-related searches a
country has, the more appealing that country brand is.
Given the undeniable importance of online presence in the success of a Country Brand, Bloom Consulting has
analyzed online tourism-related search data across 45 brandtags, each comprising destination-specific keywords
correlated to tourist activities and attractions. A total of 12,880,000 keywords were analyzed across nine languages
English, Spanish, French, Italian, German, Portuguese, Russian, Japanese, and Chinese) to derive global results.
Here is the list of topics (brandtags) covered by the Digital Demand - D2 © Tool, classified into three families:
Culture Specific Activities
1. History 9. Adventure 20. Gambling 31. Natural Wonders 42. Water Sports
2. Local Gastronomy 10. Animal Watching 21. Gastro Activities 32. Nightlife 43. Wellbeing
3. Local People 11. Beaches 22. Golf 33. Performing arts 44. Winter Sports
4. Local Traditions 12. Boating 23. Hiking 34. Religious sites & Pilgrimage 45. Youth and Backpackers
13. Business 24. Historical sites 35. Senior
14. Couples 25. Hunting 36. Shopping
General Information 15. Cruises 26. Language courses 37. Special events
5. Destination 16. Diving 27. LGBT 38. Surfing
6. Holidays 17. Entertainment parks 28. Luxury Tourism 39. Sustainable and Rural
7. Tourism 18. Family 29. Medical Tourism 40. Traditional Markets
8. Tourism Attractions 19. Fishing 30. Museums 41. UNESCO
NOTE: The detailed D2 © information for every country is not presented in this document. If you are interested in a full D2 © report for
a specific country or group of countries (also available for regions or cities), please email us at [email protected]
Country Brand
2017 Tourism
Our methodology
Variable 3 - Country Brand Strategy - CBS Rating ©
Very Strong AAA

Strong AA
Slightly Strong A
Very Good BBB
Good BB
Slightly Good B
Slightly Weak CCC
Weak CC
Very Weak C
Poor D
The accuracy of a country’s branding strategy for tourism
The third variable of Bloom Consulting’s Country Brand Ranking © evaluates the accuracy of the strategic position-
ing of the national tourism organizations (NTOs) of all 193 countries and territories included in the ranking. Bloom
Consulting measures an NTO accuracy by means of formulae that compare the most popular brandtags (as
measured by our Digital Demand © tool) for a specific country to the brandtags most heavily promoted by that
country’s NTO.
A Country Brand receives a higher rating if that country’s NTO focuses its strategic and promotional positioning on
the tourism-related brandtags with the highest demand as measured by total online searches from international
tourists. A low rating can suggest either the inappropriate promotion of the least popular brandtags (as measured
by digital demand volume) by an NTO or the lack of focus on the brandtags.
Exceptions may apply in the case of a country that has recently begun a new Country Brand Strategy for tourism to
highlight lesser-known brandtags in the hopes of finding new markets. In this case, a lower rating simply implies
that the result of this new strategic positioning has yet to make its impact.
At times, it is possible for countries to not have sufficient online presence to be awarded an accurate CBS rating,
Bloom Consulting therefore decided to attribute these countries and territories the lowest rate possible, so that
they are still included in the ranking, as they might have tourist receipts and are thus eligible for the ranking.
Country Brand
2017 Tourism
Our methodology
Variable 4 - Online performance
Facebook Twitter
Instagram Site
The total online presence of a country
Given the importance of digital strategic positioning and communication in the success of a Country Brand, the
final variable for our Country Brand Ranking © takes advantage of NTO’s website analytics and social media data
to analyze and evaluate the total online presence of a Country Brand. Seeing as a country’s NTO functions as the
gateway to its Country Brand, its online diffusion, both through its official website and presence on additional
online platforms, contributes greatly to the brand’s overall success.
In order to assess the performance of an NTO website, Bloom Consulting utilizes a website analytics tool to
calculate the number of total visits to and average total time spent per visitor on the official webpage. Our
algorithm rewards websites with a higher number of visitors and greater digital reach.
Our algorithm additionally accounts for the social media diffusion by evaluating its presence on Facebook, Twitter,
and Instagram. The more likes or followers that the official NTO account has on these platforms, the better its
ranking will be. If an NTO is inactive or does not have an account, our algorithm penalizes its Country Brand
ranking.
While social media activity and general online presence are important variables, they are given the least weight in
our algorithm, at least for the time being.
Country Brand
2017 Tourism
World outlook
Facts and figures from the world ranking America Europe Africa Asia Oceania
Tourism receipts in millions (Source: UNWTO) Tourism growth % (Source: UNWTO)
600 40
550
500
35
30
Economic Performance
450
400
25 The 2010-2014 average places
350 20 Europe again as the continent with
300 15
250 10
the largest touristic revenue. In terms
200 5 of growth, again Asia continues to be
150
100
-0 leaving the other continents in its
-5
50
0 -10
wake, showing strong growth in 2014
and catching up towards Europe.
2010 2011 2012 2013 2014 2010 2011 2012 2013 2014
31%
27%
24.7%
20%
12%
2%
23.8%
Digital
Demand
Digital Demand - D2 ©
Europe is this year the most searched
31% 36.5% continent by international tourists
29% worldwide, overtaking Asia compared
10.4% to the previous ranking edition. Asia
21% now comes in second, followed very
6%
4.5% closely by the Americas.
3%
Very Strong AAA

41% Strong AA
24% Slightly Strong A
18%
10%
Very Good BBB
1%
Good BB
Slightly Good B
Slightly Weak CCC
Weak Country Brand Strategy Rating
CC
(CBS Rating)
Very Weak Europe maintains its leadership
C
position in terms of CBS rating
Poor D perfirmance compared to last year
Online performance ranking while the Americas scales
Facebook continues to be the platform with up putting more countries with “AA”
the most users, followed by Twitter and and “A” ratings. New Afriacn entries
Instagram. Since last year, Europe takes over in the ranking cope the “Poor”
the Americas in Facebook and dramatically rating classification.
increases its Inatagram’s performance
compared to the leading Oceania.
Country Brand
2017 Tourism
The top 10 overview

1 American, 5 European, 3 Asian and 1 Oceanian America Europe Africa Asia Oceania
4. Hong Kong SAR, China

7. China
2. Thailand
3. Spain
6. France
8. Germany 5. Australia
9. United Kingdom
10. Italy
Number 1 United States of America
Once again, the United States of America tops Bloom Consulting’s Country Brand
Ranking © 2017 Tourism Edition. The country’s dominance in total tourism receipts,
along with the effectiveness of its NTO strategy (as measured by its strong CBS Rating
©) and a high level of Digital Demand ©, have enabled the United States of America to
maintain first positon, yet again.
Biggest improvements
Asia is unsurprisingly climbing up the rankings, with Thailand jumping to second

place due to impressive tourism receipts and a drastically improving D2 © score, in
turn overtaking the European tourism powerhouses of Spain and France. China has
also been doing their bets to attract tourists from abroad - their efforts to appeal to
the rest of the world seem to be proving effective, as a formidable D2 © score sees
the Asian giant rise two positions within the top 10. While Asia is generally seeing
more improvement than Europe, its efforts are not enough to become the number
one continents in the top 10, as an impressive 5 countries in the ranking are
represented from Europe.
+4
Positions
+2
Positions
+2
Positions We should not forget the fact that Hong Kong is still sitting on top at the 4th
Thailand Australia China position, maintaining its appeal for tourists. Outside of the growing Asian market,
we have Australia who is gradually growing as well, year after year it doesn’t seem
like they are going to stop their growth amongst the tourism industry anytime soon.
Germany Macao Spain Biggest drops

-5
Positions
-4
Positions
-1
Position Despite the surge of UK’s position now reaching the 9th position, Europe’s tourism
market seems unable again to capitalize on previous growth. Amongst the top 10, it
OUT is the continent growing least. Spain, France, and Germany dropped to 3rd, 6th, and
8th position respectively, mainly as a result of stagnating tourist receipts. Only Italy
remained unaffected at 10th place. Their Asian and American competitors are slowly
but surely overtaking them, although the Asian SAR of Macau has dropped 4 places,
plummeting out of the top 10.
Country Brand
2017 Tourism
Global top 25 performers

Highlights America Europe Africa Asia Oceania
Within the Global Top 25, there have been many changes from last year’s ranking.
Outside of the Top Ten (detailed in the previous section of this ranking), commenc-
ing with Turkey, had a positive year as it went up 5 positions putting it in the 11th
position. This result can be attributed to an impressive Social Media score - an
immense feat given the current political instability in the nation. A weakened D2 ©
score ensures Austria keeps on falling, by 6 positions down to 18th, allowing Canada
and Mexico the chance to move up the ranking. Despite ongoing socioeconomic
woes, Greece was re-energized and hiked 6 positions to 19th, solidifying its rightful
place in the top 25. This is due to sustained growth in tourism receipts, as well as an
increase of D2©. This trend of southern Europe improving their tourism brand is
also reflected in Portugal, as it goes up two positions, with the same characteristics
of improved variables. Omitting the southern nations, however, and the European
continent generally saw a downward trend in tourism.
Although Europe has had a disappointing performance, other continents, such as

Asia are improving. Just outside of the top 10 are non-movers Singapore and Japan,
waiting for the chance to break their way into the top 10. This is also supported by
China and Thailand who keep on growing, and Hong Kong who remains at the top of
the Asian leaderboard, despite not moving up the overall ranking. However, it must
not be forgotten that Malaysia has been dropping down the ranks, continuing the
negative trend witnessed in last year’s ranking. Slumping D2© searches, as well as a
lower number of online searches in comparison to last year’s performance, are the
cause of a 4 position downturn to 23rd.
This year’s Country Brand Ranking welcomes a new country to the Global Top 25:
Taiwan, after having moved up one place from last year to rank 25th. As much as
this is good news for Taiwan, South Africa had to forfeit its spot. This naturally leads
to the clear result that there are no African nations amongst the best performing 25
Country Brands.
Country Brand
2017 Tourism
The global top 25 performers rank

# Variation CBS Rating
1. - United States of America AA
2. +4 Thailand A
3. -1 Spain BBB
4. - Hong Kong SAR, China AA
5. +2 Australia A
6. -1 France A
7. +2 China AA
8. -5 Germany AA
9. +2 United Kingdom BBB
10. - Italy BBB
11. +5 Turkey BBB
12. -4 Macao SAR, China AA
13. - Singapore AA
14. - Japan A
15. +2 Canada A
16. +4 Mexico BBB
17. -2 Switzerland A
18. -6 Austria AA
19. +6 Greece A
20. +2 Portugal A
21. -3 Korea, Rep. BBB
22. +1 India BBB
23. -4 Malaysia BBB
24. -3 Netherlands AAA
25. +1 Taiwan A
Country Brand
2017 Tourism
The full ranking

Ranking by continent
Country Brand
2017 Tourism
The Americas
Well done Brazil and watch out for Perú America Europe Africa Asia Oceania
2º Canada
3º Mexico
Number 1 United States of America
Unsurprisingly, the United States of America remains the undisputed leaders

continentally and internationally. Despite a slight decrease in D2 © searches, stable
growth in online performance coupled with a strong CBS Rating © and tourist receipts
being 10 times bigger than its closest competitor, cements their position atop of the
ranking.
Although Canada and Mexico are both experiencing growth in all variables, they
don’t have much chance of increasing within the rankings whilst competing with the
likes of the USA, and they, therefore, remain in 2nd and 3rd position respectively.
Countries such as Brazil, Peru, and Cuba have had tremendous growth in this year’s
ranking. By overtaking Argentina thanks to a strong CBS Rating ©, Brazil narrowed
the gap with Mexico, taking 4th place. Peru is reaping the rewards of a good Country
Branding strategy, by climbing 3 spots to claim 6th position, and now closely follows
+1 +3 +4 Brazil. With the end of the USA embargo, Cuba recently opened its borders to
Positions Positions Positions foreign tourists through its ties to the USA. As a result, Cuba has escalated to 14th
Brazil Peru Cuba position, after a jump of 4 spots.
Biggest drops
Argentina Uruguay Chile Chile, Argentina, and Uruguay have fallen in this year’s ranking for different reasons.
Argentina, through falling one position, fell out of the race for the top 4, with Brazil
-1
Position
-3
Positions
-4
Positions
overtaking. Although Uruguay grew in all variables, it sunk three positions to land in
16th position, explained by the tremendous growth of their direct competitors, in
Jamaica, Cuba and Aruba. Chile, whilst still in the top 10, dropped 4 spots and
despite their increasing level of tourist receipts, much like Uruguay, its unable to
keep up with the growth of the countries around it.
Country Brand
2017 Tourism
The Americas
The undisputed leader in the Americas is the USA. They lead in regards to tourist
receipts, continuously improve their digital influence, and as a result, continue to
distance themselves from their closest regional competitors - Canada and Mexico.
The northern hemisphere is again the top 3 of the Americas. A rapidly growing
Cuba, the powerful nations of Brazil, Argentina and Peru fighting for the top, while
other nations slip down the rankings although they are experiencing overall growth,
illustrate just how exciting a market the Americas is.
Within the tourist receipts variable, only 6 of the 46 nations performed worse in this
year’s ranking compared to the last. South America continues to increase its appeal
for tourists, with Brazil hosting a multitude of public international events such as the
Olympics and the FIFA World Cup, utilized as an opportunity to display the richness
of the American nations. This success can be depicted through the astonishing
percentage of countries that are performing a growth in their receipts, for example
Peru, whose growth is largely fuelled by an ever-increasing number of inbound
international tourists.
Looking further into the regional top 5, we see Brazil and Argentina closely following
one another, but still at least 20 global positions away from the continent’s leaders -
Mexico, Canada and the U.S.A. However, the ever-competing 4th and 5th position
holders are on a good trajectory to make their way into the top 3 within the future,
as all four variables are growing at an attractive rate. Brazil, for example, has
experienced particularly solid growth in its CBS Rating ©, while Argentina still shows
strength in D2 ©. Looking more broadly at the top 10, a special mention goes to
Costa Rica, who after consecutive years of sitting in 11th position, have successfully
managed to get a foothold in the top 10, and now find themselves up in 9th. This is
thanks to considerable improvement in Online Performance and tourism receipts
growth. Uruguay again falls 3 positions, now down to 16th, while even further afield,
boosted by a strong CBS Rating ©, El Salvador move up 3 positions to 20th.
Country Brand
2017 Tourism
The Americas Rank

# Variation World Rank CBS Rating
1. - United States of America 1. AA
2. - Canada 15. A
3. - Mexico 16. BBB
4. +1 Brazil 37. AA
5. -1 Argentina 39. A
6. +3 Peru 41. A
7. +1 Panama 42. AA
8. -1 Puerto Rico 43. AAA
9. +2 Costa Rica 46. BBB
10. -4 Chile 48. BBB
11. -1 Dominican Republic 50. BBB
12. - Bahamas 55. AAA
13. +1 Aruba 60. AA
14. +4 Cuba 63. BBB
15. +1 Jamaica 64. BBB
16. -3 Uruguay 65. A
17. -2 Colombia 69. BB
18. -1 Guatemala 75. A
19. - Ecuador 78. AA
20. +3 El Salvador 82. AA
21. -1 Barbados 87. A
22. +2 Venezuela 88. AA
23. -2 Curaçao 89. BBB
24. -2 Paraguay 96. AAA
25. +3 Martinique 100. AA
Country Brand
2017 Tourism
The Americas Rank

26. +7 Bolivia 103. BBB
27. -1 Bermuda 108. BB
28. +3 Guadeloupe 109. A
29. -4 Sint Maarten (Dutch part) 110. AA
30. -3 Honduras 111. A
31. -1 Belize 112. BBB
32. +4 Nicaragua 116. A
33. +5 Haiti 119. BBB
34. +1 United States Virgin Islands 123. BBB
35. -1 Cayman Islands 127. BBB
36. +1 Antigua and Barbuda 131. BB
37. -5 Saint Lucia 134. BBB
38. +3 Grenada 138. A
39. - British Virgin Islands 141 A
40. - Anguilla 151. AA
41. +3 Dominica 160. BB
42. +1 Guyana 163. BB
43. -1 Saint Kitts and Nevis 168. BB
44. +2 Suriname 170. BB
45. - Saint Vincent and the Grenadines 177. B
46. * Montserrat 182. CC
* = New country or territory included in the ranking
Country Brand
2017 Tourism
Europe
The fading star America Europe Africa Asia Oceania
2. France
3. Germany
Number 1 Spain
Spain is again the undisputed leader of Europe. Although it lost its second place on a
global scale to Thailand, it is still one of the most sought after countries in the world in
the digital world. Its superb D2 © strength shows no signs of slowing down, and its
online performance and social media presence are also expanding at a steady rate.
Trailing behind are France and Germany, who despite their high levels of tourism
receipts and CBS Ratings © superior to the leader, are struggling to construct a Country
Brand for Tourism as robust as that of Spain.
Although Europe’s market for tourism is, in general, a rather stable and undisputed
one, 3 nations in particular have managed to excel and grow over the last year. Turkey
has improved by two positions, putting them in 6th position, due to the combination of
impressive growth in tourism receipts and D2 © searches, as well as an astonishing
growth in the social media variable. Greece also rose 2 positions to reclaim a spot in the
top 10, as it now sits in 9th position. It also increased in the world rankings, improving
from 25th last year to claim a more appropriate position of 19th globally. Greece’s
growth is explained principally by a sharp increase in the growth of its tourism receipts.
Ireland impressed after moving up 4 positions to claim 12th spot in Europe. This is a
continuation of the growth they have been demonstrating over several previous years
+2 +2 +4 and is largely the result of progressing social media prowess. It might be trailing behind
Positions Positions Positions the top 10 for now, but we should not be surprised to see Ireland’s tourism brand in
Turkey Greece Ireland the top 10 soon.
Biggest drops
Germany Austria Netherlands A severe drop in tourist receipts and D2© searches has caused both Austria and the
Netherlands both to fall two spots, placing them in 8th and 11th position respectively.
-1
Position
-2
Positions
-2
Positions
This means that the Netherlands has fallen out of the top 10, relinquishing its position
to the revived Greece, and Austria swaps positions with Turkey. Germany has been
unable to hold on to 2nd position and falls by one position to 3rd. While there was no
noticeable decline in any variable, a lack of substantial growth simply meant that its
position was vulnerable.
Country Brand
2017 Tourism
Europe
It comes as no surprise as Spain keep a firm grip on their position at the top of the
European ranking. Challenging for the number one spot from 2nd position, however, is
a gently improving France. Despite being unable to improve its CBS Rating ©, a slight
increase in tourism receipts growth has seen it clinch past Germany to claim 2nd
position. However, while this improvement was enough to see it rise a position
regionally, more substantial growth was required to have an impact in the Global
Ranking, and as a result, France falls one position to 6th. After Italy surpassed the
United Kingdom to take 4th in the last ranking, their positions have switched back, as a
resurgence in social media and D2 © sees the United Kingdom take back 4th position.
Turkey rose 2 positions to switch positions with Austria, now in 8th, with non-mover
Switzerland sandwiched between them in 7th place. Greece makes their way back into
the European top ten in 9th, while another non-mover in Portugal completes the ten
best Country Brands for tourism.
The Netherlands fall out of the top ten to find themselves in 11th position, followed
closely by a booming Ireland, whose hike of 4 positions to 12th sees the likes of Croatia,
Sweden, Russia, and Belgium all drop one position respectively. Despite possessing a
perfect CBS Rating ©, stagnant tourism receipts keeps Norway in 17th, followed closely
again by Poland. Malta has shown excellent levels of growth in tourism receipts and an
improving CBS Rating © sees the island move up 3 positions to take 19th.
Many of Europe’s traditional tourism powerhouses have further fallen this year in the
Global Rankings. Spain cedes its position to Thailand to go 3rd, and France is overtaken
by Australia to now sit in 6th place. The economic leader of the continent, Germany,
drastically dropped from 3rd to 8th on a Global scale. On the other hand, the U.K. did
go up the rankings and claims a rightful spot in the top 10 on a global scale. It can be
argued that in terms of growth, Europe is losing its competitive edge over the rest of
the world, more specifically to the rising Asian markets. It appears that Europe leads
over Asia due to its greater number of established tourism destinations, but with Asia
experiencing considerably higher growth, it will be interesting to see if Europe gives up
more positions to its Asian competitors.
Country Brand
2017 Tourism
Europe Rank
1. - Spain 3. BBB
2. +1 France 6. A
3. -1 Germany 8. AA
4. +1 United Kingdom 9. BBB
5. -1 Italy 10. BBB
6. +2 Turkey 11. BBB
7. - Switzerland 17. A
8. -2 Austria 18. AA
9. +2 Greece 19. A
10. - Portugal 20. A
11. -2 Netherlands 24. AAA
12. +4 Ireland 26. A
13. -1 Croatia 27. BBB
14. -1 Sweden 30. AA
15. -1 Russian Federation 32. A
16. -1 Belgium 33. A
17. - Norway 34. AAA
18. - Poland 36. AA
19. +3 Malta 51. AA
20. +1 Denmark 52. A
21. +3 Finland 54. A
22. -2 Hungary 57. A
23. -4 Czech Republic 58. BB
24. +1 Luxembourg 61. AAA
25. +2 Cyprus 62. BBB
Country Brand
2017 Tourism
Europe Rank
26. -3 Slovenia 68. A
27. +1 Bulgaria 71. BBB
28. +5 Iceland 77. A
29. +2 Romania 80. A
30. -4 Estonia 81. AA
31. -1 Slovakia 83. A
32. -3 Ukraine 84. A
33. -1 Lithuania 95. BBB
34. +1 Albania 97. BBB
35. +2 Montenegro 99. BBB
36. -2 Latvia 104. BBB
37. -1 Serbia 113. BB
38. - Belarus 118. BBB
39. - Bosnia and Herzegovina 125. A
40. - Macedonia, FYR 154. BBB
41. - Moldova, Rep. 164. B
Country Brand
2017 Tourism
Africa
South Africa remains at the top America Europe Africa Asia Oceania
2. Egypt
3. Morocco
Number 1 South Africa
Last edition’s winners have managed to stay on top - congratulations to South Africa!
South Africa have managed to keep the African crown for a second consecutive year.
However, despite taking the top spot, the largest economy of Africa only experienced
growth in the variable of online performance. A weak challenge from its closest
competitors means that South Africa hangs on for another year.
The only change inside the top 5 in this year’s ranking was made by Mauritius, which,
due to an improved CBS Rating ©, rose one position to claim 5th. Ethiopia is steadily
rising up the African top 10, after rising another one position to now sit in 8th. The most
+1 +1 +6 impressive change to occur in the top 10 involves Madagascar. Drastic improvements in
Position Positions Positions D2 © and online performance have resulted in the fourth largest island soaring a
Mauritius Ethiopia Madagascar staggering 6 spots, to land proudly in 10th position.
Biggest drops
Egypt Tanzania Uganda Egypt did not lose any positions in the ranking though it suffered a lower score in all
variables compared to last year as continues suffering from the negative effect of the
-
Position
-1
Position
-3
Positions
Arab spring and continued violence issues. Uganda fared poorly in this year’s ranking -
it drops out of top the 10 as a result of decreasing D2 © searches, a weak social media
score, and faltering online performance. Tanzania, after surpassing Mauritius in the
previous ranking to take 5th position, has fallen back down to 6th, ceding its position to
the same culprit. This slight drop in the ranking is due to stagnation in its tourism
receipts, which allowed Mauritius the seize the opportunity to reclaim 5th.
Country Brand
2017 Tourism
Africa
The tourism sector seems to be steadily declining in Africa for the time being. Although
there has been no change amongst the top 4 countries in the regional ranking, looking
at how they have fared globally compared to last year’s ranking doesn’t paint a pretty
picture. The unchanged top four plunged a combined total of 22 positions in the Global
Ranking, leaving South Africa 28th, Egypt 29th, Morocco 38th, and Kenya in 59th
position respectively. Even though Mauritius claimed back its position of 5th from
Tanzania, it too fell down the Global Ranking. In fact, the only nation in the African top
ten to have climbed on a global level is the highly impressive Madagascar, which soared
a phenomenal 24 positions to take 105th.
In last year’s ranking, we mentioned that the African tourist market would suffer since
international tourists could stop choosing it as a destination due reasons such as
violence events and security issues. Looking at this year’s top 25 countries, it is
apparent that last year’s predictions have somewhat become a reality - almost every
country has been awarded a lower score in the tourism receipts variable. Another
indicator that Africa’s tourism Country Brands are showing no signs of improvement is
the paltry display of CBS Ratings © across the region; once again no nations are
awarded a perfect ‘AAA’ rating. Only 4 countries managed to receive the next best
rating of ‘AA’, while 7 countries were awarded ‘D’ - the lowest possible rating.
On a brighter note, 10 African nations are featured for the first time in this year’s
ranking: Senegal; Liberia; Burundi; Djibouti; Niger; Mauritania; Sao Tome and Principe;
Congo, Dem. Rep.; Congo, Rep.; Central African Republic. The highest-ranked new
entrant is the west-African nation of Senegal, which makes its mark at 17th regionally,
and 126th in the Global Ranking.
Country Brand
2017 Tourism
Africa Rank
1. - South Africa 28. AA
2. - Egypt 29. A
3. - Morocco 38. A
4. - Kenya 59. A
5. +1 Mauritius 73. BBB
6. -1 Tanzania, United Rep. 76. AA
7. - Tunisia 86. BB
8. +1 Ethiopia 94. BBB
9. +1 Namibia 102. A
10. +6 Madagascar 105. BBB
11. -3 Uganda 107. BBB
12. -1 Ghana 115. BBB
13. +1 Seychelles 117. BBB
14. +1 Nigeria 120. AA
15. -3 Réunion 121. A
16. -3 Zimbabwe 122. BBB
17. * Senegal 126. D
18. +1 Sudan 128. AA
19. +1 Angola 133. BBB
20. -2 Rwanda 136. A
21. +1 Mozambique 140. BBB
22. +1 Zambia 142. A
23. -6 Botswana 144. A
24. +2 Algeria 148. BBB
25. * Liberia 149. D
Country Brand
2017 Tourism
Africa Rank
26. -1 Cameroon 155. B
27. +1 Gambia 156. BBB
28. +1 Togo 157. BB
29. -2 Mali 162. BBB
30. +5 Sierra Leone 167. BBB
31. -1 Benin 169. BB
32. -1 Lesotho 171. AA
33. * Burundi 172. B
34. -1 Malawi 173. BBB
35. -3 Swaziland 174. BBB
36. -12 Côte d'Ivoire 175. D
37. -3 Burkina Faso 176. B
38. * Djibouti 180. B
39. * Niger 181. D
40. -4 Comoros 183. BB
41. * Mauritania 184. B
42. * Sao Tome and Principe 186. C
43. * Congo, Dem. Rep. 187. D
44. -7 Guinea-Bissau 190. B
45. * Congo, Rep. 192. D
46. * Central African Republic 193. D
Country Brand
2017 Tourism
Asia
Thailand, the new champion America Europe Africa Asia Oceania
2. Hong Kong SAR, China

3. China
Number 1 Thailand
Thailand is arguably the standout nation in this year’s ranking. Not only has it
conquered Hong Kong SAR to reclaim its Asian throne, it has also excelled in the Global
Ranking, jumping a superb 4 positions - from 6th to 2nd. Thailand’s phenomenal hike
up the ranking is the product of a surge in tourism receipts and continuing strength in
Digital Demand ©, alongside solid scores in the variables of social media and online
performance. This ensures that Thailand perch on the top of Asia, and bask in a highly
impressive position of 2nd in the world.
After sinking to 4th position in last year’s ranking, China has bounced back to retake 3rd
position in Asia, largely due to its rightful earning of a strong CBS Rating ©. Formidable
scores in all other variables mean the Asian giant also move up two positions globally,
to 7th. A much improved social media score resulted in India experiencing another year
of respectable growth, as it further solidifies its place in the top 10 by climbing to 8th.
+1 +1 +2 Further down the ranking, the Philippines have also displayed impressive continued
Position Positions Position growth, as it moves up two positions to claim 12th. If its tourism receipts continue to
China India Philippines rise, it may well challenge the Asian top 10 in years to come.
Biggest drops
Hong Kong Malaysia U.A.E. Hong Kong failed to keep its spot at the top of the ranking, ceding its position to a
booming Thailand. Despite their tourist receipts increasing at an above average rate,
-1
Position
-1
Position
-2
Positions
the D2© searches have not witnessed growth as fruitful compared to that of its
competitors, which has, in turn, caused the slip-up. Another nation sliding down the
ranking is Malaysia, who, are fortunate to remain in the top 10 of Asia after recording
another year of weaker scores. It now means it sits in 9th position, principally due to a
poor performance in D2© searches and a lack of growth in tourism receipts. In the last
year we noticed that the U.A.E. fell out of the top 10, and now they have been unable to
bounce back, falling a further two positions to 13th. Despite receiving a slightly better
CBS Rating ©, a shrinking score in D2 © sees the U.A.E. struggle for another year.
Country Brand
2017 Tourism
Asia
Asia has experienced successful years, with growth in tourist receipts and D2 ©
searches amongst a clear majority of its nations. Thailand has soared through the
Global Ranking, with other nations such as China and Hong Kong remaining in the
top 10. These countries are followed closely by Macao, Singapore, and Japan, who
are 11th, 12th and 13th respectively. Ten of the top 25 nations in our ranking are
from the Asian continent, a figure tied to that of Europe, and a long way ahead of
the Americas.
Putting Thailand aside, we can witness the ever-growing competitiveness of the

Asian Market as a whole by looking at nations beyond the Asian top ten. An
improved CBS Rating © coupled with an advancing social media score means
Indonesia are becoming ever closer to featuring in the Asian top ten for the first
time. It moves up 1 position to claim 11th - the position previously held by the
United Arab Emirates.
Vietnam rises a further two positions to 15th regionally, yet rockets a fantastic 10
positions in the Global Ranking to 47th. The fact that countries such as Vietnam are
experiencing such greater ranking changes on a global level than at a competitive
level demonstrates the astounding level of overall growth seen in Asia. The Maldives
also continues to boast impressive results: having hiked up 5 positions in the last
ranking, it now jumps a further 3 positions to reach 17th - a splendid accomplish-
ment for a small nation in the Indian Ocean. This is the direct result of ever
-increasing touristic demand illustrated through the improving score in the variable
of tourism receipts.
It is clear to see in this year’s ranking that Asia is reducing the gap respect Europe,
aiming to become the world’s biggest market for tourism. It is the continent with the
highest growth rate in the tourism industry in terms of D2 © and tourism receipts.
Astonishingly, the top 32 nations in the Asian ranking possess a CBS Rating © of
‘BBB’ - equating to very good.
Country Brand
2017 Tourism
Asia Rank
1. +1 Thailand 2. A
2. -1 Hong Kong SAR, China 4. AA
3. +1 China 7. AA
4. -1 Macao SAR, China 12. AA
5. - Singapore 13. AA
6. - Japan 14. A
7. - Korea, Rep. 21. BBB
8. +1 India 22. BBB
9. -1 Malaysia 23. BBB
10. - Taiwan 25. A
11. +1 Indonesia 35. A
12. +2 Philippines 40. A
13. -2 United Arab Emirates 44. BBB
14. +2 Israel 45. A
15. +2 Viet Nam 47. BBB
16. -3 Saudi Arabia 49. A
17. +3 Maldives 53. AA
18. +1 Sri Lanka 56. A
19. +2 Qatar 66. A
20. -2 Jordan 67. BBB
21. -6 Lebanon 70. AA
22. +1 Iran 72. AA
23. -1 Cambodia 74. BBB
24. +4 Georgia 79. BBB
25. -1 Oman 85. A
Country Brand
2017 Tourism
Asia Rank
26. +4 Azerbaijan 90. A
27. - Nepal 91. AA
28. -3 Bahrain 92. A
29. -3 Kazakhstan 98. BBB
30. -1 Pakistan 101. A
31. +1 Kuwait 106. AA
32. +3 Armenia 114. A
33. -2 Iraq 124. BB
34. +2 Lao P.D.R. 129. BBB
35. -2 Yemen 130. BB
36. +2 Mongolia 137. BBB
37. - Palestine 139. BBB
38. +2 Kyrgyzstan 145. BBB
39. +4 Bhutan 147. BB
41. +2 Bangladesh 153. BBB
42. - Afghanistan 158. BBB
43. -3 Myanmar 159. D
44. * Timor-Leste 178. B
46. - Tajikistan 179. B
Country Brand
2017 Tourism
Oceania
Australia, who else? America Europe Africa Asia Oceania
Number 1 Australia
Like in the last years’ edition (and the years before!), Australia asserts its dominance at
the top of its continent. What is most impressive is that this year, the Oceanian tourism
giant further surged through the Global Ranking, surpassing France to ascend to 5th
position. It has excelled in every variable: constant impressive growth in tourism
receipts, an ever-growing amount of D2© searches, and powerful social media and
online performance means it seems unlikely that while Australia continues to rise on
a global level, it will never be toppled as the Oceanian leader.
Number 2 New Zealand
The following nation is, of course, New Zealand, which has also experienced sizeable
growth amongst the international community, going up 5 spots in the Global Ranking to
reach an impressive 31st position. New Zealand witnessed a healthy increase in their
tourism receipts, despite a slight decline in the D2© variable and online performance.
The overall upward trend of Oceania’s number one and two demonstrates that the
region is an ever-growing market, and consistently improving its image.
Biggest improvements and drops
Overall in Oceania, there are no relevant improvements as all the countries remain
stable. However, from a global perspective, we are able to observe that Australia and
New Zealand continue to climb into admirable positions. Their neighbors are also
gradually improving their global ranking with the likes of Fiji, French Polynesia climbing
up the ranking.
Country Brand
2017 Tourism
Oceania
The regional ranking for Oceania continues to be dominated by Australia - a Country

Brand that successfully manages a formidable online presence and an attractiveness
which draws huge levels of tourism receipts. These factors combine to place the nation
as the fifth most powerful Country Brand worldwide. For the second consecutive year,
Australia continues to rank as the top performer in the world in terms of social media
and online presence. Although the CBS Rating © has slightly improved this year, a
perfect rating would allow Australia to achieve the perfect Country Brand. The regional
top five is completed by New Zealand, Fiji, Vanuatu, and French Polynesia. New Zealand
is known for its incredibly successful Country Brand marketing, with a strong online
performance, and the best CBS Rating © in the entire region, of ‘AA’.
Fiji again ranks third regionally, and despite being a considerable distance behind
Australia and New Zealand, recorded strong growth on a global scale, climbing 11
positions to break into the top 100 at 93rd worldwide. This is due to a good improve-
ment of its CBS Rating ©. Out of the top 10 in Oceania, French Polynesia is the only
nation to move up the ranking after overtaking Vanuatu to claim 4th position, thanks to
a boost in its social media score. New Caledonia, Samoa, Palau and the Cook Islands
remain unchanged, while the top 10 is completed by a new entrant to the ranking -
Papua New Guinea! This ranking also welcomes three other Oceanian nations: Kiribati,
Tuvalu, and the Marshall Islands, which place bottom of the region in 14th, 15th, and
16th respectively.
Country Brand
2017 Tourism
Oceania Rank
1. - Australia 5. A
2. - New Zealand 31. AA
3. - Fiji 93. BBB
4. +1 French Polynesia 132. BBB
5. -1 Vanuatu 135. BBB
6. - New Caledonia 143. BBB
7. - Samoa 146. BBB
8. - Palau 150. BBB
9. - Cook Islands 152. BBB
10. * Papua New Guinea 161. BB
11. -1 Solomon Islands 165. BBB
12. -1 Tonga 166. BBB
13. -1 Micronesia 185. B
14. * Kiribati 188. CCC
15. * Tuvalu 189. CC
16. * Marshall Islands 191. D
Country Brand
2017 Tourism
Bloom Consulting Country Brand Ranking ©

Frequently Asked Questions
Why did Bloom Consulting develop its Country Brand ranking?

Bloom Consulting created its Country Brand ranking as a means of evaluating the impact of Country Brand
strategies in primarily economic terms. Our ranking is effective in analyzing the appeal of a Country Brand, and is
therefore useful as a tool for increasing a Country Brand’s success.
How does Bloom Consulting’s Country Brand Ranking © differ from other similar rankings?
While other Country Brand rankings tend to focus on soft data, such as surveys and expert opinions, Bloom
Consulting’s Country Brand Ranking © focuses on tangible data, analyzed with its Digital Demand - D2 © tool and
relevant, proprietary statistical models. Furthermore, Bloom Consulting splits its Country Brand analysis in sepa-
rated dimensions from it’s Brand Wheel ©, instead of a creating a combination of factors thus providing a more
detailed and thorough analysis in each specific dimension; while this report deals solely with Tourism, we also
publish a Country Brand ranking for Trade (Investment).
Who benefits from the information in Bloom Consulting’s Country Brand Ranking ©?
Our Country Brand Ranking © is valuable for anyone who needs to measure their Country Branding performance
in the area of Tourism. Therefore Ministries of Economy and National Tourism Organizations can take valuable
information for their short to medium term strategies and goals.
What is new in the 2017 / 2018 edition of Bloom Consulting’s Country Brand ranking?
The 2017 / 2018 edition of our Country Brand ranking places more focus than ever before on the importance of
online appeal to the success of a Country Brand. For this reason, both the Digital Demand - D2 © variable and the
online presence variable hold a more significant weight in a country’s final ranking.
What is Digital Demand - D2 ©?

Bloom Consulting’s Digital Demand - D2 © is a proprietary tool developed for the sake of quantifying and
measuring the total global search volume for country-specific, tourism-related keywords across nine languages.
How is it possible for a Country Brand to have both a poor CBS Rating and a high overall position in the
Country Brand ranking?
A country’s CBS Rating only evaluates the accuracy of its Country Brand strategy, as derived from a comparison
between the strategic positioning of its NTO and the actual demand from tourists discerned by our Digital Demand
- D2 © tool. Subsequently, although a country’s total tourism receipts may be incredibly high, its tourism strategy
may not be maximizing the Country Brand’s full potential.
Why are some countries not featured in Bloom Consulting’s Country Brand Ranking ©?
A country that does not provide official data to UNWTO will not be included in Bloom Consulting’s Country Brand
Ranking © 2017 / 18 edition. Nevertheless, if a country does not maintain official pages on social media platforms,
it is still included in the ranking, but receives a lower score for the fourth variable.
What other services does Bloom Consulting provide aside this Ranking?
Apart from our Country Brand ranking, Bloom Consulting develops integrated Country, Region and City Brand
strategies, as well as revolutionary Digital Demand - D2 © reports tailored to any destination in the world.
Country Brand
2017 Tourism
Bloom Consulting Country Brand Ranking ©

Glossary
Digital Demand - D2 ©
Bloom Consulting’s proprietary tool for measuring the total “search volume” from the most important search
engine across nine different languages.
Country Brand Strategy Rating (CBS Rating ©)

Bloom Consulting’s rating technique evaluating the accuracy of NTO strategic positioning.
Brandtags
A series of 45 distinct categories comprised of keywords used in online searches, each encompassing a different
tourism-related activity or attraction.
Bloom Algorithm
Our proprietary equation that calculates a Country Brand’s ranking by assessing four key variables.
National Tourism Organization (NTO)

The official national agency responsible for the touristic promotion of its respective Country Brand.
Web Analytics
An online tool that analyzes the performance of an NTO website through variables such as number of visits and
amount of time spent on its webpage.
Country Brand
2017 Tourism
Thank you!
For more information please contact
Spain (HQ)
José Filipe Torres

Founding Partner and CEO
[email protected]
or
Gonzalo Vilar
Partner and head of strategy
[email protected]
Calle Monte Esquinza 14, 6D

28010 Madrid, Spain
Office phone: +34-913-080-286
Press:
[email protected]

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Nation Branding and Place Branding experts

Bloom Consulting, oﬃcial data partner

Bloom Consulting © Since 2003 [email protected] / +34 91 308 0286 (CET)

Bloom Consulting Country Brand Ranking©

Bloom Consulting Page 01

A letter from our CEO Page 02

Our approach to Nation branding Page 03

Our methodology Page 05

Global overview Page 10

World outlook Page 10

The top 10 overview Page 11

Global top 25 performers highlights Page 12

Global top 25 performers rank Page 13

The full ranking by continent Page 14

The Americas Page 15

Frequently Asked Questions Page 34

Bloom Consulting © Since 2003 [email protected] / +34 91 308 0286 (CET)

About Bloom Consulting

Bloom Consulting was founded in 2003 as a Nation Branding consultancy.

Countries Cities Regions

Consulting and Strategy

A letter from our CEO

Madrid, April 2017

José Filipe Torres

Our approach to Nation branding

Ta Each target audience has a speciﬁc need

Our approach to Nation branding

Present Ranking Current measurement system

and happiness, as well as revenue and

These four objectives can’t be measured

en tangibly, as revenues are not possible to

b li W be measured in promience, though it can

n be done using metrics uch as D2 ©,

Variable 1 - Economic Performance Variable 2 - Digital Demand - D2 ©

Variable 3 - CBS Rating Variable 4 - Online Performance

Variable 1 + Variable 2 + Variable 3 + Variable 4 = Country Brand Ranking

Tourism receipts growth

The tangible economic success of a country

Tourism receipts growth

The total online demand for a country

Culture Speciﬁc Activities

Very Strong AAA

The accuracy of a country’s branding strategy for tourism

The total online presence of a country

Tourism receipts in millions (Source: UNWTO) Tourism growth % (Source: UNWTO)

Very Strong AAA

The top 10 overview

4. Hong Kong SAR, China

Number 1 United States of America

Asia is unsurprisingly climbing up the rankings, with Thailand jumping to second

Germany Macao Spain Biggest drops

Global top 25 performers

Although Europe has had a disappointing performance, other continents, such as

The global top 25 performers rank

1. - United States of America AA

4. - Hong Kong SAR, China AA

9. +2 United Kingdom BBB

10. - Italy BBB

11. +5 Turkey BBB