Britain is a better tourist "brand" than last year, says VisitBritain

Britain is a better tourist "brand" than last year, says VisitBritain

Overseas visitors increasingly see Britain as a great place to live, work, rest and play. A new analysis of the latest annual Nation Brands Index (NBI), published by VisitBritain, shows that the British Isles’ ranking as a location has increased from seventh last year to forth out of 50. The New York based survey, which looks at countries as though they were commercial brands adds that Britain is seen as the second best place in the world to study for educational qualifications and as having the seventh highest quality of life. “These new results show that not only do we offer a great location for a holiday but we also provide a fantastic place to live, work and study,” said Patricia Yates, Strategy and Communications director, VisitBritain. ”Britain emerges from this survey as one of the strongest global brands. We are in the top six of all the dimensions that the index highlights as being important to civilised life. It is clear that perceptions of this country are improving despite difficult times.” Elsewhere, the poll found that the UK remains a world-class destination in terms of being rich in historic buildings, and having vibrant city life and urban attractions. But there is work to be done in the hospitality sector, with Britain losing out to other nations in the style and service stakes. The UK’s reputation for being a place rich in natural beauty has improved from 24th to 22nd, although this remains the lowest score in any of the dimensions the survey looked at. ”It is surprising that we are ranked only 22nd in terms of natural beauty,” added Yates. “It shows we still have plenty to do in the lead up to the 2012 Olympic and Paralympics Games to inspire the world to explore Britain.” The Nation Brands Index is based on a poll of 20,000 consumers from twenty countries around the world.

Gary Marshall
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Gary Marshall
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