DESTINATIONS

Singapore Emerges Second for Nightlife/Dining and Shopping in Global Country Brand Index
08/11/2006
Singapore has emerged second for nightlife/dining in the second annual Country Brand Index 2006 (CBI), rising from being unranked in the previous survey to beating countries such as the United States, United Kingdom and Thailand. It has also done well in terms of providing accessible, abundant and diverse retail options, ranked second only to the United States for shopping. Thailand retained its position as the Best Country Brand for Value for Money.
It continues to retain its attractiveness as a country for conducting businesses and conferences, rising six notches from last year to being the third most preferred off-site/convention destination. Singapore also made the top 10 list for being an ideal country to do business in or with, and for having a friendly and favorable business culture.
Singapore has made it within the list of top 10 country brands in nine of the 20 categories. Other best country brand categories in which it was ranked include that for resort/lodging options, families, safety and value for money.
Developed by FutureBrand, a leading global brand consultancy, in conjunction with the public relations firm Weber Shandwick’s Global Travel Practice, the global study of more than 1,500 international travelers, travel industry experts and hospitality professionals examines how countries can be branded and ranked according to key criteria. Released at the World Travel market being held in London, this year’s CBI includes rankings, as well as emerging trends, travel motivations, challenges and opportunities within the world of travel, tourism and country branding.
The CBI identifies countries as brands and emerging global travel trends in the world’s fastest-growing economic sector1, travel and tourism, which accounts for nearly one in every 12 jobs worldwide.
“Singapore’s efforts in defining and promoting its destination brand are bearing fruit, and this has been visibly demonstrated in its strong rankings in this year’s index. Its performance this year has been impressive, beating countries such as the United States and United Kingdom in key categories. We continue to believe that branding is a tremendous opportunity for both developed and developing countries to build consideration, preference, loyalty and advocacy and as Singapore continues to reinforce its brand image and deliver on its brand promise, we can expect it to continue moving up the various categories” said Dominic Mason, VP strategy and innovation, FutureBrand.
“If travel and tourism is the world’s second largest industry – often driving entire national economies – governments should be focusing more attention on how their destinations not only market themselves, but also influence and improve the experience for every visitor,” said René A. Mack, president of Weber Shandwick’s Global Travel Practice.