Aiyoh this Australia damm terrible place.
http://www.news.com.au/couriermail/story/0,23739,26326638-17102,00.html
AUSTRALIA has lost its winning edge as a global travel brand, a poll of 3000 business and leisure travellers from nine countries has revealed.The US knocked Australia off its coveted No.1 spot as the world's top country brand.
Canada also beat Australia, which came in at third, ahead of New Zealand and France (fifth).
Australia had topped the poll index for the past three years.
Comparisons with the 2008 rankings show that Australia dropped out of the top five country brands for beaches, resort and lodging options and natural beauty, despite Queensland's highly successful "Best Job in the World" campaign and global exposure from the Baz Luhrmann film Australia.
But international travellers polled by global consultancy FutureBrand and public relations agency Weber Shandwick found Australia improved its best country brand for families (second behind Canada).
It also rated first for outdoor activities and sports ahead of NZ and eco-destination star Costa Rica.
Australia also was the best country brand for extending a business trip, the third-best brand for political freedom, the second-best (behind Canada) for the country most of those polled wanted to live in and the country most travellers wanted to visit or re-visit.
FutureBrand spokesman for the Asia-Pacific, Tim Riches, said "the Obama effect" had propelled the US to the top of the brand rankings for the first time. He said Australia's demotion from the top position after three years had been a matter of time.
"The measurable decline of some key attributes, combined with the revitalisation of Brand USA, has resulted in the effect on Australia's ranking," he said.
"It highlights the importance of keeping a country brand fresh, relevant and engaging – no small challenge in a highly competitive international marketplace."
The country brand poll coincided with new arrivals and departure figures showing the number of Australians travelling overseas reached a record six million in the year to the end of September.
Industry group Tourism & Transport Forum said Australians increasingly were taking advantage of cheap airfares and the strong dollar to travel internationally.
TTF executive director Brett Gale said the overseas travel boost came at a cost to local tourism operators, although there were signs of a recovery in inbound travel from the US, China and Japan.
He said the industry welcomed a Federal Government decision to bring forward spending of $9 million on tactical marketing.
http://www.news.com.au/couriermail/story/0,23739,26326638-17102,00.html
AUSTRALIA has lost its winning edge as a global travel brand, a poll of 3000 business and leisure travellers from nine countries has revealed.The US knocked Australia off its coveted No.1 spot as the world's top country brand.
Canada also beat Australia, which came in at third, ahead of New Zealand and France (fifth).
Australia had topped the poll index for the past three years.
Comparisons with the 2008 rankings show that Australia dropped out of the top five country brands for beaches, resort and lodging options and natural beauty, despite Queensland's highly successful "Best Job in the World" campaign and global exposure from the Baz Luhrmann film Australia.
But international travellers polled by global consultancy FutureBrand and public relations agency Weber Shandwick found Australia improved its best country brand for families (second behind Canada).
It also rated first for outdoor activities and sports ahead of NZ and eco-destination star Costa Rica.
Australia also was the best country brand for extending a business trip, the third-best brand for political freedom, the second-best (behind Canada) for the country most of those polled wanted to live in and the country most travellers wanted to visit or re-visit.
FutureBrand spokesman for the Asia-Pacific, Tim Riches, said "the Obama effect" had propelled the US to the top of the brand rankings for the first time. He said Australia's demotion from the top position after three years had been a matter of time.
"The measurable decline of some key attributes, combined with the revitalisation of Brand USA, has resulted in the effect on Australia's ranking," he said.
"It highlights the importance of keeping a country brand fresh, relevant and engaging – no small challenge in a highly competitive international marketplace."
The country brand poll coincided with new arrivals and departure figures showing the number of Australians travelling overseas reached a record six million in the year to the end of September.
Industry group Tourism & Transport Forum said Australians increasingly were taking advantage of cheap airfares and the strong dollar to travel internationally.
TTF executive director Brett Gale said the overseas travel boost came at a cost to local tourism operators, although there were signs of a recovery in inbound travel from the US, China and Japan.
He said the industry welcomed a Federal Government decision to bring forward spending of $9 million on tactical marketing.
