A report that suggests Australia is the world’s best recognised nation among international travellers will be showcased at Bond University on June 11.
International consultancy FutureBrand will outline the Country Brand Index (CBI) at the seminar which showed Australia topped all other nations in a survey of 2700 people that canvassed qualitative and quantitative responses.
The CBI showed Australia placed ahead of Canada, the United States of America, Italy and Switzerland in traveller perception. In individual categories, it was placed first in natural beauty, outdoor activities, and value for money.
The report also shows other market trends including a 230 per cent rise in the number of travel companies focusing on women-only packages in the last six years.
While Australia was the best recognised destination, it was poorly ranked in terms of perceptions of art and culture (ranked 31st). Australia also fell down in terms of advocacy, with only 6.7 per cent of respondents recommending a trip to family and friends.
And while it was listed as the best place to extend a work trip, it was less regarded as a place to do business (ranked eighth with Canada first).
The Tourism Teachers Seminar on June 11 was hosted by Bond University’s School of Hotel, Resort and Tourism Management. The newly formed school is an incubator for graduates seeking high-end managerial roles in the tourism industry. The CBI provides valuable information to business and tourism teachers grooming industry strategists of the future, providing valuable insights into capitalising on market sentiment and perception.
Hosts of the evening were representatives from FutureBrand, a global branding company which has helped mould, strengthen and consolidate the brands of multi-national companies including Volkswagen, Microsoft, British Airways, Nestle and Coca Cola.