“Germany’s top ranking in this highly competitive international environment provides added momentum and locational advantage.” said Petra Hedorfer, chief executive officer of the German National Tourist Board (GNTB). “In 2006, when Germany hosted the FIFA World Cup, we were able to achieve the top overall ranking for the first time. Since then, we have always been in the top 3 after 2008 and 2014, this year marks the fourth time in first place.”
The NBI measures the current reputation of a nation by combining six dimensions; Exports, Governance, Culture & Heritage, People, Tourism and Immigration/Investment. Interviews are conducted in 20 different nations and survey results combined into a ranking, resulting in a representative measurement of the brand value of 50 nations in comparison.
While Canada was number one in three of the dimensions, Germany didn’t take the top spot in any of the six dimensions, but was still able to claim the number one spot overall by scoring higher than last year in all categories as well as all measurements in the sub-categories of the dimensions “Tourism” and “Culture & Heritage.”
“In the Tourism dimension, Japan was able to achieve a marked increase in the current survey. Thus Germany, although it had improved its scores, dropped from place 9 to 10 in this part of the index – reflecting the fierce international competition between destinations.” Hedorfer added.
Canada meanwhile was the only country to be ranked number one in more than one dimension, taking the top spot in three– Governance, People and Immigration/Investment – for the second year in a row. One would think, therefore, that Canada would have taken the top spot, but in the other the categories, Canada’s rankings slipped slightly year over year. In Exports, Canada fell from five to seven; its Culture ranking dropped from 10 to 12; and in Tourism, the country dropped one spot, from 8 to 9.
The data does show, however, that Canadians are well-liked and welcoming, that Canada has an honest and competent government, and that Canada is an equal opportunity country with a high quality of life.
– People worldwide say they would want Canadians as close friends; they also feel they would be welcome when visiting the country and would willingly hire a well-qualified person from Canada.
– Canada is seen as having a competent and honest government – one that has a high respect for citizens’ rights and fair treatment. Canada is also highly rated in other aspects of the Governance category, such as behavior in the areas of international peace and security, as well as environmental protection and world poverty reduction.
– Canada is thought to have a high quality of life and equal opportunity that strengthens its ability to attract talent and investment capital.
“The USA’s fall in the ‘Governance’ suggests that we are witnessing a ‘Trump effect’, following President Trump’s focused political message of ‘America First’,” said Professor Simon Anholt, who created the NBI study in 2005.