Almasalla travel | Arab Tourism Portal News
Anholt-Ipsos Nation Brands Index 2020
Germany scores with outstanding image worldwide – for the sixth time in twelve years ranked in first place
Evaluation of brand value for 50 nations – Handling of the Corona crisis strengthens positive attitude towards Germany as a brand – Positive prospects for Germany as a travel destination
New York – Germany is retaining its first place in the renowned Anholt-Ipsos Nation Brands Index (NBI) in 2020. Every year, the NBI evaluates the current reputation of the world’s 50 leading economies and developing countries. The UK and Canada rank in 2nd and 3rd place in this study, respectively.
More than half of the surveys’ participants in 20 countries worldwide view Germany’s health management as positive in the Covid-19 crisis. The country ranks first on a list of international destinations to which they would like to travel in the next five years.
Thomas Bareiss, Parliamentary State Secretary at the Federal Ministry for Economic Affairs and Energy, Commissioner of the Federal Government for Tourism, as well as small and medium-sized enterprises (SME’s), says: “The brand Germany has a unique image in the world. For the sixth time in a row, Germany can maintain its top position in the Nation Brands Index’s overall ranking. This result is a great success in this challenging phase of the Corona pandemic and, at the same time, a strong motivation to meet the current challenges.”
Consistency and reliability
Petra Hedorfer, CEO of the German National Tourist Board (GNTB), explains: “In a world that is increasingly volatile due to the Covid-19 pandemic and geopolitical tensions, Germany, as a travel destination, stands for consistency and reliability, as well as for sustainability and responsibility. Since 2008, Germany has always been in the top three positions, and in 2020 we are in first place for the sixth time in consecutive years.
This position also confirms the successful long-term effect of our promotion of travel destination Germany. With our marketing activities, especially the digital campaigns, we are working to keep the exchange with our customers alive during the current crisis and to keep the brand Germany with its internationally valued strengths on top of people’s minds. This approach is the prerequisite for a strong future positioning in the competition of destinations.”
The NBI uses six categories – exports, government, culture, people, tourism, and immigration/investment – to determine countries’ brand value, consisting of 23 location factors. Between July 7 and August 31, 2020, more than 20,000 interviews were conducted in 20 different countries, and the survey results were converted into rankings.
In all six segments, Germany reached the top ten in 2020; it is on place four in the category culture, congruent with the ranking of the previous year.
Appreciation of historical monuments
Germany even moved up by one place in the tourism category, ranking ninth in the international comparison. In two subcategories, the country improved or maintained its seventh place: “appreciation of historical monuments” and “lively cities.”