The Reputation Institute’s annual Country RepTrak™ report saw Canada emerge as the country with the best overall reputation, the third time a row that they have done it. Canada swept aside stiff challenge from Sweden (ranked second) and Switzerland (ranked third) to finish at the top of the podium.
The Reputation Institute is a global private consulting firm based out of New York and Copenhagen which assesses the global reputation of 50 countries which are based on the interviews that they conduct online with 27,000 people from the G8 countries.
The Country RepTrak™ report is an assessment of the general feeling of trust, respect and confidence that the interviewing public has for these countries in question. Also assessed are the perceptions that the people have regarding quality of life, safety factors and attention that these countries have towards the environment.
Nicolas Trad, executive partner of the Reputation Institute mentioned that there is a direct relationship between the degree of reputation that the country has and the annual visitation that it enjoys. At the end of the day that directly influences the total income that the country enjoys from the tourism business. It appears there is a relation between the notion that these interviewees have and their decision to either come for a visit, live & work and buy national debt or purchase the products or services that originate out of these countries in question. Trad adds that a better reputation invariably transpires as a better business prospect for the country.
The report highlights the obvious link between the reputation of a country and its economic performance. Tourism always plays an important role in generating interest among potential investors willing to invest in ideas educational infrastructure and business partnerships.
Michele McKenzie, CTC President and CEO mentioned that the reputation that a country enjoys works as a personal calling card and Canada’s tourism brand has been performing exceptionally well globally generating interests. The tourism brand is not only satisfied wooing potential visitors, but they are also playing an active role in opening the doors of opportunity and creating new possibilities for the country in every conceivable sphere. As an example she cited the impact that the business events travel sector, which had a major impact on the economy.
In 2012, tourism had generated revenues to the tune of $81.9 billion for Canada. As per facts released by the World Travel & Tourism Council (WTTC) the tourism industry had contributed $2.1 trillion in GDP and 101 million jobs across the globe during the same year. This year forecasted growth for the Travel & Tourism business is 3.1% of the global GDP which is higher than the growth rate of the global economy at 2.4%. Future prospects are bright indeed with the industry forecasting an annual growth rate of 4.4% per year up to 2022.