Country Branding From A Global Cultural Tourism Perspective: Part Five
A comparison between different countries based on FutureBrand Country Branding Index (CBI) and the Anholt-GfK Roper Nation Brands Index (NBI)FutureBrand’s Country Brand Index list several trends observed in 2009, which affect the overall country branding. The influence of nations’ icons (Tour Eiffel, Taj-Mahal, etc) on tourism branding is one of these very valuable observations. Other trends, such as influence of social networking and extending the geographies of the tourism to lesser known destinations, were part of my post on the 5 trends for the future of tourism (also part of my expert opinion given to FutureBrand for the 2009 edition of Country Brand Index) and which I will not list again here.
My notes in this post are combined from the trends observed in the CBI and NBI and compared with the reality of cultural tourism statistics, trends in the World Travel Market report and Travel and Tourism Competitiveness Index.Cultural tourism rules
Of course, I am biased, but here are the facts, as shown in the table above. Let’s compare the first 10 countries in History and Arts & Culture, as per the FutureBrand Country Brand Index and the international arrivals worldwide. From the top 10 countries in tourism arrivals, five are also among the top 10 in CBI among the countries with impressive history and rich art and culture landscapes: France, Italy, Germany, UK and China. The same countries are also in the top ten in international tourism receipts, as shown in the table below.
The only anomaly in the Country Brand Index in regard of cultural tourism branding is Spain. One of the countries with the most cultural assets – from prehistoric art in Altamira, to Miró in Valencia and from the richest in Europe Prado to Picasso, the endless castles, palaces and UNESCO monuments, the country is obviously not perceived by the interviewed panel in the top ten of art, history and culture. Which, to put it mildly, is very strange. In lesser extend this also applies to Russia and all Eastern European countries, where the stain of the communism still cannot be erased after 20 years of democracy, in spite of the rich cultural heritage and fast development of modern arts and culture.
Authenticity is overrated. Cultural experiences are the key to destination success.
Nobody wants to see plastic cities and concrete gardens, but the opposite is not true either. From the top 10 countries in the Authenticity category in FutureBrand Country Brand Index, there is only one (Australia) which makes it in the top 10 in world tourism receipts category. When it comes to tourism arrivals, none of the countries perceived as “authentic” makes it to the top ten. A sobering observation, since many countries are trying to stress out their wild beauty, local cuisine, and friendly small villages.
On the other side, the most visited countries as France, Spain and the USA, are scoring very low in the “authenticity” scale. From where this discrepancy comes?
First, if a country is perceived as “authentic”, it means its nature and culture are untouched and with minimum commercial intervention. (see wiki definition: “The quality of being genuine or not corrupted from the original.” This definition is great, but travel needs intervention in nature and history: access roads, hotels (at least in vicinity), proper restoration, so monuments and site don’t crumble, etc. Countries and places without proper hospitality infrastructure cannot be on the top ten in visitation or receipts.
Second, if there is a big desire of the traveler to visit an “authentic” country or place, in most cases the experience will be not authentic. Nobody ventures without a guide in the small villages of Cambodia or Japan, neither risks its life without a sherpa in Nepal or Bhutan. Even in India, where English is spoken among most of the population, the authentic places are very much accessible to experienced tour operators, and other facilitators, which, in most cases, promote a watered down authenticity and a pro-European look to the original sites.
That is why hard-core adventure travel has fewer fans than soft adventure trips and cultural tourism. That is also why cultural tourism delivers manicured grass in front of museums, English guides in old churches, credit card acceptance in small village houses, and other perks of the modern plastic times.
In the Nation Brands Index, when the 20,000 people from 25 countries were asked about the tourism brand of a country, the “Respondents rate a country’s tourism appeal in three major areas: natural beauty, historic buildings and monuments, and vibrant city life and urban attractions.” In fewer words, NBI is measuring the “experiences”, not the perception authenticity. That is why the top countries in tourism in the Nations Brand Index coincide with top 10 countries in visits and receipts. In overall country branding, if compared the top 10 country brands in authenticity from with the top 10 brands in NBI, only Australia and Japan make it in the top 10 overall nation brands.
Similar observations are obvious, when comparing the top 10 countries in authenticity with the top 10 countries in travel and tourism competitiveness. Authenticity by itself, is not enough to produce appealing travel experiences. Rich cultural landscape, well preserved nature and cultural heritage, combined creatively designed niche travel products is the key to success, not only for cultural tourism, but for great country tourism branding.
Big destinations are dead. Experience the small and charming places – near to you or faraway.
In the Country Brand Index 2009, 102 countries were analyzed, compared to half of it the last year. As a result, small and unknown countries made it to top ten in several tourism branding categories - from authenticity to beaches and natural beauty, and from rising stars to rest and relaxation destinations. Combined with limited disposable income thanks to the recession and its sobering effects, emerging destinations will be able to compete with the big guys, not only internationally but on a local ground too.
This trend combined with the rising interest to understand human heritage, past and present, the rising class of a more knowledge minded traveler will seek unique cultures and destinations that can answer many questions. This will push people to explore less famous destinations, which, because this very fact that are not very well-known, are also less expensive than super famed ones.
Global cultural tourism magnets as Italy, France, Egypt, China already are focusing on small sub-destination or category branding (Loire, Tuscany, rural tourism, etc.) in order to compete and diversify their tourism product.
Niche travel becomes mainstream for countries with strong overall tourism branding.
As many of us pointed out, niche travel becomes more and more important. A trend that Country Brand Index 2009 lists among the most important ones. I would add that there is already a movement to convert niche travel into mainstream. Only few years ago wine tourism was privilege of California only, in the USA and France/Spain/Italy in Europe. Nowadays, every destination offers some type of wine tourism – even regions with very recent wine industry. The edge of France, Spain and Italy remains the combination of cultural tourism offering combined with all possible niche travel products. That helps to take the gourmet, wine, and other smaller niches to go mainstream through various tourism packages.
Same is true of culinary tourism, spa and wellness tourism, etc. Wine, gourmet and spa tourism became part of cultural tourism product in many European countries, sometimes combined with medical tourism. A great approach for the aging traveler, who combines untraditional cures with pleasure and culture in the same time. That made Eastern European spa destinations very appealing, specially in the Czech republic, where water treatment, art and entertainment are crossing paths since centuries. That reflected on country branding: in the Eastern European Regional branding, the Czech Republic proudly holds the first place.
Destinations as Brazil and Portugal scoring very high in nightlife and fine dining also are countries with abounding wine cultural tourism products because of their exotics or rich history. That defines the trends for entire regions with other countries to follow, such as Peru, Argentina, Guatemala, which adopt the Portuguese, Italian, French or Spanish model of cultural tourism – a culture of festivity combined with deeper art and history experiences.
The NBI states: “Tourism potential is also asked: the likely experience represented by adjectives such as romantic, stressful, spiritual, etc”.
These experiences define not only the brand dimensions of a country for tourism, but also the related experiences to different niche travels, such as religious, relaxation, romantic or women only travel. These niche segments are on the rise both as per CBI, and also in the WTM Trends 2009.
More and more niche travel products will be combined, and converted into mainstream, due to flexible travel packaging solutions and available information for all niche travel segments. As more and more niche travel becomes part of the mainstream, the overall country, regional or local destination branding will be more important than destination branding in only one specialized dimension.
Engagement traveler – a step forward to a real creative tourism
The sobering effect of the recession and the rising individual and social responsibility of the travelers will push them to seek more engagement with the local communities. That includes participation in art classes, learning, interactive cultural and creative experiences. That is also the answer to the real authenticity issue. Countries that pay attention on creative industries branding will continue to win the competition, as it is in the Travel and Tourism Competitiveness Index, where one of the most important dimensions which is measured is the level of development in the creative industries. No wonder then that countries that are in the top 10 in creative industries, in the TTCI, are also in the top 10 in arts in the CBI and among the top 10 in visits and receipts.
Photography credits: Spain, Segovia, by Alaskan Dude, Flickr
