A comparison between different countries based on Country Branding Index (CBI) and the Anholt-GfK Roper Nation Brands Index (NBI)
Country branding for cultural tourism vastly depends of how it is perceived in relation with art, culture and history. Without the image of rich and well preserved historic heritage and excellence in arts and culture, a country can never become a major cultural tourism destination.
Country Branding Index by Future Brand and Nation Brands Index by Anholt-GfK Roper vastly differ in their research criteria and consequently, in analysis of several aspects of culture. From the perspective of building a national brand strategy for cultural tourism, the FB CBI is much more useful. NBI includes sports in culture and that dramatically changes the picture when comparing the category “Art and Culture” of CBI with the category “Culture” in the NBI.
Nevertheless, the major world players in culture, Italy and France, rightfully occupy the first two places in both indexes. China makes it also in the top ten in the CBI in “Art and Culture” and “Culture of the NBI. India, which is number 3 in the CBI (an impressive jump from number 8 the last year) makes it only to the 17th position of the NBI.
The biggest surprise, of course is the USA. While in arts and culture category of Country Brand Index, the United States don’t even make it the top 10, in the Nation Brands Index the country secures the 3rd position. This is explained by the authors of the NBI that sports are included in the “culture” category and the number one place of the USA as best brand in sports pushes it high in the culture index. NBI says also that the contemporary pop-culture contributes to the high position of the United States in the this category. As cultural heritage although, the country is on the 26th place in the NBI and #49 in the CBI.
History is another aspect that I find similarity and differences between the two indexes. This is very important aspect, since in many countries cultural tourism still means visiting historic monuments, sites and museums. The rich historic heritage drives a significant number of travelers who define themselves as “cultural tourists”. The economic dimensions of a country brand based on historic heritage are also very important, since the cultural traveler spends always at least 20% more money than a traveler who is not defined as “cultural tourist”.
As shown in the table above, the reality of rich history heritage doesn’t necessary convert into a high country branding in the “History” of “Cultural Heritage” category. Egypt, which is number one in both Country Brand Index and Nation Brands Index, due to the impressive pyramids and pharaoh temples, doesn’t make it in the top 10 countries with most World Heritage Sites. Once again, France, Italy, China, India, Greece and UK are among the top 10 countries both in number of heritage sites and country brand based on history in the CBI. UK is the only country which brand position coincide to the number of cultural heritage sites listed in the UNESCO.
As Egypt is the biggest winner in country branding based on history, Spain and Russia are the biggest losers, when it comes to translate their rich historic heritage into history brand awareness.
Why it matters? As per OTTI, 51% of all US travelers to overseas visit historic places and 32% visit cultural heritage sites. Seventy percent the US travelers to Europe visit historic sites and 41 % visit cultural heritage sites. Translated into money, it represents big opportunity for countries, regions and sites to capitalize on the brand awareness of places of rich historic heritage.
The same is true for arts and culture. All forms of arts - from music to dance and from fine arts to pop arts, attract millions of travelers worldwide. The importance for countries with rich art and culture landscape to brand themselves based on these arts and culture is very important.
Unfortunately, countries with great arts and culture, such as United States (modern culture, great museums), Spain (both past and contemporary culture) and Russia don’t make it in the top ten brands in the “Arts and Culture” category in Country Brand Index. In the Nation brands Index, Russia and Brazil are among the top 10 in culture, while Egypt and India are on 15 and 17th place due to the perception that they don’t have other culture than historic heritage. Enhancing the arts and culture branding of these countries can contribute greatly to the cultural tourism. For countries as Russia, India, Egypt is important also to stress aspects of their culture, other then past glory. It is vital for them to show to the world that hey have great modern arts and vivid contemporary culture.
In addition, important components such as authenticity, friendly people, and other factors, contribute to the "culture" country branding. They will be analyzed in the Country Branding and Tourism part.
