UAE tops country brand list in the region

The United Arab Emirates has risen to take the top regional (MENA) country brand spot traditionally held by Egypt in the fifth annual Country Brand Index (CBI).

The Index also identified the United Arab Emirates, along with China and Vietnam, respectively as the top three “rising stars” – those likely to become major tourist destinations in the next five years.

CBI is a comprehensive study of approximately 3,000 international business and leisure travellers from nine countries. It examines how countries are branded and ranked, and identifies emerging global trends in the world’s fastest growing economic sector – travel and tourism, which accounted for $944 billion in international tourism receipts in 2008.

Driven largely by the meteoric rise of Dubai as a world city and the emergence of Abu Dhabi as an economic powerhouse, the UAE has become a relatively strong brand that is still maturing. Ranked #29 overall out of 102 country brands and the highest ranking Middle Eastern Country, the UAE’s ascension is also indicative of the softening of Egypt’s brand despite being ranked No. 1 and No> 6 in the History and Art & Culture categories, respectively.

This year’s Index, conducted by FutureBrand, a global brand consultancy, in conjunction with public relations firm Weber Shandwick’s Global Travel & Lifestyle Practice, includes rankings and trends, themes in nation building and marketing issues, as well as more in-depth analysis of the strengths and weaknesses of the Top 10 country brands and a look at the “Next 10,” those top country brands ranking 11-20.

2009 CBI Top MENA Country Brands