New Zealand has come out on top in a survey asking tourism
organisations from around the world to rank the best destination
brands.
The survey, published by the United Nations World Tourism Organisation
(UNWTO) and European Travel Commission (ETC) asked 165 National
Tourism Organisations (NTOs) what countries they considered to be
good at destination branding.
New Zealand received the most nominations, ranking the country
as 'best' at destination branding - ahead of India, Spain,
Australia, Dubai and Ireland.
Tourism New Zealand Chief Executive George Hickton said that,
coming in the same year as the
10th
anniversary of 100% Pure New Zealand, the survey was a
fantastic reinforcement of the effort and perseverance that has
gone into building the brand.
Survey respondents cited the consistency and credibility of 100%
Pure New Zealand. They said the strong imagery of the campaign, the
instantly recognisable brand and the strong positioning statement
("100% Pure") set New Zealand ahead of other destinations.
Respondents praised New Zealand for addressing the country's
isolated location "at the edge of the world" and turning that into
a positive.
They also considered the brand as successful in "going beyond
tourism" to pull-together a number of different sectors under a
unified country proposition.
George Hickton said the result recognised the efforts of the
tourism industry over the past 10 years in supporting the campaign
and delivering on the promises made through '100% Pure New
Zealand'.
"A successful brand like 100% Pure is more than just a logo and
advertising. The efforts of the tourism industry to deliver
quality, innovative products and to reflect the values of the brand
in their own work has been critical to its success."
The survey was part of a wider study on what NTOs perceive is
important in destination branding, their current branding practices
and willingness to share.
The results were published in the recently release ETC/UNWTO
Handbook on Tourism Destination Branding.
For more information contact:
Cas Carter, 021915410
Find out more
about 10 Years of 100% Pure New Zealand