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Scandinavia not top for tourism. 1 in 3 of Norway’s travel companies think 2015 will be a good year domestically, but travellers prefer other countries outside Scandinavia, a new survey shows. Sweden comes 13th, Norway 17th, and Denmark 21st in company Bloom Consulting’s 2014-15 Country Brand Ranking Tourism Edition (Europe region). But examining the Scandinavian countries’ respective global rankings shows that they are in 29th, 37th, and 49th position, respectively.

travel, holidays, norway, scandinavia



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Scandinavia not top for tourism

Published on Monday, 5th January, 2015 at 13:48 under the news category, by Sarah Bostock and Michael Sandelson   .
Last Updated on 5th January 2015 at 14:26.

1 in 3 of Norway’s travel companies think 2015 will be a good year domestically, but travellers prefer other countries outside Scandinavia, a new survey shows.

A SAS Boeing 737-700
SAS is the three Scandinavian countries' national carrier. It also flies internationally.A SAS Boeing 737-700
Photo: SAS Group/Knut Lövstuhagen


Sweden comes 13th, Norway 17th, and Denmark 21st in company Bloom Consulting’s 2014-15 Country Brand Ranking Tourism Edition (Europe region).

But examining the Scandinavian countries’ respective global rankings shows that they are in 29th, 37th, and 49th position, respectively.

Bloom Consulting’s fourth edition of their survey uses six objectives (or dimensions). These are attraction of investment (trade), attraction of tourism, and attraction of talent.

Strengthening national pride (increase of national pride), strengthening public diplomacy (increase of public diplomacy efforts), and strengthening exports (increase of exports) are considered as well.

“Each of these six objectives and dimensions has a specific target audience with distinct needs. The target audience of tourism, for example, is tourists, who overwhelmingly seek an unparalleled vacation experience when visiting a branded country, region or city,” explains the company.

In turn, these dimensions and objectives contain 10 ratings – known as Country Brand Strategy (CBS), in descending order of robustness.

These are: very strong (AAA), strong (AA), slightly strong (A), very good (BBB), good (BB), slightly good (B), slightly weak (CCC), weak (CC), very weak (C), and poor (D).

Bloom Consulting says that the CBS Rating evaluates the accuracy of its Country Brand strategy, for the demand from tourists. It also focuses on the importance of online appeal relating to countries’ success.

“According to the Google Traveller report, nearly 70% of leisure travellers utilized the Internet as a trusted source of information when choosing a destination for travel. The same study indicates that 64% of travellers use search engines specifically for this purpose. As a result, millions of travellers worldwide are so inspired by the results they see on search engines that they choose to travel to a destination based on its online image,” explains Bloom Consulting.

The online presence variable holds a more significant weight in a country’s final ranking.

Bloom Consulting’s top-25 global performers, with their CBS rankings and their positions in comparison to their previous edition, are:

1. USA (AAA) – (at the top for the fourth year running)
2. Spain (AA) -
3. Germany (AAA) -
4. Hong Kong SAR, China (BBB) +9 (due to tourism revenue success, fiscal growth)
5. France (A) -1
6. Thailand (A) -
7. Australia (BBB) +1
8. Macao SAR, China (AA) +4
9. China (BBB) +1
10. Italy (BBB) -3
11. UK (A) -6 (out of global top -10, possibly impact from region’s tourism vying)
12. Austria (AA) -1
13. Singapore (A) +4
14. Japan (A) +10
15. Switzerland (A) -1
16. Turkey (A) -7
17. Canada (BBB) +3
18. Korea, Rep. (A) -
19. Malaysia (BBB) -4
20. Mexico (AA) -1
21. Netherlands (A) -
22. Portugal (A) +1
23. India (BBB) +3
24. South Africa (AA) +4
25. Greece (A) -9




Published on Monday, 5th January, 2015 at 13:48 under the news category, by Sarah Bostock and Michael Sandelson   .
Last updated on 5th January 2015 at 14:26.

This post has the following tags: travel, holidays, norway, scandinavia.





  
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