I'm sure my country isn't happy that our neighbor to the north, O Canada, has pushed the US out of the top spot as the "most respected country brand in the world." But no surprise, with the big boost of the 2010 Winter Games, Canada was able to reach out and touch the world with its tourism brand.
The ranking is from the 2010 Country Brand Index by FutureBrand, a New York based global brand consultancy.
Six years ago, the Canada Tourism Commission (CTC) launched a new tourism brand, Canada. Keep exploring. In turn, the country jumped from 12th place in 2006 up to second place in 2008 and 2009. And this year, it pushed the USA aside, taking the crown.
The CTC and its partners seized the once in a generation opportunity of hosting a Winter Games; it was the ultimate time to showcase Canada's tourism brand around the globe. Video shot from coast to coast was delivered to broadcasters representing all the countries where the CTC markets.
According to the CTC, the number of trips booked to Canada has increased over 2009 as a "result of the awareness created of Canada as a top-ranked travel destination." The CTC's Olympic strategy, which continues through the end of 2012, was funded by a $26 million federal investment.
Michele McKenzie, president and CEO of the Canada Tourism Commission, will be at the awards ceremony on Nov. 11, 2010 during the 31st annual World Travel Market in London, England. It's one of the world's largest travel, trade and media showcases.
2010 Country Brand Index - Top Ten
Parliament Hill in Ottawa, November 2009
Photo by Sue Frause