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5/12/2014 Statistics and MICE researches

Country Brand Index, Italy has to concentrate on culture, beauty and food

Venice, Italian beauty
Venice, Italian beauty

Italy is in 18th place, but it could do much, much more. The classification arrives from the Country Brand Index, recently presented at international level, which announces Japan as the best "brand-Country" in the world.

The Country Brand Index, carried out by FutureBrand, is measured by taking in account the votes and opinions expressed by 2,530 opinion makers and frequent travellers, both business as leisure, on 73 Countries in the world. In second place this year is Switzerland, followed by Germany. "All super organised Countries, that are liked because they are easy to use", explained Silvia Barbieri, Head of Strategy di FutureBrand. But there is much more to say even on Italy, which has many aces to play: "The Value for Money of the Italian tourist industry is in a serious position, by general perception, having gone down by almost 30 places and this because with respect to a series of very strong and consolidated distinctive values such as art, history, nature, beauty, food, fashion and lifestyle, the response in temrs of services is much inferior to the expectations for its disorganisation, untrustworthiness and craftiness."

However, there are also good news: "Culture, beaury and food are however subject of excellence which are attributed to Italy and that distinguish it from the rest of the Countries taken under exam by the report", emphasised Barbieri. All the values on which one can and has to work, starting by the Made in Italy which "has a very prominent perceived value, in 5th place, but with a fall in quality."


Statistics and MICE researches
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