Australia was awarded the coveted spot as the world’s top country brand for the third consecutive year, according to the 2008 Country Brand Index (CBI).

Rising from its sixth place ranking last year, Canada is recognized second and the United States rounds out the top three country brands in the 2008 study.

Other countries making the top 10 include Italy, Switzerland and France. The CBI examines how countries are branded and ranked according to key criteria, and identifies emerging global trends in the world’s fastest growing economic sector – travel and tourism, which accounts for US$5.9 trillion of economic activity worldwide this year and more than 238 million jobs.

2008 CBI Top Country Brands

1.  Australia, 2.  Canada, 3.  United States ,4. Italy, 5. Switzerland,  6. France, 7. New Zealand , 8. United Kingdom, 9. Japan and 10. Sweden

CBI, now in its fourth year, is a comprehensive study of approximately 2,700 international business and leisure travelers from nine countries conducted by FutureBrand, a leading global brand consultancy, in conjunction with public relations firm Weber Shandwick’s Global Travel & Lifestyle Practice. This year’s index includes rankings and trends as well as travel motivations, challenges and opportunities within the worlds of travel, tourism and country branding.

Rising Stars

The CBI also identified China, the United Arab Emirates (UAE) and Croatia, respectively, as the top three “rising stars” – those likely to become major tourist destinations in the next five years. Also making the list this year are Vietnam, India and Cuba. In addition, this year’s CBI includes an in-depth report of how China fares post- Beijing Olympics.

“In this our fourth year, it is exciting to see many countries embracing the idea of brand. However, we still feel this is a largely underdeveloped category with most countries continuing to promote and market themselves in ways that are not differentiated. Particularly in the coming years, country brands must improve both their strategic orientation as well as their delivery,” said Rina Plapler, senior executive director, FutureBrand.

This year’s CBI touches on a variety of topics relevant to travelers and tourism professionals including: intergenerational travel (represented by countries such as the U.S., Canada and Japan), medical tourism, mainstream luxury (represented by countries like Japan and Spain), ‘stay’cations and a rise in the off-the-beaten-track trips. Other notable trends this year focus on niche travel opportunities and the changing destination landscape.

“With the current state of the world— economic turmoil, political unrest and global warming—it’s always fascinating to see which countries come out on top in branding themselves, generating global recognition and fueling the travel and tourism industry,” said René A. Mack, president, Weber Shandwick’s Travel & Lifestyle Global Practice.

Raquel Baldelomar, a hospitality industry consultant and the official spokesperson for Luxury Travel & Living (www.LuxuryTravelandLiving.com), finds that exotic locales will continue to draw top guests and prosper during the current economic slowdown. While medium-priced hotels and discount lodgings may experience a drop in bookings, both in the United States and abroad, premium destinations will remain a major draw among the world’s elite travelers.

Phoenix, AZ (PRWEB) October 1, 2008 — Raquel Baldelomar, a hospitality industry consultant and the official spokesperson for Luxury Travel & Living (www.LuxuryTravelandLiving.com), finds that exotic locales will continue to draw top guests and prosper during the current economic slowdown. While medium-priced hotels and discount lodgings may experience a drop in bookings, both in the United States and abroad, premium destinations will remain a major draw among the world’s elite travelers.

“Niche luxury markets have the ability to transcend the current economic slowdown because they offer unparalleled attractions and first-rate accommodations. Travelers who visit these places are not motivated purely by price – cost is a more significant factor among middle income families who plan to stay within the United States – and these elite guests want a high quality vacation,” says Raquel Baldelomar.

Notable destinations include:

* Brazil

* Tanzania

* Australia

* The Maldives

* New Zealand

* Bora Bora

According to recent statistics from Luxury Travel & Living, the average online booking rate for luxury hotels has increased in 2008 from the prior year. “The average online booking rate for the Luxury Travel & Living web site increased from $550 per night for 2007 to $795 per night for 2008. This shows how, even during these economic difficulties that some people face, luxury hotels are continuing to prosper,” declares Baldelomar. Households earning $100,000 or more have been taking a larger share of hotel rooms since 2000 and now account for about a third of hotel stays, according to D.K. Shifflet & Associates in McLean, Va.

Holiday Getaways: Exoticism and Leisure:

For luxury travelers, many top international attractions reflect a perfect sense of intimacy for the holidays. “Some of the most exotic locales – particularly throughout Australia and the South Pacific – are ideal getaways this Christmas, combining superb weather and the very best accommodations. These locations are unforgettably beautiful and discreet,” states Baldelomar.

http://www.LuxuryTravelandLiving.com

Following the incredible response from participants on our 2008 Peru trek, Unicef are organising a second trek, this time to Nepal in May 2009.

The Pike Peak Trek takes those prepared to take on the challenge through one of the most beautiful, remote parts of the Himalayas. The route is off the tourist track, and allows access to hidden monastery’s and a chance to experience some of the renowned Nepali hospitality and culture. You will ascend to just over 4,000 metres so will require a moderate level of fitness. For all those taking part, it will prove to be a very rewarding adventure as we reach the summit of the Pike Peak, with views of Everest’s celebrated peak.

Unicef’s website adds:

This is a great opportunity to fundraise for UNICEF, to set yourself a physical challenge and to learn more about our work in the field as well as to visit an amazing part of the world!
UNICEF’s work

At the end of the trek, you will get to see UNICEF’s work in Nepal first hand. You will be taken to visit a UNICEF project in the Kathmandu area and will have a chance to see just how much of a difference your support makes to the children of Nepal.

UNICEF is working in a number of areas to improve the lives of children in Nepal. For example, we are helping children like eight year old Usha attend school. In the past, people in Usha’s remote village were not happy sending their daughters to school. “We are poor people, we work in others’ fields, so it is only natural that we need our daughter’s help at home,” says Usha’s mother. In 2004, however, UNICEF initiated the Welcome to School campaign to increase the enrolment of girls in school. “The teachers told us that the schooling was free and that Usha would receive books and a scholarship of 350 rupees,” Usha’s mother says. Projects like this go a long way towards ensuring that more children in Nepal get the education they deserve.

For more information about how to join and what is involved please visit Unicef’s site.

Further reading: Mark’s story of a seven-day Nepalese trek through the Everest region to raise money for the Leeds-based education charity, Learning Partnerships (BBC website)

The Telegraph has an excellent article if you are interested in renting a holiday home with its own mooring facilities. Written by Louise Roddon, the article desctribes the advantages of being able to sail or paddle up to your own jetty to reach the confort, and warmth of a cosy holiday cottage.

Such holiday home/mooring combinations can be found around the UK. For instance, the shores of Derwentwater in the Lake District offers what Louise describes as “just the right atmospheric backdrop for nostalgic boating holidays”.