News releases

Canada’s culture and heritage gain recognition in newly published Country Brand Index.

FutureBrand report shows Canada’s tourism attributes gain significant ground

Canadian tourism is going from strength to strength. The Country Brand Index (CBI), published yesterday, revealed that Canadian tourism vastly improved in six out of seven key attributes. The report also showed Canada as the No. 2 most powerful country brand in the world after holding first place for two consecutive years.

The CBI is a comprehensive study by FutureBrand, a leading international brand and design consultancy, of more than 3,600 international business and leisure travellers from 18 countries around the world.

“It’s a tremendously encouraging report card for Canadian tourism,” says Greg Klassen, Vice President of Marketing Strategy and Communications at the Canadian Tourism Commission, “and it’s great news for Canada to be in the top five country brands—that’s just where we want to be. It’s rewarding to see that Canada’s rank on the key tourism dimension jumped seven places to No.6, with the report citing Canada’s world-class ski resorts. That’s huge for our industry.”  

In the Heritage and Culture dimension, Canada jumped 15 places to rank 10th, the first evidence that this is resonating with consumers. The new recognition will give Canada’s tourism marketers greater leverage in the international marketplace.

Canada is also fast becoming a foodie mecca, jumping from No. 30 to No. 11 in the index—acknowledgement of Canada‘s regional culinary strength. And the world now sees Canada as a place that offers real value for money: Canada leapt 13 places to No. 4 over 2011. Other attributes that showed improvement over the previous year included attractions, shopping, nightlife, and resort and lodging options.

“The world already knows Canada has spectacular scenery. But the challenge has been to communicate the many other strong features we offer as a destination,” adds Klassen.  “The index shows that we’re making significant progress.”