Italy loses appeal the brand globally and out of the top ten of the Country Brand Index 2010, the study image of the main countries of the world conducted by FutureBrand in collaboration with BBC World news . It comes down to twelfth place from sixth last year, yielding ground to countries such as Switzerland (fifth last year was not among the top ten), Japan (sixth, seventh last year it was), Finland (eighth), Great Britain (ninth, losing a position with respect to 2009) and Sweden (tenth). In first place is ranked Canada, followed by Australia, New Zealand and the United States who lose the scepter.
Our country, however, maintains a leadership position in the ranking of the top 25 countries for the artistic and cultural heritage having obtained good positions in the category of metrics: the first for arts and culture ahead of France, second, behind Israel, the role in history. It
position, however, the fifteenth place in the ranking of the 25 best countries for tourism behind Spain (twelfth), France (thirteenth) and Austria (fourteenth) between the European destinations, and passed from Mauritius (in first place followed by Australia , New Zealand, Canada, Japan and the United States but also between more distant destinations.
A record, however, the metrics category Tourism Italy earns him: that of food (last year was second), followed by Japan and France, while the third (in 2009 it was seventh), after the U.S. and France for shopping, seventh for life night (from the sixteenth last year) with the U.S. first, eighth (from 48th place in 2009) and care for beauty of the beaches (hence the record is held by Australia).
not appear, however, like last year, the top ten of the parameters value for money resort and hotel accommodation, two key segments for a country like ours, with a strong vocation for tourism, which is trying to gain shares market sold to competitors.
"The ranking of Country Brand Index - explains Susanna Bellandi, CEO of FutureBrand Italy and France - confirms our strength in history, art and culture, but also food and shopping, even if tourism does not stand for the relationship between price and quality, but also France , which usually has a good relationship gone bad. This was attributable not only to internal reasons, perhaps to the fact that is increasing competition from other countries are improving their offerings. We should continue to invest those assets in which we are stronger, art and culture, because the attention of the people here, "
A turnover of more than forty million € with 380 employees: this is the overall strength of
Italy is losing share in attractiveness. Consistently high for the food and culture, tourism slows
first countries in the overall standings, points out the CEO, have political stability and an image of places where life is good. "Italy - says the study - despite the efforts and initiatives to introduce internally and externally as a tourist destination full of art, culture, natural beauty, pays the price of continuing litigation, the scandals and, of course, the difficulties of global crisis. "
The instability of the government, but also current events such as waste in Campania, floods, earthquakes and scandals of various kinds, according to Bellandi "have tarnished the whole philosophy of the Italian" sweet life ". In fact we lost, as a brand-country, even in the quality of life from the outside and the ease of doing business in our country. All this depends on the values \u200b\u200bthat inform such as transparency and fairness to the business. When is comes to good food, shopping and beaches must understand that it is necessary to keep the quality and the Italian industry, from food to fashion, can make an important contribution. "
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