Global / Reports & White Papers

This report is focused on the comparative experience of office markets in three global financial centers --Hong Kong, London and New York--in the movement from recession to recovery.

Nation branding and nation brand are two different concepts. A nation has a brand image with or without nation branding. This paper examines the concept of nation branding, focusing on the central question of what is being branded. It differentiates nation branding from product branding, and draws comparisons between nation branding and productcountry image. Paradoxical issues around the concept and the wider context in which nation branding can be applied are also discussed. More research is needed to find out if and how nation branding could help economic development in a country. As many other non-marketing factors also affect a nation's image, the role played by nation branding may turn out to be only a modest one.

Country Image and Destination Image exist as two parallel research tracks with almost no cross-references although the concepts refers to nearly the same area of applied marketing, namely export products to international consumer markets. This paper aims to determine how country image and destination image refer to the same image objects. Concepts related to country image are organised in a hierarchical framework where country image is seen as an image pool for product-related image concepts. Similarly destination image can be seen as an umbrella concept for different geographical units, which can be organised in a vertical framework. By combining these two frameworks we claim that there is substantial overlap between the two concepts with regard to the objects they refer to.

This year’s report, published under the theme “Managing in a Time of Turbulence”, reflects the difficulties the industry currently faces, which must be overcome to ensure strong sectorial growth in the future.

Findings presented from survey where over 30,000 randomly selected citizens aged 15 and over were interviewed for the Eurobarometer survey in February 2010 in the 27 EU Member States as well as in Norway, Iceland, Croatia, Turkey and the former Yugoslav Republic of Macedonia. It is for the third time in row that the Commission has done such an extensive survey, which offers to all tourism stakeholders a wealth of information, presented analytically in country and demographic categories. The Commission intends to conduct this kind of survey once a year in order to closely follow short and medium term travel and tourism trends of European citizens. These surveys will allow tourism stakeholders of the countries surveyed to react to changing trends in tourism demand, and so will constitute an important instrument for tourism policy.

Ireland and Scotland are widely acknowledged as having created country brands that punch far above their natural weight. Part of the reason for this is that they are in the so-called ‘tiger club’, small, cocky fighters who use the illusion of an enduring enemy to create a strong brand identity for themselves as the underdog.

With the 2010 FIFA World Cup® and its vuvuzela horns, South Africa’s in the global spotlight.  To monitor and analyze all the media coverage, South African Tourism™ chose Dow Jones Insight.  Being engaged in the global conversation helps South Africa to react quickly with effective communications strategies and build a positive reputation.

The Global Innovation Index 2011 ranks 125 countries/economies across the world in terms of their innovation capabilities and results. The Report highlights those countries that achieve more innovation outputs surmounting weaknesses from the input side – the efficient innovators – and those that lag behind in fulfilling their innovation potential. Innovation performances are analyzed in reference to the income and regional groups.

The 2009 to 2014 outlook for US online leisure and unmanaged business travel sales is, to put it kindly, mixed. The era of double-digit growth among US online leisure travel Bookers and sales is fading in our rear-view mirror. Between 2009 and 2014, Forrester expects that online sales will remain below those estimated in our 2008 forecast. We also believe that the number of US leisure travel Bookers will grow by just 3.5% during the next five years, while online leisure and unmanaged travel sales will grow 7%. As we enter a period of evolution and refinement in travel eBusiness, travel eBusiness professionals should focus on ways to shift more low-margin, tactical offline activities to the Web, develop applications that will help convert more Lookers to Bookers, and explore international expansion, which remains solidly in growth mode.

The World Economic Forum has for the past five years engaged key industry and thought leaders through its Aviation, Travel & Tourism Industry Partnership Programme to carry out an in-depth analysis of the Travel & Tourism competitiveness of economies around the world. The aim is to provide a platform for multi-stakeholder dialogue to ensure the development of strong and sustainable national Travel & Tourism industries capable of contributing effectively to international economic development. The theme of this edition of the Travel & Tourism Competitiveness Report, “Beyond the Downturn,” reflects the cautiously optimistic outlook and many complexities still facing the industry that must be overcome to ensure strong sectoral growth going into the future.

This report explains in depth how Finland will demonstrate its strengths by solving the world's most wicked problems.

RELAXING IN A LUXURY HOTEL ROOM IN PARIS, WORLD TRAVELLERS are exposed to
TV commercials for Kazakhstan, a ‘land of democracy’ located in the ‘Heart of
Eurasia’. Similar advertisements have been featured since the 1990s on CNN, the
BBC, and ABC, in the pages of The New York Times, The Wall Street Journal, The
Economist and other Western mass media outlets. During their public speeches
Kazakhstan’s diplomats distribute hundreds of leaflets about the latest economic
developments and political achievements in their country. Such public relations
campaigns aimed at building an international identity pose a new public policy
challenge in post-Soviet states. This goal has not yet been met, but the governments of
Kazakhstan, Uzbekistan and Kyrgyzstan are seeking to make the world more aware
of their countries.

This report explains the benefits and strategies around branding a country.

Although the concept of branding has been applied extensively to products and services, tourism destination branding is a relatively recent phenomenon. In particular, destination
branding remains narrowly defined to many practitioners in destination management organizations (DMOs) and is not well represented in the tourism literature. Consequently,
this study has three goals. First, it attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. Second,
it seeks to refine and enhance the definition of destination branding (acceptable to and understood by tourism destination managers) to more fully represent the complexities of
the tourism product. Third, and most importantly, it seeks to improve our understanding of current destination branding practices among DMOs. The findings indicate that although
DMO executives generally understand the concept of destination branding, respondents are implementing only selective aspects of this concept, particularly logo design and development.

In destination branding, places are treated as brands. The destination brand’s purpose is to attract and win over customers from around the world. The market for destination brands is global, chaotic and competitive.

This paper presents the influence of the future role of tourism, which is related to the branding strategy of the Mediterranean region.

The Air Travel Consumer Report is a monthly product of the Department of Transportation's Office of Aviation Enforcement and Proceedings (OAEP). The report is designed to assist consumers with information on the quality of services provided by the airlines.

This is the working draft of a white paper resulting from a recently held Forum on Branding the Philippines led by EON and ECCP and attended by  representatives from MAP, MBC, ANZCHAM, AMCHAM, ECCP, JCCIP, CANCHAM, BPAP, SGV, and the Presidential Communications Development and Strategic Planning Office.

The report looks in detail at the representation of companies from different sectors and regions in office markets around the world, at both city and country levels. As expected, the markets which top the rankings as themost attractive office locations closely reflect measures of market size, such as population and GDP, as well as inherent competitive advantages, such as accessibilility, labour pool, and business and regulatory environments. The positions of markets lower down the list, however, are less predictable and the real value of our ranking of these locations will be in tracking changes in their positions over time. The changing sector and regional breakdo of these markets will provide additional insight into the evolutionary drivers of various markets.

This white paper provides valuable insight on the opportunities and challenges demographic trends present to marketers and strategists. Case studies provide real examples of businesses benefitting from the examination of demographic trends and how they applied these concepts to marketing strategies and product positioning.

The potential economic impact of hosting the Olympics is very newsworthy, and receives a lot of attention in the press and other media at a local, national and international level. The current economic downturn has placed the issue in even greater focus, as pressure on government spending, and jobs, intensifies. But perhaps it's all too easy to get carried away by the tide of headlines and soundbites and lose sight of the underlying evidence.