ability of countries to promote tourism, as well as attract talent and boost exports and foreign Argentina B2B List investment are key elements in building the country brand. Other factors, such as governance or the management of the pandemic caused by COVID-19 have had a high impact on the reputation of these countries.
Regarding the results by continents, the jury gave an average of 10: Portugal (7.37) was the country awarded with the first position in Europe , followed by France (7.25) and Italy (7.12). In Asia, the Middle East and Oceania, Dubai (7.75) also took the lead again , ahead of Australia (7.5)
and New Zealand (7.25). In Africa, Kenya (6.37) has been the winner on the African continent , while Morocco (6.25) and Egypt (5.62) occupy the second and third positions, respectively. Finally, on the American continent, Canada (5.75) has been awarded first place , followed by Colombia (5.5) and Chile (5.37) and Argentina (5.37), tied for third place .
Gemma Barón, Academic Director of Marketing at the University of Nebrija , points out: “The country brand is a strategic self-presentation to the rest of the states. In this sense, tourism contributes the most experiential part of global positioning and countries must be proactive in their management , avoiding that old stereotypes cannibalize current assets ”.
Arvind Hickman, Deputy Editor of PR Week , maintains: “We support initiatives such Argentina Business Email Database as the Country Brand Awards, promoted by an agency like MARCO, which is a benchmark in this matter. These show how the promotion of destinations has changed and, perhaps for the first time in history, strategic communication generates preponderance over glamorous advertising ”.