(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 Lithuania B2B List (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 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 Lithuania Business Email Database glamorous advertising ”.
Didier Lagae , President of the Jury, and recently named European PR and Global PR Professional of the Year, as well as CEO and Founder of MARCO, comments: “ The current crisis caused by COVID-19 forces us to communicate more than ever. Tourism promotion should focus on what really concerns tourists at the moment, health security . In other words, what destinations do to ensure that tourists can travel without getting infected and how they project it to public opinion