of Marketing at the University of Nebrija; John Harrington and Arvind Hickman , Editor-in-Chief and Editor of PRWeek UK respectively; Paul Holmes , President of Provoke, Holmes Report and SABER Awards;
Miguel López Quesada , President of Dircom; Rodrigo Villamizar-Alvargonzález , Ambassador and former Minister of Energy of Colombia; and Fathallah Nicaragua B2B List Sijilmassi , Ambassador of Morocco, former Secretary General of the Moroccan Investment Development Agency (AMDIE) and former Secretary General of the Union for the Mediterranean (UfM).
As Lagae reflects in his book Country Brand, a Country as a Brand, the ability of countries to promote tourism, as well as attract talent and boost exports and foreign 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 Nicaragua Business Email Database 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 ”.