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UK is fourth in list of world's most admired countries

12 October 2010 by
UK is fourth in list of world's most admired countries

The UK has retained its place as number four in the league table of the world's most admired countries.

The result of the annual National Brand Index (NBI) survey, which is based on interviews with 20,000 adults worldwide, was welcomed by tourism body VisitBritain.

Sandie Dawe, chief executive of VisitBritain, said the result, which placed the UK behind the USA, Germany and France is a testament to the enduring appeal of Britain.

"It is clear that we are retaining our appeal in an increasingly competitive world market," she said. "With more governments recognising tourism as a driver of growth and ramping up their international marketing, it is striking that our ratings are remaining steady."

While the UK was fourth as an overall brand, it was also ranked fourth for being "rich in historic buildings and monuments" and for having "a vibrant city life and urban attractions". It was listed eighth as the country adults would like to visit "if money were no object", 13th for offering a warm welcome and 23rd for being "rich in natural beauty".

"The Brands Index shows clearly what our very considerable strengths but also the things we have to work on," Dawe said. "We cannot rest on our laurels. Our welcome ranking at 13th suggests we still need to work hard on this aspect ahead of the 2012 Olympic and Paralympic Games. But at the same time there is a great opportunity for us to introduce the world to the many surprises and delights that exploring more of Britain's natural beauty can offer."

VisitBritain launches Welcome to Britain campaign >>

VisitBritain to promote cultural experiences in England >>

VisitBritain must focus on maximising UK tourism >>

By Janet Harmer

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