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Countries can be judged on many different aspects to determine their overall popularity as a tourist location. A country brands ranking can play a huge role in the public perception of a country judging everything from entertainment to investment potential. Public opinion is based on the information that is available to the public from television to word of mouth. Each country world-wide is always looking to build on their economy. A published Country brands ranking is a brilliant way to gain interest from the public as they would have more confidence travelling to a country that displays a high tourism ranking. This interest works towards building a country’s ‘brand’ which is effectively their image and the way they are perceived by the public. The brand can affect people’s interest in visiting, confidence in the markets of the country, employment rates, number of exports from that country and even the overall population. The amount of money they make through tourism is one huge factor that determines their annual income and therefore the total GDP. GDP is made up from the sum of the following national factors; the sum of the total spending by consumers, the investments by businesses, government spending and the total net exports minus the total net imports; as shown in the following formula: GDP = C + I + G + (Ex - Im). The way a country brands ranking can work is to form of marketing a country to an extent that is based on the public approval, magnitude of the viewing public and their confidence in the ranking. This can help to increase interest, leading to an increase in foreign investment, net exports and consumer expenditure through tourism; three of a country’s factors responsible for increasing GDP and the wealth of a country. Branding a country with a country brands ranking can affect various areas of a country’s economy, it could be a food product which would lead to an increase in exports, or it could be a country’s economy which could lead to an increase in FDI. The amount of consumer expenditure would also increase due to the increase in tourists, leading to an increase in tourist expenditure and an increase in national net inflow and in turn an increase in GDP." (Tom)
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