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When thinking of New Zealand you probably have the beautiful scenery of the Lord of the Rings movies and the beautiful landscape and beaches this country has in mind. But what kind of products or industrial goods do you associate with New Zealand? Of course agriculture is an important industry: almost everywhere you travel you can find the Kiwi fruits and apples from New Zealand which are only a small part of their variety of goods. This is just one of many countries which are more famous for their tourism than for their industry. Consequently, this is why it is important not to only have a look at a country from one perspective. The analysis of the success of a country should be at least divided into a Trade and a Tourism Index. For the Tourism Index countries are analyzed in a very profound way. The index includes various variables which are for example not only how many people travel to this country but also what they have to offer in terms of culture, sports and leisure and how well the country presents itself on social media and the internet. When merging the results of the different variables you get a really thorough result on how successful the country’s tourism brand is and can compare these results with other countries in the Tourism Index. So you might think: “Why is there a need to create two different rankings?” Let me explain this to you based on results of the recent Trade Index and Tourism Index: As mentioned in the beginning of this article there is a different public opinion about what New Zealand’s tourism has to offer compared to the trade. This is not just a random opinion, the rankings show the same. Ranked 38th in the Tourism Index the country is only ranked 52nd in the Trade Ranking. Does this sound surprising to you? Or is it just a coincidence? If you have a close look at the ranking you will see that it is the same with for example Thailand, Spain or Austria. So what is the message of this article? When thinking of countries and especially when working for countries you should always have this difference in mind or you are very likely to fail.
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Tourism Index, Tourism Ranking, Tourism Destination, Tourism Brand,
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