Nations Brand Index: The headline finding is that the UK suffered the biggest overall fall in perception of any of the top 10 countries. It turns out that the biggest contributor to that fall was the decrease in how overseas countries viewed the UK’s Governance, which was down 4 places from 6th to 10th.
The news is somewhat better for the tourism-related aspects of the report. While the UK is down 2 places to 7th in terms of how welcoming the people of the UK are perceived, the perception of the UK as a tourism destination is only down one place (from 4th to 5th) and this is only because the perception of the UK being “Rich in natural beauty” has fallen six places (It should be noted that this small sounds more dramatic than it actually is due to a number of countries having very similar scores in terms of natural beauty).
And there is even some good news in that the UK has risen one place (from 6th to 5th) in terms of the destination that visitors would like to visit if money was no object, which bodes well for the 2017 booking season.