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The statistic depicts the top ten nation brand performers in the tourism segment in 2014, measured by the Brand Strength Index (BSI). In that year, Thailand received a tourism segment BSI score of 78, higher than all other nations that year.

Leading nation brands in the tourism segment** worldwide in 2014, by Brand Strength Index

Characteristic	Brand Strength Index Score*
Thailand	78
Malaysia	77
New Zealand	73
Austria	72
Australia	71
United Arab Emirates	71
Singapore	71
Turkey	71
United Kingdom	70
Spain	70

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Release date

December 2014

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Region

Worldwide

Survey time period

2014

Supplementary notes

The BrandFinance Nation Brands measures the strength and value of the nation brands of leading countries using a method based on the royalty relief mechanism that Brand Finance uses to value the world's largest companies. The report provides each nation brand with a measure of its brand strength and a valuation of its brand value.

* A country's BSI score is combined with GDP data to arrive at the nation brand value- Looking at the BSI in isolation can therefore in some ways be seen to be the truest reflection of governments guidance of their nation's brands as the inherent GDP advantage of larger countries is removed.

** The Brand Finance Nation Brand Impact Framework identifies the 4 segments that enable countries to identify, build and unlock the potential economic value within their nation brand. These 4 segments (investment, tourism, products & services, people & skills) each have a crucial role to play in leveraging and improving a Nation Brand's ability to enhance GDP growth.

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