Vokietija vėl užėmė Nr. 1 Anholt-Ipsos Nation Brands Index (NBI). 2022 m. yra šeštasis kartas iš eilės, kai Vokietija užėmė pirmąją vietą 60 šalių palyginime, ir aštuntas kartas iš viso nuo 2008 m.
This is a new record, as no other country has been ranked first six times in a row since the NBI was launched. Japan in second place and Canada in third place complete this year’s top three. Germany has been able to build on its excellent image in the international market despite rising inflation, the global economic downturn, the impact of the coronavirus pandemic and geopolitical conflicts.
Petra Hedorfer, Chief Executive Officer of the German National Tourist Board (GNTB): “The current challenges mean that the international competition between destinations is becoming fiercer and fiercer. That is why it is all the more important to have a consistently strong image. The analysis of the NBI and other research provides invaluable insights for our evidence-based marketing strategy. Over the coming year, for example, we aim to use the key areas of digitalisation and green transformation to further consolidate Germany’s positioning as a sustainable travel destination.”
Germany scored highly in tourism-relevant areas of the 2022 NBI, in particular ranking seventh for Historic Buildings, Vibrant Cities and Contemporary Culture, and ninth for Cultural Heritage. These key assets for Germany as a travel destination tie in with the characteristics that the survey participants associate with the country. The most frequently mentioned were ‘educational’ (42 per cent), ‘fascinating’ (32 per cent) and ‘exciting’ (30 per cent). Several other recent studies confirm Germany’s excellent positioning as a sustainable destination on both the supply and demand side of the international market.
For example, Germany is ranked sixth in the SDG Index, which gauges countries’ progress towards achieving the United Nations’ sustainable development goals and fifth in the World Economic Forum’s Travel & Tourism Development Index, and it is in the top ten of the YouGov Travel & Tourism Sustainability Ranking of all European countries.
In September 2022, IPK International carried out a poll on behalf of the GNTB in 27 of Destination Germany’s source markets, in which the respondents were asked to give rankings based on climate-friendliness, environmental protection and sustainability. Germany was ranked third, behind Switzerland and Sweden, and ahead of Denmark, France and Austria.
A positive image and a competitive offering are reflected in the respondents’ levels of satisfaction. The Quality Monitor survey of the German tourism industry (July 2021 to April 2022) puts Germany’s net promoter score, which measures on a scale of -100 to +100 the likelihood of someone recommending a visit to Germany to friends and family, at +66.
