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China tapped as rising tourism star
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08:58, November 15, 2007

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China is one of the top three countries likely to become a major tourist destination in the next five years, according to the FutureBrand Country Brand Index 2007.

Established by FutureBrand, a New York-based consultancy, the index is compiled on the results of a survey of more than 2,600 frequent international travelers from seven countries, aged between 21 and 65.

China did not make it onto the top 10 country brand list, which is intended to measure countries' reputations. However, it ranks among the top five in several other categories, such as the "rising star" in tourism, history, authenticity and business.

In the list of the top 10 "rising stars", China ranks second this year, down from No 1 last year. Croatia claimed the top spot, while the United Arab Emirates ranks third.

This year marks China's first appearance on the Best Country Brand for Authenticity list, which seeks to measure a country's ability to present travelers with distinctive and unique cultures.

China ranks second in this category, only after New Zealand.

The country also ranks third on the Best Country Brand for History list, up from the eighth last year, for its past accomplishments, which are celebrated in museums and monuments.

China ranks second on the Best Country Brand Ideal to Do Business In list, up from the fifth last year.

Gavin Coombes, CEO of FutureBrand Asia Pacific, said Hong Kong and Macao special administrative regions, both widely recognized as important tourist destinations in the Pearl River Delta, have contributed to China's ranking in tourism and business.

In its third year, the index rates Australia as the world's top country brand for the third time, with the United States ranking second and the United Kingdom ascending to third.

Source: China Daily

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