The UK’s image as an overseas destination has improved significantly over the last year, according to the latest Anholt-GFK Roper Nation Brands Index (NBI) released today.
The report states that the increased popularity of UK among foreign tourists has been driven by greater perceptions of British culture and its people – as well as its wide range of visitor attractions and the appeal of its rich historic landmarks and vibrant city life.
Notable improvements across a number of key indicators means that the UK now overtakes France on the overall rankings to become the third most admired country globally.
The UK is also one of the few countries to feature in the top six slots within each of the six brand measurements that the NBI analyses annually.
VisitBritain chief executive Sandie Dawe said: “This year’s NBI report provides yet another insightful score-card for the UK.
“It shows that the overwhelming perception of Britain by overseas visitors is positive and that our image is improving significantly in many of the countries in which we operate around the world.
“Particularly encouraging is the news that China and India – two vital markets offering long-term growth potential for inbound tourism – rank the UK very highly as an aspirational destination. It is our ambition to attract an additional four million overseas visitors over the next four years, and that will mean turning these positive perceptions into new arrivals.
“All this underpins how important it is for VisitBritain to increase our efforts over the coming year if we are to continue to climb up the world rankings and make the most of the opportunities that lie ahead.”