The survey, published by the United Nations World Tourism Organisation (UNWTO) and European Travel Commission (ETC) asked 165 National Tourism Organisations (NTOs) what countries they considered to be good at destination branding.
Survey respondents cited the consistency and credibility of 100% Pure
They also considered the brand as successful in “going beyond tourism” to pull-together a number of different sectors under a unified country proposition.
George Hickton said the result recognised the efforts of the tourism industry over the past 10 years in supporting the campaign and delivering on the promises made through ‘100% Pure New Zealand’.
“A successful brand like 100% Pure is more than just a logo and advertising. The efforts of the tourism industry to deliver quality, innovative products and to reflect the values of the brand in their own work has been critical to its success.”
The survey was part of a wider study on what NTOs perceive is important in destination branding, their current branding practices and willingness to share.
The results were published in the recently release ETC/UNWTO Handbook on Tourism Destination Branding.