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- Posted:Friday, November 5, 2010
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Pushing the US off top spot, the ranking, which is decided by the Country Brand Index of FutureBrand, may entice families to book some rooms in Montreal hostels in order to see some of the Canadian highlights themselves.
According to FutureBrand, the value of exports, forgiveness in difficult times and goodwill can all be gained as a result of how strong a country's brand is – thus making it an "intangible asset".
Results of the Country Brand Index in previous years suggests that Canada's most recent brand strategy has paid off well, with the nation jumping from 12th place in 2006, when the logo and method was introduced, to sixth by the following year. By 2008 it was up to second, which it held into 2009, before reaching the apex this year.
Michele McKenzie, president and chief executive of the Canadian Tourism Commission (CTC), explained: "We believed that, with the right strategy, a legacy of the Games could be more interest in Canada as a travel destination, and ultimately more visitors."
People snapping up cheap Montreal hostels will also be pleased to know that the Canadian city has recently recorded some of its best tourism figures in a decade.
The Formula One Grand Prix du Canada returning to the destination this year was acknowledged as a reason for this positive result, in which Charles Lapointe, president and chief executive of Tourisme Montreal, believes as a whole has "allowed Montreal to beat the odds in a fiercely competitive urban destination market."
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