The ranking is a component of the best overall country reputation which saw Canada hold on to the number one spot for the second year in a row ahead of Australia, Sweden and Switzerland.
The Reputation Institute study measures the trust, esteem, admiration and good feelings the public holds towards 50 countries, as well as perceptions of peoples' quality of life, safety and attention to the environment.
A country’s reputation is its personal calling card. The study underscores the link between country reputation and economic outcomes, in which tourism has a vital role to play as a lever to drive trade and investment in ideas, education and business.
Top line results for Canada:
#1 most recommended country to visit (up from #3 last year), ahead of Australia and New Zealand;
#2 most recommended country in which to invest (up from #3 last year), behind Switzerland and ahead of Sweden;
#1 most recommended country in which to live (same as last year), ahead of Australia and Switzerland;
#2 most recommended country in which to buy (up from last year), behind Switzerland and ahead of Sweden;
#1 most recommended country in which to work (same as last year), ahead of Australia and Switzerland; and
#1 most recommended country in which to study (up from #3 last year), ahead of UK and Australia.
This year, for the first time ever, G20 Leaders’ Declaration recognized the importance of travel as a driver of job creation, economic growth and development.
According to the World Travel & Tourism Council (WTTC) the tourism industry will directly contribute $2 trillion in GDP and 100 million jobs to the global economy in 2012.
When the wider economic impact of the industry is taken into account, travel and tourism are forecast to contribute some $6.5 trillion to the global economy and generate 260 million jobs—or 1 in 12 of all jobs on the planet.