Interesting, but flawed study in my opinion. I just can’t take seriously a ranking of country brands that doesn’t have France or Spain in the top ten. Good for the Aussies, but I guess not to be taken at face value. For those not listed, my advice is not to despair. There has always been a disconnect between brand recognition and the actual number of visitors to a destination. Case in point – Switzerland, one of the oldest tourism destinations and a top 15 global player that is mostly overlooked in these studies.