{"id":8191,"date":"2024-03-04T14:18:41","date_gmt":"2024-03-04T14:18:41","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=8191"},"modified":"2024-03-04T14:18:43","modified_gmt":"2024-03-04T14:18:43","slug":"classement-marques-nationales-2022-2023-tourisme","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/classement-marques-nationales-2022-2023-tourisme\/","title":{"rendered":"Faits saillants du classement des marques nationales 2022 | 2023 \u00c9dition Tourisme"},"content":{"rendered":"\n

Le dernier classement des marques nationales de Bloom Consulting<\/a> est le premier \u00e0 r\u00e9v\u00e9ler les impacts du Covid-19 sur les performances des marques nationales et territoriales dans le monde. Parall\u00e8lement \u00e0 la crise de sant\u00e9 publique mondiale et \u00e0 la mani\u00e8re dont elle a \u00e9t\u00e9 g\u00e9r\u00e9e, des \u00e9v\u00e9nements politiques comme le Brexit, les incidents climatiques et bien d’autres ont eu un impact sur les r\u00e9sultats de cette ann\u00e9e. Les prochaines \u00e9ditions r\u00e9v\u00e9leront les effets de la guerre russo-ukrainienne.<\/p>\n\n\n\n

Cet article donnera un aper\u00e7u du Top 10 et des faits saillants de l’\u00e9dition Tourisme de cette ann\u00e9e.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Des grandes performances<\/strong><\/strong><\/strong><\/p>\n\n\n\n

L\u2019Espagne<\/strong> et l\u2019Italie<\/strong> ont \u00e9t\u00e9 parmi les premiers et les plus touch\u00e9s d\u2019Europe par la pand\u00e9mie, mais cela n\u2019a pas entrav\u00e9 leur succ\u00e8s. L’Espagne a pris le tr\u00f4ne, tandis que l’Italie a gagn\u00e9 cinq places, d\u00e9passant les \u00c9tats-Unis d’Am\u00e9rique (USA) et le Royaume-Uni (UK) pour d\u00e9crocher la deuxi\u00e8me place. Cela illustre la force et la r\u00e9silience des marques nationales des deux puissances sud-europ\u00e9ennes.<\/p>\n\n\n\n

En Europe \u00e9galement, l‘Allemagne<\/strong> a obtenu un score de plus six gr\u00e2ce \u00e0 d’excellents r\u00e9sultats pour D2 – Demande num\u00e9rique \u00a9<\/a> aupr\u00e8s des voyageurs int\u00e9ress\u00e9s par le patrimoine, les villes et la gastronomie. La France<\/strong> a conserv\u00e9 sa confortable position de num\u00e9ro 9 sur la sc\u00e8ne mondiale.<\/p>\n\n\n\n

En Asie, le Japon<\/strong> a obtenu de bons r\u00e9sultats en termes d’attractivit\u00e9 touristique, de performance sur les r\u00e9seaux sociaux et de D2 – Digital Demand \u00a9. Le \u00ab Pays du Soleil Levant \u00bb b\u00e9n\u00e9ficie probablement de la popularit\u00e9 de tendances culturelles et de styles de vie comme le Japandi. Malheureusement, Hong Kong<\/strong> \u2013 une destination typiquement populaire \u2013 ne s\u2019en sort pas aussi bien, perdant six places et ressentant certainement les effets de la pand\u00e9mie et des tensions r\u00e9gionales. La Tha\u00eflande<\/strong>, puissance touristique, a perdu quatre places dans le classement mondial, apr\u00e8s avoir subi des coups durs sur ses performances sur les r\u00e9seaux sociaux, ses recettes touristiques et m\u00eame son CBS Rating \u00a9.<\/p>\n\n\n\n

Alors que les \u00c9tats-Unis<\/strong> n\u2019ont perdu que deux places au classement mondial, cela signifie qu\u2019ils ont perdu la premi\u00e8re place pour la premi\u00e8re fois depuis la cr\u00e9ation du classement en 2011 ! Ce pays\u00bb \u00e9tait toujours le leader en termes de recettes touristiques, mais a connu une baisse du classement CBS \u00a9 et de pires r\u00e9sultats en termes de performances sur les r\u00e9seaux sociaux.<\/p>\n\n\n\n

Si le classement continental de l’Oc\u00e9anie est plut\u00f4t stable, c’est la premi\u00e8re fois que l’Australie<\/strong> sort du Top 5 mondial. Malheureusement, la pand\u00e9mie de Covid-19 faisant suite \u00e0 des incendies de for\u00eat d\u00e9vastateurs a port\u00e9 malheur au pays.<\/p>\n\n\n\n

Points forts<\/strong><\/strong><\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

L’Europe reste le continent le plus repr\u00e9sent\u00e9 dans le Top 25. M\u00eame si l’Irlande a quitt\u00e9 le Top 25, l’Europe s’est renforc\u00e9e avec l’ajout de la Norv\u00e8ge<\/strong> et le retour des Pays-Bas<\/strong>, qui ont affich\u00e9 une croissance dans tous les domaines. L\u2019accent mis sur des politiques touristiques responsables et durables pendant la pand\u00e9mie \u00e9tait clairement une avanc\u00e9e judicieuse.<\/p>\n\n\n\n

\u00c0 l\u2019instar d\u2019autres pays m\u00e9diterran\u00e9ens, la Croatie<\/strong> a une fois de plus obtenu des r\u00e9sultats encourageants. Les performances constantes de la Croatie pour D2 – Demande num\u00e9rique \u00a9 et sa pr\u00e9sence sur les r\u00e9seaux sociaux, ainsi que les recettes touristiques stables vont de pair avec son ascension en tant que destination touristique de premier plan en Europe. Le pays a gagn\u00e9 quatre places pour atteindre la 16e place.<\/p>\n\n\n\n

L’Asie est perdante dans cette \u00e9dition avec des positions inf\u00e9rieures pour les dirigeants traditionnels que sont la Chine, la Malaisie, la Tha\u00eflande et Hong Kong. Les effets du Covid-19 originaire de Chine ne peuvent \u00eatre minimis\u00e9s.<\/p>\n\n\n\n

Dans les Am\u00e9riques, le Mexique<\/strong> est \u00e0 surveiller alors qu\u2019il se rapproche du Top 10. C\u2019est un pays qui a peut-\u00eatre b\u00e9n\u00e9fici\u00e9 d\u2019une politique favorable au tourisme pendant la pand\u00e9mie. Il reste le seul pays d\u2019Am\u00e9rique latine \u00e0 figurer dans le Top 25 mondial.<\/p>\n\n\n\n

En Oc\u00e9anie, la Nouvelle-Z\u00e9land<\/strong>e r\u00e9alise de belles performances, se pla\u00e7ant pour la deuxi\u00e8me fois dans le Top 25 et prouvant que la situation g\u00e9ographique d’un pays n’est pas un obstacle.<\/p>\n\n\n\n

Alors qu’aucun pays d’Afrique n’a r\u00e9ussi \u00e0 figurer dans le Top 10 cette ann\u00e9e, l’Egypte<\/strong> figure parmi les 25, faisant preuve d’une grande d\u00e9termination. Le Nigeria<\/strong> et le Rwanda<\/strong> progressent \u00e9galement rapidement et seront int\u00e9ressants \u00e0 surveiller.<\/p>\n\n\n\n

Pour tout savoir, t\u00e9l\u00e9chargez le rapport<\/strong><\/strong><\/strong><\/p>\n\n\n\n

L’\u00e9dition compl\u00e8te du Bloom Consulting Country Brand Ranking Tourism fournira plus d’informations sur les hausses, les baisses et les surprises de cette ann\u00e9e. Il est d\u00e9sormais disponible en t\u00e9l\u00e9chargement gratuit. Le rapport est con\u00e7u pour faciliter le processus de branding national et servir de r\u00e9f\u00e9rence pour les responsables de marque et les autres parties prenantes. Le Forum \u00e9conomique mondial, la Banque mondiale et la Commission europ\u00e9enne du tourisme utilisent \u00e9galement ces donn\u00e9es.<\/p>\n\n\n\n

T\u00e9l\u00e9chargez la marque country compl\u00e8te Classement ici: Country Brand Ranking.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Le dernier classement des marques nationales de Bloom Consulting est le premier \u00e0 r\u00e9v\u00e9ler les impacts du Covid-19 sur les performances des marques nationales et territoriales dans le monde. Parall\u00e8lement \u00e0 la crise de sant\u00e9 publique mondiale et \u00e0 la mani\u00e8re dont elle a \u00e9t\u00e9 g\u00e9r\u00e9e, des \u00e9v\u00e9nements politiques comme le Brexit, les incidents climatiques […]<\/p>\n","protected":false},"author":3,"featured_media":7523,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[630,762,539],"tags":[750,749,624,751,752,766],"class_list":{"0":"post-8191","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-classements","8":"category-highlights-fr","9":"category-recherche","10":"tag-classement-de-marques-nationales","11":"tag-classement-des-marques-nationales-2022","12":"tag-country-brand-ranking-2","13":"tag-edition-tourisme","14":"tag-fait-saillants","15":"tag-place-branding-2-fr"},"yoast_head":"\nClassement des marques nationales 2022 | 2023 \u00c9dition 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