The UK has emerged as the overall top brand in a consumer survey of 35 countries around the world.
The fourth Anholte-GMI Nation Brands Index asked 35,000 consumers worldwide to rate nations across six categories.
Categories included tourist appeal, cultural, political, commercial, human assets, and investment potential.
VisitBritian chief executive Tom Wright said: “Britain’s success in the survey and its regard around the world is reflected in its every-increasing popularity as a leading destination.”
Wright said that 30 million international visitors had come to the UK last year, which was a record and meant it was outperforming many of its key European rivals.
The Index reflected VisitBritain’s own findings that Britain’s heritage, culture and landscape were its key attractions.
Visits from Western Europe to UK up >>
By Angela Frewin
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