The Anholt-GfK Nation Brands Index 2016 has been published. The study measures global perceptions of 50 developed and developing countries.
This year the UK suffered the largest decline in global perception of a national brand. However, the UK remains third in the ranking. Global perceptions of the UK are important as a sustained fall in reputation could affect tourism and consequently the number of visit to heritage sites.
The full report reveals that there was no change in ranking for considering the UK ‘rich in historic buildings & monuments’. However, there was a fall of one place for the UK having ‘a rich cultural heritage’. The UK’s cultural heritage is now ranked in 7th place, after a brief stint in 6th last year.