Tourists vote Britain third most admired country in the world

The UK’s move from fourth to third in the league of most admired nations sparked a claim from Scotland’s tourism bosses that the country had “played its part” in Britain’s overall success in attracting visitors.

Meanwhile, the UK moved up behind the USA and Germany, overtaking France to become the third most admired country in the world, according to the annual index ranking the 50 most developed nations as brands.

For the global survey 20,000 adults were interviewed and asked to rate other countries in categories from culture and economy to politics and the people. Britain was also ranked fourth in the world for contemporary culture such as music, films, literature and sports – a jump of two spots from last year.

Only the US, France and Italy finished above the UK in the culture and sports stakes. The overall findings from those interviewed were that Britain had particular appeal as a tourist destination because of its historic landmarks and vibrant city life.

VisitBritain chief executive Sandie Dawe said the findings, from Anholt-GFK Roper Nation Brands Index (NBI), showed that the “overwhelming perception of Britain by overseas visitors is positive” and “improving significantly” across the world.

Malcolm Roughead, chief executive of VisitScotland, said that the results represented a “golden opportunity for Scotland”, as the nation prepared to host both the Ryder Cup and the Commonwealth Games in 2014. He said: “This survey shows that the United Kingdom – and Scotland with it – has again proved on the world stage that it is an extremely desirable place to visit.

“The abundance of heritage, culture and world famous hospitality as well as the upcoming momentous sporting events such as the Commonwealth Games and Ryder Cup in 2014, represents a truly golden opportunity for the country to prosper in the years ahead.”

John Wilson, the deputy head of Holyrood’s economy and tourism committee, said that Scotland had made a major contribution to the high tourist rating for the UK.

He said: “Scotland has clearly played its part in the world recognition of the UK as a top tourist destination, with events like Homecoming and the wonderful and scenic nature of Scotland.

“There are also a host of events taking place in 2014 which we stand to benefit from. These events, with the work of the Scottish government to promote Scotland, clearly mark out Scotland’s place in the world.”