"At VisitBritain, we were excited to hear about the introduction of the Anholt Nation Brands Index because the development of a powerful destination brand is a key part of our strategy for attracting more visitors to the UK.

Perceptions of and attitudes towards nations are a complex blend of experiences developed over long periods of time, and across a number of dimensions - many of which are those surveyed in the NBI. The survey is a cost-effective and timely way of monitoring opinions of UK amongst 17 of VisitBritain's key target markets - making it easier for us to identify strengths, weaknesses and shifting perceptions over time."