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Australia was knocked off from its coveted top position among the world’s top country brands according to a survey of 3000 leisure and business travellers coming from nine countries.  Australia was the top polling choice in the last three years.

The US replaced Australia, which was only third after Canada, the Courier Mail reports. New Zealand was in fourth place followed by France. 

Compared with the year 2008 rankings, Australia was not one of the five best country brands for resort, beaches, lodging options and even in natural beauty. Australia dropped in ranking despite tourism campaigns such as "Best Job in the World" and its worldwide exposure in the film Australia.

However, the survey by Weber Shandwick, a public relations agency, and FutureBrand a global consultancy firm showed that Australia improved its standing among families, ranking behind the top ranked Canada.
It also ranked at the top for sports and outdoor activities, followed by NZ and Costa Rica.
Australia was also voted as the top country brand for extended business trips and for a re-visit, while it ranked third in terms of political freedom and second to top ranked Canada as the country the poll respondents would like to live in.
According to a FutureBrand spokesman, the US achieved for the first time the top-brand spot because of "the Obama effect."

He said that Australia should keep in mind the importance of maintaining a country brand that is fresh, engaging and relevant. 

New figures on arrivals and departures show that a record six million Australians travelled overseas in the year up to end of September.

The Tourism & Transport Forum attributed the record number of outbound Australians to the strong dollar and cheap airfares.

According to Brett Gale, who is TTF executive director, the increase in overseas travel was to the disadvantage of local tourism operators, even though there are an increasing number of inbound travelers from China, Japan and the US.