For the first time since 2013, Egypt earned the lead position in Africa in the country branding ranking, relegating South Africa to the second position, according to the nation branding consulting firm and the official data partner of the World Economic Forum, Bloom Consulting’s latest report.
Despite going through an unstable political period with civil unrest during the Arab Spring in 2011 and the 2013 uprising, the report states that Egypt showed a positive performance.
The report declares that Egypt got a rating score of AAA in promoting the country’s brand and its touristic destinations, which is considered the highest rating.
It also mentions that Egypt stood out in the area of digital demand for Egyptian destinations as well. All these achievements allowed the country to jump two places in the world ranking, close to the top 25, hence becoming the best positioned African country. It surpassed South Africa by improving its results in all domains.
The report shows that Egypt, as the new regional leader, can be a lesson to other countries due to its ability to show resilience and reinvent itself, despite being the target of terrorist attacks and managing political and armed internal conflicts.
Nonetheless, the report stated that future analysis should consider that Egypt was the target of terrorist attacks in 2018, increasing regional insecurity.