Vancouver Voted City With the World’s Best Reputation

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Canada sweeps "Most Reputable City and Country" in RepTrak™ studies highlighting the value of destination reputation management.

2012 City RepTrak™

2012 City RepTrak™

Vancouver now joins its home, Canada, in the winner’s circle. Canada was named the world’s most reputable country in the 2012 Country RepTrak™ ranking released just three weeks ago.

Vancouver has been named the city with the world’s best reputation. The result is from Reputation Institute’s 2012 City RepTrak™. The yearly study ranks the world’s 100 most reputable cities by polling more than 18,000 people from the G8 countries.

Vancouver now joins its home, Canada, in the winner’s circle. Canada was named the world’s most reputable country in the 2012 Country RepTrak™ ranking released just three weeks ago.

RepTrak™ destination studies dive deep into the emotional bond between stakeholders and destinations by quantifying the degree to which people Trust, Admire, Respect and have an Affinity for a city or country.

Underlining a destination’s RepTrak™ score are three dimensions that influence the perceptions of a destination. These dimensions: Advanced Economy, Appealing Environment and Effective Administration, are what drive a destination’s reputation and stakeholder support.

In the City RepTrak™ study, these three dimensions are further defined by 13 reputation attributes that participants in the study are asked to evaluate. These include the destinations’ perceived: beauty; safety; cultural offerings; infrastructure; business environment; schools and more.

“We live in a reputation economy. While the idea of a destination’s reputation may not be on the top of everyone’s mind when they decide where to live, work, vacation, or do business, our studies indicate that it should. We have found that a person’s perceived reputation of a city is a key factor when deciding where to visit, or in terms of business, to invest. Our modeling demonstrates that effective management of these reputation drivers translates directly into increased tourism receipts, investment, and stakeholder support,” says Nicolas Georges Trad, Executive Partner of Reputation Institute.

Vancouver and Sydney were the only cities to finish in the top 10 in all three of the aforementioned, reputation dimensions. Vancouver scored highest in administration and was recommended by poll participants as also the best place to live and work.

The host of the 2010 Winter Olympics focuses many resources on creating a welcoming environment and promoting its multicultural heritage.

“At Tourism Vancouver, we have a role as a brand steward for our city, helping to court and share positive and responsible media comments, ensuring that our visitor infrastructure is safe and welcoming to everyone, and by inviting the world to come and spend some time with us.

We believe that a factor in Vancouver’s stature is our reputation as a city where all nationalities gather comfortably, where over 40 first languages are spoken in the average school, where perhaps 50% of our population has English as a second language and in our having a deep-seated respect for varied religious views.

Ongoing immigration continues to provide us with an array of benefits: be they wonderful foods; inspired cooking, festivals, music and fashion. In Vancouver, we tend to share ideas, to learn from one another and to celebrate our differences,” commented Rick Antonson, President and CEO of Tourism Vancouver.

Although Vancouver was not voted the most beautiful city in the world, it did place number seven in the category behind old world and architecturally revered Venice, Florence, Rome, Paris, Vienna and Barcelona.

When tallying a reputation score, the 13 reputation attributes are weighted in order of importance in determining a city’s overall reputation. The most important reputation attributes were found to be: beautiful city; safe environment; wide range of appealing experiences, including food, sport, architecture, and entertainment; well-respected leaders and progressive social, economic, and environmental policies.

It is no wonder then that small to medium sized, safe, environmentally friendly and sporty cities like Vancouver, Vienna, Sydney and Copenhagen top the list while the mega cities that never sleep, such as Hong Kong, London, New York and Tokyo are lower down in ranking.

“The world’s largest cities certainly face more challenges when it comes to managing their reputations. They have many more factors that can impact their reputation and many of these influencers cannot be controlled. Additionally, big cities tend to operate much more under the microscope of the media. The conversation surrounding a destination - be it in the news and/or social media – is often a major influence on public perception. We can see in this year’s results just how effective Vancouver has been in shaping a constructive and trustworthy dialogue with the media,” says Reputation Institute’s Nicolas Georges Trad.

While global mega-cities like New York and Hong Kong may still rank amongst the most visited in the world, to maintain and increase their tourism and investment share, the RepTrak™ demonstrates that they will need to focus more on improving these key attributes.

“Destinations that identify and devote proper resources to building a strong reputation attract more tourists, more business investment and when the price is right, sell more products. We can see what happens when for example, a destination neglects these reputation attributes and the opposite effect occurs, as with the USA’s drop in tourism numbers. Destinations, like businesses, need to pay attention to their reputation,” says Kasper Nielsen, Executive Partner of Reputation Institute.

About Reputation Institute
Reputation Institute is the world's leading corporate reputation consulting firm. Founded in 1997, with a presence in over 30 countries, we are the pioneer in reputation management. Through systematic research and analysis, Reputation Institute supports companies to build comprehensive strategies and make operational decisions that are designed to align stakeholders with corporate objectives creating tangible economic value. We enable leaders to make business decisions that build and protect reputational capital and drive competitive advantage. For more information:

Reputation Institute Contacts:
Andrew Singer
T: +45 5090 5190
E: asinger(at)

Lila Ghayour
T: +1 212 495 3855 – ext. 340
E: lghayour(at)

2012 City RepTrak™ Results*

City         Rank            City RepTrak™ Pulse
Vancouver          1             74,22
Vienna         2             74,03
Sydney         3             73,01
Copenhagen 4             72,96
Oslo    5    72,14
Barcelona    6    71,84
Florence     7    71,66
Venice     8    71,04
Stockholm    9    71,03
Melbourne    10    70,68
Paris    11    70,23
Munich    12    70,03
London    13    69,52
Osaka    14    69,46
San Francisco    15    68,95
Rome    16    68,87
Zurich    17    68,74
Geneva    18    68,73
Frankfurt    19    68,48
Edinburgh    20    68,45
Madrid    21    68,28
Toronto    22    68,10
Berlin    23    67,91
Auckland    24    67,82
Prague     25    67,82
Montreal    26    67,62
Helsinki    27    67,37
Tokyo    28    67,15
Lisbon     29    66,97
Dublin    30    66,95
Brussels    31    66,86
Brisbane    32    66,73
Perth    33    66,52
Bali (Denpasar)     34    66,22
Adelaide    35    65,91
Orlando     36    65,89
Seattle    37    65,50
Milan    38    65,05
New York    39    64,82
Houston    40    64,76
Amsterdam    41    64,69
Lyon    42    64,53
New Orleans    43    64,37
Washington DC    44    63,56
St. Petersburg     45    63,48
Monterrey    46    63,23
Dubai    47    62,78
Singapore    48    62,78
Budapest     49    62,73
Boston    50    62,65
Los Angeles    51    62,01
Miami    52    61,88
Atlanta    53    61,51
Taipei    54    61,32
Chicago    55    60,00
Rio de Janeiro    56    59,61
Abu Dhabi    57    59,44
Seoul    58    59,11
Kuala Lumpur    59    59,05
Santiago    60    58,88
Montevideo    61    58,22
San Juan    62    58,22
Las Vegas     63    57,98
Buenos Aires    64    57,90
Warsaw     65    57,83
Hong Kong    66    57,59
Istanbul    67    57,46
Santo Domingo    68    57,41
Cancún     69    57,08
Macau     70    57,03
Athens     71    56,51
Cape Town    72    56,33
Kiev    73    55,99
Jerusalem    74    55,52
Lima    75    55,32
Mecca     76    54,85
Shanghai    77    54,62
New Delhi    78    54,50
Guangzhou    79    54,35
Caracas    80    54,11
Sao Paulo    81    53,23
Ryad     82    52,94
Hanoi    83    52,90
Jakarta    84    52,74
Bangkok    85    52,57
Port-au-Prince    86    51,63
Kolkata/Calcutta    87    51,33
Mexico City    88    51,18
Tel Aviv    89    50,47
Cairo    90    50,33
Nairobi    91    50,11
Beijing    92    49,98
Mumbai    93    49,96
Johannesburg    94    49,72
Manila    95    49,02
Karachi    96    46,41
Bogota    97    44,88
Moscow    98    44,13
Tehran    99    35,12
Baghdad    100    28,09

*The methodology used in this year’s City RepTrak™ has been aligned with our Country RepTrak™ study. It therefore departs from last year’s City methodology.

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Lila Ghayour
Reputation Institute
(212) 495-3855
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