25 May, 2017

By VIVA Team

Despite its beautiful cities and growing economy, many people still think of food, sunshine and sport when they think of Spain.

Despite its beautiful cities and growing economy, many people still think of food, sunshine and sport when they think of Spain.

If the dusty and dated image of Spain remains rooted in flamenco, bullfighting and siestas by the sea, then the 2017 version is a timely and accurate update.

According to the Elcano Royal Institute’s country image barometer, the most abiding visions people conjure up when imagining Spain are its superb beaches, its wonderful gastronomic creativity, and its successful athletes…

The barometer assessed the brand strength of Spain, viewed through the eyes of more than 4,000 citizens of 11 European, Asian, African and American countries.

The latest responses appear to show that Spain’s image has  improved to a score of 7.1, with the country having shaken off the negative connotations of economic crisis and poor employment opportunities.

In fact, Spain is generally regarded as a place of sunshine, sport and fine-dining, which will please the tourism industry no end. However, the perception of Spain as a poor place in which to do business remains strong.

Spain’s most highly valued commodity is, unsurprisingly, its holidaymaking facilities and attractions. These traits are particularly highly valued by respondents from Germany, Britain and France, while Spain’s more traditional pastimes – bullfighting, flamenco, football – form an image in the mind’s eyes of people from China, Japan, Turkey and Italy, the barometer showed.

A large number of Germans and French citizens (63%) still deem Spain a ‘poor’ country, although only 50% of Brits thought likewise, while the perception of Spaniards as lazy has fallen from 40% of respondents in 2014 to just 26% this year.

In terms of goods produced, Zara continues to be Spain’s most well-known brand, receiving the highest grade – 7.5 – on the barometer for best-known companies and brands, followed by Iberia airlines (7.2), BBVA (7) and car company Seat (7).

Olive oil, wine and textiles produced in Spain are also highly valued, with Italians, French and the British placing a premium on these ‘Made in Spain’ products.

The country that scored the highest on the image barometer was Japan, with 7.6, followed by Germany and the UK on 7.5. These three countries each have a very strong national image with instantly identifiable traits and products, the barometer said.