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THE AMERICAN BRAND


When you think of visiting China, visions of the Great Wall and Beijing’s Olympic Park may come to mind, while Big Ben, Parliament, and bright red double-decker buses are immediately recognizable when considering the UK. What American icons come to mind for our panelists as they consider vacationing here?


When given a list of 54 unmistakably American attractions, only three were familiar to at least two thirds of our panelists: Disneyland (66%), Disney World (70%), and the Statue of Liberty (66%). 98% of international travelers were


familiar with at least one American icon, but familiarity varied widely by country. Generally speaking, visitors from Canada, the UK, and Japan have higher familiarity with all American icons, while more are unrecognizable to those from Mexico or China. Canadians were far more familiar than average with Niagara Falls, Las Vegas, and the Golden Gate Bridge; the UK and Japan well beyond average with Niagara Falls and the Grand Canyon; and China and Mexico significantly lower with top icons like New York City and Las Vegas.


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