However familiar these icons may be, their perceived value by international guests may be in jeopardy. Te Pew Research Center cites that we’re currently in a crisis they’re calling “the tarnished American Brand.” In the last three years, the global median favorable view of the United States has dropped from 64% to 49%; and in more than half of the 37 surveyed countries, that favorable view dropped by double-digits in 2017. From their study, 43% of Canadians view America favorably, 50% of residents from the UK, 57% Japanese, and less than a third (30%) of Mexicans (a drop from 66% just a few years ago). Pew notes that America’s image is strongest among young adults; in 16 of the countries surveyed last year, those ages 18 – 29 have a more favorable view of the US than people 50 and older. Additionally, internationals who self- identify as more to the political right and/or men generally have a more favorable view of America.
One of the greatest surprises from our study is that less than half of our American respondents strongly agreed that America has authentic small town charm, friendly people, is
International Travelers
48% 20% 26%
US Travelers
48% 32%
unique and out of the ordinary, is affordable, and is welcoming to everyone – tolerant of other people, religions, and races. Our international respondents disagreed with these brand assets even further than Americans by double digits.
Te Pew study does give a glimmer of hope and good news. First, “whatever their views of the United States and whoever sits in the White House, global publics have often maintained a favorable impression of Americans.” According to the report, a median 58% in 37 nations say they look favorably on Americans. Additionally, U.S. movies, music, and TV remain popular aspects of the American brand – with half or more of the 37 nations saying they like US cultural products.
What could be more authentically American than our people and our pop culture?!
TRAVELING PERCEPTIONS
Top 5 perceptions about traveling to the United States
49% 26% 40% 24% 38%
Authentic Small Town Charm
Friendly People
Unique, Out of the Ordinary
Welcoming to All Affordable
People, Religions, & Races
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