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there’s the credibility of the 25 years the consultancy has taken in building its own brand. The Global Soft Power Index is a comprehensive research study into perceptions of nations as brands. The 2021 index has a different component to previous versions. A twenty per cent weighting has been given to the management of Covid. Spain was sixteenth in the 2020 index. The country has fallen to twenty-second. The reason? A “terrible perception” of the response to the virus, with below average ratings for the three aspects of this - economic, health and international aid. It isn’t all bad news, as Spain rates well in terms of, for example, a commitment to environmental protection, but the Covid element has contributed to Spain’s reputation and influence being looked upon negatively by some other European countries - Belgium, France, Italy, Norway and Poland.

United kingdomMarca espaJorge marichalArancha gonzNadia calviConfederation of hotelsBrand financeGlobal soft power indexSpain brandMarca españa perceptionSpain tourism coronavirusSpain tourism crisisஒன்றுபட்டது கிஂக்டம்மார்கா எஸ்பாநாடியா கால்விகூட்டமைப்பு ஆஃப் ஹோட்டல்