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'Rising appeal' for Singapore business

Singapore has been ranked among the world’s top country brands in a new survey, expatriate workers planning a move to the south-east Asian state may be interested to hear.

Moving up 11 places to 13th in this year’s Country Brand Index (CBI) rankings, the city-state was also named second best for business, after the US.

Conducted by brand consultancy FutureBrand and public relations firm Weber Shandwick, the annual survey polls 3,000 business and leisure travellers and tracks emerging tourism trends.

Tim Riches, chief executive officer of FutureBrand Singapore, told Media Asia the results were unsurprising as the Lion City’s marketing campaign exemplifies international appeal.

He noted that the survey reveals the "impact of Singapore’s long-term and relatively well-integrated efforts in building the country brand from a strong business base, adding on key components of a compelling lifestyle image".

Other rising stars in the CBI’s rankings include the United Arab Emirates, China and Vietnam, which are all tipped to attract growing numbers of visitors.

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