A survey by global brand consultancy FutureBrand of 1,500 travelers, travel industry experts and hospitality professionals reports that Thailand is considered the "Best Country Brand” in terms of value for money, according to the Tourism Authority of Thailand. The Country Brand Index examined how countries can be branded and ranked according to key criteria, including practical needs like safety, value for the money, ability to easily communicate, proximity and weather, as well as natural beauty, authenticity, art/culture, lodging, resort options and outdoor.