Thailand was recently named 'the best country brand' in terms of value for money in a study by FutureBrand (2007). The study involved a survey of more than 2,600 international travellers, travel industry experts and hospitality professionals. The global study ranked countries according to various criteria including 'safety', 'value for money', 'ability to easily communicate', 'weather', 'natural beauty', 'authenticity', 'art/culture', 'lodging' and 'outdoor activities'. This is a great success for Thailand as a brand, coming a long way from its image as a cheap entertainment destination.