The survey, which ranks countries in terms of their brand strength in relation to tourism, placed New Zealand just behind the US, Canada and Australia and ahead of France, Italy, Japan, Great Britain, Germany and Spain.
New Zealand also made it into the top five 'Best Country Brands' for safety, natural beauty, families, environmentalism, and outdoor activities and sports, as well as being one of the top five countries people want to visit or return to.
FutureBrand Chief Executive Tim Riches said the 100% Pure New Zealand campaign had shown clarity and consistency over the last three years, helping New Zealand rise to the challenges facing global tourism.
The FutureBrand CBI is a comprehensive survey of approximately 3,000 international business and leisure travellers from nine countries. It ranks countries in terms of their brand strength and identifies emerging global trends in travel and tourism.
And here's how Futurebrand did it.