Icex (Invest in Spain ) | Spain is once again ranked first in Europe and third in the world in the Country Brand Ranking Tourism 2019-2020, which measures the appeal of the country brand of about 200 countries. The report points to possible threats to this position: Hong Kong has already overtaken Spain, while the “United Kingdom and Italy are approaching at a good clip”. The two latter countries appear to be the “two new international giants”, rising five and three places respectively in the world ranking.