The UAE and Qatar both feature in the top 10 list for nation brand strength, placing third and ninth respectively, according to Brand Finance's 'October 2015 Nation Brands' report. The report recorded Singapore as the world's strongest nation brand in 2015, followed by Switzerland. Singapore is now seen as modern, innovative, industrious, welcoming to outsiders, culturally rich and has left its neighbours, including Malaysia, far behind. Tourism was found to be the weakest point of Singapore's brand strength score. However, it is steadily being improved upon by the 'Your Singapore' campaign, which seeks to showcase Singapore's variety by allowing people to craft a personalised experience.