Spain has ranked 12th among the world’s 60 largest economies for international reputation in the RepCore Nations 2026 study, placing ahead of the United Kingdom, Germany, France and the United States.
The study, based on public-opinion surveys in 36 countries, describes Spain’s overall reputation as ranging from positive to very positive, according to Cinco Días. Corporate Reputation Lab said Spain scored above the average for the world’s 60 largest economies across all 22 attributes measured in its RepCore Nations model.
Spain’s improvement came as the average reputation of the world’s leading economies continued to decline, while Corporate Reputation Lab described Spain’s profile as robust and highly consistent.
Where Spain ranks in the RepCore Nations 2026 list
Japan took first place in the 2026 ranking after climbing seven positions, overtaking Canada and Switzerland.
The top 15 countries in the ranking are:
- Japan
- Canada
- Switzerland
- Australia
- Denmark
- Norway
- Italy
- Finland
- New Zealand
- Sweden
- Netherlands
- Spain
- Ireland
- Portugal
- Austria
Why Spain’s reputation is rated positively abroad
Spain’s reputation strengths include lifestyle, leisure, culture and gastronomy, safety, respect for human rights, social wellbeing and cultural heritage. Corporate Reputation Lab also identifies sporting success as a strong asset.
Cinco Días reported that national reputation is built over the long term and can affect a country’s ability to attract investment, tourism and talent, as well as the competitiveness of its companies abroad.
Which countries view Spain most favourably
Spain’s reputation is described as excellent in Germany and Poland. Spain is reported to be viewed positively in Canada, Australia, Morocco and most European countries.
In the United States and most Latin American countries, Spain’s reputation is described as moderate. In China, Spain’s reputation is weak, largely because of a lack of knowledge about the country, according to Cinco Días.
Direct experience is a major factor in Spain’s image
According to Cinco Días, direct experience has more credibility in shaping a country’s reputation than news reporting, promotional campaigns or artificial intelligence. This can include visiting or living in Spain, having friends, acquaintances or colleagues from the country, doing business with Spanish companies, or buying Spanish products.
Spain receives millions of holiday and business tourists, attracts students and professionals, and has thousands of companies operating internationally.
Spain’s weaker scores: technology, education and products
Spain scores below its overall reputation in perceptions of being technologically advanced, the quality of its education system, and the quality of its products and services, according to Cinco Días.
The newspaper said these areas are particularly weaker when Spain is compared with G7 economies.
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