A global study conducted by US News & World Report, in collaboration with Wharton and WPP, has revealed which countries enjoyed the best international reputation in 2024. To compile the ranking, more than 17,000 people evaluated 87 countries based on 73 attributes, grouped into ten categories such as quality of life, cultural influence and ease of doing business.
The ranking, based on perceptions rather than objective data, places Switzerland in first position, standing out for its stability, high quality of life and strong financial sector. It is followed by Japan, the United States, Canada and Australia. Economic strength continues to carry significant weight: the US and Japan excel in innovation and business leadership. Spain ranks 19th, slightly above the halfway point in the table.
The study also highlights the rise of countries in Asia and the Middle East in global perception, thanks to their investments in tourism, technology and economic diversification. The United Arab Emirates, Singapore and South Korea have all climbed the rankings, reflecting an increasingly multipolar world.
Although the study measures opinions rather than figures, it provides an interesting snapshot of how countries’ international prestige is perceived in a changing global landscape.
