Morocco's Ascendancy in Global Reputation Rankings
In a remarkable affirmation of its growing stature on the international stage, Morocco has emerged as the country with the most robust reputation in both Africa and the Arab world, securing the 27th position globally in the 2026 RepCore Nations report. This achievement marks a notable ascent of three places from the previous year, reflecting Morocco's enhanced standing among nations worldwide. The findings were shared during an international webinar focused on managing country reputation, where Issam Lotfi, the Chief Strategic Officer at Morocco’s Institut Royal des Études Stratégiques, presented alongside Maria Lypiatska, Head of Brand Ukraine, highlighting Morocco's significant case study in the discussion.
Factors Contributing to Morocco's Reputation Growth
Morocco's impressive rise in the rankings can be attributed to improved perceptions across several critical areas evaluated in the study. These include advancements in technological innovation, effective public resource management, and notable achievements in international sports. Collectively, these elements have contributed to an enhanced overall position in a ranking that measures the admiration, respect, and trust that countries evoke among global audiences. In the 2026 study, Morocco outperformed all its African and Arab counterparts, assessed through a comprehensive framework of 22 attributes across economic, political, social, cultural, and environmental dimensions.
In contrast, Ukraine, the other country featured in the webinar, maintained a stable reputation while showing improvements in security, technological development, and the business environment. These positive perceptions are largely attributed to the admiration and international solidarity that Ukraine has garnered in the wake of the ongoing conflict with Russia.
The broader ranking revealed a decline in reputation among many of the major global economies, with the average score for the 60 largest economies dipping by 0.86 points. Of these nations, 43 experienced declines, while only 14 improved, and three remained stable. Notably, Japan made significant gains, rising seven positions to claim the top spot, surpassing Canada and Switzerland, with Australia and Denmark following closely behind. Meanwhile, Israel faced the largest decline, dropping 7.2 points and losing two positions, while Iran fell to the bottom of the list, and the United States continued to struggle with its reputation among G7 respondents.
The Reputation Lab, responsible for this insightful study, emphasized the economic implications tied to national reputation. A one-point increase in a country's reputation score correlates, on average, with a 7.2 percent increase in tourism revenues and a 1 percent rise in foreign direct investment flows. The 2026 edition of the report drew on an impressive 124,014 evaluations across 36 countries, focusing on the reputations of 74 nations, with the final ranking emphasizing the 60 largest economies as determined by public opinion in G7 countries.
As reported by northafricapost.com.
