Both stable and shifting at the top
Nine out of the top ten countries in NBI remain the same. Japan holds the most attractive nation brand for the third consecutive year. The United States has seen a significant decline in reputation and, for the first time, is not among the top ten ranked countries. Perceptions of the U.S. government and population have deteriorated considerably, making the country less attractive for talent, investment, and tourism. All panel countries, except India, rank the U.S. lower than the previous year. Meanwhile, perceptions of other Western countries have improved, with Canada making a particularly notable leap.
At the bottom of the list are again Russia, Ukraine, Israel, and Palestine. War and conflict negatively affect a country’s reputation. These countries are also not perceived as being able to offer what many people seek, such as reliable governance, high quality of life, and attractive environments for work and travel.
Robust governance and high quality of life attract people worldwide
Overall associations with Sweden are generally consistent across the globe. Sweden’s strongest area, as in previous years, is governance. The country is primarily associated with democracy and a well-functioning society, which is linked to its long-standing tradition of rule of law, social welfare, and stable institutions. Sweden is also perceived as one of the countries that takes the most international responsibility, for example by fighting poverty. In this area, Sweden ranks 3rd among 50 countries.
Another area of strength for Sweden is talent and investment. The perception of Sweden has been built over a long time and is linked to the idea that life in Sweden is associated with high living standards, quality of life, and equality. Sweden is considered highly attractive for trade, investment, talent, and tourism because it is seen as upholding values that resonate with people in other countries.
Nature – a part of Sweden’s identity
Culture and tourism are relative weaknesses for Sweden, though the rankings are still good in an international comparison. When people are asked to freely associate with Sweden, natural phenomena such as the Northern Lights, mountains, and lakes are often mentioned, indicating that nature tourism is a strong part of Sweden’s image. Cultural elements such as Swedish music, design, and architecture are also frequently and spontaneously mentioned.
NBI also shows that a larger proportion of people who say they have visited Sweden have a positive perception of the country compared to those who have not.
Governance as a Nordic strength
Sweden’s Nordic neighbors have profiles and strengths similar to Sweden’s. Most notably, Sweden, Norway, and Finland are seen as democratic and well-governed countries that take international responsibility. These countries are widely perceived as being competently and honestly governed, contributing to peace, security, green transition, and poverty reduction. The biggest difference among the Nordic countries lies in awareness.
Sweden, Norway, and Finland are relatively unknown outside their immediate regions, although Sweden has a stronger presence. Perceptions of the Nordic countries are based on their similar societal systems and shared values. This benefits Sweden, as it can help strengthen the Nordic region’s collective reputation internationally and, in turn, increase its attractiveness.
Geographical differences in perceptions of Sweden
Perceptions of Sweden vary between countries and over time. However, Sweden is ranked highly not only by Western countries but also by BRICS+ countries, even though the image of Sweden is most positive in the West. Sweden is currently ranked highest in Germany, Canada, and Turkey. In some Western countries, including the UK, France, and South Korea, Sweden has dropped in the rankings compared to 2024. In these countries, perceptions of Sweden’s governance, population, and appeal as a place to live and work have become more reserved. Part of the explanation is that other countries are perceived more positively in these areas. Otherwise, it is too early to say whether the changes for Sweden are part of a longer-term trend.
Among BRICS+ countries such as China, India, Brazil, South Africa, and Saudi Arabia, the most positive perception of Sweden is found in China, where Sweden ranks 12th out of 50 countries, closely followed by Brazil. In the other countries, Sweden is also among the top 20 ranked nations. In Saudi Arabia, the image is not quite as positive as a few years ago, but it has recovered following the Quran burnings and the LVU campaign.