UK’s image overseas
Released on:
December 2023
Next release:
to be confirmed
For further information, please contact [email protected]
Report highlights
- The UK moved up two places in the overall Nation Brands Index in 2023, ranking 4th out of 60 nations.
- The UK held steady at 6th for Tourism and slipped one place to 4th for Culture. All individualattributes related to Tourism and Culture remained stable or improved from the previous year with all but natural beauty ranking within the top 7.
- The UK’s rank for Welcome remained low, dipping to 19th place in 2023 (the lowest rank ever received for this measure).
- New measures for 2023, relevant for tourism, revealed a more competitive landscape for the UK with Safety ranking 14th, Food ranking 21st and Uniqueness coming in at 22nd. New measures are separate to the core NBI measures.
- The UK was most associated with positive personality traits and was seen to be mostly sophisticated, attractive, strong, trustworthy, competent and friendly in 2023 by the panel markets.
View the latest report
Report: How the world views the UK - Nation Brands Index 2023 (Published December 2023)
See the latest NBI 2023 results which painted a detailed picture of how the UK is perceived internationally.
About the survey
The Anholt-Ipsos Nation Brands Index (or NBI) is an annual study amongst 60,000 consumers in 20 panel countries around the world. Adults aged 18 or over who are online were interviewed in each country. In 2023, VisitBritain commissioned research in an additional panel markets; Spain, however this is excluded from the ‘Total’ ranks below which are based on the standard 20 NBI panel countries.
Respondents score 60 nations (including the UK) on a raft of attributes including tourism, culture and people as well as those relating to exports, governance and immigration / investment.
The overall ‘nation brand’ rank is based on scores across all attributes.
The report also includes analysis of other questions in the NBI survey relating to the familiarity and favourability of a nation, personality traits of a nation and perceptions on new topics becoming more important for a nation’s reputation.
Further analysis based on NBI
2022 - Perceptions of the UK’s visa processing and expectations of an electronic travel authorisation scheme
2021 - Where the UK ranks as a next holiday destination
2019 - Reasons to return to a holiday destination
foresight_160_-_film_and_tv_locations.pdf
2017 - Understanding welcome
2016 - Perception and knowledge of Britain and its competitors in 2016
Further analysis on perceptions
2022 - European post-EU exit research
Survey conducted in 10 European markets in spring 2022 looking at sentiment towards Britain, ID card and passport ownership, and understanding of new rules.
