UK’s image overseas
Released on:
November 2024
Next release:
to be confirmed
For further information, please contact [email protected]
Report highlights
- Overall, the UK’s nation brand remained strong at 5th out of 50 nations in 2024, one place down vs 2023.
- Culture and Tourism remain areas of strength for the UK. Tourism retained 6th place for the fourth year in a row with historic buildings and vibrant cities retaining 5th. Culture dropped one rank to 5th place with all attributes within retaining high ranks; contemporary (4th), sport (5th) and cultural heritage (6th).
- The majority of markets ranked the UK in the top 10 nations. The markets that held the UK in highest regard were South Africa (1st), Canada (3rd), India (3rd), Italy (4th), Japan (4th) and South Korea (4th).
- Those who visit the UK are more likely to rank the UK higher in the NBI. Overall, previous visitors ranked the UK 2nd vs 5th (overall NBI). Tourism and Culture rank 2nd whilst People rises to 4th and welcome improves to 13th.
View the latest report
Report: How the world views the UK - Anholt Nation Brands Index 2024 (Published November 2024)
See the latest NBI 2024 results which painted a detailed picture of how the UK is perceived internationally.
About the survey
The Anholt Nation Brands Index (or NBI) is an annual study amongst c40,000 consumers in 20 panel countries around the world. Adults aged 18 or over who are online were interviewed in each country.
Respondents score 50 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.
