These are the countries with the best global reputations

Japan has been named as the country with the best global reputation in the world, according to a new report.

The Asian nation – which has long been loved for its kind locals, rich culture and delicious food – has been credited for being environmentally friendly, having a favourable quality of life and a ‘strong export business of culture’, according to the The FutureBrand Country Index 2019.

The Index, published for the first time since 2014, measured ‘the strength of perception of countries around the world’ by questioning 2,500 people for its global sample via an online interview and also through analysing social media conversations.

Norway was awarded second place in the Index followed by Switzerland and Scandinavian neighbours, Sweden and Finland.

European nations made up most of the top ten, with Germany, Denmark, Austria and Luxembourg taking sixth, seventh, ninth and tenth place respectively with Canada listed as the country with the eighth best global reputation.

The UK dropped seven places from the 2014 report, coming in at 19, while the US dropped five places, listed at number 12.

According to the World Tourism Organization, tourism in Japan has seen six straight years of double-digit growth – something expected to continue with the Rugby World Cup being held in Japan this year and the summer Olympics held there next year.

Social media could also have a part to play in this growth. The report stated: “Of the top 10 countries in this year’s Index, Japan has the second-highest number of social media mentions, according to Weber Shandwick’s social listening analysis. The diversity of topics discussed on social media reveals what a multifaceted destination Japan is.”

The report also highlights a link between the daily choices of those interviewed for the Index and their perception of a country, noting that, “Global trends such as mindfulness, conscious consumerism, experience as the new currency, the growth of the gig economy and remote working both aided by advances in technology, reflect a big change in the small decisions our survey participants are making in their everyday lives.

“Respondents are choosing cities and countries that align with their choices and beliefs about lifestyles, values, the environment, and technology.”