Canada named most reputable country in the world

by Ray Clancy on July 24, 2015

Canada has been named as the most reputable country in the world in 2015, overtaking Switzerland in the largest annual survey of 55 of nations.

Since the RepTrak survey from international consultants the Reputation Institute began in 2010, Canada has ranked first all but two of those years and never fallen below second place.


Canada has been named most reputable country in the world, according to the Reputation Institute

This year in second place is Norway, followed by Sweden, Switzerland, Australia, Finland, New Zealand, Denmark, the Netherlands and then Belgium.

‘When people perceive a country positively based on their direct experiences and through the lens of others that translates into increased tourism dollars. That’s because a country’s reputation dictates supportive behaviours such as the willingness of people to visit that country,’ said Fernando Prado, managing partner at the Reputation Institute.

In 2015 three measures were used to gauge the public’s perception of 55 countries; effective government, appealing environment, and advanced economy. Countries with strong reputations are perceived positively in all three dimensions.

Canada, the United States, and Mexico all improved their reputations. Historically, the reputation of the United States was poor, however, it has now improved 20% to an average reputation under the Obama administration and is now stable.

Latin America is improving its reputation overall, but Brazil is experiencing a decline in reputation. Spain, Portugal, Italy, and Ireland have improved their reputations due to improvements in certain economic indicators.

Japan has the best reputation in Asia and Asian countries are improving their reputations, however, their reputations are still weak overall, while Russia’s reputation is declining due to the crisis in Ukraine and Crimea’s annexation.

Canada’s top ranking is a testament to the global desire to come and visit the country, according to Jon Mamela, chief marketing officer of Destination Canada.

‘We know that a country’s reputation is its calling card, opening the doors to tourism, trade, investment and academic excellence to name but a few benefits. The study by the Reputation Institute shows clearly that perception of a country translates into economic benefits when people want to visit that country as well as live, work or study there,’ he added.

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