Sweden Ranks Highest in Survey of Country Reputation
Sweden ranks the highest atop the latest list of the world's most reputable countries, in the 2016 Country RepTrak®, the world's largest annual survey of country reputations.
"The 2016 Country RepTrak® shows that traditional, objective measures, such as size and economic output have little bearing on the general public's emotional connection to a nation," said Nicolas Trad, executive partner at the Reputation Institute. "Being welcoming, safe and beautiful are the top three drivers of a country's reputation, and nations with a strong reputation are better positioned to welcome more tourists, increase exports, improve diplomacy and attract foreign investment, knowledge and talent."