The Reputation Institute's annual Country RepTrak survey measures the reputations of 55 countries based on levels of trust, esteem, admiration and respect. The study polls 48,000 people representing G8 countries and explores the perception of 16 attributes including whether each country is viewed as:

  • a safe place to visit
  • a beautiful country
  • having friendly and welcoming residents
  • having progressive social and economic policies
  • being run by an effective government

Canada's reputation has remained consistent over the past six years

This year, Norway, Sweden, Switzerland and Australia round out the top five countries listed in the survey. Canada gained the top spot by placing first in the category of "appealing environment," fifth for "advanced economy," and fourth for "effective government." Canada has placed first or second overall for the past six years.

Country reputation linked to levels of happiness and peace

Although Canada ranks fifth in Foreign Direct Investment, and has North America's most popular jurisdiction for foreign capital investment within its borders, the report found no link between a country's reputation and the size of population or GDP.

However, the authors of the report claim levels of happiness and peace are associated with better country reputations. All but one of the top 10 most reputable countries also occupied top 10 positions of the World Happiness Report; and all 10 ranked among the top 25 of the Global Peace Index, a listing of 162 countries.

Countries with good reputations attract tourists and FDI

According to the report, a positive country reputation has many benefits and can be linked to an increase in the number of tourists, exports, FDI, foreign knowledge and talent, and improved public diplomacy.



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