In the survey’s five-year history, Canada has ranked first in three of those years and has never placed lower than second place.
Take off, Switzerland.
Canada has once again been named the world’s most reputable country on the Reputation Institute’s 2015 Country RepTrak. In the survey’s five-year history, Canada has ranked first in three of those years and has never placed lower than second place.
The Reputation Institute bills itself as “the world’s leading consulting and advisory firm for reputation.” The CountryRepTrack ranks the 55 countries with the highest GDP, based on data comprised of online surveys of 48,000 consumers in the G8 industrialized nations: France, Germany, Italy, the United Kingdom, Japan, the United States, Canada, and Russia. An additional 30,000 people from 12 countries outside the G8, including China, India and Brazil.
Survey participants were asked three broad questions about a country’s overall reputation: Did the respondents have a “good feeling” about the country; did they admire or respect it; did they trust the country and did they think it had a “good overall reputation?” Other attributes asked to be considered include its physical beauty, food, sports and entertainment experiences offered, and whether they produce high-quality products and services.
Here are the top 10 countries on the 2015 Country RepTrak:
- Canada (with a score of 78.1)
- Norway (77.1)
- Sweden (76.6)
- Switzerland (76.4)
- Australia (76.3)
- Finland (75.1)
- New Zealand (75)
- Denmark (74.5)
- The Netherlands (73.7)
- Belgium (72.3)
And the United States? It did not even crack the top 20. At No. 22, it ranks just beneath Thailand and Singapore. Since the survey’s inception, the U.S. has never placed in the top 10. For what it’s worth, the U.S. has seen an improvement of 9.6 points since the survey began. It does rank third (behind Japan and Germany) as the most technologically advanced, but ninth on global culture (here Italy and France takes the Nos. 1 and 2 spots).
America ranks just 19th for its natural beauty. Canada also tops that list, along with Australia, Norway, Switzerland and New Zealand. This is a key factor that influences tourism, which is how a good reputation in part pays off. International tourist arrivals increased by 4.4 percent last year to 1.135 billion, according to the report. Growth is expected to increase by 3 percent to 4 percent this year.
“When people perceive a country positively based on their direct experiences and through the lends of others, that translates into increased tourism dollars, Fernando Prado, managing partner at Reputation Institute, said in a statement. “That’s because a country’s reputation dictates supportive behaviors such as the willingness of people to visit that country.”