The 20 countries with the best reputations

FutureBrand Country Index 2019 results

The FutureBrand Country Index published for the first time since 2014 charts the global perception of 75 different countries, ranking them according to a nation's "brand" power. A country's "purpose" and "experience" are among a number of factors taken into account, as well as tourism potential, heritage and culture and quality of life.

Japan held on to top spot, while Norway climbed four places to second with Switzerland slipping from second to third. Scandinavian nations Sweden and Finland completed the top five.

For the US and UK, the research highlighted their descents as the products of increasingly divisive politics. "They are among the most advanced, democratic and diverse countries in the world, but when it comes to brand strength and attractiveness to visitors and investors alike, their popularity continues to take a nosedive," the report read.

1 Japan
2 Norway
3 Switzerland
4 Sweden
5 Finland
6 Germany
7 Denmark
8 Canada
9 Austria
10 Luxembourg
11 New Zealand
12 United States
13 Netherlands
14 Italy
15 Australia
16 UAE
17 France
18 Singapore
19 United Kingdom
20 South Korea

https://www.traveller.com.au/countries-with-the-best-reputations-futurebrand-country-index-2019-results-h1fp0d