The Kingdom of Morocco has achieved a significant milestone in its international standing, ranking 27th globally in the RepCore Nations 2026 classification. This marks an impressive rise of three places from the previous year, solidifying its position as the leading nation both in Africa and the Arab world in terms of reputation. The findings, unveiled during an international online seminar that discussed the management of national image and the influence of reputation on external standing, reveal a marked improvement in Morocco's international assessment across various sectors. This progress is particularly noteworthy considering that the reputation of most major economies has declined, underscoring the significance of Morocco's advancement beyond mere numerical ranking.
Morocco, along with Ukraine, was highlighted during the seminar, which featured discussions led by Essam Lotfi, the Chief Strategy Officer at the Royal Institute for Strategic Studies, and Maria Libyatska, President of the Brand Ukraine initiative. The conversation focused on how countries can cultivate their reserves of trust, admiration, and respect within the international public sphere. Morocco's enhanced image can be attributed to its advancements in technology and public resource management, complemented by its growing sports presence and notable achievements on the global stage. This has propelled its position forward in an index based on a broad spectrum of economic, political, social, cultural, and environmental criteria.
The importance of this ranking is further underscored by the global context in which it was assessed. Among the sixty largest economies included in the final ranking, 43 countries experienced a decline compared to the previous year, while only 14 nations made strides. Three countries maintained their prior standings, and the overall reputation average dropped by approximately 0.86 points. The Moroccan advancement is part of a broader trajectory that has witnessed the country expand its economic, tourism, and sports presence in recent years, alongside significant infrastructure development and openness to foreign investments and markets.
Tourism plays a crucial role in this equation, not only serving as a source of revenue but also acting as one of the most impactful tools in shaping external perceptions of any country. The increase in tourist arrivals in Morocco signifies a broader engagement with the kingdom's culture, cities, and tourism infrastructure, transforming visitors from mere consumers to potential ambassadors of the nation abroad. According to Reputation Lab estimates, there is a clear correlation between improved national reputations and economic interests, as a one-point increase in the reputation index is typically associated with a 7.2% rise in tourism revenue, alongside an approximate 1% growth in foreign direct investment flows.
Consequently, reputation has transcended its former status as a merely moral or media-related issue, becoming an integral part of national competitiveness. A positive image can significantly influence a tourist's choice of destination, an investor's decision-making, and overall confidence in the economy and its products. This underscores the importance of improving national reputations as a multifaceted endeavor that intersects politics, economics, culture, and sports.
This latest advancement for Morocco is part of a cumulative effort linked to initiatives launched over the past two decades under the vision of His Majesty King Mohammed VI, aimed at modernizing the economy and infrastructure, enhancing the country’s attractiveness for investment, and establishing Morocco as a vital link between Africa and Europe while remaining open to its international surroundings. The ramifications of this approach are evident in the expansion of sectors such as industry, tourism, transport, and energy, alongside investments in ports, airports, road networks, and railways. Additionally, sporting achievements and hosting major events have added another dimension to Morocco's soft power, enabling the kingdom's image to reach a broader international audience.
Improvement in Morocco's ranking is not a mere byproduct of promotional campaigns but reflects a gradual accumulation of efforts aimed at making the external image a true reflection of internal realities. A nation’s reputation becomes more entrenched when the narratives about it are grounded in experiences that tourists, investors, and foreign partners can directly validate.
On a global scale, the classification revealed notable shifts, with Japan ascending seven positions to claim the top spot, overtaking Canada and Switzerland, followed by Australia and Denmark. The top ten also included Norway, Italy, Finland, New Zealand, and Sweden. Conversely, Israel experienced the largest score decline within a single year, continuing its accumulated decline since 2022, while Iran languished at the bottom of the rankings. The United States remained among the countries with poor reputations according to evaluations from participants within the G7 nations.
The RepCore Nations 2026 classification is based on over 124,000 assessments collected across 36 countries, encompassing a study of 74 nations, with the final ranking focusing on the world’s 60 largest economies by GDP, relying on 22 indicators to measure how the international public perceives these nations. For Morocco, the significance of its 27th place lies in the continuation of its upward trajectory and its retention of the top position in both Africa and the Arab world. However, the broader value of this achievement lies in the ability to transform this trust and positive image into sustainable returns in tourism, investment, and the economy, making international reputation one of the fruits of a long developmental path outlined by the royal vision, with its outcomes gradually manifesting in the kingdom's standing beyond its borders.
As reported by middle-east-online.com.
