The Anholt-Ipsos Nation Brands Index is an annual online study amongst 20,000 consumers in 20 panel countries around the world. (In 2019, VisitBritain sponsored an extension of the survey in two additional markets, Spain and Netherlands.) Respondents score 50 nations on a raft of attributes including some relating to tourism, culture and welcome as well as those relating to exports, governance and immigration. Respondents are representative of the online population in each market.
The UK has a well rounded nation brand, ranked in the top five for four out of 6 dimensions that make up the nation brand rank.
The overall nation brand is made up of scores for six dimensions: Tourism, Culture, People, Immigration-Investment, Exports and Governance. Looking at the dimensions relevant for tourism, the UK ranked 4th out of 50 nations for Tourism and 5th for Culture.
Our strongest Tourism dimensions is for our 'vibrant city life and urban attractions', ranked 4th. ‘Being 'rich in historic buildings and monuments' is also highly ranked in 5th. In 2019, the aspirational 'would like to visit if money was no object' moved down a rank to 6th. Our strongest Culture element is for 'contemporary culture', which rose one place in the 2019 results to 3rd, with ‘excels at sport’ second in 5th place. Our 'cultural heritage' ranked 7th out of 50.
Natural beauty remains a weaker attribute for the UK. After peaking in 2015 at 18th it is now ranked 26th, after holding the 24th place for the past three years. Perceptions of welcome – 'if visited, the people would make me feel very welcome' – dropped one place to 16th this year, although the UK ranked 7th in the People dimension overall.
Across the other dimensions, the UK retained its 4th ranking for Exports and Immigration-Investment and lost one rank for Governance to 11th.
The table below shows in more detail how well Britain performed across Tourism, Culture, People, Exports, Immigration and Investment, and Governance.
UK’s ranks for all dimensions and attributes
|Hexagon dimensions / attribute||UK rank in 2019||Hexagon dimensions / attribute||UK rank in 2019|
|Rich in historic buildings & monuments||5||If visited, people would make me feel very welcome||16|
|Vibrant city life & urban attractions||4||Would like a person from country as a close friend||4|
|Would like to visit if money was no object||6||Would employ well-qualified person from country||4|
|Rich in natural beauty||26|
|Interesting & exciting for contemporary culture||3||Major contributor to innovation in science & technology||5|
|Excels at sport||5||Feel better about buying products if made there||4|
|Has a rich cultural heritage||7||Creative, cutting edge ideas & new ways of thinking||5|
|Willing to live & work there for a substantial period||3||Competently and honestly governed||12|
|A place with a high quality of life||6||Respect the rights of citizens & treats with fairness||10|
|A good place to study for educational qualifications||2||Behaves responsibly in int. peace & security||12|
|Has businesses I'd like to invest in||6||Behaves responsibly to protect the environment||13|
|Cares about equality in society||10||Behaves responsibly to help reduce world poverty||8|
Read our full report on how the world views Britain (PDF, 1.83MB). Published December 2019