UK’s image overseas
Released on:
December 2025
Next release:
to be confirmed
For further information, please contact the Research Team
Report highlights
- The UK’s nation brand remained firmly in the top tier, ranking 6th out of 50 nations in 2025.
- Culture and Tourism remain areas of strength for the UK. Culture climbed to 4th place, with all attributes retaining high ranks; contemporary culture (3rd), cultural heritage (7th) and sport (8th). Tourism continues to rank highly at 8th, supported by strong appeal for historic buildings (4th), vibrant city life (6th).
- Despite minor shifts in rank, the UK’s scores increased year-on-year, reflecting competitiveness across all key attributes.
- The majority of markets ranked the UK in the top 10 nations. The markets that held the UK in highest regard were South Africa (2nd), South Korea (2nd), Australia (4th), Canada (4th), India (4th), Italy (4th), Japan (4th) and Poland (4th).
- •Those who visit the UK are more likely to score the UK higher in the NBI across all dimensions and attributes. Welcome and visiting if money was no object (which ranked amongst the lowest out of the attributes we focus on) both saw the largest uplift in score for previous visitors.
View the latest report
How the world views the UK - Anholt Nation Brands Index 2025 (Published 8th December 2025)
See the latest NBI 2025 results which paint a detailed picture of how the UK is perceived internationally.
About the survey
The Anholt Nation Brands Index (or NBI) is an annual study amongst c40,000 consumers in 20 panel countries around the world. Adults aged 18 or over who are online were interviewed in each country.
Respondents score 50 nations (including the UK) on a raft of attributes including tourism, culture and people as well as those relating to exports, governance and immigration / investment.
The overall ‘nation brand’ rank is based on scores across all attributes.
The report also includes analysis of other questions in the NBI survey relating to the familiarity and favourability of a nation.
Further analysis based on NBI
2022 - Perceptions of the UK’s visa processing and expectations of an electronic travel authorisation scheme
2016 - Perception and knowledge of Britain and its competitors in 2016
Further analysis on perceptions
2022 - European post-EU exit research
Survey conducted in 10 European markets in spring 2022 looking at sentiment towards Britain, ID card and passport ownership, and understanding of new rules.
2023 - Welcome, IPS.pdf
Analysis of how welcome visitors to the UK felt in 2023, based on IPS.
