The Executive Office today published the ‘Anholt Nation Brands
Index: 2024 report for Northern Ireland'.
This report provides a measure of Northern Ireland's
international reputation.
Main points
- Northern Ireland maintained its mid-level ranking at 25th out
of 50 nations on the Nation Brands Index (NBI) 2024. Ranks are
based on scores from 20 panel nations, and Northern Ireland
achieved its third highest ever score of 61.13 out of 100 in
2024.
- Northern Ireland's highest rank (18th) came from Italy (23rd
in 2023). This was followed by South Korea (22nd), then Germany
and Turkey, both ranking NI 23rd this year. The lowest rankings
came from China (46th) and Saudi Arabia (38th).
- Northern Ireland was ranked 22nd out of 50 nations for
perceptions of its Governance, the consistently highest-ranked
Dimension for Northern Ireland. Immigration and Investment was
ranked 23rd for Northern Ireland, unchanged from 2023, and the
remaining four Dimensions improved their rankings in 2024:
‘Exports' (27th), ‘Culture' (31st), ‘People' (24th), and
‘Tourism' (27th), each up one place compared with 2023.
- Northern Ireland ranked 41st out of 50 for Familiarity, and
58% of people reported they were at least ‘just a little
familiar' with Northern Ireland, up from 51% in 2016.
- Northern Ireland scored 4.62 out of 7 for overall
‘favourability', representing a return to scores seen in 2020.
Despite a drop in scores, however, Northern Ireland maintained
its rank from 2023 of 25th out of 50 participating nations for
‘favourability'.
- Having personal experience of Northern Ireland is associated
with significantly improved ratings on every aspect of
reputation. People who reported buying a product from NI,
visiting a website about NI, or having visited NI for work or
holiday gave higher ratings on average for all 23 ‘Attributes' of
reputation.
About the Anholt Nation Brands Index 2024
The NBI is an annual global survey which evaluates the
international image and reputation of 50 nations across six
dimensions of national competence: Exports; Governance; Culture;
People; Tourism; and Immigration & Investment.
The report, associated data tables, and interactive data
dashboard are available on the Statistics and Research section of
the Executive Office website: www.executiveoffice-ni.gov.uk/topics/statistics-and-research/nation-brands-index.
