After a decline in 2022, the desire to visit nations has increased to record-high levels in 2023. A key driver analysis reveals which reputational aspects are most impactful on global respondents’ desire to visit nations:
- The most important drivers come from the Tourism, Immigration and Investment, and People Indices of the Nation Brands Index hexagon.
- A country’s natural beauty is the most important reputational aspect driving the desire to visit a nation.
- Willingness to work and live in a country is the second most important driver, followed by the desire to have a citizen from the country as a close friend.
The newest Nation Brands Index (NBI) results will be released in November of this year and will reveal the 2023 Overall Nation Brands Index (NBI) country ranks and explore new sustainability attributes.
The Nation Brands Index has measured the perception of nations around the world since 2008 across six different categories: Exports, Governance, Culture, People, Tourism, and Immigration and Investment. Over 60,000 online interviews were conducted in 2023 across 20 panel countries with adults aged 18 or over, measuring the perceptions of 60 nations.