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.

Further information relating to the collection and production of the statistics can be obtained by contacting:

Analytical Unit
The Executive Office
Castle Buildings
Stormont Estate
Belfast
BT4 3SR

Telephone: 028 9052 0021
E-mail: analyticalunit@executiveoffice-ni.gov.uk

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