Morocco’s reputation among G7 countries and Russia ranked it 34th out of the 60 countries with the highest GDP (48.8 points), continuing to enjoy a generally positive international image, according to a report from the Royal Institute for Strategic Studies (IRES).
The report was conducted by IRES in partnership with Reputation Lab, a firm specializing in “Nation Branding” and published on October 31, 2023. The study measures the perceived image of Morocco in 26 countries representative of the five continents.
The data collected between March and April 2023 provide a comprehensive overview of the country’s external and internal reputation, as the period indicated was in a global context marked by the continuing war in Ukraine and the prolonged economic and social effects of the pandemic.
The survey’s ninth edition was based on ethics and responsibility, institutional quality, quality of life, level of development, and human factor dimensions.
In 2023, the Kingdom’s reputation in the G7 countries and Russia is equivalent to that of Peru. It ranks higher than that of the United States, Argentina, and the BRICS, as well as the reputation of all African and Arab countries.
Morocco’s strengths in terms of external reputation lie in the dimensions of “Quality of Life” and “Human Factor.” Specifically, attributes such as “Friendly and Likeable Population,” “Natural Environment,” “Leisure and Entertainment,” “Attractive Lifestyle,” and “Security” continue to be strong factors in the Kingdom’s reputation.
Conversely, evaluations remain generally less favorable for attributes related to the dimensions of “Ethics and Responsibility,” “Institutional Quality,” and “Level of Development.”
The internal reputation index of Morocco in 2023 recorded a score of 61.1 points, which is 2.3 points lower than in 2022. However, Morocco’s internal reputation remains strong, placing the Kingdom among the nations where citizens are less critical of their own country.
Moroccans surveyed believe more than residents of the G7 countries and Russia that they live in a country where security prevails, with a good natural environment and a friendly and likable population. They also consider that Morocco is genuinely engaged with the international community on crucial humanitarian issues, that it advocates for environmental protection, and that it actively mitigates climate change. The clear perception is that the Kingdom boasts a rich cultural heritage, enjoys a favorable business climate, and that it manufactures high-quality products and services.