Morocco ranked 34th out of 60 countries assessed for their reputation among the G7 countries, in addition to Russia.
Morocco’s Reputation in 2023 Study, conducted by the Royal Institute for Strategic Studies published on Tuesday, was carried out between March and April 2023, and unfolds amidst the ongoing conflict in Ukraine and persisting repercussions of the global health crisis.
Morocco’s reputation remained positive in 2023 in Egypt, Australia, China, France, Germany, the United Kingdom, and the United States. However, it declined in Spain, Sweden, and Algeria, as well as in Chile, South Africa, South Korea, and Kenya, where the reputation score ranged between 35 and 45 points out of 100.
Morocco’s external reputation improved notably in Egypt, Japan, Nigeria, and Spain. Conversely, it declined in South Africa, Russia, Kenya, Chile, and Sweden.
Regarding the historical development of Morocco’s reputation from 2015 to 2023, the country generally experienced positive trends, particularly in Germany, France, Italy, the Netherlands, and the United Kingdom.
Positive trends were also observed in Canada, the United States, Australia, China, and Japan. Significant progress was noted during this period in South Africa, Nigeria, and Spain.
Morocco’s external reputation was characterized by strengths in “quality of life” and “human factor,” with attributes such as “friendly and hospitable population,” “natural environment and entertainment,” and “attractive lifestyle.”
On the other hand, attributes related to “ethics and responsibility,” “institutional quality,” and “development level” showed a decreasing trend in recent years.
The report noted that while Morocco’s external reputation experienced some fluctuations in different dimensions, it remains robust overall, and attention should be given to improving aspects related to ethics, responsibility, institutional quality, and development level to maintain and enhance the country’s international image.
Morocco’s internal reputation, on the other hand, remained strong, with Moroccans generally expressing a positive view of their country despite some fluctuations in specific attributes.
It’s worth noting that the methodology of the report incorporated 22 attributes categorized into five dimensions: institutional quality, quality of life, development level, human factor, ethics, and responsibility.
In 2023, the reputation of all countries assessed by the citizens included in the G7 group and Russia exhibited a decline, partly due to the ongoing conflict in Europe between Russia and Ukraine.
Additionally, global standards for environmental, social, and governance aspects, along with the implementation of the 2030 Sustainable Development Plan, played an increasingly significant role in shaping a country’s reputation.
This shift highlighted the growing importance of ethics and responsibility in reputation building, encompassing attributes related to “environmental protection,” “climate change mitigation,” “respect for human rights,” “effective use of public resources,” and “ethics and transparency.”
Another notable dimension in reputation-building in 2023 was “institutional quality,” which gained prominence. Among the countries with strong external reputations, Switzerland maintained its leading position, followed by Sweden, Canada, and New Zealand. Ireland rounded out the top ten, joining the list of nations with the best external reputations according to G7 citizens, in addition to Russia.
The countries at the bottom of the ranking remained consistent in 2022 and 2023 and included Russia, Iran, Iraq, China, Pakistan, Nigeria, Saudi Arabia, Bangladesh, Ethiopia, Venezuela, Colombia, and Algeria.
Among the 60 countries with the highest gross domestic product, Qatar, Israel, and Russia saw the most significant declines in their external reputation indices between 2022 and 2023. However, Morocco also experienced a slight decline of 0.7 points, placing it at the 34th position in 2023.
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