It's nice to be revered, honoured, respected and acclaimed.

To be regarded as the best. Even to be envied.

That's what Japan, Germany, Canada, Italy and Switzerland are feeling as the latest Anholt Nation Brands Index ranks them as the five most admired countries on the planet.

(Petra Hedorfer)

Canada soars

Right off the bat, the 30th annual index points out that 'brand America' has suffered massive damage and Canada is the chief beneficiary.

Between 2005 and 2016, the United States topped the index. With the election of Donald Trump in 2017 it fell to No. 7.

Following his 2024 re-election, the latest 2025 index saw brand USA drop to an unprecedented 14th place as Trump ramped up his disruptive behaviour, rhetoric, tariffs, and warmongering.

After peaking at No. 2 on the index in 2021, my own country of Canada slipped to 6^th but has now rebounded to 3rd on the 2025 index.

"If Canada's performance is anything to go by, it also benefits (from the US faltering)," said Simon Anholt, the creator of the Anholt Nation Brand Index.

"All the available data suggests that a diminished reputation will, in time, produce diminished commercial, cultural and diplomatic returns, and the first signs of this impact on the US economy are already visible.

"Trump's acolytes and imitators around the world would do well to observe that, over time, aggressive nationalism carries an inevitable and potentially huge economic cost."

England-based Anholt is considered the world's leading authority on national image and he has advised presidents, prime ministers and governments of 63 countries.

The index is compiled every year by collecting data and 60,000 online interviews of adults in countries around the world.

People are asked for their perceptions of countries based on a number of criteria from having a competent and honest government, exports, immigration, investment and culture to sports, employability, tourism, education and the welcoming nature of a country's people.

I first heard about the Anholt Nation Brands Index in 2023 at the Germany Travel Mart in Essen.

At a news conference there, German National Tourist Board CEO Petra Hedorfer made a big deal of Germany being No. 1 on the 2022 index, Japan No. 2 and Canada No. 3.

The same trio make up the top three countries in the 2025 index, but this time with Japan in first, Germany in second and Canada third.

Despite the notch down to No. 2 for Germany, Hedorfer still likes to bring up the Anholt Nation Brand Index every year at the Germany Travel Mart news conference because the index is highly respected and Germany consistently performs well.

"Congratulations to Japan, it is also an incredible destination," said Hedorfer at this year's Germany Travel Mart in Oberhausen.

"Germany should also be proud of its 'simply inspiring' positioning in the market based on vibrant cities, safety, history and natural beauty."

With that in mind, Japan is No. 1 because it is safe, organized, efficient and dependable.

It is also an exciting destination, offering the fascinating megatropolis of Tokyo, the beauty of spring cherry blossoms, hiking and sightseeing at Mount Fuji, skiing at Niseko United and an overall blend of ancient tradition combined with high-tech culture.

Considering these factors, Canada also ranks highly due to its first-world safety, trusted and respected government, stable economy, reliable transportation, cosmopolitan cities and natural beauty.

This beauty attracts tourists to see everything from the majestic Bay of Fundy and historic Quebec City to bustling Toronto, the Rocky Mountains, and Vancouver, where mountains meet the sea.

Referring to countries as brands may seem a little strange to some.

But it also makes sense that quality countries are respected and sought-after just as quality clothing, shoe, car, wine, cosmetics and airline brands are.

More information :

https://www.anholt.co/nbi