2022-11-15-Ipsos-2022年国家品牌指数_29页_3mb

Overview of the Anholt-Ipsos Nation Brands Index (NBI)
The NBI measures the global perception of 60 nations across six dimensions: Tourism, People, Immigration & Investment, Exports, Governance, and Culture. The 2022 report highlights trends in desire to visit and invest, based on online surveys in 20 core countries, showing both changes and progress since 2012.

Key Topline Findings
Germany returned to the top spot for the eighth year, breaking records, while the UK fell out of the top five for the first time in history. Overall desire to visit decreased from 2021, and desire to invest hit its lowest level since 2016. Russia saw a massive drop of 31 places, ranking 58th, and negative media impact was particularly strong.

Country Rankings Changes
Compared to 2021:

• Top 10 remained largely stable, with Italy (#4), Switzerland (#7), US (#8), Sweden (#9), and Australia (#10) retaining positions despite score declines.
• Significant drops: Russia fell 31 spots, and countries like Ukraine and Israel saw declines.
• Emerging regions like Latin America and Middle East & Africa showed gains, but Asia-Pacific and Western Europe faced challenges.

Desire to Visit Key Drivers
The top drivers include factors from the Tourism and Immigration & Investment indices. Natural beauty and welcoming atmospheres are highly rated, while wanting to live/work or have a close friend drives attraction. Regional trends show Latin America and Middle East & Africa excelling in certain drivers, but North America leads overall since 2012.

Desire to Invest Key Drivers
Key attributes come from the Immigration & Investment indices. Willingness to work/live and quality of life top the list, with drivers like education and creativity gaining traction. Middle East & Africa showed the largest increases in investment willingness, while North America had the smallest gains since 2012.

Conclusion
Overall, key drivers for visit and invest have improved since 2012, with North America leading in performance. However, desire to engage decreased in 2022, especially in key sectors. Regions showed progress, but disparities exist, with North and Europe leading, while emerging regions face obstacles.

For more details, contact the report authors.