2020 Best Countries Report

Having been fifth in 2019, the UK ranked sixth - behind Switzerland, Canada, Japan, Germany and Australia in the 2020 Best Countries report. (We are slipping: we ranked third in 2017.)

The rankings are based on how global perceptions define countries in terms of a number of qualitative characteristics, impressions that have the potential to drive trade, travel and investment and directly affect national economies. The report covers perceptions of 73 nations. It is published by US News & World Report; the model has been developed by BAV Group and the Wharton School of University of Pennsylvania (specifically Professor David J. Reibstein).

A set of 65 country attributes were identified, and were presented in a survey of more than 20,000 people from across the globe. Participants assessed how closely they associated an attribute with a nation.

Each country was scored on each of the 65 country attributes and those attributes were grouped into nine sub-rankings: Adventure, Citizenship, Cultural Influence, Entrepreneurship, Heritage, Movers, Open for Business, Power and Quality of Life.


2020 Best Countries Report


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