Morocco Leads Maghreb Nations in Global Soft Power Rankings

With a score of 40.6 points out of 100, Morocco ranks 50th globally in the latest 2025 Global Soft Power Index published by Brand Finance, thus maintaining its position in the previous ranking. In the Maghreb, it ranks first ahead of Algeria (78th globally) which has lost five places and Tunisia (79th globally) which has fallen back two places. As for Libya and Mauritania, they take 133rd and 150th place respectively.

With a score of 60.4 points, the United Arab Emirates (10th globally) rise to the top of the ranking in the Arab world. They are followed by Saudi Arabia (20th with 55.6 points), Qatar (22nd) and Egypt (38th with 45.4 points).

With a record score of 79.5 points, the United States remains at the top of the global ranking. They are followed by China, which for the first time has surpassed the United Kingdom, with 72.8 points, its highest historical ranking. This advance is explained by the strategic efforts made by Beijing to strengthen its global image, particularly through the projects of the Belt and Road Initiative. The United Kingdom thus falls back one point and closes the top 3.

The Global Soft Power Index is based on a study conducted with more than 170,000 people in more than 100 countries, in order to collect data on the global perceptions of the 193 UN member states. The study highlights perceptions of national brands, provides an in-depth analysis of the evolution of Soft Power status as nations face major global changes and challenges.