Morocco Rises to 46th in Global Soft Power Rankings, Leads Maghreb Region

With a score of 34.9 out of 100, the kingdom has positioned itself 46th globally out of 120 countries, according to the recent report by the British brand consultancy firm "Brand Finance".

In the MENA region, the kingdom ranked seventh among the 15 listed countries, after the United Arab Emirates (15th globally), Israel (23rd), Saudi Arabia (24th), Egypt (31st) and Kuwait (36th). Algeria (75th globally) and Tunisia (76th) follow the kingdom in the Maghreb region. The ranking does not include Mauritania and Libya. Egypt ranked first in Africa (31st globally), followed by South Africa (34th).

Globally, the United States is in the lead with a score of 70.7, followed by the United Kingdom (score of 64.9), Germany (score of 64.6), China (score of 64.6) and Japan (score of 63.5).

Although ranked in the top 50 for its soft power, Morocco has plummeted to the bottom of the ranking when it comes to the indices related to education (97th in the ranking) and the people’s relationship to values (71st in the ranking).

To recall, the study analyzes a nation’s ability to influence, whether through attraction or persuasion, the behavior and preferences of various actors on the international stage, including political regimes, businesses, and communities. The Covid-19 pandemic has had a significant impact on the ranking.