Morocco has retained its 50th position globally in the 2025 Soft Power Index published by Brand Finance, scoring 40.6 points out of 100. This solidifies its leadership in the Maghreb region, ranking significantly ahead of its neighboring countries.
According to the latest rankings, Algeria dropped to 78th place, losing five spots compared to 2024, while Tunisia fell to 79th, slipping two places. Meanwhile, Libya and Mauritania ranked 133rd and 150th, respectively.
The Soft Power Index evaluates countries based on 55 key criteria, including international reputation, global influence, culture and heritage, education and research, business and trade, governance and values, international relations, media and communication, tourism, and technology and innovation. These factors are assessed through extensive global surveys.
On the Arab level, the United Arab Emirates leads the region, securing 10th place globally with a score of 60.4 points, followed by Saudi Arabia (20th, 55.6 points), Qatar (22nd), and Egypt (38th, 45.4 points).
Globally, the United States retained its top position with 79.5 points, followed by China, which climbed to 2nd place with 72.8 points, surpassing the United Kingdom for the first time. The report attributes China’s rise to its efforts in enhancing its global image, particularly through the Belt and Road Initiative.
The report also highlighted a decline in rankings for several Middle Eastern countries, although Abu Dhabi remained an exception, thanks to its strong reputation in business, trade, and international relations. Additionally, countries engaged in military conflicts continue to lose ground, with Israel falling to 33rd place—its lowest ranking ever—while Ukraine ranked 46th, reflecting divided global perceptions of the ongoing Russia-Ukraine war.
As for Morocco, its stable ranking is attributed to its success in positioning itself as a top cultural and tourism destination, as well as its growing diplomatic ties, particularly with Africa and Europe. The country’s balanced foreign policy and proactive diplomatic efforts have also contributed to its solid standing in the index.
