This report provides a measure of Northern Ireland’s international reputation, following an annual global survey which evaluates the international image and reputation of 60 nations across six Dimensions of national competence: Exports; Governance; Culture; People; Tourism; and Immigration & Investment. Northern Ireland has maintained its mid-level ranking at 25th out of 60 nations, achieving an all-time high score of 61.62 out of 100 in 2023. Note: Northern Ireland has the second-smallest population of the 60 nations included in the index.
In relation to the dimensions tourism and culture, the following key findings can be highlighted:
- Northern Ireland maintained its mid-level ranking at 25th out of 60 nations on the Nation Brands IndexSM (NBI) 2023. Northern Ireland achieved an all-time high score of 61.62 out of 100 in 2023.
- Northern Ireland ranked in the top half of nations despite having the second-smallest population of the 60 nations included in the index.
- The only Dimension to improve its ranking was ‘Culture’, up two places this year to 32nd from 34th in 2022.
- 35% said they were ‘likely to visit NI in the next five years for business or leisure’, up 4% from 31% in 2022. NI received its highest rank from the UK (11th) followed by Italy and USA (both 14th) in terms of likelihood of visiting NI compared with other countries in the next five years. Least likely to visit NI are China (55th) and Russia (51st).
- Approx 19% reported having visited NI either for business (9%) or holiday (11%). Of the 20 panel nations, NI received its highest rank from respondents from the UK (14th) with 33% of these participants reporting having visited NI. 18% participants from the USA reported having visited NI, resulting in NI’s second highest rank (18th) from the 20 panel nations.
- ‘Rich in natural beauty’ is not only a high-ranking attribute but also Northern Ireland’s highest scoring attribute with an average score of 5.21 out of 7 (66% of people ‘agreed’ that NI is a nation ‘rich in natural beauty’). Since 2016, ‘Natural beauty’ has been the highest scoring attribute for NI, and NI’s natural beauty has been consistently ranked in the top 25 nations meaning it is one of NI’s strongest and most well-known attributes.
- Having had exposure to Northern Ireland through visiting websites and buying products or services or from visiting for business or holiday is associated with significantly higher ratings on all dimensions of reputation compared with people who do not have those types of exposure to NI.
- Mean scores for NI who had previously purchased a product/service from NI or visited a website were 74.03 (Tourism) and 68.86 (Culture) against an overall NBI score of 70.24.
- Mean scores for NI who had previously visited NI were 73.98 (Tourism) and 70.80 (Culture) against an overall NBI score of 71.87.
- Results indicated that having personal experience of Northern Ireland positively influences how people see NI.
Ranks and Scores of attributes
In 2023, two of Northern Ireland’s top-ranking attributes were for ‘behaving responsibly to protect the environment’ (21st out of 60) and for being ‘rich in natural beauty’ (21st). The higher the rank, the more positively a country is viewed on the attribute compared with other countries.
Tourism moved down one rank from last year, from 27 to 28 (out of 60 nations), although its score increased by 0.2 to 66.63 (out of 100). This increase was less than the average score for Tourism across all 60 nations (+0.24).
Culture is the only Dimension of the six to have increased in rank in 2023, rising to 32nd from 34th place in 2022, though it remains the lowest ranking Dimension for Northern Ireland. Northern Ireland’s score for Culture also increased from 2022 (+ 1.20 to 60.57 in 2023 ). This increase was larger than the increase in the average score for Culture across all 60 nations (+0.69).
