The Anholt Nation Brands Index®: 2024 report for Scotland

Scotland’s six dimensions of reputation

The NBI explores a country’s image by examining six dimensions of national competence, all of which are weighted equally and together to make up the NBI score.^[21][22] Each dimension is comprised of various attributes. The six dimensions and their associated attributes are:

• Exports: Perceptions of products and services from each country; their view of a country’s contribution to innovation in science and technology, and the degree to which a country is recognised as a creative place.
• Governance: Perceptions of a country’s government competency and fairness, as well as its perceived commitment to global issues such as peace, poverty, and the environment.
• Culture: Perceptions of a country’s cultural heritage; appreciation of its contemporary culture and perceptions of its sporting excellence.
• People: A country’s reputation for employability; how open and welcoming is people are perceived to be; appeal of the people on a personal level.
• Tourism: The level of interest in visiting a country and the draw of it’s natural beauty, historic built environment and city attractions.
• Immigration and Investment: A country’s appeal as a place to live, work, invest or study, how people perceive a country’s economic and social situation.

Figure 6 displays Scotland’s 2022 and 2024 performance across the six dimensions. Overall Scotland has a strong and balanced image, and is rated as a Top 20 country on five of the six dimensions of reputation, which is comparable to the 2022 results. Scotland ranks well relative to other NBI countries on Governance, People and Tourism.

Analysis suggests that when comparing Scotland’s scores on the six dimensions to the average of all other countries, Scotland performs statistically significantly better on Governance, People, Tourism, and Immigration & Investment, but not on Exports and Culture. For the attributes underlying these six dimensions, Scotland scored significantly better than the average of other countries on all attributes apart from “Science & Technology”, “Creative Place”, “Sports”, “Vibrant City” and “Investment in Business”.

In 2024, Scotland’s rank, relative to its 2022 rank, was higher on four of the six dimensions (Exports, Governance, Culture, and People) and maintained on the Tourism and Immigration and Investment dimensions.

Scotland’s most positive dimension in terms of rank in 2024 was People (11^th out of 50), while Scotland’s least positive dimension was Exports (22^nd). Similarly to the 2022 survey, Exports was Scotland’s only dimension to rank outside of the Top 20. See Figure 5.

The following section investigates each of the six dimensions in turn.^[23]

Exports

The Exports dimension aims to provide a sense of the economic strength and potential of a country, by asking three questions which cover the following attributes:

1) whether a country makes a major contribution to innovation, science and technology;

2) whether respondents would feel better or worse about buying products from a country;

3) and whether a country is a creative place with cutting-edge ideas and new ways of thinking.

Table 4 shows that Scotland received an overall score of 59.1 for the Exports dimension in 2024 (down from 59.3 in 2022). This gave Scotland a ranking of 22^nd out of the 50 participating nations in 2024 (down from 21^st in 2022). This is the lowest score and rank that Scotland received for any dimension.

Respondents in the United Kingdom^[24] (9^th), Germany (16^th) and the United States, Italy, and China (all 17^th) gave Scotland the highest rankings for Exports overall. Respondents in Saudi Arabia (33^rd) and Argentina (29^th) gave Scotland the lowest rankings for Exports.

Figure 7 below illustrates Scotland’s Exports score and rank from 2008 to 2024. Despite the small decrease in score from 2022 to 2024, overall Scotland’s Exports score has been increasing since 2008. Scotland’s Export ranking has been consistently stable over time, fluctuating slightly between 21^st and 23^rd place but with no notable changes in position since 2008.

Exports attributes^[25]

The scores for each of Scotland’s attributes in the Exports dimension were very similar in 2024 and 2022. The highest scoring attributes in the Exports dimension were ‘Products and services’ and ‘Country as a creative place’, scoring the same in 2024 as in 2022 (both receiving a score of 4.6 out of 7.0). The score for ‘Contribution to innovation and science’ remains unchanged from 2022, but the rank has improved.^[26]

When attribute scores were compared with other participating nations, Scotland ranked relatively high for its ‘Products and services’ (18^th). However, Scotland’s ‘Contribution to innovation and science’ (24^th), and ‘Country as a creative place’ (22^nd), ranked outside the Top 20. ‘Contribution to innovation and science’ remains Scotland’s lowest ranked attribute across the six dimensions.

Governance

The Governance dimension aims to explore perceptions of how a country is governed domestically, by asking five questions which cover whether a country:

1) is competently and honestly governed;

2) respects rights of its citizens and treats them with fairness;

3) behaves responsibly in international peace and security,

4) behaves responsibly to protect the environment;

5) and behaves responsibly to help reduce world poverty.

Governance, perceived as one of Scotland’s strongest national competencies, ranked 12^th across all 50 countries in the Index. Table 5 shows that Scotland’s score for the Governance dimension decreased slightly from 64.9 in 2022 to 64.0 in 2024, and its rank decreased by one place (from 11^th in 2022 to 12^th in 2024). In 2022 Governance was Scotland’s highest ranking dimension, but this was not the case in 2024.

Respondents in in the United Kingdom (6^th), Italy (10^th), and Australia (10^th) ranked Scotland the highest for Governance overall. Respondents in Saudi Arabia (26^th), India (21^st) and South Korea (21^st) gave Scotland the lowest rankings for Governance.

Notably, respondents in the USA ranked Scotland 3^rd in 2022, but 15^th in 2024. Scotland’s scores from respondents in the USA on each dimension of Governance only decreased slightly in 2024 compared to 2022, suggesting that the shift in rank may be due to changes in how respondents in the USA have scored other countries on dimensions of Governance, rather than Scotland. Due to contractual obligations, Scottish Government is not permitted to analyse the data of other NBI countries and so cannot investigate this change in rank from the USA further.

Figure 8 below illustrates Scotland’s Governance score and rank from 2008 to 2024. Since 2009, Scotland’s Governance score has been steadily increasing. The rank has overall increased overtime but has fluctuated between 14^th and 11^th. As discussed above, the rank is relative to other countries and is therefore influenced by changes in scores of other countries.

Governance attributes^[27]

In 2024, all but two attributes of Scotland’s Governance dimension marginally decreased in score, with “Environmental protection” and “Efforts to reduce global poverty” scores remaining consistent with 2022. Scotland’s attribute scores for the Governance dimension in 2024 ranged from 4.6 (‘Efforts to reduce global poverty’) to 5.0 (‘Fair and respectful of citizens’ rights’).

In 2024, only one attribute of Scotland’s Governance dimension increased in rank from 2022, “Efforts to reduce global poverty”, which rose two ranks from 14^th to 12^th. The remaining attributes of Governance either decreased or maintained in rank. When attribute scores were compared to other participating nations, however, Scotland ranked within the Top 15 for all the Governance attributes.

Culture

The Culture dimension measures three elements of a country’s cultural reputation, by asking three questions which cover whether a country:

1) excels at sports;

2) has a rich cultural heritage;

3) and is an interesting and exciting place for contemporary culture such as music, films, art and literature.

Table 6 shows that Scotland received an overall score of 63.9 for the Culture dimension in 2024, a small decrease from 2022. Scotland’s rank also decreased by one place (from 15^th in 2022 to 16^th in 2024). It is notable that Scotland’s overall rank decreased slightly, while the rank of each attribute which makes up the Culture dimension increased. This implies that the individual rank of each attribute of Culture improved compared to 2022 because other countries performed worse in those specific areas. However, Scotland’s overall culture rank decreased because other countries improved their average scores more than Scotland did across all attributes, which pushed Scotland down in the overall ranking. Due to contractual obligations, it is not possible to investigate the ranks and scores of other countries.

Scotland received its highest rank from respondents in the United Kingdom (9^th)^[28], Italy and Australia (both 10^th). Respondents in Saudi Arabia (28^th), Argentina (25^th) and Mexico (24^th) ranked Scotland the lowest for Culture.

Figure 9 below illustrates Scotland’s Culture score and rank from 2008 to 2024. Scotland’s Culture score shows an upward trajectory, however the rank has fluctuated between 15^th and 19^th, suggesting that while Scotland’s international reputation for culture is improving, so is that of other countries in the survey.

Culture attributes^[29]

Scotland’s attribute scores for the Culture dimension ranged from 4.4 (‘Excellence at sports’) to 5.2 (‘Cultural heritage’) in 2024, with scores remining generally consistent with 2022 scores. The attribute ‘Excellence at sports’ was one of Scotland’s lowest scoring attributes in both 2022 and 2024.

When attribute scores were compared with other participating nations, Scotland ranked relatively high for its ‘Cultural heritage’ (10^th) and ‘Contemporary culture’ (11^th), both in the Top 15. However, ‘Excellence at sports’ ranked outside the Top 20 at 24^th. While Scotland’s overall Culture rank decreased by one in 2024, each attribute within Culture increased by one, including ‘Excellence at sports’.

People

The People dimension explores respondents’ perceptions of people in Scotland, by asking three questions which cover the following attributes:

1) would people from the country make you feel very welcome;

2) would you like a person from the country as close friend

3) and would you be willing to hire well-qualified people from the country.

In 2024, People was Scotland’s highest ranking dimension of reputation. The People dimension ranked 11^th across all 50 countries in the Index. Table 7 shows that in 2024 Scotland received an overall score of 68.0, a marginal decrease from 2022 (68.2). Scotland continues to be highly regarded for its People dimension, featuring in the Top 15 countries overall since 2020.

Canada (3^rd), the United States, United Kingdom, Sweden and Australia (all 4^th) ranked Scotland’s People dimension the highest. Respondents in Saudi Arabia (23^rd), Brazil, India (both 22^nd) and South Africa (21^st) ranked Scotland the lowest. In 2022, China ranked Scotland lowest at 22^nd, but in 2024 China ranked Scotland relatively highly at 14^th. Indeed, ranks across all of the nations that ranked Scotland most poorly in 2022 (China, Russia, South Korea and Argentina) improved by multiple ranks in 2024.

Figure 10, below, illustrates Scotland’s score and rank for People from 2008 to 2024. Scotland’s People score has steadily improved over time, with a corresponding increase in rank in recent years. This reflects consistent progress in Scotland’s absolute performance in People, and a gradual improvement in this relative to other countries in the survey.

People attributes^[30]

Scotland’s attribute scores for the People dimension ranged from 5.0 (‘Make you feel welcome’ and ‘Friendly’) to 5.2 (‘Valuable employees’) in 2024, remaining unchanged from 2022.

When attribute scores were compared with other participating nations, Scotland ranked relatively high for all the People attributes, all of which ranked in the Top 10. All of the attributes increased in rank in 2024, apart from “Makes you feel welcome”, which decreased by one rank. In particular, “Valuable employees” improved considerably in rank in 2024 (17^th in 2022 to 3^rd in 2024), and although the score remains the same. This suggests that the change in rank is due to other countries receiving lower scores on this attribute, pushing Scotland up the rankings. ‘Valuable employees’ is now the top ranked attribute for Scotland across all dimensions (3^rd).

Tourism

The Tourism dimension focuses on respondents’ perceptions of a country’s attractiveness as a tourist destination, by asking four questions which cover the following attributes:

1) willingness to visit the country should money be no object;

2) whether the country is rich in natural beauty;

3) whether the country is rich in historic buildings and monuments

4) and whether the country has a vibrant city life and urban attractions.

Table 8 shows that Scotland’s score for the Tourism dimension decreased from 72.3 in 2022 to 72.1 in 2024. Tourism continues to be one of Scotland’s strongest dimensions, ranking 12^th out of the participating countries in both 2022 and 2024. This dimension received the highest score and the second highest rank.

Respondents in the United Kingdom (2^nd), Australia (3^rd), Germany (4^th), Sweden (5^th), France (6^th), the United States (7^th), Italy (8^th) and Canada (10^th) all ranked Scotland in the top 10 nations for tourism. Saudi Arabia (21^st) ranked Scotland the lowest, but all other ranks were in the top 20.

Figure 11 below illustrates Scotland’s Tourism score and rank from 2008 to 2024. Scotland’s Tourism rank has remained mostly unchanged since 2008, dropping from 12^th to 13^th only twice over the period. After an unprecedented drop in Scotland’s Tourism score in 2020 likely due to the Covid-19 pandemic, the score has now increased to above pre-pandemic levels.

Tourism attributes^[31]

Scotland’s attribute scores for the Tourism dimension range from 5.0 (‘Vibrant cities and urban attractions’) to 5.6 (‘Natural beauty’). Two attributes remained the same from 2022 (Vibrant cities and urban attractions, and Historic buildings and monuments). The score for ’Natural beauty’ decreased slightly from 2022 and 2024, and ‘Would visit if money were no object’ increased slightly in score. ‘Natural beauty’ is Scotland’s highest scoring attribute across all dimensions.

Scotland ranked in the top 20 for all attributes of Tourism. Two attributes increased in rank (‘Would visit if money were no object’ and ‘Vibrant cities and urban attractions’), one maintained (‘Historic buildings and monuments’) and one decreased (‘Natural beauty’).

Immigration and Investment

The Immigration and Investment dimension explores whether respondents perceive a country to be a good place to live, work, study and invest in, by asking five questions which cover the following attributes:

1) willingness to live and work in the country for a substantial period;

2) whether the country is a place with a high quality of life;

3) whether the country is a good place to study for educational qualifications;

4) whether the country has businesses you’d like to invest in;

5) and whether the country cares about equality in society.

Table 9 shows that Scotland’s score for the Immigration and Investment dimension increased from 62.7 in 2022 to 63.6 in 2024. Scotland was ranked 15^th out of 50 participating nations in 2024, up two places from 2022. See Table 9.

Respondents in the United Kingdom^[32] (7^th), Australia (9^th) and Sweden (10^th) gave Scotland the highest rankings for Immigration and Investment. Scotland received its lowest rank from respondents in Saudi Arabia (24^th), followed by South Korea (20^th).

Figure 12 below illustrates Scotland’s Immigration and Investment score and rank from 2008 to 2024. Scotland’s scores show a steady upwards trend, with rank remaining relatively stable but fluctuating over time. This suggests that other countries are also improving their scores in this dimension of reputation over time, keeping Scotland’s ranking relatively stable.

Immigration and Investment attributes^[33]

Scotland’s attribute scores for Immigration and Investment ranged from 4.4 (‘Business to invest in’) to 5.5 (‘Quality of life’). All of the Immigration and Investment attributes have increased slightly in score between 2022 and 2024 apart from ‘Equal opportunity’ which decreased slightly. See Table 9.

When attribute scores were compared to other participating nations, Scotland ranked within the Top 20 for all of the Immigration and investment attributes. Five attributes improved by multiple ranks between 2022 and 2024, and one (‘Quality of life’) maintained. See Table 9.

Summary

Using the concept of the NBI hexagon, the 23 attributes across the six dimensions are visually summarised in Figure 14 (see next page), where the centre of the circle represents the position of rank 60 (least reputable), and the outer circle represents the first (most reputable) position.