Publication - Research and analysis

The Anholt Nation Brands Index®: 2024 report for Scotland

Published: 23 January 2025
From: Director-General Strategy and External Affairs
Directorate: Performance, Delivery and Resilience Directorate
ISBN: 9781836912446

This report discusses the 2024 findings from the Anholt Nation Brand Index® survey. NBI data are used to report on the International Indicator on 'Scotland's reputation'.

Supporting documents

Annex A: NBI Scotland’s dimensions and attributes by demographic group^[34] ^[35]

This Annex contains tables of Scotland’s score and rank for each of six dimensions and their underlying attributes broken down by gender, age, occupation and tourism.

Table 10: NBI Familiarity with Scotland by gender, age, occupation and tourism (2024)
	Familiarity Rank	Familiarity Score
Gender: Male	26	71.1
Gender: Female	24	64.9
Age: 18-29	35	62.9
Age: 30-44	30	69.8
Age: 45 +	24	66.9
Occupation: Business/Executives	22	80.1
Occupation: Other	26	63.3
Visited Scotland: Yes	27	75.1
Visited Scotland: No	29	55.2
Visited a Scottish Website: Yes	30	74.2
Visited a Scottish Website: No	23	59.7

Table 11: NBI Favourability towards Scotland by gender, age, occupation and tourism (2024)
	Favourability Rank	Favourability Score
Gender: Male	14	5.0
Gender: Female	13	5.0
Age: 18-29	24	4.7
Age: 30-44	15	5.0
Age: 45+	10	5.0
Occupation: Business/Executives	13	5.2
Occupation: Other	12	4.8
Visited Scotland: Yes	13	5.1
Visited Scotland: No	12	4.7
Visited a Scottish Website: Yes	14	5.1
Visited a Scottish Website: No	9	4.8

Table 12: NBI Scotland's reputation score for Exports by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Exports Overall	59.3	58.9	58.9	61.2	57.7	63.5	57.4	61.4	55.0	62.2	55.0
Contribution to innovation and science	4.4	4.4	4.3	4.5	4.3	4.6	4.3	4.5	4.1	4.5	4.1
Products and Services	4.7	4.6	4.6	4.7	4.6	4.9	4.5	4.8	4.4	4.8	4.4
Country as a creative place	4.6	4.6	4.6	4.7	4.5	4.8	4.5	4.7	4.4	4.8	4.3

Table 13: NBI Scotland's reputation rank for Exports by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Exports Overall	22	21	23	22	20	22	22	22	22	23	22
Contribution to innovation and science	24	24	27	25	23	24	24	24	25	25	23
Products and Services	17	18	19	19	16	18	18	19	16	19	14
Country as a creative place	22	23	24	24	23	22	23	23	22	23	22

Table 14: NBI Scotland's reputation score for Governance by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Governance Overall	64.8	63.2	62.3	65.1	64.2	68.1	62.4	66.3	60.0	66.7	60.4
Competent and honest	4.9	4.7	4.6	4.9	4.8	5.0	4.7	4.9	4.6	5.0	4.6
Fair and respectful of citizens’ rights	5.0	4.9	4.8	5.0	5.0	5.2	4.9	5.1	4.7	5.1	4.7
International peace and security	5.0	4.9	4.8	5.0	4.8	5.2	4.8	5.1	4.6	5.1	4.7
Environmental protection	4.9	4.8	4.8	4.9	4.8	5.1	4.8	5.0	4.6	5.0	4.6
Efforts to reduce global poverty	4.6	4.6	4.5	4.7	4.5	4.8	4.5	4.7	4.3	4.8	4.3

Table 15: NBI Scotland's reputation rank for Governance by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Governance Overall	12	12	15	14	11	12	12	12	12	14	11
Competent and honest	13	13	20	14	12	15	13	14	12	14	13
Fair and respectful of citizens’ rights	12	12	14	15	11	12	12	13	13	14	11
International peace and security	11	9	15	8	11	9	10	9	11	11	10
Environmental protection	12	12	13	12	12	11	11	12	12	13	11
Efforts to reduce global poverty	12	11	15	13	12	12	13	12	13	13	10

Table 16: NBI Scotland's reputation score for Culture by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Culture Overall	64.0	63.9	63.1	65.2	63.4	68.0	62.4	65.9	60.4	66.8	60.7
Excellence at sports	4.4	4.4	4.4	4.5	4.4	4.7	4.3	4.5	4.2	4.6	4.2
Cultural heritage	5.2	5.2	5.0	5.2	5.2	5.5	5.1	5.3	5.0	5.4	5.0
Contemporary culture	4.8	4.8	4.8	4.9	4.7	5.0	4.7	4.9	4.6	5.0	4.6

Table 17: NBI Scotland's reputation rank for Culture by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Culture Overall	16	14	20	19	12	16	16	15	16	18	15
Excellence at sports	23	25	23	25	23	24	24	25	24	26	23
Cultural heritage	10	9	14	10	8	10	10	10	10	10	9
Contemporary culture	13	12	17	13	10	10	12	10	13	13	10

Table 18: NBI Scotland's reputation score for People by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
People Overall	67.9	68.0	66.9	68.7	68.0	72.1	66.3	70.6	63.2	71.3	63.5
Make you feel welcome	5.0	5.0	4.9	5.0	5.0	5.3	4.9	5.2	4.7	5.2	4.8
Friendly	5.0	5.0	5.0	5.1	5.0	5.3	4.9	5.2	4.7	5.3	4.7
Valuable employees	5.2	5.2	5.1	5.2	5.1	5.4	5.1	5.3	4.9	5.4	4.9

Table 19: NBI Scotland's reputation rank for People by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
People Overall	13	7	14	13	8	9	9	9	12	12	9
Make you feel welcome	11	8	11	11	8	6	9	8	11	12	8
Friendly	12	8	13	13	7	6	10	6	12	13	8
Valuable employees	14	12	17	12	14	12	13	12	16	13	12

Table 20: NBI Scotland's reputation score for Tourism by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Tourism Overall	71.6	72.6	70.0	72.4	72.9	76.0	70.5	74.6	67.5	75.0	68.2
Would visit if money were no object	5.3	5.4	5.3	5.4	5.4	5.7	5.3	5.6	5.1	5.6	5.1
Natural beauty	5.5	5.6	5.3	5.5	5.6	5.7	5.4	5.7	5.3	5.6	5.3
Historic buildings and monuments	5.3	5.3	5.1	5.3	5.3	5.6	5.2	5.5	5.0	5.5	5.1
Vibrant cities and urban attractions	5.0	5.0	5.0	5.1	5.0	5.3	4.9	5.2	4.8	5.2	4.8

Table 21: NBI Scotland's reputation rank for Tourism by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Tourism Overall	12	9	18	11	8	9	12	9	13	12	8
Would visit if money were no object	12	10	16	13	8	8	10	10	12	12	9
Natural beauty	9	9	13	9	7	7	9	8	11	9	8
Historic buildings and monuments	10	9	12	10	10	9	10	10	10	10	9
Vibrant cities and urban attractions	16	18	25	24	16	16	18	17	23	20	17

Table 22: NBI Scotland's reputation score for Immigration and Investment by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Immigration and Investment Overall	64.6	62.5	64.6	66.1	61.2	68.3	61.7	66.0	59.2	68.0	57.6
Willingness to live and work	4.8	4.7	4.9	4.9	4.6	5.1	4.6	4.9	4.4	5.1	4.3
Quality of life	5.1	5.0	5.1	5.1	5.0	5.3	5.0	5.2	4.8	5.3	4.8
Educational qualifications	4.9	4.9	4.9	5.0	4.8	5.2	4.8	5.0	4.6	5.1	4.6
Business to invest in	4.6	4.3	4.6	4.7	4.3	4.8	4.3	4.6	4.2	4.8	3.9
Equal opportunity	4.9	4.8	4.8	4.9	4.8	5.1	4.7	5.0	4.6	5.1	4.6

Table 23: NBI Scotland's reputation rank for Immigration and Investment by gender, age, occupation and tourism (2024)
	Gender: Male	Gender: Female	Age: 18-29	Age: 30-44	Age: 45+	Occupation: Business/ Executive	Occupation: Other	Visited Scotland: Yes	Visited Scotland: No	Visited a Scottish Website: Yes	Visited a Scottish Website: No
Immigration and Investment Overall	16	16	16	16	15	15	15	17	15	17	15
Willingness to live and work	14	10	14	13	13	13	13	12	13	15	10
Quality of life	18	16	16	18	17	17	17	18	16	18	17
Educational qualifications	16	14	17	17	15	13	17	14	16	16	15
Business to invest in	18	15	21	17	15	14	14	18	13	20	15
Equal opportunity	10	12	14	11	11	13	10	11	12	13	11

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Email: socialresearch@gov.scot

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Information

Annex A: NBI Scotland’s dimensions and attributes by demographic group[34] [35]

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Annex A: NBI Scotland’s dimensions and attributes by demographic group^[34] ^[35]