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The Royal Institute for Strategic Studies (IRES) has released the tenth edition of Morocco's Global Reputation Study in partnership with Reputation Lab, an international consulting agency specializing in national branding management and development.
The research was conducted between March and April 2024 against a backdrop of ongoing conflicts in Europe (Russia and Ukraine) and the Middle East (the war in Gaza), as well as the upcoming presidential elections in the United States, creating a climate of uncertainty on the international stage.
Morocco's reputation in 2024 was evaluated across 26 countries, including South Africa, Algeria, Kenya, Nigeria, Spain, France, Brazil, Chile, the United States, Israel, and Turkey.
Within the G7+Russia, Morocco ranked 30th out of 60 countries with the highest GDP, moving up four places from its ranking in 2023. Despite this progress, Morocco's external reputation remains average, with a reputation index of just 50 out of 100 points.
In the G7+Russia, Morocco's reputation surpasses that of the United States, Argentina, various African and Arab nations, and the BRICS grouping, with Brazil being the only exception.
Morocco's reputation declines among Algerians and Israelis
Morocco's reputation this year was strong in Egypt, Australia, China, Germany, France, Mexico, the United Kingdom, and the United States, while it was notably low in Israel, Spain, Algeria, and Turkey.
Between 2023 and 2024, Morocco's external reputation improved in some African countries, with increases of 7.2 points in South Africa and 3.3 points in Kenya, as well as a rise of 3.6 points in Sweden and 2.7 points in China, South Korea, Mexico, and the Netherlands. The largest decline occurred in Israel, with a drop of 8.7 points.
Most attributes contributing to Morocco's external reputation showed positive growth between 2015 and 2024. However, dimensions related to «level of development», «institutional quality», and «ethics and responsibility», which had previously been on an upward trend, began to decline or at least stabilize.
The «sporting success» attribute, which was exceptionally high in 2023 due to the Moroccan football team's historic achievement at the 2022 World Cup in Qatar, saw a slight decline in 2024.
Domestically, Morocco's reputation remained strong but fluctuated. Citizens were notably less critical of their country, scoring 64.8 out of 100—3.7 points higher than in 2023—marking the Kingdom's highest level of domestic reputation since 2015.
