Morocco climbed five spots in the 2024 Global Soft Power Index, landing at 50th among the most influential countries. This international ranking, published by the British firm Brand Finance, considers the soft power of all 193 UN member states. Morocco remains the top-ranked Maghreb country and sits on the podium for most influential African nations. Brand Finance highlights a «significant» improvement in Morocco's sustainable future index, which jumped ten places. The country also saw gains in media and communication (up eight places) and science and education (up four places). The ranking considers various performance indicators developed by Brand Finance, including business and commerce, governance, and cultural heritage. The United States retained its top spot globally, followed by the United Kingdom and China. Japan and Germany round out the top five. This survey-based ranking is conducted by experts from Brand Finance, who interview over 100,000 people in more than 100 countries.
