Germany Leads Europe in Nation Brands Index 2025

Germany

Germany maintains its strong international reputation, ranking second globally and first in Europe in the Anholt Nation Brands Index 2025 – with culture and tourism as key strengths

Germany continues to enjoy an outstanding global image. In the Anholt Nation Brands Index (NBI) 2025, the country ranks second worldwide among 50 nations – behind Japan and ahead of Canada, Italy, and Switzerland. Within Europe, Germany once again takes the top position, continuing its long-standing leadership among 30 European nations included in the index.

Strong Cultural and Tourism Appeal

For Destination Germany, maintaining 10th place in the tourism category and advancing in the perception of culture from 6th to 3rd place are particularly significant. Within tourism-related aspects, historic buildings and vibrant cities remain central to Germany’s positive image, confirming its reputation as a country rich in heritage and urban energy.

A Stable Image in Challenging Times

“Against the backdrop of global multilateral crises and conflicts, the consistently strong image of Destination Germany makes an important contribution to successful positioning in the international competition among tourist destinations,” said Petra Hedorfer, CEO of the German National Tourist Board (GNTB). “This enables us to promote Destination Germany credibly as a quality travel destination – particularly for city and cultural tourism – and to further strengthen the economic value added of inbound tourism, which according to IPK International amounted to €77.7 billion in 2024.”

How the World Sees Germany

A special analysis commissioned by the GNTB found that international tourists associate Germany primarily with qualities such as fascinating, exciting, and educational, followed by relaxing and romantic. For cultural visitors, the strongest associations include cultural heritage, local traditions, culinary experiences, architecture, and art, museums, and festivals, along with multicultural events, music, street art, and performing arts. These perceptions align closely with the GNTB’s strategic focus on positioning Germany as a leading destination for city and cultural tourism, and as a service-oriented, high-quality travel brand.

About the Nation Brands Index

The Anholt Nation Brands Index (NBI), developed by British policy advisor Simon Anholt, has been measuring the brand value of the world’s leading economies since 2005. Based on surveys in 20 countries, the NBI evaluates 50 nations across six key dimensions: exports, governance, culture, people, tourism, and immigration/investment, comprising a total of 23 indicators.

With its consistently high rankings and strong cultural reputation, Germany continues to represent one of the most trusted and admired national brands in the world.