Tourexpi
Germany Leads Europe in Nation Brands Index 2025
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.
Image
Credit: © Tourexpi
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