According to the results of the Reputation Institute’s annual Country RepTrak® study, Sweden is the most open and progressive of the 55 countries surveyed. Sweden’s excellent reputation is largely based on the friendliness and hospitality of its citizens. The beauty of the country, its accessible nature and its relationship to ethics also win many points.
Sweden regained first place in the ranking, a performance already achieved in 2016. The survey measures how countries around the world are perceived and estimated. In addition, the country is attractive to tourists who want to visit places with a good reputation, and also to foreign companies and investments. In this year’s ranking, Sweden is followed by Finland, Switzerland, Norway and New Zealand.
Sweden scores highest in the « most ethical country » category and is highly regarded for its social and economic policies. The good image can be explained by the fact that Sweden strongly promotes gender equality and also sets the tone in terms of technical innovation.
« I am convinced that the results are based on the fact that our social model not only generates growth but also brings freedom, equality and security. More and more people understand that inequality is a major obstacle to economic development in the world, » says Prime Minister Stefan Löfven.
In addition, Sweden, 97% of whose area is uninhabited, also marks with its scenic beauty: dense forests, over 100,000 lakes and countless islands off the coast provide the best scores. The combination of wildlife and dynamic cities, such as Stockholm and Gothenburg, make it an attractive destination for active and culturally interested holidaymakers who avoid crowded places and prefer to explore an authentic destination.