Morocco has Maghreb’s most influential ‘soft power’- Brand Finance

Morocco outperformed the rest of the Maghreb ranking first in the Global Soft Power index 2023, underscoring the country’s efforts to polish its image and expand its influence globally.

Soft power refers to a nation’s ability to influence others through non-coercive means, such as culture, values, and foreign policy.

Morocco jumped four places taking the 50th seat globally and the third in Africa, in a ranking that covered 193 UN member states.

The United States and the United Kingdom were ranked as the most influential soft power nations in the world, followed by China, surpassing both Japan and Germany.

Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 respondents.

The index has found that at a time of global uncertainty and instability, economic credentials are increasingly important contributors to a nation’s soft power