Morocco maintains its spot among Africa’s most influential nations – Global Soft Power Index
Morocco has maintained its position at the 50th rank in the 2025 edition of the “Global Soft Power Index,” published by Brand Finance.
The country ranks highly among African nations, coming in third in the continent, behind Egypt (38th) and South Africa (41st).
Morocco rounds out Africa’s top three, securing the 50th position globally with 40.6 points. The kingdom excels in reputation and cultural heritage. Notable improvements include significant gains in “science and education,” which rose by 11 spots, and “people and values,” which climbed 6 places, reflecting Morocco’s growing reputation for generosity, tolerance, and inclusivity.
Additionally, Morocco’s performance benefitted from advancements in “governance.”
Yet, like its continental counterparts, there is room for improvement in media communications and scientific advancement.
Brand Finance’s latest Global Soft Power Index which revealed a shifting landscape of influence across Africa, with only three nations securing positions in the world’s top 50 most influential countries, showed however notable movements in the rankings with Côte d’Ivoire’s impressive 14-position gain and Sudan’s 18-position decline, reflecting the impact of regional stability on international influence.
The comprehensive study, analyzing 193 nations through the lens of soft power metrics, offers insight into the continent’s growing global presence.
Soft power is a nation’s ability to influence others through attraction and persuasion in areas like culture, politics, and values.
The study’s methodology encompasses extensive surveying of over 170,000 individuals across 101 markets, evaluating nations on criteria including business relations, international diplomacy, and cultural impact.
This comprehensive assessment highlights both the progress and persistent challenges facing African nations in building global soft power, with governance and educational development emerging as key areas for future growth.
The US, China, and the UK top the 2025 rankings, with Japan and Germany rounding out the top five.
