Soft Power Index: Morocco Leads Maghreb Region, Ranks 3rd in Africa in 2024

Rabat – Morocco ranked as the third most influential country in Africa, following Egypt and South Africa, and tops the list of Maghreb countries.

According to the Global Soft Power Index 2024 from British consultancy Brand Finance, Morocco leads the Maghreb region as the most influential country.

The Global Soft Power Index ranks countries based on their ability to exert influence beyond the military and economy.

Brand Finance evaluated soft power tracks eight criteria including business and commerce, governance, international relations, cultural heritage, media communication, education and science, people and values, and sustainable future.

The assessment aims to measure a country’s ability to shape global narratives and perceptions among 193 United Nations member states.

On a global level, Morocco secured its place as the 50th most influential country, marking an improvement from its previous ranking of 55th.

Meanwhile, Egypt and South Africa continue to dominate the ranking in Africa, ranking 39th and 43rd respectively. Together, these African nations showcase the continent’s potential to shape global discourse and influence international agendas.

The United States maintains its position as the foremost leader in soft power, followed closely by the United Kingdom and China. Japan and Germany round out the top five.

In the Arab world, Morocco holds the seventh position, preceded by the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Egypt, and Oman.

Despite its commendable performance in certain soft power indicators such as familiarity and reputation, Morocco faces challenges in areas such as business and commerce, governance, and education.

Morocco’s least performing sub-indexes were media and communication, as the country claimed the 89th place internationally. The country’s ranking in education and sciences was equally near the bottom at the 89th place.

In recent years, Morocco has been deploying significant resources to enhance its position on various fronts. This has been reflected by its selection as the host nation for several prestigious events.

Morocco hosted the inaugural edition of Gitex Africa in Marrakech last year, showcasing a significant focus on technology and innovation.

As Gitex Africa prepares for its second edition on May 29-31, 2024, it serves as a vital platform for discussions on diverse themes and the exploration of cutting-edge developments in technology, innovation, and startup ecosystems across Africa.

Events like Gitex Africa play an essential role in boosting Morocco’s soft power as well as improving the country‘s position as a hub for innovation, in addition to advancing international collaboration and partnerships.