Doha – A new report reveals that Morocco’s global reputation has experienced fluctuations in 2024, with a notable decline in Israel attributed to the North African country’s stance on the ongoing Israeli genocide in Gaza.
The tenth edition of the global survey on Morocco’s reputation, conducted by the Royal Institute for Strategic Studies (IRES) and “Reputation Lab” from March to April 2024, sheds light on the country’s international image across 26 nations.
According to the report, published on October 21, Morocco’s external reputation saw an overall improvement in 2024, recovering from the downward trend observed in 2023.
The kingdom ranked 30th out of the 60 countries with the highest GDP, moving up four positions compared to the previous year.
However, the report highlights that Morocco’s reputation remains moderate, with a score not exceeding 50 points out of 100.
The survey findings indicate that Morocco maintained a favorable reputation in key countries such as Egypt, Australia, China, Germany, France, Mexico, the UK, and the US.
Between 2023 and 2024, Morocco’s reputation saw notable improvements in several African nations. In South Africa, the country’s reputation index increased by a significant 7.2 points, while Kenya and Nigeria both witnessed a rise of 3.3 points.
Beyond the African continent, Morocco’s reputation also strengthened in other parts of the world. In Sweden, the kingdom’s reputation index grew by 3.6 points, showcasing an enhanced perception of Morocco in the Scandinavian region.
Similarly, China, South Korea, Mexico, and the Netherlands all recorded an increase of 2.7 points in their assessment of Morocco’s reputation.
Conversely, the country’s reputation was weaker in Israel, Spain, Algeria, and Turkey. The report specifically emphasizes the sharp decline in Morocco’s reputation in Israel, with a decrease of 8.7 points between 2023 and 2024, largely due to the nation’s position on the humanitarian violations in Gaza, which were negatively received by the international community.
The report further analyzes the dimensions shaping Morocco’s external reputation, highlighting strengths in “Quality of Life” and the “Human Factor,” with positive attributes such as a “Friendly and sympathetic population,” an “Educated and reliable population,” and an “Attractive lifestyle.”
Read also: One Year After October 7: Moroccan Jews in Israel Caught Between Two Worlds
However, assessments remain less favorable for dimensions related to “Ethics and Responsibility,” “Institutional Quality,” and the “Level of Development,” particularly in areas like “Ethics and transparency,” “Respect for human rights,” and the “Institutional and political environment.”
Interestingly, the report also examines Moroccans’ perceptions of their own country, revealing that citizens are among the least critical of their homeland. In 2024, Morocco’s internal reputation index reached 64.8 points out of 100, the highest level since 2015.
The dimensions of “Quality of life” and “Institutional quality” showed significant improvements, while other dimensions presented a more nuanced picture.
The report identifies communication opportunities for Morocco to leverage, such as its perception as a safe place to live, with a favorable natural environment and friendly people.
However, it also points out potential reputational risks, as Moroccans are more critical than foreign observers when evaluating aspects like public resource management, the education system, and issues of ethics and transparency.
Furthermore, the report indicates that Morocco is primarily recommended as a destination for tourism and international events, rather than for studies, work, or investment.
This discrepancy is noteworthy, considering the country’s ongoing efforts to strengthen university clusters and enhance the business environment.
The 2024 edition of the survey also introduced questions regarding the Royal Initiative for Atlantic Africa, gauging international awareness and perception of this initiative.
The findings suggest that awareness is highest in Turkey (81%), followed by Nigeria, China, and India (50-65%), while it is significantly lower in countries like the Netherlands, Canada, Belgium, and Sweden (below 20%).
Overall, perceptions of the initiative are largely favorable across the surveyed countries, with a substantial positive impact on Morocco’s external reputation among respondents aware of the initiative.
To significantly improve its internal and external reputation in the future, the report recommends that Morocco undertake far-reaching reforms in the areas of “Ethics and Accountability,” “Level of Development,” and “Institutional Quality.”
Additionally, the report suggests building a strong “Morocco Brand,” adopting a targeted and coherent strategic communications policy, and promoting proactive cultural diplomacy.
