Morocco’s Global Reputation in 2024

As part of the work conducted by the Observatory on Morocco's International Image, established in 2015, the Royal Institute for Strategic Studies (IRES) has produced the tenth edition of the global survey on Morocco's reputation. This survey was conducted on behalf of IRES by "Reputation Lab", an international firm specializing in Nation Branding, during the period from March to April 2024. It took place in a global context marked by ongoing conflicts in Europe, notably between Russia and Ukraine, as well as in the Middle East with the War in Gaza. Additionally, the anticipation surrounding the upcoming United States presidential election has contributed to heightened uncertainty on the international stage. In 2024, Morocco's reputation was assessed in 26 countries, a notable increase from the 18 countries evaluated in 2015. These countries are as follows:

• From Africa: South Africa, Algeria, Egypt, Kenya and Nigeria;

• From Europe: Germany, Belgium, Spain, France, Italy, the Netherlands, the United Kingdom and Sweden;

• From America: Brazil, Canada, Chile, the United States and Mexico;

• From the Middle East: Israel and Turkey;

• From Asia and Oceania: Australia, China, South Korea, India, Japan and Russia.

The new "RepCore Nations" methodology, adopted in 2022, has made it possible to classify the 22 attributes (rational levers), which make up the "RepScore" reputation index, according to the following five dimensions: Institutional quality, Quality of life, Level of development, Human factor, and Ethics and responsibility.