Overview: Israel Slips to the Bottom in 2025
Israel has again finished last in the 2025 Global Nation Brands Index, marking the second consecutive year at the bottom of the 50-country ranking. The index, which tracks international perceptions of a country’s image, governance, culture, heritage, and people, recorded a 6.1% drop in Israel’s overall score—the sharpest decline in the history of the rankings. The data underscore growing concerns about how global audiences view the country on a range of soft power indicators.
What the Nation Brands Index Measures
The Nation Brands Index aggregates public sentiment across multiple dimensions, including exports, governance, culture, people, and tourism potential. A country’s score reflects how it is perceived abroad in terms of credibility, safety, openness, innovation, and overall desirability as a destination for business, investment, and travel. When a nation slides in the rankings, observers ask: what changed in the global narrative or within the country to drive that shift?
Why Israel Fell in 2025
Analysts point to a combination of factors contributing to Israel’s decline. Heightened regional tensions, ongoing geopolitical concerns, and mixed global media narratives have likely cooled some international sentiment. In addition, shifts in regional alliances, visa policies, and foreign policy debates in major markets can alter perceptions of a country’s stability and openness. While Israel remains a hub for technology, innovation, and culture, the 2025 index suggests that these strengths are not enough to offset perceived risks or negative perceptions in certain parts of the world.
Implications for Policy and Public Diplomacy
A bottom ranking can have practical consequences. A weaker national brand may influence foreign direct investment, tourism flows, and international collaborations. Governments and private sector leaders often respond with targeted public diplomacy campaigns, trade outreach, and cultural exchange programs to rebuild trust and highlight a country’s strengths. For Israel, the challenge is to balance security concerns with efforts to showcase innovation, resilience, and diverse cultural ties that appeal to a broad international audience.
What Comes Next for Israel’s Global Image
Rebuilding a national brand typically requires a multi-pronged strategy. Clear messaging about economic opportunities, safety, and openness can help reframe perceptions. Strategic cultural diplomacy—art, music, science, and education exchanges—can complement business and tourism initiatives. Countries with similar profiles have found that consistent, people-centered engagement tends to yield gradual improvements in perception scores over time, even amid geopolitical complexity.
What to Watch in Future Rankings
Observers will be looking at whether Israel’s scores recover in the next edition of the index or continue to lag in certain sub-indices such as governance or cultural appeal. The evolving global narrative around technology hubs, regional diplomacy, and cultural diplomacy will likely shape the trajectory of its national brand in coming years.
Conclusion
The 2025 Nation Brands Index serves as a mirror of international sentiment as much as a report of measurable perceptions. Israel’s decline to the last position highlights ongoing challenges in shaping a consistently favorable international image. At the same time, the country’s ongoing strengths in technology, culture, and innovation offer a foundation on which to build a more resilient and positive global brand through proactive diplomacy and people-centered storytelling.
