Overview: A Historic Low in Global Perception
Israel has slipped to the bottom of the 2025 Global Nation Brands Index, marking its second consecutive year at the last position in the 50-country survey. The latest report highlights the sharpest decline in the index’s history, with Israel’s overall score shrinking by 6.1% year over year. This collapse in perceived national brand value underscores growing international skepticism and signals wide-ranging implications for diplomacy, tourism, investment, and cultural export.
What the Nation Brands Index Measures
The Nation Brands Index evaluates how a country is perceived on an international stage, considering factors such as government effectiveness, quality of life, business environment, cultural influence, and tourism appeal. Researchers gather data from experts and cross-country sentiment indicators to generate an overall snapshot of a nation’s soft power. When a country experiences a rapid decline, it often reflects a combination of geopolitical tensions, media narratives, and shifts in economic confidence.
Factors Behind Israel’s Decline
Analysts point to a convergence of issues driving Israel’s downdraft in 2025. Key drivers include heightened regional instability in the Middle East, ongoing security concerns, and complex geopolitical dynamics that influence global perceptions of risk and stability. Additionally, international debates around policy, humanitarian concerns, and the pace of regional diplomacy appear to have tempered enthusiasm about Israel’s broader appeal as a destination for business and tourism.
Geopolitical Context
Geopolitics play a pivotal role in nation branding. The 2025 results suggest that regional tensions have amplified risk perceptions among foreign observers, impacting investor confidence and international collaboration. While Israel remains a leader in tech innovation and scientific research, those strengths are increasingly weighed against broader political narratives that shape how the world views the country.
Economic and Tourism Implications
With a weaker overall brand, Israel could experience secondary effects on foreign direct investment, export opportunities, and inbound tourism. Brands with low perception scores often face higher marketing costs to attract visitors, partners, and skilled professionals. Conversely, sectors such as tech and cybersecurity continue to offer enduring value, potentially offsetting some reputational headwinds through demonstrable success stories.
What This Means for Policy and Strategy
Experts suggest a two-pronged approach: bolster internal narratives that highlight innovation, resilience, and humanitarian initiatives while engaging in proactive international diplomacy to address concerns that fuel negative perceptions. Building a more coherent, research-backed national brand message could help restore trust and diversify the country’s soft power assets beyond security narratives.
Potential Pathways to Recovery
Recovery in the Nation Brands Index requires sustained, multi-stakeholder efforts. Priorities include:
- Amplifying success stories in technology, education, culture, and science diplomacy.
- Strategic public diplomacy that clarifies policy positions and showcases humanitarian and cultural contributions.
- Expanded tourism campaigns that emphasize accessible travel experiences, safety, and hospitality.
- Strengthening regional partnerships and people-to-people exchanges to improve long-term sentiment.
Looking Ahead
Israel’s bottom ranking in 2025 serves as a cautionary signal that global perceptions are malleable and highly sensitive to the broader geopolitical climate. While the country continues to excel in technology and innovation, restoring a more favorable global image will require coordinated political communication, evidence of stability, and visible contributions to global culture and humanitarian efforts. The road to recovery in the Nation Brands Index is likely to be gradual, contingent on both regional dynamics and international engagement.
