Finland has demonstrated a consistent upward trajectory in its appeal as both a tourist and residential destination, according to the Anholt-Ipsos Nation Brands Index. The nation has ascended from the 18th position to the 15th over the past decade, solidifying its image as an attractive and welcoming locale.

In the 2023 rankings, Finland secured the 15th spot, one place higher than the previous year. The recognition spans six crucial categories, encompassing culture, tourism, people, exports, administration, immigration, and investments, underscoring the country’s commitment to becoming a top European Union destination.

Key Points

  1. Values of Equality and Environmental Protection:
    • Finland’s appeal is notably grounded in its commitment to equality and environmental protection, a consistent theme over the years.
  2. Top Ten Rankings:
    • Finland has earned its place among the top ten nations for fair treatment of citizens, peace and security, administration competence and honesty, quality of life, and efforts against world poverty.
  3. Mikko Koivumaa’s Perspective:
    • Mikko Koivumaa, Chairman of the Finland Promotion Board and Director of Communications at the Ministry of Foreign Affairs, emphasizes the importance of a positive national image. He underscores that a strong country image not only creates opportunities but also provides security.
  4. Governance Strength and Cultural Perceptions:
    • Finland’s historical strength in governance has traditionally ranked high, although there is a minor drop of two places in the overall governance ranking compared to the previous year. Cultural perceptions remain a focus for improvement, with the nation ranking 26th overall. Historical buildings and Finnish cultural heritage secure the 36th and 29th spots, respectively.
  5. Strengths in Contemporary Culture and Sports:
    • Despite cultural challenges, Finland has witnessed positive developments in its image related to contemporary and urban culture, as well as sports.
  6. Global Perceptions:
    • Views of Finland vary globally, with Sweden and Germany expressing the most positive sentiments. In contrast, Saudi Arabia and South Africa present a less favorable image.
  7. Anholt-Ipsos Nation Brands Index:
    • The prestigious survey, conducted from July 27 to August 3, 2023, involves interviews with over 60,000 people across 20 countries. Nordic countries closely trail each other, with Sweden leading the group at the tenth spot.

Conclusion

Finland’s steady ascent in the rankings reflects its ongoing efforts to position itself as an inviting and progressive nation, with a continued focus on values that resonate globally. The survey underscores the importance of crafting a positive and well-rounded national image for enhanced global recognition and appeal.