Brand Finance, the British brand valuation consultancy, has updated its annual report on the ranking of the world’s most influential soft power nations, measuring their “soft power” on the international stage.
This report analyzes the ability of the 193 UN member states to exert significant global influence through non-coercive means such as diplomacy, culture, and values.
In the 2025 edition, Tunisia ranks 79th globally and 6th in Africa, with a soft power score of 36.3/100.
This score indicates that the closer a nation is to 100, the more pronounced its international influence. In 2024, Tunisia was ranked 77th, showing a slight decline in terms of influence.
Tunisia received the following scores: Reputation (5.7/10), Familiarity (4.6/10), Culture & Heritage (3.7/10), and People & Values (4/10). However, like many other African nations, Tunisia scored lower in areas such as Media & Communication (2.9/10), Education & Science (2.7/10), and Governance (2.7/10).
On the African scale, Tunisia is surpassed this year by Egypt, which retains its position as the continent’s most influential soft power nation with a score of 45.4, ranking it 38th globally. Egypt is followed by South Africa, which saw a slight improvement of 1.2 points, reaching a score of 44.9 and placing it 41st globally.
Next are Morocco with 40.6 points (50th globally), Nigeria with a score of 36.4 points (77th globally), and Algeria, which ranks 78th globally with a score of 36.4 points, rounding out the top five.
The African top 10 is completed by Tunisia, followed by Ghana (90th with 34.8), Kenya (92nd with 34.4), Côte d’Ivoire (94th with 34.1), and Tanzania (95th with 34).
In the global ranking, the United States logically dominates the top with a score of 79.5, followed by China (72.8) and the United Kingdom (72.4). Japan (71.4) and Germany (70.1) complete the top five.
On the other hand, the least influential soft power nations in the world, in order, are Palau (189th), Micronesia (190th), Tuvalu (191th), Vanuatu (192th), and Kiribati (193th). These lesser-known small states struggle to capture international attention.
To establish its ranking, Brand Finance conducts field surveys and interviews with experts, relying on a sample of over 170,000 people from 101 markets worldwide.
The surveys cover three key factors – familiarity, influence, and reputation – and are based on eight criteria: business and trade, international relations, science and education, culture and traditions, media and communication, population and values, governance, and sustainable future.
