Morocco continues to establish itself as a key player on the international stage. According to the 2024 Global Soft Power Index, published by the British consultancy Brand Finance, the Kingdom remains among the world’s 50 most influential nations, solidifying its leadership in North Africa and its position among Africa’s top three powers.
The index, which evaluates all 193 United Nations member states, highlights Morocco’s notable improvements in several strategic areas. The “science and education” indicator saw a remarkable rise of 11 places, reflecting the country’s efforts in research, innovation, and skills development. The “people and values” category, which measures tolerance, inclusivity, and generosity, improved by six places, showcasing Morocco’s strengthening social capital and values. The “media and communication” and “governance” indices each gained two places, confirming Morocco’s diplomatic ascent and growing global image.
These results demonstrate Morocco’s increasing influence on the global stage, driven by structural reforms and a well-defined international outreach strategy.
At the top of the rankings, the United States maintains its leading position, followed by China and the United Kingdom. Japan and Germany complete the Top 5.
The Global Soft Power Index is based on a comprehensive analysis of various performance indicators, including business and trade, international relations and diplomacy, cultural heritage and tourism appeal, media and communication influence, education and scientific research, and social values and global perception.
Brand Finance compiles the rankings using surveys of more than 170,000 respondents across 100+ countries, combined with expert analyses. The methodology defines soft power as a country’s ability to shape global influence through attraction and persuasion rather than coercion.
This international recognition reinforces Morocco’s strategic role in Africa. The Kingdom stands out through its proactive diplomacy, open policies, and attractive economic model, all of which contribute to its growing global standing.
Morocco’s progress in education, communication, and governance underscores its ongoing modernization and increasing international visibility, further cementing its position as a leading force in shaping Africa’s future.
