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It’s official (again): Canada has the world’s best reputation.

It’s time for Canada to bask in the global limelight again. The Reputation Institute’s 2015 Country RepTrak® report has named our country as having the world’s best reputation, ahead of Norway in second place and Sweden in third spot.

Canada came out as the No. 1 country to visit, live, study and work, as well as placing second as a destination to invest in and attend or organize events. Key drivers in the rankings were Canada being a safe and beautiful country, with friendly and welcoming people as well as an appealing lifestyle.

“People across the globe perceive Canada positively based on their direct experiences and through the lens of others, and those perceptions translate into economic benefits,” says Fernando Prado, Reputation Institute Managing Partner. “That’s because a country’s reputation dictates supportive behaviours such as the desire of people to visit that country, invest in that country, as well as live, work or study there.”

“Canada’s spectacular natural beauty, world-class attractions and solid economy have earned us one of the strongest country brands in the world,” said the Honourable Maxime Bernier, Minister of State (Small Business and Tourism, and Agriculture). “This important recognition will attract visitors from around the world, which will generate jobs and opportunities for all Canadians.”

The Reputation Institute operates in 30 countries andis known as the world’s leading reputation management consultancy. The 2015 Country RepTrak® report is derived from online answers from 50,000 consumers in the G8 countries and zooms in on the 55 countries around the world with the highest GDP. According to the Reputation Institute’s analysis, there is a demonstrated correlation between a country’s reputation and the income it receives from tourism.

“The passion international travellers have for Canada is borne out in the strong momentum we are seeing in visitor numbers over the past year,” says Jon Mamela, Destination Canada Chief Marketing Officer. “Canada’s top ranking in the 2015 Country RepTrak® report is a testament to the global desire to come and visit our country.”


Destination Canada