Agência para o Investimento e Comércio Externo de Portugal


Portugal is the 20th most admired nation in the world out of 62 countries analysed by the Nation Brands Index 2023.

Portugal stands out for being a friendly country. It ranks second in this dimension, only behind New Zealand.


The country-brand study developed by the Anholt-Ipsos Nation Brands consortium is based on 60,000 interviews between June and August this year in 20 countries. It analyses whether the country is trustworthy, friendly, cheerful, creative, strong, fun, generous, attractive, competent, sophisticated, greedy, boring, arrogant, deceitful, weak, dangerous or problematic. Based on these dimensions, an annual ranking is drawn up, now in its 15th edition.


Perceptions of a country are important because they help attract investment, tourists, talent and stimulate foreign trade.

Portugal was not included in last year's ranking, but this year, it appears in a very favourable position.