New Brand Finance data shows Sri Lanka gaining ground globally as a recommended destination to invest in, work in, and visit, while retaining its distinctive strength in tourism and culture 

• ‘Ease of doing business in and with’: Sri Lanka ranks 79th globally, signaling growing confidence in its regulatory environment

• Tourism perceptions strengthen: Sri Lanka rises 8 ranks for being a ‘great place to visit’ and improves 10 ranks for ‘food the world loves’

• Public sentiment improves: Sri Lanka rises 7 places in People & Values pillar

• US holds top spot in Global Soft Power Index despite broad declines; Japan overtakes the UK for 3^rd 

Sri Lanka ranks 100^th globally in the Global Soft Power Index (GSPI) 2026 with a score of 33.8/100, down three positions from 97^th in 2025, according to a new iteration of the Global Soft Power Index by Brand Finance. 

Brand Finance publishes the Global Soft Power Index based on a survey of more than 150,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations. Thanks to the scope of the survey, the Index is the world’s most comprehensive study on perceptions of nation brands, providing an in-depth analysis of the evolving status of Soft Power as nations navigate significant global changes and challenges.

Soft Power is defined as a nation’s ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, publics, etc.) through attraction and persuasion rather than coercion. Each nation is scored across 55 different metrics to arrive at an overall score out of 100 and ranked in order from 1^st to 193^rd.

While Sri Lanka’s overall Soft Power ranking declined this year, the results reflect a mixed performance, with selective improvements emerging alongside persistent structural weaknesses. Perceptions of ease of doing business in and with Sri Lanka improved, aligning with easing inflation and lower borrowing costs. These shifts supported improved access to capital and stronger perceptions of economic stability, contributing to more favourable views of Sri Lanka as a destination to invest, work, study, and visit. Tourism and people-led indicators remain key sources of resilience, with Sri Lanka rising 8 places as ‘a great place to visit’, improving 10 places for food the world loves’, and climbing 13 places for friendliness. More modest gains in Education & Science indicate gradual strengthening. 

Despite these gains, Sri Lanka’s overall Soft Power ranking declined, reflecting persistent structural weaknesses. Improvements in economic and people-facing perceptions have not been matched by progress in governance-related views. Global perceptions of governance deteriorated, signalling a disconnect between macroeconomic stabilisation and institutional reform. Sri Lanka’s influential media ranking also fell from 104th to 129th, indicating reduced global media presence and influence.

Taken together, the results suggest that while Sri Lanka’s influence and institutional credibility remain under pressure, perceptions tied to communication, culture, and everyday engagement continue to strengthen. These areas increasingly shape how the country is experienced internationally, offering a basis for sustaining visibility and relevance despite broader soft power constraints.

Ruchi Gunewardene, Chairman, Brand Finance Sri Lanka, commented:

“Sri Lanka’s strongest Soft Power gains in 2026 come from perceptions that matter in real life: how easy it is to engage, how welcoming it feels, and how positively it is experienced. Improvements in communication, friendliness, and tourism appeal highlight a nation strengthening relevance through accessibility and cultural familiarity. In a more competitive global landscape, these attributes help reinforce preference and international relevance.”
 

Global Insights: US Soft Power decline accelerates as Japan overtakes the UK to take 3^rd place

The Global Soft Power Index 2026 highlights a broad global decline of nation brand perceptions, driven by economic uncertainty, geopolitical tension, and social pressures. Audiences worldwide are more cautious and more likely to scrutinise nations’ behaviour, leading to lower scores across the Index and echoing the trust erosion seen during the COVID-19 period.

Despite retaining 1^st place overall, the United States records the steepest overall decline among all nation brands ranked, driven by sharp declines in Reputation (26^th, -11) and key nation brand attributes amid international backlash to “America First” policies. Key declines are observed in friendliness, (-32), generosity, (-68) ease of doing business, (-21) support for climate action (-16), political stability, (-8) human rights, (-10) and ethical standards (-4). Nevertheless, the US retains its number one position for Familiarity and Influence, underpinned by continued global leadership in arts and entertainment, (1^st) sport, (3^rd) iconic brands, (2^nd) innovation, (3^rd) and space exploration (1^st).

Japan’s rise to 3^rd, now overtaking the United Kingdom (4^th), exemplifies its ability to build Soft Power through a direct experience of the nation brand. Japan has maintained strengths in Business & Trade (1^st), Sustainable Future (1^st), Education & Science (2^nd), and Governance (2^nd), while tourism has boosted Familiarity (6^th, +1) and related attributes, including appealing lifestyle (4^th, +9), visit appeal (8^th, +3), friendliness (7^th, +12), and fun (21^st, +15). 

Konrad Jagodzinski, Place Branding Director, Brand Finance, commented: 

“The negative shift in the global mood highlights a critical lesson about Soft Power in 2026. Publics are increasingly sensitive to the alignment of values, actions, and outcomes. Nations that fail to demonstrate reliability, credibility, and impact face erosion not only in specific domains but also in broader international reputation and relevance. Soft power is not solely about visibility or size; it is about perception that a nation is delivering on promises implicit in its brand. Nations failing to uphold these promises are penalised by global audiences.”