Academic survey gives France a welcome rise in overall global perception

A surprising survey result recently revealed France has a better image as an expat destination than either the USA or the UK.

The survey ranked countries according to their global perception by expats, with France leapfrogging over formerly popular countries to take second place just below Germany. The surprise was its placing in spite of formerly negative perception in sectors such as terrorism threats, strikes, record unemployment, high taxes, red tape, unending bureaucracy and the high costs of rental accommodation.

The Nation Brands Index survey itself was held by a major market research agency with the aim of assessing the national images and reputations of 50 world countries, listing the results according to the perceived strength of their ‘brands’. Culture and heritage, people, exports, investment, immigration and governance were the survey’s six categories, with France’s surprise elevation possibly linked to its new, young President Emmanuel Macron.

The liberal president has promised to loosen labour laws, reduce unemployment, make the country a lot more business-friendly and, in his own words, ‘Drag France into the 21st Century’ – perhaps a far more apposite comment than a promise made by a far less popular new President situated across ‘the pond’. Emphasising the reason for France’s high ranking in the survey, its largest gain was in the governance sector, with the results double the average figure. Unsurprisingly, given the country’s world-ranking museums, art galleries and stunning, historical architectural sites, France snared the top spot in the culture sector and came second only to Italy for tourism due to its position as the most visited country on the planet.

In the exports sector, the news wasn’t as good, as the placing given was fifth, trailing Japan, Germany, the UK and the USA. America’s overall rating dropped, especially in terms of global recognition of its governance, with many putting its fall down to the ‘Trump effect’. A similar fall occurred after the re-election of George W Bush, but the USA hasn’t remained below the top rankings for more than a single year. Followers of the survey are encouraged to ‘watch this space’ for America’s listing in 2018.