Israel ranks last in 2025 Nation Brands Index

Israel has ranked last in the 2025 Nation Brands Index (NBI), marking its second consecutive year at the bottom and the sharpest annual decline since the index began two decades ago.

The survey, conducted between August and September 2025, showed Israel’s score dropped by 6.1% from the previous year. The index evaluates global perceptions across tourism, culture, people, governance, immigration and exports.

Countries such as Japan, Germany, Canada and the UK topped the rankings, while Israel trailed behind nations including India, Kenya and Russia.

The report noted growing global reluctance to buy Israeli products and a shift in negative sentiment from criticism of government policies to perceptions of Israeli citizens, largely linked to the Gaza war.

BrandIL warned of wider economic consequences, including declining foreign investment, tourism losses and erosion of Israel’s international standing.