During the annual City Nation Place Global 2024 conference, held in London on 6-7 November, Fernando Prado, partner at Reputation Lab, presented his paper entitled “Key Factors Influencing National Reputation and Public Behaviour towards Countries. Perspectives of RepCore® Nations 2024.”

In his speech, Prado shared how the study shows that an improvement in national reputation can generate significant economic benefits. According to the analysis, a one-point increase in the perception of a country's reputation translates into a 4.9% increase in the economic value of tourist flows. This direct relationship highlights the role of reputation as an intangible asset that drives tourism, trade and foreign investment. In addition, the study showed generational differences in travel preferences: while those over 45 prioritise the perception of safety when visiting a destination, those under 30 especially value the possibility of interacting with educated and trustworthy people.

Among other conclusions, Prado also shared the relevance of ESG criteria (environmental, social and governance) in building a solid reputation. The ‘Ethics and Responsibility’ dimension concentrates the highest expectations of global public opinion, which makes it a crucial factor in building a good international image and strengthening the relationship with tourists, investors and consumers.