How do foreigners perceive Albania? Soft Power Index: We rank 102 out of 193 countries
Albania continues to improve its image in the international arena. According to the latest report published by "Brand Finance", within the Global Soft Power Index 2026, our country ranks 102nd out of 193 countries, with 33.7 points, marking a slight increase compared to the previous year.
The Soft Power Index measures a country's global influence and perception, based on the assessments of over 150,000 respondents in more than 100 international markets. This index assesses how attractive and influential a country is perceived in the eyes of the global public, beyond military or economic power.
The report highlights that Albania has managed to maintain stability in perception, in a year when many countries recorded significant declines due to economic uncertainties and global geopolitical tensions. This stability is linked, among other things, to the growth of tourism, international exposure and economic activity in recent years.
The Soft Power Index is based on eight main assessment pillars: Business and Trade, Governance, International Relations, Culture and Heritage, Media and Communication, Education and Science, Sustainable Future, and People and Values.
At the regional level, Albania ranks ahead of Montenegro, North Macedonia and Bosnia and Herzegovina, improving its position compared to previous years. Serbia leads the region.
International events held in Tirana, increased tourist flows, and a more active diplomatic role have positively impacted the perception of Albania, especially in the area of international relations.
The Global Soft Power Index 2026 shows that, in an increasingly skeptical global climate, maintaining and improving international image remains a key asset for small countries.
Click here for the full report.
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