What makes a country truly great? Is it a booming economy, a high standard of living, or the ability to inspire adventure and creativity? According to the 2024 Best Countries ranking from U.S. News & World Report, it’s all of the above—and more. Now in its ninth year, this definitive report offers an inside look at how 89 nations are perceived across the globe. From Switzerland’s unbeatable quality of life to the U.S.’s rise in business agility and innovation, the rankings reveal which countries are leading the charge in shaping the future.
Produced in partnership with the Wharton School of the University of Pennsylvania, the 2024 list is based on a survey of nearly 17,000 respondents from around the world. The nations are evaluated across 10 subcategories, ranging from quality of life and business climate to cultural influence and adventure. The result is a detailed snapshot of how these countries are viewed on the global stage. What sets the Best Countries report apart from other global rankings? “Our rankings project is based on a proprietary perceptions survey that reaches thousands of citizens across the globe. By asking respondents to associate countries with dozens of varied attributes, the report is comprehensive,” Elliott Davis, a reporter for U.S. News & World Report, explained in an interview. “There’s plenty of data behind the success of a country, but analyzing how one is perceived takes a unique spin on it. How a nation is viewed by others can play a big role in its global standing.”
The primary objective behind the Best Countries project is to aid citizens, business leaders, and governments in making informed decisions about where to invest their time and money. “By understanding how a nation’s policies, politics, and products affect its perceived standing in the world,” Davis added, “The Best Countries rankings therefore aim to highlight a nation’s potential for success through our survey data.”
For the third consecutive year and the seventh time in nine years, Switzerland takes the top spot, thanks to its stability and quality of life. “When I spoke to experts for the story about Switzerland, they each talked about the country’s stability and high quality of life—and these strengths are underscored in our perceptions data,” says Davis. “It’s no surprise that a stable, consistent country like Switzerland would top our rankings seven times in nine years.” Switzerland’s high rankings in categories like entrepreneurship, quality of life, and being “open for business” solidify its winning position.
One of the biggest surprises in this year’s rankings is the United States, which jumped two spots to land at number three—its highest position ever in the history of the report. “Two factors that played a role in America’s rise were its notable jumps in the ‘open for business’ (up seven spots) and ‘movers’ (up four spots) subrankings,” says Davis. The U.S. also maintained its top ranking in agility and power, making it a dominant force across multiple categories. Although the U.S. often ranks lower in other global quality of life reports, its strength in entrepreneurship, innovation, and global influence propelled it upward in this report. “The country ranks in the top 25 in eight of our 10 subrankings, so it’s generally perceived strongly among the respondents to our survey,” says Davis.
Beyond Switzerland and the U.S., the rankings revealed some unexpected shifts. China, for example, jumped four spots to number 16 “despite other survey data pointing to unfavorable views of the country,” explains Davis. On the other hand, Ukraine—which surged in the rankings after the Russian invasion—fell 12 spots to number 80. “It was the largest fall among countries assessed in the rankings,” says Davis. These changes underscore how global perceptions can fluctuate based on current events, particularly when it comes to geopolitical stability and future growth potential.
The report also breaks down rankings into specific attributes. In the adventure subranking, Brazil tops the list, followed closely by Italy and Greece, highlighting these countries’ appeal to those seeking exploration and excitement. Germany leads the entrepreneurship category, thanks to its innovative economy, highly skilled workforce, and strong infrastructure, with the United States coming in second place, showcasing its dominance in innovation and a business-friendly environment. Italy, France, and the United States lead the cultural influence subranking, reflecting their roles as trendsetters in fashion, entertainment, and global cultural exports. In the movers subranking—which assesses a nation’s potential for future growth—the United Arab Emirates ranks first, with countries like China and Qatar also ranking highly, signaling their dynamic and rapidly evolving economies.
The top 10 Best Countries overall are:
- Switzerland
- Japan
- United States
- Canada
- Australia
- Sweden
- Germany
- United Kingdom
- New Zealand
- Denmark
These rankings offer valuable insights into the strengths and opportunities of each nation, guiding individuals and organizations in their global engagements. As global dynamics continue to evolve, the Best Countries report remains a crucial tool for understanding how countries are perceived and where they stand in various key areas that contribute to overall greatness.