The National Business Intelligence (NBI) survey provides insights into how businesses and individuals view various countries, including Scotland. Here's a summary of the key findings:
Overall Perception
- Scotland's overall perception score remains stable at 71.9 out of 100 in 2024, indicating a positive image.
- The favorability score remains unchanged in 2022 and 2024, ranking Scotland 13th out of 50 participating nations.
Variations between Panel Countries
- Familiarity with Scotland:
- Highest familiarity scores: United Kingdom (96%), Sweden (83%), Poland (84%), Australia (80%)
- Lowest familiarity scores: France (49.8%), Japan (42.5_), South Korea (46.3_)
- Favourability towards Scotland:
- Highest favourability scores: United Kingdom (5.5), Australia (5.3)
- Lowest favourability scores: Saudi Arabia, South Korea, and Japan
Changes over Time
- Familiarity with Scotland:
- Decrease in 2024 compared to 2022 in eight countries
- Increase in familiarity in 12 countries between 2022 and 2024
- Favourability towards Scotland:
- No significant changes observed in 2022 and 2024
Country-Specific Insights
- India gives Scotland a high overall NBI score of 71.9, but translates to a relatively low rank (22nd) due to its tendency to give very high scores across the survey.
- France tends to report lower levels of familiarity and favourability towards all countries, including Scotland.
Comparison with Previous Years
- The survey results are consistent with previous years, indicating no significant changes in perception or favorability over time.