According to a report from Swedish Institute, Sweden continues to have a very positive international image in 2026, strongly associated with democracy, reliability, and innovation. This makes the country attractive for investment, work, study, tourism, and partnerships, even in a time of global uncertainty. Sweden also remains ranked among the top countries in the Global Soft Power Index.
At the same time, there is a clear challenge: in many parts of the world, especially outside Europe and North America, awareness of Sweden is still relatively low. This creates a gap between being well-liked and being well-known, which means Sweden may not always be considered when important decisions are made.
To stay competitive globally, Sweden needs to increase its visibility so it becomes a natural choice for people, companies, and organisations.
Read the report here.
