#1
Switzerland
Perceptions of economic and political stability, a can-do approach to business, along with safety and amazing scenery, all help power Switzerland to first place in the Best Countries ranking once again this year.
The country is a world-leading performer on a huge number of metrics in our survey, combining practical plus points with softer benefits to achieve an outstanding result overall.
Precision watchmaking, high-tech manufacturing and world-renowned luxury and financial services industries help it score #1 out of 85 countries for prestige. Switzerland also leads the world on trust and business transparency, and is seen as the least corrupt country on the planet.
The factor on which it performs most strongly is Open for Business (it ranks second in the world, after Luxembourg). Best Countries respondents see Switzerland as a place with a favourable tax environment and a highly educated population, and where there’s easy access to capital. It’s also seen as a country where many people would like to live, with low unemployment, and a strong commitment to the environment and social justice.
The 10 factors that determine a country’s brand
Why is Switzerland seen as the 1st best country in the world in 2026?
People surveyed for Best Countries were asked how closely they associated 73 attributes with a range of countries. These attributes were then grouped into 10 categories that were used to calculate the Best Countries ranking.
The weighting of each category in the final index is determined by the strength of its correlation to per capita GDP and forecast GDP for 2030.
Switzerland's top and bottom attributes
Each factor is made up by combining a selection of 73 attributes that track how people perceive each country. These are Switzerland's top and bottom ones.
#1
Economically stable
#1
Is a place I would live
#1
Not Corrupt
#85
Affordable
#84
Cheap manufacturing costs
#76
Has wildlife attractions
The percepions of Switzerland have changed over time
Switzerland has not always been seen as the #1 best country in the world. Explore how the perceptions of Switzerland have changed over time.
