Middle East & North Africa
The people of the Middle East and North Africa have a vastly different view of the countries in their region to the perspective the rest of the world takes.
From a global point of view, every country in the region that’s measured in Best Countries ranks lower than it does among respondents from within the region, and it’s clear that much of the world views the MENA region as a cluster of countries with largely similar characteristics, with a couple of notable exceptions.
The UAE is the Best Country in the region according to the global audience and leads not just the region but the world for being progressive (#1) and prestigious (#1), innovative (#4) and dynamic (#5). Egypt also stands apart from the others thanks to its widely recognised cultural heritage. It ranks first in the world on having a rich history, influential culture, as unique, and as having many cultural attractions. It is one of the few countries in the region that is globally perceived as being a good tourist destination, along with Morocco.
The region is home to eight of the top 10 countries recognised for their religious values. While MENA countries may not be widely known for their scenic landscapes or social justice rankings, there is significant potential for growth and positive change in these areas on the global stage.
Within the region there is a much more nuanced view. The outlook people have on their own and neighbouring countries in this region is overwhelmingly much more positive on almost every measure.
Most of the world views the MENA region as a monolith, a cluster of countries with largely similar characteristics. It’s convenient. But you would never perceive England as being largely the same as France, or Norway as being a lot like Italy. The things that make those countries different – their unique histories, cultural nuances, and consumer behaviours – enable brands to project rich stories that speak to authentic truths. This is the opportunity for MENA brands.
Rather than adopting generic attributes that flatten the region’s diversity, brands should be actively embracing their local cultures. Everything from architecture to history, and language to art, is a chance to weave something powerfully authentic into their brands. This isn’t a marketing tactic but an act of cultural preservation – and a powerful tool for brand differentiation. By celebrating what makes each country unique, MENA businesses can craft compelling narratives that resonate deeply with consumers, foster a sense of pride, and ultimately, paint a more accurate and vibrant picture of this incredibly diverse region.
Mario Morby
Chief Strategy Officer, MENA, Ogilvy
And there is a stronger sense of each country’s own identity. Türkiye, perceived as the best country in the MENA region by those who live in that part of the world, is seen as far more Agile and Open for Business that the global audience perceives it to be. Kuwait, meanwhile, shines on perceptions of being Open for Business and offering a good Quality of Life. Morocco stands out for offering Adventure and Heritage, Qatar for being well connected to the rest of the world and offering a good jobs market, Oman is seen as being highly culturally accessible and family-friendly. Qatar and the UAE rank as the friendliest countries in the world, according to those most likely to be familiar with them, and people within MENA look to Algeria and Morocco for world-class food.
The biggest perception gap between the regional and the world view on MENA countries is on how culturally accessible these countries are. There is a 43-place difference (out of 86 countries) on the average of MENA countries on this metric as measured among people in MENA and the rest of the world.
The MENA region also excels in the minds of consumers who live there on having a rich history, offering strong heritage and a sense of adventure – a view not widely shared by those from outside.
The countries of this region have a great opportunity to shape new and positive perceptions among global consumers. While no MENA country has yet to emerge as a standout for friendliness, fun, family-friendliness, health, or exceptional cuisine, the region holds untapped potential in these areas. Many of the countries are seen as reasonably safe, placing them in a solid position to build on these strengths and enhance their global reputation.
The fact that Qatar and the UAE are ranked within the top five globally on our Movers metric (showing uniqueness and dynamism), well above the other countries of the region, shows it is possible to stand out in the minds of a global audience, but it may require significant investment.
