Middle East & North Africa
The diversity of this region is something that’s deeply appreciated by the people who live here. Best Countries respondents who live in the MENA region clearly have a more detailed view of each of their neighbouring countries, what they offer in terms of lifestyle and economic opportunities, and where their weaknesses lie.
The local responses show an understanding of the differences between countries in the region, based on people’s experiences and knowledge of them.
The outside view is somewhat less nuanced. The countries of the MENA region all present as having broadly similar profiles to each other, according to global Best Countries respondents. The MENA countries are seen as having comparable strengths and weaknesses, and the differences between most of them are not well understood by people from outside the region. All but one of the 14 MENA countries ranked in Best Countries perform better overall when rated by people who live in the region rather than those living beyond.
Only Morocco performs better on the global ranking; it ranks four places higher than the local audience places it overall, in 37th position out of 85 countries. The international audience ranks Morocco more positively on a range of attributes, from being more powerful, a stronger leader and more Open for Business, to being a happier place with more trustworthy media. There is a 41-place gap between how regional and global audiences perceive the Moroccan scenery (the global view is more positive), and a 28-place gap in views of uniqueness.
Egypt stands out in the eyes of respondents both in this region and elsewhere. It ranks #1 out of 85 countries for having a rich history, geographical attractions and for an influential culture, #2 for cultural attractions, and #3 for uniqueness, likely as a result of its well-known ancient historical sites. Egypt is also seen as a country on the move; it ranks #3 in the world on the Best Countries Movers metric, which links uniqueness and dynamism, when assessed by a global audience, and just two places lower by respondents from within the region.
There’s a vast gap between how the world sees the Middle East, and how the region sees itself. The outsider’s view is firmly anchored in geopolitics; a region that’s hugely influential in world affairs. This is a narrow perspective that presents the Middle East as a strategic chess board, and not much beyond that. This is skewing the real picture, and explains why organisations that enter the region appear to play catch-up the whole time.
What insiders know (and brands eventually discover) is that this region is wildly ambitious, deeply cultural (one of the few places in the world where the youth are actively preserving traditions and heritage), hugely innovative, and forward-facing. This blend of history and modernity creates a unique culture of economic, societal, and cultural prosperity.
Morocco’s Tangier Med-port has become a top 20 global container hub. Saudi Arabia is the eGaming capital of the world, where female gamers outnumber male ones, and influencers command a global audience in the tens of millions. Egypt’s recently opened Grand Egyptian Museum, and Abu Dhabi’s National History Museum, redefine how heritage meets 21st-century presentation. It’s where the UAE set a global precedent by appointing one of the world’s first government ministers for Artificial Intelligence.
What this ultimately means is that the Middle East is an incubator for innovation and new thinking, precisely because governments actively foster a culture of visionary, positive change. This creates a fertile ground for groundbreaking, disruptive solutions in ways not freely available elsewhere.
Mario Morby
Chief Strategy Officer, MENA, Ogilvy
Most of the other countries in the region follow a similar profile pattern on Best Countries, in that they are seen more positively and for a range of different strengths by consumers who live in the region. Those who live outside MENA simply don’t see much difference between them. These countries almost all occupy mid-table rankings on most of the Best Countries metrics, according to respondents from around the world.
The United Arab Emirates is seen both at home and from outside the region as a more powerful, dynamic country than many of its neighbours, and Saudi Arabia stands out for leadership and power, but the rest are considered to be very similar in identity.
A local audience sees these countries very differently, though, and much more positively. There are many metrics on which MENA countries rank 20–30 places higher locally than they do when assessed by a global audience. The local view also unlocks what makes each one special to observers.
According to the view within the region, the UAE offers the best Quality of Life and has the strongest job market, Türkiye is most adaptable and entrepreneurial, Saudi Arabia cares most about the environment and is most economically stable, Kuwait is the most trustworthy and most fun, Bahrain is least bureaucratic, and the best food is to be had in Türkiye, Morocco and Lebanon.
