WPP BAV Best Countries at CBBC offices in Beijing with David Roth.

Developed by WPP BAV, the annual Best Countries ranking was first launched in 2016 at the World Economic Forum’s meeting in Davos, the world’s largest gathering of global leaders and heads of industry and influence. It is now in its eighth wave.

The Best Countries ranking incorporates the views of more than 17,000 individuals surveyed in 89 countries in seven regions: Latin America, Oceania, North America, Asia, the Middle East and North Africa, Sub-Saharan Africa, and Europe. These people included a high proportion of “informed citizens” – college-educated people who keep up with current affairs – along with business decision makers and members of the general public. This year’s survey was completed in June 2024.

Collectively, the 89 countries in the 2024 ranking account for around 95 percent of global Gross Domestic Product and represent around 80 percent of the world’s population. Newly added to the survey this year are Iceland and Kuwait.