Chile continues to strengthen its international positioning. According to the 2025 results of the Anholt Nation Brands Index (NBI), the country ranked 35th among 50 nations evaluated, climbing three positions compared to 2024 and consolidating sustained progress since 2023, when it ranked 41st. This performance positions Chile as the country with the highest reputational growth in Latin America in the last two years.
The Nation Brands Index, compiled annually by international consulting firm Anholt & Co, is the leading global survey of country image. It evaluates 50 countries based on the perceptions of the general population in 20 international markets, considering 23 attributes grouped into six dimensions: Exports, Governance, Culture, People, Tourism, and Investment/Immigration.
In the 2025 measurement, Chile rose seven places in the familiarity indicator, reflecting a higher level of international awareness. This increase was observed across almost all the countries evaluated, with particularly significant rises in the United Kingdom, Australia, Saudi Arabia, and Poland. In terms of favorability, Latin America and China have the most positive assessments of Chile, while Europe and Japan continue to represent a strategic challenge for the country's positioning.
Chile's values
The study identifies that the improvement in Chile's image is mainly driven by experiential dimensions, particularly People, Culture, and Tourism. In comparative terms, the country also performs better in Governance than the average of the Latin American countries evaluated. By dimension, Chile improved in four of the six areas compared to 2024, with Culture (+6 positions) and Exports (+5 positions) standing out.
In terms of specific attributes, Chile advanced in 13 of the 23 indicators evaluated, with outstanding results in Hospitality, Cultural Heritage, Sporting Excellence, and Willingness to Purchase Products. Natural Beauty remains the country's highest-ranked attribute, placing 27th globally.
In the regional context, Brazil continues to be the best-ranked country in Latin America (27th), followed by Argentina (30th) and Mexico (33rd). In this scenario, Chile stands out as the country with the greatest reputational progress in the region since 2023. In its assessment, the NBI considers more than 400,000 surveys globally, including more than 10,000 specific international evaluations on Chile.
