The image of Sweden in the MENA region Sweden and the Middle East and North Africa Sweden has long-standing relations with countries in the Middle East and North Africa (MENA) region, primarily through diplomacy and trade. Historically, Sweden has enjoyed a positive image, although awareness of the country has been and remains relatively low. Globally, awareness about Sweden is only lower in sub-Saharan Africa.
The information on this page is about a selected number of countries and is based on the international survey Global Soft Power Index (GSPI). More about GSPI 2026 and the image of Sweden
If you have any questions, please contact Cecilia Andrae at cecilia.andrae@si.se
Sweden’s reputation In recent years, incidents such as the Quran burnings and the LVU campaign have challenged Sweden’s image in MENA. Sweden is viewed more positively at a global level as well as in other regions. In MENA, Sweden is, however, placed 14th out of 193 countries. On an overall level Sweden’s reputation seem to have recovered. As in other parts of the world, Sweden is a country recommended for investment, studies, visits, and work.
Perceptions of Sweden vary across countries in the region. Sweden’s reputation is most positive in Morocco and least positive in Saudi Arabia. In some respects, Sweden’s image in Saudi Arabia has recovered following the Quran burnings and the LVU campaign – but not in all areas.
Sweden’s strengths and weaknesses The image of Sweden in the MENA region appears to be more polarised than in other parts of the world, with clear strengths as well as weaknesses.
Sweden’s main strengths Sweden is regarded as politically stable, safe and secure. The perception of Swedish governance seems to have recovered following the decline after the Quran burnings and the LVU campaign. Sweden is also seen as a country that respects the rule of law and human rights.
Education and science, where Sweden ranks in place 19, are also considered areas of strength. The same applies to Sweden’s role in business and trade. Sweden currently ranks in place 17 out of 193 countries – a strong position partly based on a positive view of the Swedish economy as robust and stable. As in many other regions, the image of Sweden as a country that is easy to do business with should be strengthened. Sweden ranks in 31st place.
The green transition is one of Sweden’s strongest profile areas internationally. While perceptions in MENA are somewhat less positive then in other parts of the world, Sweden ranks high – in 14th place out of 193 countries.
Some weaknesses One of the biggest differences compared with other parts of the world is in perceptions of Sweden’s population and values. In MENA, views of Sweden were challenged during the Quran burnings and LVU campaign but has improved this year. Sweden is however seen to a limited extent as tolerant, inclusive, generous or friendly.
Sweden in comparison with other countries A comparison with some other countries shows that awareness of Switzerland is consistently higher than that of Sweden, Norway, Finland and Denmark. Switzerland also enjoys a stronger reputation and ranks among the top countries globally. It is one of the most frequently recommended destinations for investment, work, study and travel.
Sweden is better known than Norway, Denmark and Finland. However, in some MENA countries, the other Nordic countries are viewed more positively than Sweden – for example in Israel. In Saudi Arabia, Norway is viewed more positively, and in the United Arab Emirates, Norway, Finland, Denmark as well as Switzerland have a better reputation than Sweden.
Egypt Sweden’s overall image has recovered On an overall level, Sweden has a good reputation and currently ranks in 22nd place out of 193 countries. Sweden’s reputation is not as positive as before the Quran burnings and the LVU campaign, but the image of Sweden has improved compared with 2024.
Stability and the green transition as strengths The most positive perceptions concern Sweden’s contribution to the green transition, the Swedish education system and Sweden’s capabilities in science. Sweden is also regarded as having a strong position in business and trade. The Swedish economy is considered strong and stable, and the country is seen as having attractive products and brands. As in many other countries, there is room to strengthen the image of Sweden as a country that is easy to do business with.
On an overall level, governance can be seen as a strength for Sweden, ranking in 20th place among 193 nations. The view of Sweden as politically stable has been somewhat volatile over time, and Sweden now ranks in 41st place compared to 9 in 2025. Sweden is however considered relatively safe and secure, and as a country that upholds the rule of law. Rankings in these areas have slightly improved this year – currently standing at 18th and 22nd place.
Potential to strengthen Sweden’s image as tolerant The least positive perceptions relate to Sweden’s population, values and culture, as well as Sweden’s role as an international actor. Sweden holds a strong position compared with many other countries, but it can be challenging that Sweden to a low extent is perceived as tolerant and inclusive. In this regard Sweden ranks 79 out of 193 countries, and the view of Sweden has deteriorated compared to last year.
There is a bit more negative view of Sweden as a great place to visit compared to last year, with Sweden ranking in 32nd place compared to 20th place. At the same time Sweden’s lifestyle is seen as a bit more as more attractive. Sweden ranks in 14th place, an improvement from 17th place in 2025.
Morocco Strong reputation despite low awareness Sweden has a very strong overall reputation in Morocco, ranking in 4th place out of 193 countries – a significant improvement compared to last year when Sweden ranked in 14th place. In this regard Sweden’s image appears to have recovered following the Quran burnings and the LVU campaign, while the image of Sweden has deteriorated in some respects compared to 2025. As in most other countries awareness of Sweden remains relatively low.
Science, governance and values as strengths Sweden is viewed positively across several areas, including education, scientific achievements and governance. Its contribution to the green transition is also perceived as significant.
Morocco seems to have a positive view of Sweden’s people and values. Following a decline after the Quran burnings and the LVU campaign, Sweden is considered a trustworthy country, ranking in 15th place. This is in line with the image of Sweden before the events in 2023. The view of Sweden as tolerant and inclusive seem somewhat volatile. Sweden’s ranking is now the same as just after the Quran burnings and the LVU campaign (27), compared to 13th place in 2025. As in many other countries, the Swedish lifestyle is seen as very appealing. Sweden is also seen as a very attractive country to visit and trade with.
Positive perception of Sweden as an international actor Morocco has a relatively positive perception of Sweden as an international actor, but the image seems to have weakened. Sweden ranks in 28th place out of 193 countries, compared to 9th place last year. Sweden is seen as a country that supports other countries in need (ranking 17th) and is considered to have relatively good relations with other countries (26th place). In this regard however, the image of Sweden was more positive a few years ago, and Sweden is currently not considered to have real influence in diplomatic circles (ranking 39th).
There is room to strengthen perceptions of Swedish culture, something Morocco has in common with many other countries.
Qatar Strong attraction for Sweden Sweden’s reputation in Qatar is not as strong as in some other surveyed MENA countries. It ranks 21st out of 193 countries. Awareness of Sweden is higher than in most other MENA-countries. Moreover, Sweden is perceived relatively positive in several areas and is highly recommended for visits, investments and studies.
Sweden – an attractive partner for trade Business and trade is an area of strength for Sweden. The Swedish economy is seen as strong and stable, which is important for a country’s attractiveness, and Swedish products and brands are considered attractive.
Sweden is also perceived as having a robust system of governance, as being safe and secure, and as offering quality education and science. The green transition is another profile area, along with Sweden’s international stance. Sweden is viewed as having diplomatic influence and as a country that supports others in need.
Positive views on values and lifestyle – cultural profile could be strengthened Perceptions of Sweden’s population and values are also positive. Sweden and Swedish people are seen as trustworthy, tolerant, and inclusive. As in many other countries, there is potential to strengthen the image of Swedish culture. Sweden is considered to a relatively limited extent to be a fantastic country to visit. Here, Sweden ranks in 30th place. Perceptions of the Swedish lifestyle are significantly more positive (7).
Saudi Arabia Partial recovery of Sweden’s image The image of Sweden in Saudi Arabia is less positive than in other MENA countries. The perception has improved since the Quran burnings and the LVU campaign, but is not quite as positive as it was before. Compared to last year, Sweden’s reputation is stable, ranking in 27th place. However, perceptions of Sweden vary between different areas, and awareness of the country is low.
Sweden an attractive partner for trade The public in Saudi Arabia is most positive towards Sweden’s position in education and science, where Sweden ranks in 19th place. Sweden is thought to have a strong educational system and to be advanced in science.
Education and science is followed by strong image of Sweden as a partner for business and trade, where Sweden ranks in 23rd place. The Swedish economy is considered relatively strong and stable, and Swedish products and brands are seen as attractive. As in many other countries, there is potential to strengthen the image of Sweden as a country that is easy to do business with. Sweden ranks in 45th place.
Varied views on Swedish governance Perceptions of Swedish governance are varied. Sweden is regarded as relatively politically stable and well-governed, and as quite safe and secure, but the image of Sweden in these regards is more positive in many other countries. The same applies to Saudi Arabia’s view of Sweden as a country respecting the rule of law and human rights, and as a country with high ethical standards and low corruption. Sweden ranks 37th and 43rd in these aspects.
Perceptions of Swedish culture are generally weak, as is the case in many other countries, but the image of Sweden has improved. Sweden now ranks in 31st place compared to 50th and 40th place in 2025 and 2024.
Complex image of Sweden’s people and values The least positive perceptions relate to Sweden’s population and values. Sweden and Swedes are not seen as particularly trustworthy, generous, tolerant and inclusive. In these regards Sweden ranks in 41st, 74th and 61st place, and Sweden is seen as less tolerant and inclusive than the previous year. At the same time, the image of Sweden as trustworthy and generous has improved, and Sweden’s lifestyle is seen as more attractive. In this regards Sweden now ranks in 23rd place.
United Arab Emirates Recovery following challenges Sweden has a positive reputation in the United Arab Emirates. As in other MENA countries, the image of Sweden appears to have recovered following the challenges related to the Quran burnings and the LVU campaign. Today, Sweden ranks 23rd out of 193 countries. Awareness of Sweden remains relatively low.
Positive view on international position, values and education As an international actor, Sweden has a very positive profile, ranking 15th. It is seen as a country that supports others in need. United Arab Emirates is one of the MENA countries that rank Sweden high in this regard, in 18th place.
Perceptions of Sweden’s people and values are positive and has improved compared to last year. Sweden now ranks in 17th place compared to 23rd last year. Sweden is seen as trustworthy as well as tolerant and inclusive (ranking 23rd). The perception of Sweden as a great place to visit has significantly improved this year. Sweden ranks in 17th place compared to 53rd place in 2025.
Education and innovation is considered another strong area for Sweden, ranking in 19th place. There is also a positive perception of Swedish governance, and contribution to the green transition. In addition, Sweden is seen as an attractive partner for business and trade. The country’s economy is considered to be very strong and stable. At the same time, the perception of Sweden as a country which is easy to do business with could be improved.
Cultural profile could be strengthened Sweden’s cultural image could be strengthened. Sweden is not widely seen as having a rich cultural heritage or as being particularly influential in culture and entertainment. The Swedish lifestyle is viewed as relatively attractive in an international comparison but there is room for improvement. Sweden now ranks in 27th place compared to 18th last year. As a destination for work or studies Sweden is among the 15 most recommended countries. Sweden is also seen as very attractive for investments.
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"children": "In recent years, incidents such as the Quran burnings and the LVU campaign have challenged Sweden’s image in MENA. Sweden is viewed more positively at a global level as well as in other regions. In MENA, Sweden is, however, placed 14th out of 193 countries. On an overall level Sweden’s reputation seem to have recovered. As in other parts of the world, Sweden is a country recommended for investment, studies, visits, and work."
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"children": "On an overall level, governance can be seen as a strength for Sweden, ranking in 20th place among 193 nations. The view of Sweden as politically stable has been somewhat volatile over time, and Sweden now ranks in 41st place compared to 9 in 2025. Sweden is however considered relatively safe and secure, and as a country that upholds the rule of law. Rankings in these areas have slightly improved this year – currently standing at 18th and 22nd place."
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"children": "The most positive perceptions concern Sweden’s contribution to the green transition, the Swedish education system and Sweden’s capabilities in science. Sweden is also regarded as having a strong position in business and trade. The Swedish economy is considered strong and stable, and the country is seen as having attractive products and brands. As in many other countries, there is room to strengthen the image of Sweden as a country that is easy to do business with."
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"children": "On an overall level, governance can be seen as a strength for Sweden, ranking in 20th place among 193 nations. The view of Sweden as politically stable has been somewhat volatile over time, and Sweden now ranks in 41st place compared to 9 in 2025. Sweden is however considered relatively safe and secure, and as a country that upholds the rule of law. Rankings in these areas have slightly improved this year – currently standing at 18th and 22nd place."
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"children": "The least positive perceptions relate to Sweden’s population, values and culture, as well as Sweden’s role as an international actor. Sweden holds a strong position compared with many other countries, but it can be challenging that Sweden to a low extent is perceived as tolerant and inclusive. In this regard Sweden ranks 79 out of 193 countries, and the view of Sweden has deteriorated compared to last year."
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"children": "Sweden has a very strong overall reputation in Morocco, ranking in 4th place out of 193 countries – a significant improvement compared to last year when Sweden ranked in 14th place. In this regard Sweden’s image appears to have recovered following the Quran burnings and the LVU campaign, while the image of Sweden has deteriorated in some respects compared to 2025. As in most other countries awareness of Sweden remains relatively low."
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"children": "Morocco seems to have a positive view of Sweden’s people and values. Following a decline after the Quran burnings and the LVU campaign, Sweden is considered a trustworthy country, ranking in 15th place. This is in line with the image of Sweden before the events in 2023. The view of Sweden as tolerant and inclusive seem somewhat volatile. Sweden’s ranking is now the same as just after the Quran burnings and the LVU campaign (27), compared to 13th place in 2025. As in many other countries, the Swedish lifestyle is seen as very appealing. Sweden is also seen as a very attractive country to visit and trade with."
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"children": "Morocco has a relatively positive perception of Sweden as an international actor, but the image seems to have weakened. Sweden ranks in 28th place out of 193 countries, compared to 9th place last year. Sweden is seen as a country that supports other countries in need (ranking 17th) and is considered to have relatively good relations with other countries (26th place). In this regard however, the image of Sweden was more positive a few years ago, and Sweden is currently not considered to have real influence in diplomatic circles (ranking 39th)."
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"children": "The image of Sweden in Saudi Arabia is less positive than in other MENA countries. The perception has improved since the Quran burnings and the LVU campaign, but is not quite as positive as it was before. Compared to last year, Sweden’s reputation is stable, ranking in 27th place. However, perceptions of Sweden vary between different areas, and awareness of the country is low."
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"children": "Perceptions of Swedish culture are generally weak, as is the case in many other countries, but the image of Sweden has improved. Sweden now ranks in 31st place compared to 50th and 40th place in 2025 and 2024."
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"children": "The least positive perceptions relate to Sweden’s population and values. Sweden and Swedes are not seen as particularly trustworthy, generous, tolerant and inclusive. In these regards Sweden ranks in 41st, 74th and 61st place, and Sweden is seen as less tolerant and inclusive than the previous year. At the same time, the image of Sweden as trustworthy and generous has improved, and Sweden’s lifestyle is seen as more attractive. In this regards Sweden now ranks in 23rd place."
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