Visitors exploring Madrid, one of the experiences that helps shape Spain’s positive international reputation. Credit : Anton_Ivanov, Shutterstock
The latest RepCore Nations 2026 study has given Spain another reason to celebrate. The country now ranks 12th among the world’s 60 largest economies for international reputation, ahead of Britain, Germany, France and the United States. It is an impressive result, but the report suggests Spain’s biggest advantage has little to do with glossy tourism campaigns or viral sporting moments. Instead, it comes down to something much simpler. People who actually spend time in Spain usually leave with a better opinion of the country than they had before they arrived.
That finding may sound obvious, but it carries real weight. A country’s reputation influences where people choose to travel, study, invest and build businesses. It can also affect how products are perceived overseas and whether international talent decides to relocate. According to the researchers behind the report, Spain has built a strong reputation over many years, largely because millions of visitors return home having experienced the country for themselves.
Winning the FIFA World Cup has certainly put Spain in the global spotlight again, but the study makes it clear that international reputation is built over decades, not during a single tournament.
Why spending time in Spain changes people’s minds
We’ve all heard someone say they fell in love with Spain after a holiday. Others arrive for a few months and end up staying for years. The new ranking suggests those stories are not just anecdotes.
The RepCore Nations 2026 report, based on public opinion surveys in 36 countries, found that Spain enjoys an overall reputation ranging from positive to very positive. It now sits comfortably among the world’s best regarded nations, outperforming several of Europe’s biggest economies.
One reason stands out above the rest.
Researchers found that direct experience is the strongest factor shaping how people view a country. Visiting, living, studying or working somewhere leaves a far stronger impression than reading headlines, watching television reports or seeing promotional campaigns online.
For Spain, that is particularly good news. Every year, the country welcomes millions of tourists, international students and business travellers. Spanish companies operate around the world and more than three million Spaniards live abroad, creating countless everyday opportunities for people to experience the country through personal contact.
That matters because trust is built through experience.
Someone who has wandered through Seville’s old streets, spent time with neighbours in a small coastal town or worked alongside Spanish colleagues is likely to develop a more rounded picture than someone whose only knowledge comes from occasional international news coverage.
The report suggests those personal experiences have a lasting influence on how Spain is perceived abroad.
Lifestyle remains Spain’s strongest calling card
The study shows that Spain’s reputation is driven by qualities many visitors recognise immediately after arriving.
Its highest scores come in lifestyle, leisure, culture, gastronomy, safety, social wellbeing, human rights and cultural heritage.
None of those strengths will surprise people who have chosen Spain as their home or favourite holiday destination.
Whether it is long evenings in lively town squares, local food markets, family friendly beaches or the sheer variety of landscapes within a relatively short distance, Spain continues to offer an experience that many visitors remember long after returning home.
That positive image is particularly strong across much of Europe.
Countries such as Germany and Poland rate Spain especially highly, while Canada, Australia, Morocco and several other European nations also give the country favourable scores.
The picture is slightly different elsewhere.
In the United States and much of Latin America, Spain’s reputation remains positive but is less pronounced. In China, researchers say the country’s image is weaker largely because many people simply know less about it.
The report argues that reputation is not only about admiration. Familiarity also plays a major role. Countries that people know better tend to receive stronger and more balanced assessments.
Spain still has one image problem it has not solved
Although Spain performs well across most of the categories measured in the report, one weakness appears again and again.
Many people admire Spain as a place to visit, but fewer associate it with cutting edge technology, outstanding education or world class products and services.
Those are the areas where Spain scores lower, especially when compared with G7 economies.
That does not necessarily reflect reality. Spain is home to internationally recognised companies in sectors ranging from renewable energy and infrastructure to fashion, banking and food production. Many Spanish brands are market leaders well beyond the country’s borders.
Yet those achievements are not always reflected in how the country is perceived internationally.
Researchers believe this is largely an awareness issue rather than a question of quality. In other words, Spain’s business success often receives far less international attention than its beaches, cuisine and relaxed lifestyle.
That leaves plenty of room for improvement. If more international audiences become familiar with Spanish innovation, businesses and exports, the country’s economic reputation could begin to match the positive image it already enjoys as a destination to visit and live.
For now, however, the report delivers a reassuring message.
Spain’s reputation has not been built on a single sporting triumph or a successful tourism campaign. It has grown steadily through the experiences of millions of people who have visited, studied, worked or settled in the country.
For a nation that continues to welcome visitors from around the world every year, that may be one of its greatest strengths. Every new arrival has the potential to become another ambassador, taking home memories that shape how Spain is seen far beyond its borders.