Uruguay strengthens its international positioning in Brand Finance’s Global Soft Power Index

Uruguay continues to strengthen its international positioning as a country brand. According to the Global Soft Power Index 2026, prepared by the British consultancy Brand Finance, Uruguay ranked 64th globally, after climbing three positions compared to the previous edition. The report assigns the country a score of 38.7 out of 100, representing a one-point year-on-year improvement.

The Global Soft Power Index assesses the ability of the 193 United Nations member states to influence the international arena through attraction and persuasion. The study is based on a global survey of more than 159,000 respondents across 102 markets and analyses perceptions related to familiarity, reputation and influence, along with 35 attributes grouped into eight pillars, including governance, sustainability, culture, education, business and values.

Uruguay’s improvement reflects a positive trend in international perception, a particularly relevant factor for a small-scale country. Within the regional context, Uruguay shows a medium-to-high level of performance, comparable to countries such as Panama, Colombia and Costa Rica, while presenting a distinctive profile built on credibility, consistency and trust.

The report consistently highlights Uruguay’s strengths in areas related to democratic governance, institutional stability, respect for rights and values, and its commitment to sustainability, supported by a largely clean energy matrix. These factors reinforce the image of a reliable and predictable country, highly valued in a global context marked by geopolitical fragmentation.

Uruguay’s case also confirms a model of soft power grounded in credibility, rather than in scale or hard influence. This represents a key asset for attracting investment, advancing economic diplomacy, expanding international trade and participating in multilateral forums.

At the same time, one of the main challenges identified by the study relates to global familiarity. While Uruguay is highly regarded by those who know it, the country still has relatively low visibility in distant or large-scale markets. This situation also presents a strategic opportunity to further strengthen country branding and international positioning policies.

In an international scenario where soft power is increasingly important for attracting talent, tourism and business, Uruguay’s performance in the Global Soft Power Index 2026 reinforces its positioning as a trustworthy country, with strong institutions and a distinctive value proposition in Latin America.