South Africa’s global reputation improves

South Africa's global reputation has seen a significant improvement over the past two years, with international investors expressing a more favorable view of the country despite challenges faced by local investors. The 2024 South Africa Global Reputation study, a collaboration between Bloom Consulting and Brand South Africa, revealed that the country's brand perception has risen from 57% to 68% among surveyed countries. Lefentse Nokaneng, General Manager for Research at Brand South Africa, highlighted key factors contributing to this positive shift, including ongoing reforms and infrastructure development initiatives. The study noted a divergence in sentiment between how local investors and the international community perceive South Africa. While Africa and the Middle East show optimism towards the country, Europe and the Americas hold a less favorable view. Nokaneng addressed the impact of South Africa's foreign policy decisions, such as involvement in peacekeeping efforts and legal disputes, on its reputation in different regions. European sentiment was particularly affected by South Africa's stance on the Ukraine-Russia conflict. Looking ahead, Brand South Africa aims to leverage the positive global perception to drive economic growth through partnerships with government, business, and civil society. Nokaneng emphasized the importance of addressing concerns such as crime, governance, and policy regulation to bridge perception gaps and boost tourism and investment opportunities. Brand South Africa's strategic focus includes influencing the narrative around interventions to combat existing challenges and improve the country's reputation on the international stage. Despite improvements in governance and policies since 2022, there remains room for enhancement in key areas to strengthen South Africa's brand image. Collaborative efforts between Brand South Africa, businesses, and government are essential to communicate progress and address issues like corruption, governance, and security effectively. By aligning messaging and initiatives, the country aims to build a positive brand reputation that translates into sustainable economic growth and increased global partnerships.