CARMA Launches 6th Annual Nation Reputation Report
Diplomacy and governance emerged as the leading drivers of Saudi Arabia's media reputation, accounting for 56% of coverage, followed by the economy and business at 37%
Riyadh – Asdaf News:
CARMA, the global leader in media intelligence and research solutions, has launched the sixth edition of its annual Nation Reputation Report, offering a comprehensive analysis of media monitoring and global perceptions throughout 2025 and the first half of 2026. Part of CARMA’s global series on nation reputation measurement, the report is based on one of the world’s largest studies in this field, analysing more than 300,000 media articles and over 13 million social media posts, as well as public opinion surveys, economic data, and international indicators. It provides a holistic view of the key factors shaping countries’ global image and reputation.
The report underscores that nation reputation has become one of the most valuable strategic assets for countries, playing a critical role in building trust, driving economic growth, attracting investment, and strengthening international partnerships. It also highlights the growing importance of leveraging media intelligence and data-driven insights to develop communication strategies that navigate an increasingly complex global landscape.
Officially launched during a workshop hosted by CARMA in Riyadh, which brought together a distinguished group of industry experts and communications professionals, the report’s findings revealed that 89% of global media coverage related to Saudi Arabia was either positive or neutral, comprising 41% positive and 48% neutral. These results reflect the Kingdom’s strong and resilient international reputation and its sustained positive presence across global media, despite the regional and international developments during the reporting period. The report also found that international media consistently maintained a strong focus on Saudi Arabia, accounting for an average of 32% of all global media coverage relating to the Kingdom between 2023 and the first half of 2026, underscoring Saudi Arabia’s expanding visibility and influence on the global stage.
The analysis also revealed that diplomacy and governance were the primary drivers of Saudi Arabia’s media reputation, accounting for 56% of total global media coverage, followed by the economy and business at 37%. These findings reflect growing international recognition of the Kingdom’s expanding political and economic influence, alongside continued progress in delivering its transformation agenda and economic diversification objectives.
Across digital platforms, tourism, culture and sport continued to generate the highest levels of positive engagement, driven by Saudi Arabia’s hosting of major international events and flagship national initiatives. These themes have further strengthened the Kingdom’s position as a global destination for tourism, culture, investment, and innovation.
Saudi Vision 2030 further cemented its position as one of the Kingdom’s most influential drivers of international reputation, featuring in more than 16,000 international media articles during 2025 and the first half of 2026. Coverage focused primarily on the pillars of a thriving economy, investment, innovation, and quality of life, reflecting growing global interest in Saudi Arabia’s ambitious national transformation agenda.
Also highlighted in the report is the growing international interest in Saudi Arabia, with the United Kingdom, Japan, South Korea and the United States leading global markets in media coverage of the Kingdom. Regionally, Egypt, the UAE and Jordan topped the list, reflecting the diverse global and regional attention given to Saudi Arabia’s economic, investment, and diplomatic developments.
Regarding public opinion, the study found that 93% of participants were aware of regional developments, while 91% believed these developments would affect their countries. This reflects the scale of global interest in the Gulf region and the international community’s continued focus on Saudi Arabia’s role in supporting regional stability and global energy security.
Saudi Arabia’s sustained economic momentum was also underscored in the report, driven by landmark national projects, the Public Investment Fund’s 2026–2030 Strategy, and the Kingdom’s continued hosting of major global economic, investment, cultural and sporting events. Together, these efforts are reinforcing Saudi Arabia’s position as a global hub for business, investment, and innovation, while underscoring its growing influence in the global economy.
Mazen Nahawi, Founder and Group CEO of CARMA & RAIYN said: “Today, national media reputation is one of the most valuable strategic assets a country can possess. It plays a direct role in building trust, enhancing competitiveness, attracting investment, and supporting sustainable economic growth. Through CARMA’s Nation Reputation Report series, we aim to equip decision-makers with data-driven insights that help them understand global shifts and measure the impact of national policies and initiatives on shaping their countries’ international reputation.”
He added: “The findings of the sixth edition demonstrate that building a strong media reputation for nations is no longer driven by economic performance alone. It is the outcome of an integrated ecosystem encompassing effective diplomacy, innovation, quality of life, and strategic communications. The report illustrates how a clear vision and long-term development policies can strengthen a country’s international presence and reinforce its standing on the global stage.”
Ahmed Dahduli, Managing Director of CARMA & SOCIALEYEZ Saudi Arabia, said: “The Annual Nation Reputation Report is built on a comprehensive, multi-source research methodology that integrates analysis of traditional and digital media, social media platforms, public opinion surveys, economic data, and international indices and rankings. This approach provides a deeper understanding of the factors shaping a nation’s reputation, while equipping institutions and decision-makers with evidence-based insights to develop more effective, data-driven communication strategies.”
The sixth edition of the Annual Nation Reputation Report concludes that national media reputation has become a strategic pillar for building trust, supporting economic growth, attracting investment, and opening wider opportunities for international partnerships. It further affirms that countries that successfully align their development policies with effective, data-driven strategic communications will be best positioned to strengthen their global presence and enhance their international competitiveness.
For the full findings and in-depth analysis, you can download the sixth edition of the Report from the CARMA website here.
