- Pioneer of Nation and Place Branding
- Creator of the Good Country Index
- Former Vice Chair of Foreign Office Public Diplomacy Board
Simon Anholt is a leading voice in the field of nation branding and global image management. Over the course of a career spanning more than two decades, Simon has worked with the governments of over sixty countries, cities, and regions, helping them improve their international standing through ethical and strategic engagement. His expertise in public diplomacy and soft power has earned him a reputation for challenging assumptions and fostering innovative thinking at the highest levels of statecraft.
Simon first coined the term “nation brand” in the late 1990s, sparking a new way of thinking about how countries present themselves to the world. This work later developed into the Anholt Nation Brands Index, a rigorous research framework that has gathered over a billion data points and is used by policymakers, scholars, and international organisations. He is also the creator of the Good Country Index, which ranks nations based on their actual contributions to global well-being rather than perception alone.
His policy advice is rooted in data, yet guided by a strong ethical framework. Simon has served as Vice-Chair of the UK Foreign Office’s Public Diplomacy Board and has published six books exploring the intersection of national identity, image, and international relations. His work has been recognised with numerous accolades, including the Nobels Colloquia Prize for his contributions to economic development and international relations.
Simon’s TED talk on global responsibility remains the most viewed in the governance category, and his writing and research continue to influence thinking at the highest levels, from the United Nations to national governments. He brings not only insight, but a proven ability to shift perspectives and spark meaningful dialogue.
Simon's Showreel and Videos
Why We Recommend Booking Simon
Unlock global potential with Simon Anholt, leading authority on nation branding and founder of the Good Country Index. His insights drive economic and cultural engagement, assisting teams in addressing contemporary challenges. Book now to enhance your strategy and impact.
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Trusted by Toscana Promozione, United Nations, Finnish Tourist Board, IDP Education Ltd AU, Brazilian Tourist Board
Professor Anholt was selected for this task by virtue of his experience and reputation as the leading expert worldwide and consultant on the ‘nation brand’ concept. The deeply collaborative process by which these important results were achieved was found by all participants to be intellectually stimulating as well as useful and enjoyable. I have no hesitation in recommending his programme to other governments that are interested in going beyond communications campaigns, and exploring more deeply how they can increase their nation’s standing in the world.
Deputy Ministry of Foreign Affairs, Republic of Kazakhstan
Deputy Ministry of Foreign Affairs, Republic of Kazakhstan
Simon Anholt was engaged to deliver a Commissioned Masterclass in Sofia, Bulgaria. The event was a resounding success; indeed, several of the ministers who attended the day continue to quote Mr Anholt’s words in media interviews, and some of his concepts appear to have become a permanent part of the political discourse in Bulgaria. We are confident that Simon Anholt’s Masterclass has definitively placed the ‘Branding Bulgaria’ conversation on a much higher plane than before, and several of the business leaders present at the event have expressed their relief that, as a result of the Masterclass, government is now discussing the critical issue of Bulgaria’s international image in a responsible, profound, methodical and informed way, and there is now far less danger of the discussion descending into ‘logos and slogans’ or confusion with tourism campaigns. It is a rare privilege to encounter an expert who presents truly world-class expertise in such an engaging, effective and memorable way. For once, the term ‘Masterclass’ is not an exaggeration: Anholt is truly a master of his subject.
Director, Economedia Publishing
Let me express, on behalf of the entire team, our sincere admiration and repect for your skills, experience and intellectual input, combined pleasantly with your relaxed and occassionally hilarious approach. Great work!
Director General, Finnish Tourist Board
