Since 2016, Portugal has been on an upward trajectory in its internal reputation index, successively gaining the trust of the domestic public. The evaluation made by the Portuguese translates into an increase of 4,1 points compared to the score obtained three years ago, which had registered 58 points.
This increase is even more significant when considering that, in 2013, this indicator registered 54,1 points. Thus, in 2019, the country consolidates its position at a moderate level and paves the way for the upward trend to continue.
These are some of the findings from OnStrategy's latest study on Portugal's reputation. This year, Portugal achieved an overall rating of 62,1 points in the eyes of the domestic public. Although all dimensions showed an increase, the greatest growth was observed in the governmental environment. On the other hand, the economic environment underwent the fewest changes.
The study, which portrays Portugal's image and reputation in the eyes of the Portuguese people, addresses three fundamental axes: governmental, economic, and social environment. The governmental environment, which aims to assess the ethics, integrity, and transparency of political representatives, as well as the social and economic policies adopted, is the axis that shows the greatest increase: the rating rose 4,7 points compared to 2016, going from 39,3 to 44 points. However, it is also the axis whose dimensions have the lowest ratings, all situated between weak and vulnerable.
Regarding the economic environment, which focuses on the strength and contribution of national products and services to the national economy, the quality of human resources, and technological advancements, the Portuguese awarded a score of 63,9 points, a higher result than the 61,4 points of three years ago. This is not surprising, given that the score is higher than that achieved in 2016, considering the upward trend the economy has shown up to this point. It is also important to note that the Portuguese maintain the same positive opinion they held in the past when questioned about the quality of national products and services (77,2 points).
With an internal reputation of 77,8 points (3,5 points higher than in 2016), the country's social environment has garnered the most praise from the entire study sample over the past few years, reaching an "excellent" or "robust" rating in virtually all areas. In this dimension, which covers topics such as national safety, beauty, familiarity, and the receptiveness of the Portuguese people, only the point related to the standard of living fell below 70 points.
“ A country’s reputation, both internally and externally, has a significant impact on behavioral intentions and development. The truth is that Portugal needs no introduction and is a globally oriented country, which is also reflected internally. The score has been improving every year, and the explanation lies in the fact that the Portuguese are more confident in their country than in the past ,” says Pedro Tavares, Partner and CEO of OnStrategy.
This study allows us to ascertain the Portuguese people's view of their country, which remains positive. One of the signs that best reflects this perception is the fact that the Portuguese continue to invest in domestic tourism. It is no coincidence that tourism is a sector that already accounts for 13,7% of GDP, according to INE data, and whose revenues exceeded €16 million in 2018, an increase of more than one million compared to 2017.
