The Gambia has improved its position in the 2025 Global Soft Power Index, moving up two places from the previous year.
The Global Soft Power Index evaluates a country’s ability to influence international preferences and behaviors through attraction and diplomacy rather than force. This ranking considers factors such as diplomacy, economy, business, media, culture, sports, and social issues.
In 2024, The Gambia ranked 158 out of 193 countries. In 2025, it climbed to 156 with an index score of 27.
The ranking places The Gambia above 16 other African nations, including Sierra Leone, Guinea-Bissau, Burkina Faso, Chad, Togo, Benin, and Equatorial Guinea. Meanwhile, Senegal dropped from 94 to 102, with factors such as economic stagnation and governance challenges contributing to its decline. Mauritania ranked 153, Guinea 154, and Nigeria 77.
Globally, the United States leads the index with a score of 79.5, followed by China, the United Kingdom, Japan, and Germany. These nations maintain strong influence through culture, technological innovation, and diplomacy.
Soft power, as described by political scientist Joseph Nye, is built on three key elements: cultural appeal, strong political values, and credible foreign policies. Since the launch of the Global Soft Power Index in 2020, the relationship between national branding and soft power has become increasingly significant, affecting a country’s attractiveness for investment, tourism, and international cooperation.
