Ghana – Country Performance, Brand Strength and Reputation

Ghana, located on the western coast of Africa, is recognised for its comparatively political stability and diverse economy, which relies on key sectors such as agriculture, mining, and energy. In recent years, the country has made significant strides in poverty reduction, though challenges remain in areas such as healthcare, infrastructure, and environmental sustainability.

According to the World Bank, Ghana has a lower-middle-income economy with a growing focus on industrialisation, aiming to reduce reliance on raw material exports and to promote value-added sectors.

But what do international rankings and indices have to say about Ghana in terms of its economic performance, sustainability, country brand strength, soft power, and reputation?

Overview of Ghana’s Global Performance

The following graph offers a snapshot of Ghana’s overall performance across various international rankings. For a deeper analysis, our custom reports provide tailored insights to cities and countries for specific contexts.

Focus Areas

Soft Power and Brand Strength

Ghana’s cultural and diplomatic efforts contribute to its soft power presence. The country ranks 85th out of 193 countries in the 2024 Global Soft Power Index by Brand Finance, reflecting a decline of seven positions from the previous year.

Ranking 77th overall and 56th in the Open for Business category, as well as 60th in the Movers category (out of the 89 countries featured in the U.S. News Best Countries 2024 report) shows that Ghana is yet to seize its full potential in terms of overall brand strength and appeal.

Appeal to Investors and Business

Ghana ranks 53rd out of 206 countries in the 2024-2025 Country Brand Ranking Trade Edition by Bloom Consulting, with a regional position of 5th, highlighting its competitive standing within West Africa. 

However, its rank of 65th out of 67 countries in the IMD 2024 World Competitiveness Ranking suggests broader challenges in global competitiveness.

Appeal to Talent

Ghana’s economy, classified as lower-middle income, has shown progress in attracting talent, especially within the region. Ranked 95th out of 134 countries in the 2023 Global Talent Competitiveness Index, Ghana has improved by nine positions, indicating a growing talent-friendly environment.

The country’s educational sector adds further appeal, with the University of Cape Coast ranked 14th among African universities in the Times Higher Education 2025 African University Rankings.

Ghana’s cost of living ranks 90th out of 121 countries in the Numbeo Cost of Living Index, making it relatively affordable for students and professionals. 

These factors underscore Ghana’s potential to attract and retain skilled talent regionally, though its global competitiveness remains a work in progress.

Appeal to Visitors

Ghana’s tourism sector is anchored in its cultural heritage, appealing strongly to visitors interested in history and cultural experiences. In Accra, the capital city, markets serve as hubs of daily life and reflects Ghana’s artisanal traditions.

Historical landmarks like Cape Coast Castle provide visitors with a direct connection to the transatlantic slave trade, offering deeper insight into Ghana’s complex past. Additionally, Kakum National Park’s canopy walkway offers a unique vantage point for observing Ghana’s rainforest ecosystem.

Ghana ranks 116th out of 203 countries in the 2024-2025 Country Brand Ranking Tourism Edition by Bloom Consulting, with a regional rank of 14th out of 24 countries in Africa, indicating modest visibility regarding tourism appeal.

“Good Country” and Sustainability

Ghana’s contributions to global well-being are visible across areas such as peace, governance, and social responsibility. Ranked 84th out of 169 countries in the Good Country Index by Anholt & Co, Ghana demonstrates particular strengths in International Peace and Security (60th). 

In the 2023 CAF World Giving Index, Ghana ranks 33rd out of 142 countries, with high rates of helping strangers (67%), highlighting a strong culture of community support.

However, the World Happiness Report 2024 reveals challenges. Ghana dropped 13 positions to rank 120th out of 143 countries. Subcategories within the happiness index indicate dissatisfaction across demographics: The Young (121st), Lower Middle Income (114th), Upper Middle Income (119th), and The Old (125th).

Ghana’s governance rankings also provide insights into its democratic stability and transparency efforts. The country ranks 65th out of 167 countries in the 2023 Democracy Index by the Economist Intelligence Unit, reflecting a slight decline of two positions.

In the 2023 Corruption Perceptions Index by Transparency International, Ghana ranks 71st out of 180 countries, also decreasing by two positions, suggesting the need for continued efforts to combat corruption. 

In terms of safety and peace, Ghana ranks 55th out of 163 countries in the Global Peace Index 2024, demonstrating relative stability in the region, and 89th in the Global Terrorism Index 2024, reflecting a manageable level of security concerns.

Regarding sustainability, Ghana ranks 117th out of 167 countries in the 2024 Sustainable Development Report, showing a five-position improvement. However, environmental challenges persist, as evidenced by its ranking of 146th out of 180 countries in the 2024 Environmental Performance Index, highlighting opportunities for growth in eco-friendly practices.

Performance Over Time

The following table summarises Ghana’s performance across key rankings over the past five years:

Our Key Takeaways

Ghana’s global positioning reflects a nuanced landscape. The country’s political stability and its recognition as a democratic leader in the region provide a foundation for governance.

Competitive rankings in regional trade and business efficiency highlight its economic potential within West Africa. Cultural and educational assets, including the University of Cape Coast’s top-15 ranking in Africa, add to its appeal. 

However, Ghana faces challenges in global competitiveness, environmental sustainability and soft power, with a seven-position decline in the Brand Finance Global Soft Power Index. 

Despite these hurdles, growing regional talent attractiveness, addressing structural economic issues, and enhancing eco-friendly practices present opportunities to solidify its position as a regional leader while expanding its global influence.

• Strengths: Political stability, regional leadership in trade, and appeal to talent.
• Weaknesses: Environmental performance, global competitiveness, limited soft power recognition.
• Opportunities: Expanding eco-friendly practices, leveraging cultural and social assets, addressing structural economic hurdles.
• Threats: Governance challenges and increasing global competition.

Last updated in February 2025. Explore more country profiles here, or take a look at how our custom reports provide in-depth insights into rankings, brand performance, and perceptions to help decision-makers understand the reputation and brand potential of their city, region, or country.

Disclaimer: The information in this article is intended to provide a general overview of Ghana’s economic and cultural landscape and facilitate comparison over time. While we strive for accuracy and completeness, the data is provided “as is” without warranty of any kind. Please verify any information before relying on it for decision-making purposes.