UK voted most attractive country in the world to live and study as voted by young people in G20


Research conducted by Ipsos MORI finds that the UK continues to be the most attractive country overall among young people in the G20.

Between 24 September and 29 October 2021 Ipsos MORI undertook a survey of 20,616 18–24-year-olds with a minimum of secondary education in the 19 G20 countries.

This was the fifth wave of research conducted among this audience by Ipsos MORI for the British Council. The previous wave of research conducted in 2020 occurred just before the COVID-19 pandemic.

This year’s research finds that the UK has maintained its pole position as the most attractive country in the G20 overall, and importantly the UK’s overall attractiveness score has increased, continuing the same trend from 2020.

However, this year the UK shares the number one position with Italy: potentially reflecting Italy’s success in the 2021 Eurovision, the Euro 2021 final, and track & field during the Olympics.

Canada, the previous leaders in attractiveness in 2016-2018 drop to third place.

The UK and Italy are considered the most attractive countries overall.PNG

Trust in the UK’s institutions, government and people remains high. The UK overtakes Canada for the country with the most trusted institutions. However, Canada continues to have the most trusted people and government of countries across the G20.

Young people within the UK typically overestimate the extent to which others distrust the UK. This is not the case for all countries as young people in China overestimate how much their institutions, people and government are trusted.

young people in the UK typically overestimate the extent to which others distrust the people, government and institutions of the uk

The UK’s strength in its reputation continues to be education, where the UK is second only to the USA in being an attractive country to study.

This ranking is very stable over time (the UK has been second to the USA every year since 2016).

On the other detailed measures, the UK is the fourth most attractive country of those in the G20 in which to do business or trade and the fifth most attractive to visit as a tourist. The UK therefore outperforms these measures in its overall attractiveness.


  1. This is amazing for GB. Credit to our elected government and Boris Johnson 🏴󠁧󠁢󠁥󠁮󠁧󠁿🇬🇧 This should be headline news to give the British public a boost in these dark times.


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