Niall Quinn, Head of Corporate & Financial PR, The Reputations Agency and Martin Shanahan, Chief Executive of IDA Ireland

Study confirms link between a city’s reputation and people’s willingness to visit, work, live and invest there – enhanced reputation can assist in attracting post Brexit related FDI 

IDA welcomes Dublin’s improved reputational ranking in highly competitive international marketplace 

City RepTrak® 2016 finds Sydney is city with best reputation for the second year in a row

Friday, 4th November 2016: Dublin has been ranked in 20th position out of 55 leading cities surveyed in the annual City RepTrak® 2016 international survey, undertaken by The Reputations Agency and Reputation Institute. The survey, based on views of the general public in G8 nations, saw Dublin’s ranking improve from 22nd to 20th position by registering a reputational “Pulse” score of 76.30. The 20th placed ranking is the joint highest ranking achieved by Dublin while the Pulse score is the highest score registered by Ireland’s capital in this annual survey, now in its sixth year.  This Pulse score measures the strength of the emotional bond, or gut feeling, which the general publics in the world’s largest and most influential economies have with each of the cities.  For the second consecutive year, Sydney is the city with the world’s best reputation, according to the study.    

The City RepTrak® 2016 ranks the world’s most reputable cities based levels of Trust, Esteem, Admiration and Respect.  It also measures cities across 16 metrics, including Advanced Economy; Effective Administration and Offers a favourable environment for doing business, amongst others.The study also confirms a link between a city’s reputation and people’s willingness to visit, work, live and invest there. With a renewed focus on alternatives to London post Brexit, an enhanced reputation can only add to the attractiveness of Dublin as a possible location for businesses looking to relocate operations from the UK.

The study revealed that Dublin improved its ranking by two places from last year and is now placed ahead of cities such as London (22nd), Paris (23rd), Berlin (29th) and Brussels (35th) but behind Edinburgh (6th), Rome (8th), Barcelona (14th), Madrid (15th) and Frankfurt (16th). However, one clear trend from this year’s survey is that competition between top cities has become more intense as some cities which have increased Pulse scores have seen their ranking fall. For instance, last year Paris was ranked 16th with a Pulse score of 73.81.  This year, Paris fell seven places despite a slight improvement in its reputational score to 75.18. Dublin, meanwhile, significantly improved its Pulse score from 72.68 in 2015 to 76.30 this year. This marks the fourth consecutive year that Dublin’s ranking has improved from a low of 30th place in 2012 to 20th position in 2016. The trend in Dublin’s Pulse score is also positive, having improved from 66.90 (considered an Average/Moderate Score) in 2011 to 76.30 (a Strong/Robust score) this year.

Dublin’s City RepTrak® 2016 Reputational Ranking and Score 2011-2016

Year

2011

2012

2013

2014

2015

2016

Rank

24

30

20

27

22

20

Score

66.90

66.95

72.62

70.65

72.68

76.30

The study gathered data through an online questionnaire polling 20,600 members of the general publics in eight countries (Canada, France, Germany, Italy, Japan, Russia, UK and US).  Only people who were “somewhat” or “very” familiar with the cities are selected to rate them.  The perceptions of Dublin improved across all measures within the study but most notably in the metrics: effective government (+3.40); advanced economy (+3.97); appealing environment (+3.86); and beautiful city (+5.66).

An important area in which perceptions of Dublin have also significantly improved since last year is financially stable and has great potential for the future (+5.46)which registered a Strong/Robust score of 70.95 for the first time having risen from a Weak Score of 57.45 in 2012.

Other attributes which have registered an improvement from Average/Moderate (60 to 69) to Strong/Robust (70 to 79) scores are: effective government (72.51); advanced economy (70.37); favourable business environment (72.01); has well-developed political and legal infrastructure (71.65); adequate infrastructure of transport, communications and public infrastructure (74.71); financially stable and potential for future growth (70.95); and technologically advanced (70.96).

The survey also found that key supportive behaviours also improved in the 2016 survey with respondents recording increased willingness to recommend Dublin as a city to: visit; invest; live in; work in; buy products and services from; and organise or attend a conference in. Among those Dublin achieved Strong/Robust scores for visit, live in and work in.

The world’s Top 20 Most Reputable Cities are:

Ranking

City

Score

1.

Sydney

81.8

2.

Vienna

81.7

3.

Zurich

80.2

4.

Toronto

79.5

5.

Stockholm

79.5

6.

Edinburgh

78.9

7.

Montreal

78.7

8.

Rome

78.6

9.

Vancouver

78.5

10.

Copenhagen

78.4

11.

Helsinki

77.7

12.

Venice

77.5

13.

Melbourne

77.4

14.

Barcelona

77.2

15.

Madrid

76.9

16.

Frankfurt

76.9

17.

Amsterdam

76.9

18.

San Francisco

76.5

19.

Tokyo

76.5

20.

Dublin

76.3


Niall Quinn, Head of Corporate & Financial PR, The Reputations Agency, said:
It is encouraging that Ireland’s capital city has seen both an improvement in its reputational score and ranking among the top international cities. With a renewed focus on alternatives to London post Brexit, and given the link between a city’s reputation and people’s willingness to visit, work, live and invest in that city, an enhanced reputation can only add to the attractiveness of Dublin as a possible location for businesses looking to relocate operations from the UK.

Ireland now ranks ahead of major European cities such as Paris, London and Berlin but is still marginally behind cities such as Frankfurt, Madrid and Barcelona which are considered competitors to Dublin.  Previously Dublin achieved Moderate scores in some of the more economic and business oriented attributes, such as, ‘offers a favourable environment for doing business in’, ‘is financially stable and has great potential for future growth’ and ‘is technologically advanced’.  This year however, Dublin has achieved Strong scores in each of these attributes.  

Given that cities are major drivers of economic activity nationally the success of Dublin, as a capital city, is crucial for Ireland's overall economy.”

Martin Shanahan, Chief Executive of IDA Ireland added: “Rankings matter in the FDI business.  IDA Ireland continues to market Ireland as an attractive location for Foreign Direct Investment. We welcome the improvement registered by Dublin in this major global survey of the reputation of leading international cities. Securing investment for Ireland has, and continues to be, highly competitive as each country and major city seeks to highlight a business case for target investors. The strong showing in this year’s City RepTrak® 2016 study provides independent verification of the attractiveness of Dublin across key benchmarks that decision makers consider.”

Other findings of the City RepTrak® 2016 include:

  • Dublin’s highest score (82.17 out of 100) was for the attribute “a beautiful city’.
  • Cairo (53.56), Rio de Janeiro (54.55) and Moscow (55.25) are the cities with the lowest ratings of the 55 countries included in 2016.
  • The City RepTrak® 2016 study follows the recent Country RepTrak®2016 study, which placed Ireland as the 9th most reputable country in the world, an increase of two places from the 2015 ranking.

Ends

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