- November 30, 2025
UK and US becoming less attractive to world for study, visits, trade: British Council Report 2025
LONDON Nov 30: Leading western nations, particularly the US and UK, are becoming less attractive to the world – for visits, for culture, for trade, and most markedly, for study, says British Council’s Global Perceptions 2025 report, which explores the views of young people (18-34) across the G20 nations.
The UK has seen a decline of 8 percentage points in its attractiveness for study since 2016 (the US is down 7 points), says the report.
“These indicators should be a source of concern for policymakers as declining attractiveness adversely impacts on what people actually choose to do – whether it’s where they go on holiday, where they study, and where they invest and spend their money,” says the report.
Scott McDonald, Chief Executive of the British Council, said: “The world is becoming increasingly fractious, polarised, and dangerous. One in seven people experienced conflict in the past year. There’s a growing clash of values and deepening disagreement over how societies should be governed and how people should live. Disinformation is spreading rapidly, threatening democracy and undermining the very concept of truth. These dynamics echo those present when the British Council was founded in 1934, but today’s context is more complex. It is shaped by intense geopolitical competition, technological disruption, and profound cultural shifts.
“The British Council’s new report, offers timely insights into this fast-changing world. By exploring young people’s views of the G20 nations – the world’s major economic powers – the report reveals how the next generation perceives global leadership, trust, and influence. It paints a picture of which states are respected – and why – and highlights the values and concerns that will shape how young people engage with the world in the years ahead.
“These perceptions matter. They influence personal choices – like where to study, where to build a business, or which partnerships to pursue. But they also shape the choices of governments, businesses, and international organisations. Whether negotiating trade deals, collaborating on climate action, or sharing intelligence, trust is the foundation of international cooperation. Without it, commitments falter and progress stalls.
“Global Perceptions 2025 is more than a snapshot of opinion – it’s a strategic lens into the future. Understanding how young people view the world is essential for anyone seeking to build influence, foster collaboration, or navigate the complexities of global engagement. In a time of uncertainty, these insights offer a compass for those striving to build a more connected, trusted, and resilient world.
Global Perceptions 2025 reveals a world in flux. The dominance of Western democracies in soft power is no longer assured. While they remain broadly attractive and trusted, their lead is narrowing. The rise of East Asian and Global South states – especially Japan, Republic of Korea, China, and Kingdom of Saudi Arabia – signals a decisive shift toward a more multipolar global order. This is not just a redistribution of influence. It’s a redefinition of what influence looks like.
Young people increasingly value capability, stability, and cultural relevance. Authoritarian states are gaining esteem, not because their values are embraced, but because they are seen as
effective. Yet freedom, equality, and peace remain the most prized values globally. This tension – between admiration for capability and aspiration for values – will shape the future of
global leadership. For the UK, the picture is mixed. A six-point drop in overall attractiveness is a warning sign. But trust remains high, and engagement metrics are rebounding. The UK is still seen as a reliable, values-led actor – an asset in a world where trust is the currency of cooperation.
To maintain this edge, the UK must invest in the relationships, programmes, and platforms that build familiarity and foster trust. Soft power is not a luxury – it’s leverage. Cultural and educational exchange, especially when curated by institutions like the British Council, delivers measurable returns in trade, diplomacy, and global influence. If the UK is serious about growth, it must be serious about soft power.
The data also delivers a final, sobering insight: young people’s faith in democracy is faltering. The appeal of authoritarian governance is rising. But values still matter. The UK – and other liberal democracies – must prove that freedom and equality are not just ideals, but effective foundations for progress. This is a watershed moment. Influence is no longer inherited – it must be earned. The UK has the tools. What’s needed now is the will