The perception of Britain around the world has improved since it hosted the Olympics last year.
For the first year, it reached the top 10 for ‘welcome’ and for the third year running it came in third place across all of the categories tested.
The latest NBI study surveyed more than 20,000 people from a panel of 20 countries, rating 50 of the world’s leading nations against statements in a number of categories.
This year Britain scored better in the historically weaker categories of ‘welcome’ and ‘natural beauty’.
Its highest ranking of fourth place for ‘welcome’ came from traditionally welcoming nations Australia and Canada, followed by South Africa and the US, both bestowing fifth place.
Although Argentinians ranked Britain low for welcome, in 38 place, this is still 11 places higher than last year.
Perceptions from the US improved across all tourism and culture categories, with the highest leap for cultural heritage, up by seven rankings this year to third place.
"The US remains the UK’s most valuable source market for overseas visits but since 2000 the volume of visits has declined," said VisitBritain.
"Improved and positive perceptions of the UK in the US are therefore especially encouraging and could help boost visitor numbers in the coming months and years."
