How does the rest of the world view Britain?

A new Ipsos MORI poll reveals that the further you travel away from Britain, the better Britain looks.

Our position in the world and how we are perceived from abroad matters economically and politically. A positive image abroad can support export-led growth and inward investment, but also facilitates "soft power" and British influence on the world stage. Has 2012 changed global perceptions and improved brand Britain?

New Ipsos MORI research for the British Council suggests that Britain’s three big events of the past year – the Olympics, the Paralympics and the Diamond Jubilee – have contributed to an improvement in its reputation overseas and created additional interest in Britain as a place to visit, study and do business. This comes on top of an already positive global image of Britain, one which contrasts with, in many cases, an unnecessarily self-deprecating outlook among Brits as evidenced by our pre-Olympics research, Britain 2012.

Our latest Global Advisor survey across 11 countries including the US, China, India and Russia suggests that the Great British summer has had a positive impact overseas. Almost two thirds of those we polled said that they thought Britain did a good job at organising the Olympics (compared to only 6 per cent who disagreed), and 44 per cent believe that Britain has a greater influence over world affairs as a result (only 3 per cent take a negative view).

More than one in three said the 2012 Games have made them more likely to visit Britain and the same proportion said the Games have made Britain more attractive to them as a place to do business or study. Fewer than one in five said the Olympics have not made them any more likely to want to visit, study or do business in Britain.

The Queen’s Diamond Jubilee also appears to have contributed to improved perceptions of Britain, albeit to a lesser extent. More than a quarter of those surveyed around the world said they had experienced or been aware of the Jubilee in some form. Of those, one in three said they now think more positively about Britain as a result. Only three per cent say that it has had a negative effect on their perceptions of Britain.

So far so good, but is Britain distinctive? There is some evidence from our polling that Britain stands out from other western nations in a way that could be good news for UK plc if harnessed in the right way. For example, other research for the British Council finds that people from the UK are more trusted than, say, those from Germany and from the USA.

Across a whole range of topics, we find people around the world see Britain in a pretty positive light with, for instance, a majority seeing us as a country committed to culture and the arts (54%), with strong democratic values and institutions (56 per cent) and with a good standard of living (59 per cent). The power of the English language is a positive, and cultural activities have a beneficial impact on views of Britain.

As is always the case though, there are some caveats. Much of the research we have conducted over the last twelve months suggests the further you travel away from Britain, the better Britain looks. Our European neighbours and trading partners tend to take a rather less positive view. Perhaps we should not be too surprised that Europeans give us a cool reception – along with ‘in/out’ debates, they are hardly hearing and seeing British confidence, something Boris Johnson pointed out at the CBI annual conference recently.

There is no getting away from the relatively poor self-assessment the British people give Britain. Is this a good place to invest, for instance? Only 24 per cent of us think so. Looking at Britain from outside, however, the figure rises to 42 per cent. The same poll found that only 13 per cent of Brits feel we have a strong economy whilst globally, 48 per cent feel Britain’s economy is strong. And one of the more striking Global Advisor poll findings this year is that Germans were four times more likely to be positive about their economy’s prospects than the British were of theirs.

Still, back in August, 78 per cent of the British public thought that the Olympics had had a positive impact on the way Britain is viewed by the world, and our polling for the British Council shows that they have been proved correct. This means that while this Olympic year is fading fast and interest in Rio 2016 is only just in its infancy, the 2012 legacy opportunities for Britain are still evident and exciting.

Ben Marshall is a Research Director at Ipsos MORI
Follow him on Twitter @BenM_IM

Fireworks light up the stadium during the closing ceremony of the 2012 Paralympic Games in London. Photograph: Getty Images.

Ben Marshall is a research director at Ipsos MORI.

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The Brexit Beartraps, #2: Could dropping out of the open skies agreement cancel your holiday?

Flying to Europe is about to get a lot more difficult.

So what is it this time, eh? Brexit is going to wipe out every banana planet on the entire planet? Brexit will get the Last Night of the Proms cancelled? Brexit will bring about World War Three?

To be honest, I think we’re pretty well covered already on that last score, but no, this week it’s nothing so terrifying. It’s just that Brexit might get your holiday cancelled.

What are you blithering about now?

Well, only if you want to holiday in Europe, I suppose. If you’re going to Blackpool you’ll be fine. Or Pakistan, according to some people...

You’re making this up.

I’m honestly not, though we can’t entirely rule out the possibility somebody is. Last month Michael O’Leary, the Ryanair boss who attracts headlines the way certain other things attract flies, warned that, “There is a real prospect... that there are going to be no flights between the UK and Europe for a period of weeks, months beyond March 2019... We will be cancelling people’s holidays for summer of 2019.”

He’s just trying to block Brexit, the bloody saboteur.

Well, yes, he’s been quite explicit about that, and says we should just ignore the referendum result. Honestly, he’s so Remainiac he makes me look like Dan Hannan.

But he’s not wrong that there are issues: please fasten your seatbelt, and brace yourself for some turbulence.

Not so long ago, aviation was a very national sort of a business: many of the big airports were owned by nation states, and the airline industry was dominated by the state-backed national flag carriers (British Airways, Air France and so on). Since governments set airline regulations too, that meant those airlines were given all sorts of competitive advantages in their own country, and pretty much everyone faced barriers to entry in others. 

The EU changed all that. Since 1994, the European Single Aviation Market (ESAM) has allowed free movement of people and cargo; established common rules over safety, security, the environment and so on; and ensured fair competition between European airlines. It also means that an AOC – an Air Operator Certificate, the bit of paper an airline needs to fly – from any European country would be enough to operate in all of them. 

Do we really need all these acronyms?

No, alas, we need more of them. There’s also ECAA, the European Common Aviation Area – that’s the area ESAM covers; basically, ESAM is the aviation bit of the single market, and ECAA the aviation bit of the European Economic Area, or EEA. Then there’s ESAA, the European Aviation Safety Agency, which regulates, well, you can probably guess what it regulates to be honest.

All this may sound a bit dry-

It is.

-it is a bit dry, yes. But it’s also the thing that made it much easier to travel around Europe. It made the European aviation industry much more competitive, which is where the whole cheap flights thing came from.

In a speech last December, Andrew Haines, the boss of Britain’s Civil Aviation Authority said that, since 2000, the number of destinations served from UK airports has doubled; since 1993, fares have dropped by a third. Which is brilliant.

Brexit, though, means we’re probably going to have to pull out of these arrangements.

Stop talking Britain down.

Don’t tell me, tell Brexit secretary David Davis. To monitor and enforce all these international agreements, you need an international court system. That’s the European Court of Justice, which ministers have repeatedly made clear that we’re leaving.

So: last March, when Davis was asked by a select committee whether the open skies system would persist, he replied: “One would presume that would not apply to us” – although he promised he’d fight for a successor, which is very reassuring. 

We can always holiday elsewhere. 

Perhaps you can – O’Leary also claimed (I’m still not making this up) that a senior Brexit minister had told him that lost European airline traffic could be made up for through a bilateral agreement with Pakistan. Which seems a bit optimistic to me, but what do I know.

Intercontinental flights are still likely to be more difficult, though. Since 2007, flights between Europe and the US have operated under a separate open skies agreement, and leaving the EU means we’re we’re about to fall out of that, too.  

Surely we’ll just revert to whatever rules there were before.

Apparently not. Airlines for America – a trade body for... well, you can probably guess that, too – has pointed out that, if we do, there are no historic rules to fall back on: there’s no aviation equivalent of the WTO.

The claim that flights are going to just stop is definitely a worst case scenario: in practice, we can probably negotiate a bunch of new agreements. But we’re already negotiating a lot of other things, and we’re on a deadline, so we’re tight for time.

In fact, we’re really tight for time. Airlines for America has also argued that – because so many tickets are sold a year or more in advance – airlines really need a new deal in place by March 2018, if they’re to have faith they can keep flying. So it’s asking for aviation to be prioritised in negotiations.

The only problem is, we can’t negotiate anything else until the EU decides we’ve made enough progress on the divorce bill and the rights of EU nationals. And the clock’s ticking.

This is just remoaning. Brexit will set us free.

A little bit, maybe. CAA’s Haines has also said he believes “talk of significant retrenchment is very much over-stated, and Brexit offers potential opportunities in other areas”. Falling out of Europe means falling out of European ownership rules, so itcould bring foreign capital into the UK aviation industry (assuming anyone still wants to invest, of course). It would also mean more flexibility on “slot rules”, by which airports have to hand out landing times, and which are I gather a source of some contention at the moment.

But Haines also pointed out that the UK has been one of the most influential contributors to European aviation regulations: leaving the European system will mean we lose that influence. And let’s not forget that it was European law that gave passengers the right to redress when things go wrong: if you’ve ever had a refund after long delays, you’ve got the EU to thank.

So: the planes may not stop flying. But the UK will have less influence over the future of aviation; passengers might have fewer consumer rights; and while it’s not clear that Brexit will mean vastly fewer flights, it’s hard to see how it will mean more, so between that and the slide in sterling, prices are likely to rise, too.

It’s not that Brexit is inevitably going to mean disaster. It’s just that it’ll take a lot of effort for very little obvious reward. Which is becoming something of a theme.

Still, we’ll be free of those bureaucrats at the ECJ, won’t be?

This’ll be a great comfort when we’re all holidaying in Grimsby.

Jonn Elledge edits the New Statesman's sister site CityMetric, and writes for the NS about subjects including politics, history and Brexit. You can find him on Twitter or Facebook.