Croatia has been named one of the world’s top three friendliest nations, according to a new global study by Remitly using The Big 5 Personality Test.
With international migration on the rise and tourism returning to pre-pandemic levels, feeling welcomed and making new friends is crucial for settling into a new country. Remitly’s study evaluated people worldwide on the 'agreeableness' trait of the Big 5 Personality Test, a widely recognized and standardized personality assessment.
South Africa tops the list, followed closely by Greece and Croatia. Mexico ranks as the highest North American country in fourth place, while Canada’s friendliness score of 32.84 out of 40 places it seventh. Global superpowers the US and the UK rank 15th and 18th, respectively.
Agreeableness, described as friendly, kind, and cooperative, is a personality trait associated with prosocial behaviors and empathy. Respondents from various countries were asked questions to gauge their concern for others, willingness to help, and ease in making others feel comfortable. Higher scores indicated greater agreeableness and friendliness, which were averaged to determine each nation's friendliness score.Top 10 Friendliest Nations
The Top 10 Friendliest Nations (based on the 'agreeableness' trait of the Big 5 Personality Test):
| Rank | Country | Average 'friendliness' score out of 40 |
|---|---|---|
| 1 | South Africa | 34.63 |
| 2 | Greece | 33.71 |
| 3 | Croatia | 33.50 |
| 4 | Mexico | 33.47 |
| 5 | Sweden | 33.30 |
| 6 | Australia | 33.13 |
| 7 | Canada | 32.84 |
| 8 | Germany | 32.66 |
| 9 | Estonia | 32.58 |
| 10 | Belgium | 32.50 |
South Africa leads the rankings with an impressive score of 34.63 out of 40. Greece, inspired by its longstanding value of ‘philoxenia’ (hospitality), is the second friendliest European country, with Croatia closely following in third place with a score of 33.5. Mexico, the friendliest North American nation, ranks fourth, while Sweden is fifth. The UK and the US rank 18th and 15th, respectively.
Ollie Cassel, Head of Growth Marketing at Remitly, commented: “Friendliness is a crucial trait in life, especially when moving or traveling to a new country. The warmth of strangers can significantly impact one’s experience, making them feel more welcome and settled. Our study highlights countries like Croatia, known for its thriving tourist industry and friendly locals, as top destinations for those seeking a warm reception.”
