Canada moved up to first place for governance, people, and immigration and investment in 2021, among 60 other countries. For the first time ever, Canada is the second on the Nation Brands Index 2021, which measures the reputations of countries.
The quality of six categories was measured by this index: exports, governance, culture, people, tourism, and investment and immigration.
The immigration category shows the ability of a country to attract immigrants, workers, and students and the quality of life and business in the country. In this category, Canada was ranked first. For governance (measuring competency and fairness and commitment to global issues) Canada was ranked as the top country. Moreover, for the people category (measuring the competence, openness, friendliness, and tolerance of the population) Canada achieved the top spot.
2025 update—This year brought a shift in Canada’s immigration planning. The number of new permanent residents will now be capped at 395,000—down from the earlier projection of half a million. The change was announced as part of a broader effort to better manage housing, services, and labor market demands.
Temporary resident arrivals are still expected to be high. Projections suggest around 673,650 new arrivals in 2025, including nearly 306,000 international students. A cap was introduced to manage the pace, especially in regions feeling pressure on infrastructure and services.
French-speaking immigrants now make up a larger share of newcomers. The government had aimed for 1.21% in 2024; the actual number reached 7.21%. For 2025, the goal is 8.5%, particularly in areas outside Quebec where French-language communities are trying to grow.
On the investment side, the Start-up Visa Program still requires a $200,000 commitment from a designated venture capital group or $75,000 from an angel investor. Those joining a recognized business incubator don’t need to show funding upfront.
Meanwhile, changes to the Express Entry system are steering more invitations toward people with Canadian work experience or French-language skills. There’s also an effort to attract workers in healthcare, construction, trades, and teaching—fields where shortages persist.
Housing is getting special attention. A new advisory group is looking at labor gaps in construction. At the same time, certain workers already living in Canada without status may now have a path to stay legally if they’re helping build homes.
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