Ireland's reputation continued to decline in 2011, according to a new survey.

The annual CountryRep2011 study found countries ranked Ireland the 17th most reputable country in the world, down from 14th a year ago and 11th in 2009.

The study, which was carried out by Corporate Reputations and the Reputation Institute, ranks countries according to a number of criteria, including offering a safe environment to visitors and residents, contributing to the global economy, and having a friendly and welcoming population.

Canada was ranked the most reputable country in the world, with Sweden and Australia close behind. Iraq was found to be the least reputable state.

The rankings are determined by responses from the general public. The study was carried out online between January and March this year, in G8 countries Canada, France, Germany, Italy, Japan, Russia, UK and USA. Some 42,000 consumers across the countries responded.

Irish people rated Ireland only 31st out of the 53 countries, 12 places lower than last year.

"These results are worrying for Ireland from multiple perspectives," said Corporate Reputations managing director Niamh Boyle. "The G8 are our trading partners, important tourism markets, and significant sources of foreign direct investment for Ireland. We need to be doing all that we can to reverse this current downward slide in our reputation.

"If we can improve our reputation, we will see a direct rise in the numbers willing to support us by investing in us, visiting us, buying from us, living here and working here," said Ms Boyle.  "Our data show us that if Ireland's reputation improves by 10 per cent, moving from a current score of 63.5 to a score of 70, tourism and FDI revenues alone would increase by $570 million."