This article was originally published in the Brand Finance Middle East 150 2025 report
Soft Power, as conceptualised by Harvard Professor Joseph Nye, is the ability to shape the preferences of others through appeal and attraction rather than coercion. In today’s multipolar world, this intangible form of influence has become increasingly important, particularly for countries in the Middle East that are repositioning themselves on the global stage through diplomacy, investment, and culture.
In the 2025 edition of the Global Soft Power Index by Brand Finance, the United Arab Emirates continues to lead the region, retaining its position among the top 10 globally, and standing out as a rare exception to a regional slowdown in Soft Power momentum. The UAE ranks eighth in Influence, ninth in International Relations, and 10th in Business & Trade. It has risen to second globally for being ‘easy to do business in and with’ and remains in the top 10 for both ‘future growth potential’ and ‘strong and stable economy’.
This strong performance is a testament to the UAE’s long-term strategy of economic diversification, investment in future industries, and a commitment to diplomatic neutrality that enhances its global trust and appeal.
A key highlight of its diplomatic strategy in the past year was its official accession to BRICS in 2024, a move that expands the UAE’s influence in the Global South and positions it as an active player in shaping a more multipolar global order. Through BRICS, the UAE seeks to deepen economic cooperation and broaden its soft influence outside traditional Western alliances, underscoring its role as a bridge between East and West.
Regional divergence: Momentum vs. maturity
The region is expected to continue to punch above its weight in terms of Soft Power. The UAE (10th), Saudi Arabia (20th) and Qatar (22nd) have consolidated their position amongst the top 25 nations for Soft Power. While there was a softening in global sentiment in 2024, we expect this to recover over the medium term as the progress of the region’s ambitions under their respecting economic transformations are realised.
A decline in the perceptions of Gulf countries was noticed in 2024 amongst respondents from the Middle East, Africa, and Asia, who view the region less favourably than before. While most of these markets still hold Gulf countries in high regard, overall scores have decreased, potentially reflecting a shift in sentiment. Africa and Asia are key demographics for the Gulf economies, as migrants from these regions form the backbone of the workforce, supporting sectors such as construction, hospitality, and domestic services and contributing significantly to economic growth and cultural diversity.
Cultural influence and global visibility
Future-proofing their Soft Power potential, Gulf countries are increasingly leveraging culture, media, and sport to reinforce their Soft Power credentials. The UAE’s flourishing cultural ecosystem, reflected in Louvre Abu Dhabi, Art Dubai, and the Sharjah Biennial has enhanced its global identity as a patron of the arts. Qatar, meanwhile, continues to benefit from the legacy of FIFA World Cup 2022 and its influential media network, Al Jazeera.
Saudi Arabia, under Vision 2030, has intensified its cultural diplomacy. Signature initiatives such as Riyadh Season, the Red Sea International Film Festival, and an expanding entertainment landscape are recasting the Kingdom’s global image. Sites like AlUla and Diriyah Gate, which celebrate Saudi heritage, and Qiddiya, a vast entertainment destination, position culture as a central component of national identity.
With Expo 2030 in Riyadh and the FIFA World Cup in 2034 on the horizon, Saudi Arabia is preparing to welcome the world. These events offer unmatched platforms to engage international audiences and project a new narrative rooted in innovation, openness, and tradition. Yet, as with all Soft Power strategies, the challenge will be maintaining authenticity and deepening engagement beyond major events.
The road ahead
The Middle East is at a transformative moment in its Soft Power evolution. While economic ambition and investment scale are considerable, the future of regional influence lies in reputation management, cultural affinity, and the ability to inspire global audiences through values, not just visibility.
Saudi Arabia’s Soft Power trajectory is set to accelerate. As it prepares for Expo 2030 and the 2034 World Cup, the Kingdom is simultaneously shaping its urban and cultural landscape through giga-projects that reflect both scale and symbolism. Initiatives such as NEOM are emblematic of the vision for the region, one
that builds on heritage but is focused on progress.
To succeed, regional Soft Power strategies must however move beyond business prowess and mega events. Nations that invest strategically in culture, tourism, education, media, technology, diplomacy, and sustainable development will be best placed to convert economic strength into lasting influence.
The economic power of influence: How Soft Power drives growth
Soft Power is leveraged by nations to strengthen security as well as attract investment, trade, talent, and tourism, and in effect improve economic growth in the following ways:
- Attracting Foreign Investment:
Strong Soft Power enhances a nation’s image as a trustworthy and stable place to do business. Countries seen as ethical, well-governed, and culturally appealing are more likely to attract foreign direct investment (FDI). - Boosting Tourism:
A country with cultural appeal, media presence, and international goodwill becomes a more attractive tourist destination. Tourism contributes significantly to GDP through spending on hotels, transport, food, and entertainment. - Enhancing Trade Opportunities:
Nations with a positive reputation see stronger demand for their exports. Soft Power builds trust in a country’s products and services, creating a favourable environment for global trade. - Attracting Talent and Innovation:
Talented individuals are drawn to countries with perceived high quality of life, educational systems, and openness. This influx of talent fosters innovation and drives long-term economic development.
Strengthening Diplomatic and Global Influence:
Countries that invest in diplomacy, education exchange, and humanitarian aid build strategic alliances that lead to favourable trade agreements, collaborative research, and economic partnerships.
Building Soft Power and Nation Brand value is a multi-stakeholder effort
Governments lead, but Soft Power is co-created and amplified by national branding and communications agencies, cultural and educational institutions, civil society and the private sector.
- Ministries of Foreign Affairs lead diplomatic initiatives, public diplomacy, and international relations. Ministries of Culture, Tourism, and Education promote national identity, cultural exports, heritage, and academic exchange.
- Specialized government-backed bodies like Brand South Africa, VisitBritain, or New Zealand Story handle nation branding, media campaigns, and global storytelling.
- Public appearances and global initiatives (e.g. climate action or peace-building) are powerful soft power tools.
- Global brands (e.g., Apple, Samsung, LVMH) contribute to national image and desirability.
Coordination, consistency, and credibility are key to making Soft Power drive a meaningful return in the
long -run. - Programs like student exchange, language promotion, and film & music export help create lasting global impressions.
